Case Study

Jollibee: Bringing Filipino fast food to the world

21 pages
November 2021
Reference: IMD-7-2207

The case deals with the international expansion of Jollibee across Asia, USA and Europe along various dimensions (in particular its brands portfolio)

Learning Objective

International marketing, brands portfolio management, strategic marketing

Keywords
Global Marketing, Fast Food, Restaurant, International Marketing, Brand Portfolio, Brand Management, Strategic Marketing
Settings
Philippines
Jollibee Foods Corporation, Travel and Leisure, Hotels and Restaurants
2020
Type
Field Research
Copyright
© 2021
Available Languages
English
Related material
Teaching note
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