Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

MOS BURGER

No description
by

Nam Zakku Nguyen

on 15 January 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of MOS BURGER

MOS BURGER
Solutions
Reasons
Problem
COMPANY OVERVIEW
Marketing myopia: burger as fast food instead of burger as a specialized dish
Differing features of MOS compared to other fast food restaurants

Challenge in attracting foreigners in Japan
(esp. in the occasion of 2020 Tokyo Olympic)
Re-making MOS Burger's image as a Japanese burger restaurant
Company Background
4P SWOT Analysis
3C Analysis
Market preference
Marketing myopia: burger as fast food instead of burger as a specialized dish
Common sense: Burger = Fast food (same as Fried chicken, sausage, etc)
Interior: Impression of a fast food store

-->
Mistaken
by the brand name (M.O.S) and the main product (burger)
-->
Compared
with giant fast food brand names (McDonalds, etc.)
Problem
Survey

1. Customers wait for about 4-5 minutes at table to be served by staff

2. Price compared to Mc's:
Side dishes, Beverage, Dessert --> more expensive
Food set --> same

3. Using fresh & healthy ingredients
Features of Mos Burger
Lack of promotion
If MOS Burger is not your first choice, why?
If you want to eat burger, where would you go?
Re-defining
marketing strategies
Launch promotion campaigns at stores.
Re-design store interior to create "Japanese restaurant atmosphere"
P1
Fast food


P2
Premium fast food


P3
Specialized dish
Low income
M1
High income
M2
10s-20s Middle income
M4
M3
Middle income
30s~
Interior comparison
-
Massive
flux of international visitors

-
Risk
of losing profits for famous competitors like McDonalds if competing in the fast food market

- If identified as Japanese specialized burger restaurant
-->
higher chance
Reasons -
Why else is it perceived as a problem?
Initiated in 1972 in Japan

Currently 1600 stores in Taiwan, Singapore, mainland China, Hong Kong and Hawaii

A Wide Variety of Choices
50 people involved from different areas in Japan
Company



Local Branches



Customers
Push strategy
Open more stores at more convenient locations
Targeting
It takes time
It's not tasty
No recognition
It's
expensive
Inconvenient locations
Q&A please ?
Full transcript