Research by: Shweta Pandey, Sandeep Puri, & Raghav Rasal
Abstract
In May 2022, 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 management team 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 supportive government policies. While the founder and his team explored this expansion possibility, they 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 opportunity in the Philippines?
Learning objectives
This case suits undergraduate- and graduate-level marketing courses on international marketing, international business, analysis of business opportunities, and marketing strategy. Additionally, this case can be used to facilitate discussions on market entry strategies for international markets like the Philippines.
This case offers an opportunity to understand the possible expansion of a cloud kitchen organization in the Philippines and the factors impacting its success. After analyzing the case study and assignment questions, students can accomplish the following learning 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.
To cite this case: Pandey, S., Puri, S., & Rasal, R. (2024). Just Kitchen: International Expansion to the Philippines. Ivey ID: W35242. London, Canada: Ivey Publishing
To access this case: https://www.iveypublishing.ca/s/product/just-kitchen-international-expansion-to-the-philippines/01tOF000002W4P7YAK
