对外经贸大学：《国际企业管理 International business management》课程教学资源（案例）Case6 Jollibee Foods Corporation 快乐蜂（Jollibee）快餐连锁店的国际扩张历程

Case6 Jollibee Foods Corporation 快乐蜂(Jollibee)快餐连锁店 的国际扩张历程 FAN Libo

Case6 Jollibee Foods Corporation 快乐蜂（Jollibee）快餐连锁店 的国际扩张历程 FAN Libo

Case Synopsis (1) The case opens with a trigger issue focused on three investment decisions facing the international division new manager,Noli Tingzon. The case traces the international expansion of Jollibee Foods Corporation,a Philippine based fast food company led by entrepreneur Tony Tan Caktiong (or TTC); The case then describes the company's early history under TTC. gowing to dominant fast food company in the Philippines and beating back a challenge from McDonald's in the process. In 1993,the company's decision to commit to a major international expansion,led by Tony Kitchner,he was dismissed in 1997

Case Synopsis (1) The case opens with a trigger issue focused on three investm ent decisions facing the international division new manager, Noli Tingzon. The case traces the international expansion of Jollibee Foods Corporation, a Philippine based fast food company led by entrepreneur Tony Tan Caktiong (or TTC); The case then describes the co mpany’s early history under T TC, gowing to dom inant fast food comp any in the Philippines and beating back a challenge from McDonald’s in the process. z In 1993, the company’s decision to commit to a m ajor international expansion, led by Tony Kitchner, he was dismissed in 1997

Case Synopsis (2) After a major restructuring of the international division, TTC hires Noli Tingzon as the new general manager of Jollibee's international division and asks him to review both the strategy and organization that his predecessor has put in place.. It is in this context that Tingzon must decide whether to enter the small PNG market where he will be a first mover,to expand into Hong Kong where is an existing base but some resistance to Jollibee's Philippines-based fast food model,and a proposal to stake a claim in the huge U.S.market by establishing an operation in California

Case Synopsis (2) After a major restructu ring of the international division, TTC hires Noli Tingzon as the new general manager of Jollibee’s international division and asks him to review both the strategy and organization that his predecess or has put in place.. It is in this context that Tingzon must decide whether to enter the small PNG market where he will be a first mover, to e xpand into Hong Kong where is an existing base but some resistance to Jollibee’s Philippines -based fast food model, and a proposal to stake a claim in the huge U.S. market by establis hing an operation in California

案例背景(1) 快乐蜂”是菲律宾一家著名的快餐连锁店.创始于1975年， 由Tony Tan Caktiong(TTC)创办和领导。 公司在TTC领导下成长为菲律宾快餐行业的主导企业， 并成功地击败了麦当劳的入侵。 1980年代中期，快乐蜂开始向海外扩张，初期经历了几 次失败，为公司的发展提供了有价值的经验和教训。 1993年，公司决定向国际市场大规模扩张，雇用了Tony Kitchner,一位在国际快餐行业具有丰富经验的经理人

案例背景(1) “快乐蜂”是菲律宾一家著名的快餐连锁店.创始于1975年， 由Tony Tan Caktiong（TTC）创办和领导。 公司在TTC领导下成长为菲律宾快餐行业的主导企业， 并成功地击败了麦当劳的入侵。 1980年代中期，快乐蜂开始向海外扩张，初期经历了几 次失败，为公司的发展提供了有价值的经验和教训。 1993年，公司决定向国际市场大规模扩张，雇用了Tony Kitchner，一位在国际快餐行业具有丰富经验的经理人

案例背景(2) Tingzon面临三个投资选择 作为一个先行者进入规模较小的PNG市场？ 进入已经建立起一定基础但该地对快乐蜂的菲律宾式快 餐存在一定抵制情绪的香港市场？ 接受在加利福尼亚州建立店面的建议，从巨大的美国市 场中分享一份利润？

案例背景(2) Tingzon面临三个投资选择 作为一个先行者进入规模较小的PNG市场？ 进入已经建立起一定基础但该地对快乐蜂的菲律宾式快 餐存在一定抵制情绪的香港市场？ 接受在加利福尼亚州建立店面的建议，从巨大的美国市 场中分享一份利润？

Assignment Questions How would Jollibee able to build its dominant position in fast food in Philippines?What sources of competitive advantage was it able to develop against McDonald's in its home market? 2.How would you evaluate Tony Kitchner's effectiveness as the first head of Jollibee's international division?Does his broad strategic thrust make sense?How effectively did he develop the organization to implement his priorities? 3.As Noli Tingzon,how would you deal with the three options described at the end of the case?How would you implement your decision?

Assignment Questions 1. How would Jollibee able to build its dominant position in fast food in Philippines? W hat sources of competitive advan tage was it able to develop against McDonald’s in its home m arket? 2. How would you evaluate Tony Kitchner’s effectiveness as the first h e a d of Jollibe e’s interna tional d i v i s ion? Does his broad strategic thrust m ake sense? How effectively did he develop the organi z ation to implement h is priorities? 3. As Noli T ingzon, how would you deal with the three options described at the end of the case? How would you implement your decision?

Question One:Philippines'Success How would Jollibee able to build its dominant position in fast food in Philippines?What sources of competitive advantage was it able to develop against McDonald's in its home market? 快乐蜂是如何建立起在菲律宾快餐食品行业的主导地位 的？它在国内市场上相对于麦当劳的竞争优势来源 于何处？

Question One: Philippines’ Success How would Jollibee able to build its dominant posi t ion in fast food i n Philippines? What sources of competitive advantage was it able to develop against McDonald’s in its hom e m arket? 快乐蜂是如何建立起在菲律宾快餐食品行业的主导地位 的？它在国内市场上相对于麦当劳的竞争优势来源 于何处？

Why success in Philippines We can have the following fact from the case: The franchising Marketing investment in building image ●】 The ability to manage volumes,cast and quality ● First Mover Advantages (FMA) ● Ability to adapt its product to local market. e Local pride and nationalism

Why success in Philippines We can have the following fact from the case: The franchising Marketing investment in building image The ability to manage volumes, cast and quality First Mover Advantages (FMA) Ability to adapt its product to local market. Local pride and nationalism

案例分析 菲律宾国内的成功（快餐行业经营模型） 表1快餐行业经营模型 特许经 经营运 营商 快餐行业的驱动因素 作控制 市场知识 资金资源 适应当 营销 店址 产品/服务 成本 地需要 支持 选择 质量 控制 营业额 利润

案例分析 菲律宾国内的成功（快餐行业经营模型） 表 1 快餐行业经营模型 特许经 营商 快餐行业的驱动因素 市场知识 资金资源 适应当 地需要 营销 支持 店址 选择 营业额 经营运 作控制 产品/服务 质量 成本 控制 利润

快乐蜂的其他竞争优势 先行者优势(MAs):1.选择最好的潜在特许 经营商；2.选择关键的店铺地点；3.游戏规则 制定者的地位。 适应当地菲律宾人口味和偏好的能力。 源于民族自尊心和民族主义的一种感情上的优 势

快乐蜂的其他竞争优势 先行者优势（FMAs )：1.选择最好的潜在特许 经营商;2.选择关键的店铺地点;3. “游戏规则 ” 制定者的地位。 适应当地菲律宾人口味和偏好的能力。 源于民族自尊心和民族主义的一种感情上的优 势