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Jollibee, the largest fast food chain in the Philippines, is opening its first UK store in London's Earl's Court neighborhood. This will be only the second Jollibee location in Europe, after a recent opening in Milan, Italy. Jollibee is known for its fried chicken and spaghetti signature meal. The company aims to become one of the top five largest fast food chains globally and sees expansion into Europe as a step towards that goal. Jollibee has a large following in the Philippines, where it is bigger than McDonald's in some markets.

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Rovileen Maganon
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473 views

Activity 1

Jollibee, the largest fast food chain in the Philippines, is opening its first UK store in London's Earl's Court neighborhood. This will be only the second Jollibee location in Europe, after a recent opening in Milan, Italy. Jollibee is known for its fried chicken and spaghetti signature meal. The company aims to become one of the top five largest fast food chains globally and sees expansion into Europe as a step towards that goal. Jollibee has a large following in the Philippines, where it is bigger than McDonald's in some markets.

Uploaded by

Rovileen Maganon
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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ACTIVITY 1: ANALYSIS

JOLIBEE comes to London Asiaa’s biggest fast food chain to open first branch
in the capital

A new competitor to McDonald's Big Mac and KFC Bucket Meal, fried chicken and
spaghetti, is about to hit London's fast food market. Jollibee, the Philippines' largest
home grown fast-food restaurant, is opening its first UK store later this month in Earl's
Court.
The chain, initiated in 1975 in Manila as an ice-cream parlour, is known for its fried
chicken and spaghetti signature meal.
It is just the second branch of Jollibee in Europe, after a launch at Milan in March, when
large queues commence from the beginning of the day. Jollibee Foods Corporation
(JFC) has ambitions to become one of the top five fast food restaurants in the country. It
gets us closer to fulfilling this vision by launching our first shop in the UK.'
This signature chicken is said to have crispier exterior layer because of which it is spicier. The
opening is regarded for the Philippine community as so culturally important that the Philippine
ambassador is supposed to participate.
The company has a dedicated and massive following in the Philippines, one of the few global
markets in the world where one of the locally-owned fast food franchises is bigger than
McDonald's.

Based on the article, please answer the following questions:

1. What marketing strategy did Jollibee use from Ansoff Matrix? Cite some
examples to support your answer.
__________________________________________________________________
_________________________________________________________________

2. If you were the chief executive of Jollibee Foods Corporation, what indicators
made you decide to support the opening of the 2 nd store in Europe?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________

3. Based on your answer in question no. 1, what factors affect the acceptance and
risk of goods and services towards the Europe market?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________

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