Buy custom International Expansion:Jollibee
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| Topic: |
Business
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| Number of pages / Number of words: |
6 / 1545 |
Essay's paper body
The ability of Jollibee to continue creating value for its customers by leveraging these activities will be the key success factor for its international expansion. The brand name at home was achieved also through some trade barriers that helped JB a lot!
II. Tony Kitchner's International Strategy
Tony Kitchner was hired to build the global Jollibee brand with the dual goals of positioning Jollibee as an attractive partner, while generating resources for expansion...
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In order to become one of the "top 10 fast food brands in the world," Kitchner implemented a two-part international strategy which comprised of "targeting expats" and "planting the flag."
Kitchner's idea of "targeting expats" allows the company to ease its transition into an unfamiliar market. Although there is the risk of targeting too narrow of a segment, Jollibee's success in the niche market would allow it generate momentum for the company's expansion...
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