MOS BURGER

Member ：財政三 101205046 楊雅婷財政三 101205069 陳宜君財政三 101205073 蕭妤如財政三 101205088 羅晨帆

Outline✪ Profile of MOS BURGER

✪ Profile of Fast Food Industry

✪ MOS Pricing Strategy Analysis

✪ Questions and Discussion

PROFILE OF MOS BURGER

Profile of MOSMOS BURGER （モスバーガー、摩斯漢

堡）

• MOS Food Services, Inc. , doing business as MOS Burger, is a fast-food restaurant chain (fast-casual) that originated in Japan.

• The first MOS BURGER store, MOS BURGER Narimasu, opens since 1972.

Profile of MOS

• The second-largest fast-food franchise in Japan after McDonald's Japan (an independent Japanese company)

• numerous overseas outlets over East Asia, including Taiwan, Singapore, Hong Kong, Thailand, Indonesia, Australia, South Korea and, until 2005, Hawaii.

MOS’s Philosophy• Contribution to Humanity,

Contribution to Society.

• To make customers feel that, “MOS Burger is cosy” and “MOS Burger is wonderful”.

• Nature should not be threatened.

Expectations

Brand Value

• Style combination of western fast food and Japanese rice food culture( bun made of rice mixed with barley and millet + stuffing = MOS Rice Burger)

• Conducting Corporate Social Responsibility (CSR)

Brand Value• Food traceability ：

Tracing Websites and Tracing Code allows customers to know where these materials come from

• Better dining utensils

• Discloser of nutrition and possible food allergens

Change of Circumstances

Events Time MOS’s response

Global financial crisis

2008 1. Expanded business scale during economic downturn, which gave MOS more bargaining chip on rent.

2. “Country style” decoration which increased 5~10% customers

3. Products innovation

Fast food oil problem

2009 Implement Oil Test System of Self-management

Economic downturn

2009~2014 Get involve into “ ８結幸福聯合” coupon

Marketing Strategies• 2007 – MOS LOHAS Market– offer fresh & health foods which deliver directly from

product places

• 2007 – MOS CARD NT$100/card Deposit card only by cash, each time must be n*1,000 Issue the receipt when consuming

Marketing Strategies

• 2010 – Buy Double Sharing Meals give bag

• 2012 – Light Food Menus for Senior

Marketing Strategies

• 2012 – MOS BURGER Notebook– Increase percentage of returned customer with

coupons in the notebook

• 2012 – MOS Order – Order by app without waiting– Irregularly give bonus

Number of The Store

Source of the materials ： MOS

The Average Revenue of Single Store

Source of the materials ： MOS

MOS’s Revenue TrendTotal Revenue = Number of the store X Average revenue of single store

Source of the materials ： Industry Analyst Jeff

The Revenue of Main Products

CE/ 通用格式

CE/通用格式

CE/ 通用格式

CE/ 通用格式

Revenue

Main CourseDessertSoup

Others ( Gift 、 Souvenir )

Source of the materials ： MOS ( 2013 )

Existing Competitors

• McDonald’s KFC• Burger King Subway

PROFILE OF FAST FOOD INDUSTRY

Fast Food Industry• Definition

– Literally means food comes out fast

• Characteristic– Finish orders fast– Adopt sales counter & self-service– Standardize and Simplify production

• Develop– Chain-orientation– Large capital– Long investment– Labor intensive– Vertical integration– Lots of ads

Fast Food in Taiwan

• Beginning － In 1984– McDonald's found their first branch in Taipei– Big success ： up to 1 million NTD a day– International fast food restaurant rushed to Taiwan

• Booming － 1984~1989– 25 international well-known fast food companies

began business in Taiwan– Local chain/single fast food restaurant

Fast Food in Taiwan

• Recession － 1989 ～ ➟ Due to– Taiwan’s economy arose in1984, but went down in

1989– Freshness and curiosity faded away– Lack of distinguishability– Managers rush in without proper understanding of

fast food industry

Fast Food in Taiwan

• Current situation– Difficulties

• High rent• Heavy tax hard to compete with small trader• Labor cost increased• Hard to get manage license

– Opportunities• Change of lifestyle• Increasing demand of eating out• Economics of scale

No. of Stores in The Fast Food Industry

McDonald’s KFCMOS BURGER

☞ The highest growth rate：MOS BURGER

MOS PRICING STRATEGY ANALYSIS

Tie-In Sale

• Double Sharing Meals

• Enjoyable Afternoon Tea Premium

Double Sharing Meals — Tie-In Sale

Situation 1 — Purchase Double Sharing Meals

Situation 2 — Purchase meals separately

Total $384$29

• Buy double sharing meals will

• Since double sharing meals have cheaper prices , MOS Burger can attract more consumers!!

Cheap$55

Conclusion

Enjoyable Afternoon Tea Premium —Tie-In Sale

Situation 1 — Purchase Double Sharing Meals

Situation 2 — Purchase meals separately

Example:

Total $110

• Buy Enjoyable Afternoon Tea Premium will

• Since Enjoyable Afternoon Tea Premium have cheaper prices , MOS Burger can attract more consumers!!

Cheap$11

Conclusion

Discriminatory Pricing Strategy

• Off-Peak Discriminatory Pricing Strategy

Night Owl Sharing Meals— Off-Peak Discriminatory Pricing Strategy

Peak Periods

Off-Peak Periods

Conclusion

• In off-peak period, MOS Burger sets lower price in order to improve the utilization and avoid idle resources.

MOS Card Analysis

• The amount of each bonus must be an integer multiple of NT $ 1,000 dollars, according to Decree each card prepaid amount may not exceed NT $ 10,000.

• Buy Empty card for$100

• Consumes $500 get 2 gold counts • All the gold counts accumulate in this year,

must be exchanged in two years.

Conclusion• HoldupSince consumers have already paid money to MOS, they may be heldup by MOS.

• Brand loyaltyPeople who have MOS Card will purchase the commodity more often because of the advance convenience .

• Basic Quantity of ConsumersBecause of the sales of MOS Card, MOS will have the basic quantity of consumers who have already buy MOS Card.

QUESTIONS AND DISCUSSION

1 2

Questions and Discussion 1

What kind of incentives will make you spend $100

to buy an empty MOS Card??? Why???

Questions and Discussion 2

Do you agree with the MOS’s marketing strategy

of seasonal limited commodities every year?

Why???

Thank you for your listening ！