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2.3 Problems and issues In 1994, Tony Kitchner was employed as a professional manager to operate the International department, since the company had decided to put more recourse on its international business. During his time, there was great expansion and increase in the company's international side. He used a "plant the flag strategy" to expand Jollibee's chain stores in overseas, and he saw all the expatriate Filipinos as a potential Niche market. This is another strategy from Kitchner, named "Targeting Expats". In addition, he also made some internal changes to help implement all the business plans. Kitchner start recruiting people for the International operations, such as marketing, Finance, Quality control and product development (Bartlett & Connell, 1998). One of his reformations on employees is to ask them wearing ties, as to provide a more professional image on Jollibee's international side. During his time at Jollibee, Kitchner manage to increase the...

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