Mos Burger Famous Fast Food Service Business Essay Example For Students

Mos Burger Famous Fast Food Service Business Essay MOS Burger is a celebrated fast-food service in Japan that founded in 1971 by Mr. Satoshi Sakurada. The name of MOS comes from the words Mountain, Ocean, and Sun and each of this word hold its ain significance. Mountain stands for dignified and baronial, Ocean stands for broad and huge while Sun represents vivacious and vitalizing ( MOS Food Singapore , 2012 ) . It is now the 2nd largest fast-food service in Japan after McDonald and MOS mercantile establishments had successfully expanded into abroad markets such as Taiwan, Singapore, China, and so on. The company distinguish itself from rivals by apply cook to order construct ( MOS Burger Website , 2012 ) . The nutrients will be cooked merely after the client s order to guarantee the freshness of the nutrients. MOS s Burgers used rice roll and many other Nipponese sauces like teriyaki sauce that cover up on the Burgers to demo its singularity which emphasized on supplying a healthy, delightful and clean nutrient. Furthermore, the company besides served assortment of alone and original MOS Burger every bit good as utilizing multinational schemes when traveling planetary because they keep standardized the formula and the concern system while localized some of the merchandise to suit with local gustatory sensation and penchant. The corporate slogan To do people happy through nutrient was an of import driver for the company to bring forth fresh, delightful, and quality Burgers to their clients ( MOS Burger Website , 2012 ) . The passionate committedness of the company make it successful possible and to guarantee a uninterrupted endurance in this competitory market. MOS Burger has successfully expanded its concern globally and presently there are 28 mercantile establishments in Singapore, 223outlets in Taiwan, 16 in Hong Kong, 7 in Thailand, 2 in Indonesia, 18 in China, 2 in Korea and 5 in Australia ( MOS Burger Website , 2012 ) . The 1412 mercantile establishments in Japan have about reached the bound for the company to spread out, therefore the company hope to speed up its enlargement with a vision from MOS of Japan to MOS of Asia and eventually MOS of the World . The company planned to spread out their concern and take to come in those markets that they have non enter yet such as Malaysia, Canada, Western states and so on in the hereafter ( MOS Food Singapore , 2012 ) . The entry manner used by MOS Burger to come in the oversea market usually lies on joint venture and franchise system. The company signifier joint venture with the local company as enlargement scheme into abroad market ( MOS Burger Website , 2012 ) . MOS Burger headquarter will delegate a forces to discourse about the development and joint attempt with the local company to guarantee that they can come in into the new market successfully which is wholly differences in footings of the ways of making concern, civilization issues and other issues. MOS Burger besides use franchise as one of the entry manner schemes but it is non easy to obtain a franchise licence from MOS Burger because it needs to carry through the demands set by the company. The possible franchisee demand to cognize good about the company s doctrine that created by Mr. Sakurada because he wish to spouse with those who cares on nature ; and besides a group of people who can lend to the creative activity of felicity both for people and society ( MOS Burger Website , 2012 ) . However, the company will merely seek for the states or regional franchisees. As decision, the company is preferred to utilize a maestro franchise system to come in the new markets alternatively of a normal franchise system. Outline1 2.0 CURRENT EXPANSION STRATEGY2 2.1 Joint Venture3 2.2 Franchising4 2.3 Wholly Owned Outlet5 3.0 Future EXPANSION STRATEGYA6 3.1 Export Canada7 3.2 Partnership Malaya8 3.3 Backward Integration New Zealand9 Decision 2.0 CURRENT EXPANSION STRATEGY MOS Burger starts to spread out their concern since twelvemonth 2001 and the first abroad mercantile establishment is established at Taiwan. MOS Burger has work attentively to spread out their concern and successfully opened 265 shops across seven parts in twelvemonth 2011. ( MOS study , 2011 ) . 