Each of the problem would have different solutions, however a solution formulation should be such that it addresses most the problems or if possible all the problems at once. Also, time for solution implementation, the different priority values based on interdependency and more must be considered.
The first solution is to ensure that a knowledge driven market research team connected to adequate feedback from existing international operations are formed. The market research team will be a knowledge based structure that would incorporate pat issues and present issues and based on current successful international practices would help Jollibee formulate strategies for their future expansions. The knowledge driven market research team would be able to advise for such issues as the local versus international customer expectations, the management practices, brand image issues, staffing and more. The management must have a detailed consult with this team before they take up future strategic drives.
The second solution is that the organization should partner with local partners that can provide them good insights into local customer expectations, and who would also be able to culturally manage a diversified team and help in staff transitions as well. Local partners who are strategically selected by Jollibee could help them resolve much of the issues. In their past, Jollibee has indeed faced issues with local partners, so it is an excellent choice to now focus on local partners for a solution.
Brand Awareness Marketing campaigns would be implemented. This is a solution that would take the brand name to the people in newer markets. Newer markets are not attuned to the brand and hence having a marketing campaign would help connect the consumer to the brand.
Implement a transnational strategy in internationalization. A transnational strategy is a middle ground between multidomain strategy and global strategy. A multidistrict strategy is one in which local requirements are given high importance. Responsiveness to local requirements are more significant compared to the global brand name, image etc. A global strategy on the other hand is one that favors efficiency. Efficiency is achieved by standardization. Where companies can follow one successful global strategy without customizing it for different markets, they would be efficient. Transnational strategy on the other hand finds an efficient middle ground. Firms like McDonald’s and KFC have followed this strategy and have been successful. As Jollibee, has been facing similar issues in international markets, they can adopt this middle ground too.