Searching for the other significant issues, the issue of not understand local versus international customer expectations differences could be a more detrimental issue. Management practices, brand image and staffing issues are also problems but where the product is preferred by customers and where demand is high, then these issues would have taken a back seat.In terms of time dimensions, the issue to be handled first is that o understanding the differences in local and international customer expectations. This is the foremost issues as this is how the company will know what to sell to the customer. The structuring and business management planning would take second priority to this issue.
In this case, the larger problem is internationalization and most of the issues observed in the case study are symptomatic of the larger problem. The company is not prepared for internationalization as it has not planned for the same and this is what lead to confits issues in management, store operations, staffing problems etc. If adequate planning and learning from failures had been applied, along with market research, then it would have been possible for most of the other concerns to be alleviated.Some of the underlying assumptions made from the case study are that, the issues for the company still exist. This need not be the case. Jollibee did face issues in its initial internationalization and did indeed not apply their learning adequately.
However, over time they could have built a knowledge management framework and market research team that helped address these issues. These are however not in the scope of analysis here. Secondly, there are many cultures based issues that could have led to the issues, such as Jollibee following an organization culture that was strongly biased based on its national culture. This could have made the organization take up an international stance where they would have felt that what they were doing was right. Now these factors of organizational rigidity, beliefs and ideals are not discussed here as they are too intangible to discuss without direct primary information.