2.1 Joint Venture Joint venture is an entry manner by set uping a house that is jointly owned by two or more otherwise independent houses ( Charles and William, 2011 ) . MOS Burger decided to utilize joint venture as one of the entry modes to come in other parts because it able to command over the concern and at the same clip it besides can deeply understand that peculiar part s civilization and life style. In enlargement into each part, MOS Burger merely will set up a joint venture understanding with those companies that emphasizing on good homo relationship even it is able to prosecute net income ( MOS Burger Website, 2012 ) . MOS Burger will carefully in evaluate and choose their joint venture companies in order to guarantee their concern public presentation to accomplish satisfaction consequence. Those companies that qualified to prosecute a joint venture understanding with MOS Burger must traveling through few procedures start from entry of proposal, presentation, interview and they must able to collaborate in the development of MOS Burger in that peculiar part ( MOS Burger Website , 2012 ) . This scheme have been used really successfully in Taiwan by established a joint venture with TECO Group in twelvemonth 1990. After 22 old ages, there are 223 shops was opened in Taiwan ( MOS Burger Website , 2012 ) . The successful enlargement of MOS Burger in Taiwan is because they expert in developing their employees who able to understand the basic doctrine of MOS Burger which is safe and unafraid . ( Kouhei, Hideaki, Tsukasa, A ; Shigeharu, 2010 ) In Indonesia, MOS Burger established a joint venture, Pt Mog Indonesia in twelvemonth 2008 and they start the first mercantile establishment in Plaza Sendayan located at South Jakarta ( Plaza Indonesia Shopping Centre , 2009 ) . Furthermore, MOS FOOD SERVICES Inc. has joint venture with Media Will Holding Co. Ltd, a Korean company that involved in wide spectrum of activities including printing, distribution and eating house direction to open a new South-Korea mercantile establishment in March 2012 ( MOS Report , 2011 ) . Joint venture is of import for MOS Burger and successfully utilizing by MOS to spread out their concern to abroad parts including Taiwan, Hong Kong, Singapore and others. MOS Burger decided utilizing joint venture because they found that the natural barrier in developing the concern chances overseas. Those natural barriers chiefly refer to each part s linguistic communication and civilization differs from each other ( MOS study , 2011 ) . The successful of this scheme can be seen in Taiwan which consist the highest figure of mercantile establishments among the foreign markets. It was so success because the joint venture company TECO group to the full understand their ain part and win in developing the employees who can talk Chinese good and at the same clip they able to understand the basic doctrine that developed by MOS Burger. ( Kouhei, Hideaki, Tsukasa, A ; Shigeharu, 2010 ) However, joint venture still has its ain restrictions which are MOS Burger unable to the full control over their ain concern and struggle may originate when there is different point of positions. ( Charles and William, 2011 ) Hannibal EssayMalaya is the suggested state that to follow this entry scheme. In order to avoid the ferocious competition in fast nutrient industry throughout Malaysia, MOS Burger will be suggested to get down and growth-up their concern at the location along with the South-North Expressway, Malaysia. These locations suggested as it can chiefly aim the travellers who use the freeway and deficiency of fast nutrient mercantile establishments along the main road. MOS Burger can spouse with the gasoline station such as Petronas, Shell or etc. This proposed entry manner is derived from other fast nutrient house such as Pizza Hut and Taco Bell. The Pizza Hut and Taco Bell have created a strong partnership and this is a successful cooperation ( Co-branding illustrations , 2012 ) . Harmonizing to Onakayo ( 2003 ) the pull offing manager of Mobil Oil, Mobil gasoline station has a fast nutrient tribunal called On The Run and it provide household or friends to bask in a comfort and quality topographic point. Besides, Dr. Paa ( 2003 ) said that partnership of fast nutrient with gasoline station provide benefits to clients, portion holders every bit good as the overall economic system of a metropoliss or topographic points. Besides, the pattern of this scheme can benefits those long journey travellers who use the South-North Expressway particularly those from Singapore to North countries need to pump in the gasoline and take a remainder during their journey or half manner. Dr Paa ( 2003 ) besides said that this pattern can commend as a touristry attractive force because it able to function the travellers demand who traveling about and between metropoliss. Once this partnership has been implementing, after the traveller pump in the gasoline they can take a remainder while will bask their repast merely beside the gasoline station merely. This will open-up a new chance for the MOS Burger while besides will pull the traveller for peculiar gasoline station to make full up fuel and remainder. This will make a win-win state of affairs. 