快乐蜂的国际扩张.pdf

经济学院：杨筱吴晚红 严嘉祺周年红 通信与信息工程学院：孙褒 快乐蜂公司简介  快乐蜂 （Jollibee ，PSE: SMPH ） 主营连锁快餐业，提供有热狗、 汉堡和炸鸡等传统西式快餐，供 应的可乐为百事可乐。截至2009 年10月底，快乐蜂旗下餐饮品牌 在全球已拥有1,859家餐厅，其中 包括322家海外连锁店。2007年全 面收购的永和大王和2008年收购 的宏状元这两大品牌。目前这两 个品牌在中国大陆的连锁店已达 到197家，占快乐蜂全球销售额的 约９％。2008年3月，快乐蜂登陆 中国广东深圳，成为中国首家快 乐蜂公司。 案例内容 公司的历史 麦当劳：汉堡之争 行业背景 进军海外：1986—1997年 国际化的一个新纪元： 1997年 growth history of Jollibee Jollibee is a famous fast-food chain in the Philippines, Was founded by the Chan Kok (TTC) in 1975. In the beginning, Jollibee has Implemented diversification strategy under the ice cream trends， has developed a series of popular fast food for the style tastes of the Filipino, So Jollibee become the Philippine fast-food industrys dominant firms ，And successfully Beat the McDonalds invasion。 The mid-1980s，Jollibee began to expand overseas， The early experienced several failed，provided valuable experience and lessons learned for the development of the company 。 In 1993，The company decided to massive expansion to international markets ，Hired Tony Kitchner ，A Jollibee Features The companys name comes from Chen Juezhong has a better vision for the companys employees happy and efficient work like bees in a hive 。 within the company always show a atmosphere of courteous and friendly 。Friendly relations throughout the organization 。 in addition there are delicious food, happy atmosphere, the flexibility to meet the needs of consumers, and Family-focused 。 Jollibee Be able to a