Case Narrative Jollibee food Corporation (JFC) is a food empire with interest in American fast food chain (burgers, fries, fried chicken, etc.) including pizza chain (Greenwich), grilled chicken (Mary’s Chicken), and Chinese fast food (Chow King). Jollibee is slowly acquiring these companies. After two decades, Jollibee Food Corporation’s market share was 57% while McDonalds (its main competitor) garnered only 36%, two decades later. By the end of 1998, Jollibee had 302 company owned and franchise stores in the Philippines and 27 franchise stores overseas while McDonalds had almost 200 stores. Around 43% of Jollibee’s stores were franchised-owned. Jollibee used franchising to rapidly expand its business and achieve market penetration. Jollibee is facing a dilemma in their franchising on to whom they will reward the franchise between two applicants. This may be a sign of Jollibee that the company is booming like mushrooms, closing the gap between one Jollibee fast food from the other in terms of location and distance. Despite of this, its growth is incomparable to McDonald’s global power in the international market. Situational Analysis A. Internal Analysis Jollibee used franchising to rapidly expand its business and achieve market penetration. Franchising is the force which provides the strength to the Jollibee Food Empire. Jollibee’s management faced a dilemma of choosing a franchisee or selects individuals with a successful track record in business, of good standing in the community that leads them through their weaknesses because they have so many franchisee which is targeting at the same spot. Jollibee continue dominate the hamburger market despite the influx of new foreign players. B. External Analysis Jollibee always select individuals with successful track record in business, with good standing in the community, and providing total customer value and satisfaction