3.3 Backward Integration New Zealand Last but non least, MOS Burger can follow backward integrating which is taking the function of their providers. Backward integrating allow MOS Burger to derive some benefits such as to guarantee the beginning of quality of the natural stuff at a competitory monetary values, have full control to the cost and able to provide the spread outing market either locally and abroad ( Poultry Integration, 2012 ) . This pattern has been used by KFC Holding ( KFCH ) as they have invested into different activities that assist their nucleus concern ( Poultry Integration, 2012 ) . To implement backward integrating, MOS Burger s is recommended to to have a breeder farm and hatchery, provender Millss, carnal farm, broiler agriculture or farther processing workss through acquisition. Acquisition refers to geting others concerns through busying certain sum of portion or assets ( Tan, 2009 ) . Acquisition scheme able to supply the benefits of velocity, lessening in hazards, avoids strong competition , overcome entry barrier and others ( Business direction scheme , 2010 ) . Acquisition is deserving to be pattern as it allows the company to entree a wider client base and increase their market portion. The most appropriate state for MOS Burger to follow backward integrating. Dairy Group ( 2012 ) said that New Zealand is the state which holds 35 % of dairy merchandises in the universe market. The dairy industry in New Zealand is celebrated and typical in term of its high quality and flavourful merchandises. Besides, harmonizing to the statistic New Zealand ( 2011 ) , milk pulverization, butter and cheese are the top 1 every bit good as meat and comestible offal as the top two trade goods that exported by New Zealand. In order to keep the strong place in the universe market, New Zealand is really consecutive in protecting their grass-fed heard through bio-security policies and utilizing bio-nutrients to feed the cow ( Investing now , 2012 ) . As decision, the high attempt of New Zealand to guarantee the quality of their dairy merchandises provide a great chance to MOS Burger to implement the backward integrating as they can to the full command the quality of the dairy merchandises that may used as one or more natural stuffs for MOS Burger in the fast nutrient industry. Decision In decision, the survey has identified the entry manners and besides the enlargement schemes that adopted by MOS Burger to come in foreign markets. There are besides some future enlargement schemes proposed for the company which are applicable and implementable as some of the existent instances discussed have shown a good illustration. The entry modes that presently used by the company for enlargements are chiefly fall on franchise and joint venture. The company will take a suited franchisees or spouses that know good and aline to the MOS Burger s doctrine to collaborate. This is to do sureA that the hazards of enter into a different market for making concern can be cut down and to keep a significant control over the quality of the nutrient. Furthermore, taking the right spouses is to guarantee that the committedness of the company can be transmit to those who like to eat MOS s Burger. Besides that, MOS Burger can spread out their concern utilizing other entry manners every bit good in the hereafter to vie with their challengers in foreign markets. Exporting is another option for MOS as it is the easiest manner for the company to come in the new markets and reach the clients easy. The company is suggest to export their merchandise in term of bite signifier by utilizing the well established trade name name MOS Burger to come in the Canadian market which has a high ingestion of bite nutrient. Meanwhile, the partnership entry manner can be adopted every bit good in Malaysia by collaborating with local well known company for illustration Petronas. MOS can spouse with the gasoline station distributer to construct their mercantile establishments beside or near the gasoline station along the South- North Highway in Malaysia to derive benefit while the travellers take their remainder or replenish gasoline at the gasoline station on the main road. Following, the company c an besides utilize the backward integrating scheme to derive some advantages on the cost of stuff and besides to beef up the supply concatenation system of the company which need non depends much on the chief providers any longer. This can be done likely in New Zealand by geting a piece of land and engender their ain domestic fowl that needed for doing the Burgers. Finally, MOS Burger is a company that has a possible to spread out and turn globally. Therefore, it need to be managed by a gifted and committed direction squad and besides keep a good cooperation with his spouses and franchisees.