Strategy and Management of Change

Case Study
Pages 11 (2761 words)
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Starting in 1975 as a two-branch ice cream parlor, Jollibee, which is an American-style fast food restaurant with Filipino influenced dishes, is now one of Philippine's most phenomenal success stories. In 1978, after studying that a potential large market was willing to be tapped, the focus was shifted from ice cream to hamburgers.


The company was inspired mainly by the international brand McDonalds. Preempting the entry of McDonalds in the Philippines, our organization reinvented and differentiated itself by concentrating on Filipino way of doing the business. What pushed our organization during its earlier period are its internal strengths. Stores were structured to suit the ambiance fitted to customers, services were transformed into a full service fast food operations and equipments were updated to enhance effectivity and efficiency.
Jollibee was able to enter the ranks lists of top 500 Philippine corporations in 1984 by reaching the P500 million sales mark. Barely 10 years in the business, our organization joined the ranks of the top 100 Philippine corporations. It made a record when it became the first Philippine fast food chain to break the P1 billion sales mark in 1989. In addition, it became the first Philippine food service company to be listed in the Philippine Stock Exchange in 1993. This was the strategy that helped our organization broaden its capitalization and lay the groundwork for sustained expansion of business operations both domestically and internationally (
Pursuant to its long-term goal to dominate the local food service industry, our organization has expanded its market coverage. ...
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