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Case Solution for Just Kitchen International Expansion to the Philippines

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Uploaded on July 14, 2025
Number of pages 21
Written in 2024/2025
Type Case
Professor(s) Mr david
Grade A+

Institution Case Management
Course Case Management

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JUST KITCHEN: INTERNATIONAL EXPANSION TO THE PHILIPPINES

CASE STUDY SOLUTION

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SYNOPSIS
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In May 2022, Jason Chen, the founder and chief executive officer of Just Kitchen Holdings Corporation
(Just Kitchen), a Canada-based and publicly listed operator of ghost kitchens in Taiwan, met with the
company’s chief marketing officer, chief of staff, and vice-president of operations to deliberate on the
company’s plan to expand into new markets, specifically, the Philippines. Their optimism for the Philippine
market stemmed from the country’s growing online food delivery industry, favourable demographics, and
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supportive government policies. While Chen and his team explored this expansion possibility, they
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recognized that entering the thriving online food delivery market presented advantages and disadvantages,
and questions loomed: What would be the most effective approach to enter this market? And, equally
importantly, what challenges and pitfalls should they anticipate as they ventured into such a business
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opportunity in the Philippines?
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OBJECTIVES

• Understand the strategies to build and expand global brands.
• Understand the fundamental elements required for the success of an international brand.
• Analyze the unique obstacles faced in building brands in emerging economies.
• Understand different modes of doing business in foreign countries.
• Understand the strategies for a company to develop itself as a global brand.

The Case Solution Starts From page 6

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ASSIGNMENT QUESTIONS

1. Analyze the Just Kitchen brand and the reasons for its success in Taiwan.
2. Explain the rationale behind Just Kitchen’s business model and the critical elements of its global expansion.
3. Analyze the macro-environmental factors and competitive forces relevant in the context of the food
services market in the Philippines.
4. Discuss the different modes of doing business in foreign countries. Which entry mode should Just
Kitchen adopt for entry into the Philippine market?
5. What obstacles might stand in the way of Just Kitchen’s success in the Philippines? How can the
company overcome such barriers?
6. Just Kitchen already has a presence in Taiwan, Hong Kong, Malaysia, and Japan. What strategies can
it use to develop itself as a global brand?

The Case Solution Starts From page 6

,3. Analyze the macro-environmental factors and competitive forces relevant in the context of the
food services market in the Philippines.

A new entrant must understand the macro-environmental factors and competitive forces relevant to the
business in the new market. The instructor can start the discussions with a PESTEL analysis to understand
the macro-environmental factors affecting the food services market in the Philippines. Here, students may
propose some of the points outlined below.

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Political Factors

In January 2022, the president of the Philippines enacted legislation with implications for foreign retail

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enterprises; it eliminated the need for a Certificate of Prequalification and adherence to the prequalification
criteria that had been established by the Philippine Board of Investments for foreign retailers to be able to
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participate in or establish retail businesses in the Philippines. Additionally, the law introduced a minimum
paid-up capital prerequisite for all foreign-owned retail trade companies and reduced the minimum
investment obligation per store.9 This move was expected to increase the entry of more foreign-owned retail
trade companies in the country.
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Economic Factors
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The Case Solution Starts From page 6

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6. Just Kitchen already has a presence in Taiwan, Hong Kong, Malaysia, and Japan. What
strategies can it use to develop itself as a global brand?

Developing a global brand requires a well-thought-out strategy that considers various factors. It’s essential
to continually refine the company’s strategies based on changing market conditions and consumer
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preferences to foster growth and success on a global scale.
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Here, students may propose some of the following strategies:
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Market Research and Understanding: The company should conduct comprehensive market research to
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The Case Solution Starts From page 6

, EXHIBIT -1: DIFFERENT MODES OF DOING BUSINESS IN FOREIGN COUNTRIES

Type of Entry Pros Cons
Limited control, minimal local
Fast entry with minimal risk,
knowledge, potential adverse
Exporting goodwill, trademarks and other
environmental effects from
intangible assets, protects patents
transportation

Licensing and
Franchising

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The Case Solution Starts From page 6

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