To what extent is the international marketing management of Jollibee effective?

Registration ID: IJNRD_183720

Published ID: IJNRD2211071

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Siya Abrol

Despite the fast pace at which globalisation is occurring, it is vital for brands wanting to enter international markets to understand and reflect in their marketing strategies the significant differences which may still remain between the consumers. These differences may be driven by many factors including cultural ones. The aforementioned remains particularly true for the food industry, wherein many different brands compete. One of these brands is Jollibee - a Filipino fast-food restaurant which has seen great success in its home market and is now also beginning to gain traction in international markets. This research paper aims to analyse the manner in which the company went international through the application of tools and models such as SWOT analysis and the Uppsala model of international expansion. The latter half of the paper more specifically considers the effectiveness of the international marketing management of the company by looking closer at their marketing mix and the degree of standardisation and/or adaptation evidenced in the different elements.

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Siya Abrol (November-2022). To what extent is the international marketing management of Jollibee effective?. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 7(11), a653-a663. https://ijnrd.org/papers/IJNRD2211071.pdf

Volume 7 Issue 11, November-2022

Pages : a653-a663

Paper Reg. ID: IJNRD_183720

Published Paper Id: IJNRD2211071

Downloads: 000122035

Research Area: Commerce

Author Type: Indian Author

Country: New Delhi , Delhi , India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2211071.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2211071

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