There were numerous staffing problems faces by the company after 1997. The staffing problems arose because of multiple issues. Firstly, Jollibee was not able to hire Chinese speaking crew members in Hong Kong. There were language based issues here between customers and the staff. When the company was launched in HK, the Chinese managers wanted to serve tea in a Hong Kong style as it was accepted culture in the place. However, this was not received with approval from Jollibee end. On the other hand, a core product offering of Jollibee was met with resistance in the Chinese market as the Chinese managers felt that eating deep fried food would make them unhealthy. There were cultural clashes in the staffers as Chinese and Philippine staffers meeting in disagreements. More staffers left the organization and this led to turnover issues for the company. They had to stall decision making until they could bring up the product and process to quality.
Jollibee is assessing its past strategies and its current resources to understand how future expansions can be formulated. Jollibee wants to expand into emerging markets but wants to focus on whether they should change their operation or just their marketing. Also of concerns are whether they should focus only on ethnic Chinese consumes or whether they should generalize their offerings for the local market. Now much of the issues that Jollibee is assessing at present are issues that it has already faced in the past in other markets and regions. These were what were discussed in the ‘identifying business problems’ subsection of the paper. Therefore, objectives for improvement can also be formulated based on understanding these issues. Some of the key objectives or outcomes that Jollibee needs are as follows.
To evaluate current strategies and implement a successful international strategy that helps it acquire at least 10 percent of the fast-food/restaurant market share in emerging markets
To assess conflicts in existing international ventures and handle them based on a contextual and cultural basis
To understand the need for balance between domestic and international product and process offerings.