In Partial Fulfillment of the Requirements in Microeconomics
Submitted to:
DR. Bievenido M. Flores
Professor
I. Introduction
As the country's leading fast food chain, Jollibee has grown exponentially on all aspects on operation. From a handful of stores 32 years ago, Jollibee now boasts of more than 600 stores and over 50 international stores. Tony Tan Caktiong’s Jollibee has been one of the most admired, most copied, most innovative and most professionally-run companies here in the Philippines. It has been the number one fast food chain overtaking giants such as McDonalds and Kentucky Fried Chicken or KFC. How did a local jolly red bee knocked down multinational red-haired clown named Ronald? Let’s see another inspiring story of the founder. With its success, Jollibee franchise has now a tag price of P25+ Million (US$ 500,000+)
II. Context Analysis
Jollibee is a phenomenal success story: what began as a two-branch ice cream parlor in 1975 offering hot meals and sandwiches became incorporated in 1978 with seven outlets to explore the possibilities of a hamburger concept. Thus was born the company that revolutionized fast food in the Philippines. In 1984, Jollibee hit the P500 million sales mark, landing in the Top 500 Philippine Corporations. In 1987, barely 10 years in the business, Jollibee landed into the country’s Top 100 Corporations. It became the first Philippine fast food chain to break the P1 billion sales mark in 1989. In 1993, Jollibee became the first food service company to be listed in the Philippine Stock Exchange; thus broadening its capitalization and laying the ground work for sustained expansion locally and beyond the Philippines.
