What had been the approach and competitive advantages of Jollibee in the Thailand? JFC seen that the take out market in Philippines had a high growth potential. We were holding the initially movers in the market and therefore in a position to build up manufacturer recognition. JFC’s success could possibly be attributed to it is differentiation technique that developed and suffered a competitive advantage specifically against McDonalds.
The McDonalds was a global giant purely following the viewpoint of standardization especially with the hamburger collection. JFC realized that it could attract customers with superior mouth watering products for more affordable prices due to their tight control over operations management.
JFC was also aware that the pioneers of Jollibee (Tan family) had a relatives tradition (a capability) of getting delicious foodstuff tailored intended for the requirements (local tastes) of Philippine customer.
To summarize, JFC provided a more designed menu with a sweeter hamburger, an innovative chicken breast product, a kid-oriented chicken plate consistent with the preferences of consumers although McDonalds did little or nothing to improve its products due to mainly it is US primarily based decision procedure.
This could be, because the global working competitor B would endanger its brand image and values, if perhaps they would adapt local requires ” the contrary does apply for JFC.
The accent organizational structure allowed JFC to respond to sell changes more quickly. In addition becoming closer to the market as well as better connected (Many franchisees had been friends of Tan family) helped JFC to establish themselves better.
JFC’s managers understood that providing tasty hamburgers were not enough. They required the effort to replicate and enhance the McDonalds functioning structure so that Jollibee started to be more competitive at shop level. Lessons learned through the competitor in the early stages with the small food chain allowed it to lessen production time and ensure regularity and cleanliness of its products.
The mixture of being the first on the market, service with innovative products and opening fresh and effective store for good places allowedJollibee to expand the growing fast food market to new consumers. In addition , Jollibee’s organizational culture and idea summarized by ‘Five Fs’ (Friendliness, delicious food, entertaining atmosphere, overall flexibility in catering customer needs and concentrate on families) continual the competitive advantage against competitors by simply enhancing the consumer experience and optimizing procedures to keep costs low and quality substantial.
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