快乐蜂Jollibee快餐连锁店的国际扩张历程.PDF

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 (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. 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？ Assignment Questions 1. How would Jollibee able to build its dominant position in fast food in Ph