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Bringing the Filipino Taste to the World, Essay Example

Pages: 2

Words: 642

Essay

The Filipino culture is basically known worldwide because of the number of Filipinos scattered on the different parts of the different continents usually working for the companies and families located in different areas around the globe. Noticeably, it could be understood that the modern ways of global living has made it possible for such occurrence of cultural division and distinction to come into existence. Jollibee, one of the Philippines most successful food corporations, is now affecting the overall function of the Philippines as it performs internationally especially in relation to supporting the food industry.

The business started out as a mere burger stall located at the corner of a busy street when its recipe has captured the hearts of the consumers. The owner, Tony Tan, simply wanted to partner the burger with an existing Magnolia Ice Cream parlor that his family manages in Cubao in 1975. From this came the hotdogs and other meal menus that catered to the local Filipino market. Jollibee became the country’s response to the business challenge opened up by McDonalds in the country. At present, the business thrives with at least 2,510 branches and smaller franchise stores around the globe. With its headquarters in the Philippines, the primary administrators of the business make sure that their marketing campaigns would be able to relate to the world market.

What made the expansion options successful? The personal attention that the owners and the managers have on the reputation that the organization carries in response to the emergence of international competition provides a definite pattern that allows for the development of new waves of marketing that makes it easier for the organization to penetrate the international market. Looking through the food culture of other countries, creating a structured form of marketing that is best able to provide strong foundation for the business’ stand point in a new nation is one element that made it possible for the whole organization to be strongly competitive in nature.

What could be realized from this point of business development is the fact that the administrators of Jollibee tried to define their primary market first before actually expanding to the demands of others [for the sake of expanding the market influence they create in the international scene]. For instance, the primary aim of bringing the organization’s first retail branch outside the country is to cater to the Filipino communities who might want to have a feel of home in areas where they are located. This is why the first locations targeted by the company in branching out internationally are the ones that have a distinct number of Filipinos in the existing communities. As the branches are already established, looking through the local taste of the locals, the original residents of the communities is the next step that the branch-managers attempt to adapt to. Doing so gives them an idea on what needs to be added into the menu, therefore bringing in a sense of expanded concentration on catering to the local taste of the members of the local community being served.

Another effective strategy that the company adheres to is the solidity of their operation and the marketing options they take into account. This strategy gives them a sense of unity amidst approaching international operations accordingly. It also adds up to the reputation that they want to establish in the international scene. Most likely, it is with this consideration that the corporation is able to make sure that their capacity to function as one unified organization is identified accordingly. Noticeably proving that their reputation would withstand extensive competition even from distinct international brands such as McDonalds and business entities in the food industry gives the organization a better sense of determining what is good market direction and market influence; one that distinctively influences a better insistence on how a small organization is able to penetrate the international market successfully.

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