Jollibee Analysis

The Jollibee case is notable as much for its leadership as for its products and international approach. In Tony Kitchner's case, in his three years as head of the company's International Operations, his leadership manifested both savvy professionalism and abysmal international expansion efforts. Kitchner's institution of a dress code was apt, converting the company from one that looked like a neighborhood chain to one with a multinational image. While his "planting flags" approach reflected an interest in giving the company greater reach within its region, Kitchner's egregious lack of planning and research made it a failure. He simply opened stores in various Asian cities on the assumption that Jollibee's success in the Philippines could be transplanted with little adaptation and these stores folded one after another as he discovered his error. In addition, his approach created strained relations between his Philippine staff and the International staff. Overall, Kitchner's three years could be summed up as a period of great ideas backed with too little research and foresight.

As Noli Tingzon, I would assess my situation in taking over the International Division as a recovery effort coupled with a tremendous opportunity to create a niche in the lucrative American fast food market. Foreign fast-food restaurant chains have been known to forge great successes in the U.S. market, as evidenced by the success of such novelties as bubble tea houses that hav

Category: Business - J