JFC is building a competitive advantage to counter some global competitors such as KFC, McDonald's and Burger King. The secrets to its success from a marketing perspective are focusing on the Philippine market, building brand equity, and offering variety and convenience. JFC builds very strong brand equity. The symbol of the brand is the bee, which is truly imprinted in the minds and hearts of Filipinos. And they are also engaged in socio-civic programs serving communities. JFC invests significant resources in the Philippine market to serve local-style meals that cannot be found in competing chains. They serve Filipino style spaghetti, rice and burgers. JFC offers a menu with a wide variety of dishes. And JFC's one-stop shop will bring convenience to all customers. From an operational perspective, JFC is learning McDonald's operating systems and is trying to gain more control over costs, service and quality to be able to reduce production times and ensure higher quality and production standards. cleaning. From a human resources perspective, JFC provides high-class services in its stores. JFC is only looking for service-oriented personnel through high-level recruitment and selection processes. JFC offers higher compensation to increase staff loyalty and encourage better service delivery. JFC also offers training programs to help staff acquire the necessary skills and creates a better working environment to increase service standards. 2. Although new brands have their own different identity; JFC can still leverage its resources and expertise in management, recruitment, training, selection, marketing and logistics. They can also use economies of scale to reduce production costs. I think there should be no dilution of Jollib...... middle of paper...... and brand value. JFC should bring the same IT system technology to ensure operational efficiency and understand consumer trends abroad. JFC should understand what local customers want and create localized service standards. They should also train local staff using the same methods to train the best crew to ensure consistent high-level service. 5. I believe JFC should focus on the Philippines market as this market is growing at the fastest pace and has 89% of all stores. And JFC should also focus on the Chinese market as the Chinese market and economy are developing very rapidly and both McDonald's and KFC are operating very well in China. However, overseas expansion should not be the main focus. It takes a lot of effort, investment and cost, especially marketing cost, to introduce this unknown food culture to local customers.