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Printable Handouts
Navigable Slide Index
- Introduction
- Briefly about myself
- Today's topic
- Tony Tan as a young entrepreneur
- Jollibee in the early days
- Tony Tan’s personality and the rise of Jollibee
- Tony Tan’s background
- Tony Tan’s management style
- Philippines cuisine
- Jollibee brand icon
- Primary target group (1)
- Primary target group (2)
- Jollibee TVC's
- Most visited fast food chains in the Philippines
- Plans for Jollibee
- Internationalization strategy
- From Jollibee to JFC
- JFC’s Internationalization (1)
- JFC’s Internationalization (2)
- Sales results in 2015
- Further international expansion
- Market success
- International market entry strategies
- Thank you
- References
This material is restricted to subscribers.
Topics Covered
- Rise of Jollibee in the Philippines
- Tony Tan’s personality and management style
- Branding and targeting in Jollibee
- Internationalization Strategy of Jollibee
- International market entry strategies
Talk Citation
Vardar, N. (2018, February 28). How a local brand can compete against international giants [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 12, 2024, from https://doi.org/10.69645/ECMJ3357.Export Citation (RIS)
Publication History
Extended-form Case Study
How a local brand can compete against international giants
Published on February 28, 2018
14 min
A selection of talks on Global Business Management
Transcript
Please wait while the transcript is being prepared...
0:00
Hello, my name is Nukhet Vardar,
How an a local brands compete against international giants,
Jollibee, or Asia's McDonald's?
0:10
If I need to introduce myself briefly,
I must say that I have been working in marketing and advertising area since 1985.
I value myself for being both an academic and a practitioner.
I always enjoyed sharing my thoughts and views in marketing, branding and advertising.
So far I have 13 books,
for a detailed CV you can visit my company website,
and have a look at my CV at www.elizi.net.
0:42
Now let us start discussing our topic for today.
Today, we will be talking about Jollibee or Jallebee as it is pronounced locally,
which started as a small local brand in the fast food sector in the Philippines,
just before McDonald's entry to this market.
Becoming a major competitor of McDonald's in the Philippines as well as around the globe.
1:06
The young entrepreneur, Tony Tan stories started in January 1978,
when he decided to turn his ice cream parlor into a fast food chain at Quezon City.
At that time even his close friends tried to change his mind
saying that he did not stand a chance against McDonald's.
Some even suggested that he could become a McDonald's franchisee instead.
1:32
However, Tony Tan with his culinary abilities love for Filipino food and for Filipinos,
was determined to make a success out of his small business,
turning it into an international brands.
Jollibee's entrance and success in the market made
McDonald's to postpone its entry to the Philippines until 1981.
And when it eventually entered,
McDonald's made some radical changes in
its menu in order to be able to compete with Jollibee.