TABLE OF CONTENTS

 EXECUTIVE SUMARY..........................................................................................1
 THE MARKET:........................................................................................................3
1.1 INDUSTRY AND COMPETITION ANALYSIS.......................................................................3
1.1.1 DETAILED ANALYSIS OF MOS FOOD SERVICES.................................................3
1.1.2 Market............................................................................................................................2
1.1.3 competitors....................................................................................................................2
1.1.4 SWOT ANALYSIS....................................................................................................................5
 NEW MARQUET.....................................................................................................6
2.1 MARKET SECTION.....................................................................................................................6
2.1.1 ANALYSIS....................................................................................................................6
2.2 Analysis of existing markets........................................................................................................7
2.3 Exploration of new markets:.......................................................................................................7
2.4 Evaluation of emerging markets:................................................................................................9
2.5 Entry plan to strategic markets:.................................................................................................9
2.6 Countries that could be a good option to open your market for MOS Food Services:................10
Singapore..............................................................................................................................10
Cambodia.............................................................................................................................11
Italy.......................................................................................................................................13
 OPERATIONS MANAGEMENT.........................................................................15
3.1 Market Entry Mode...................................................................................................................15
3.1.1 ANALYSIS..................................................................................................................15
3.2 What is the best way to enter the market?......................................................................................2
3.3 LEGAL AND TRADE REGULATION.........................................................................................3
3.2.1 DECEPTIVE ADVERTISING PRACTICES................................................................3
3.4 PRICING STRATEGY...................................................................................................................4
 MARKETING:..........................................................................................................5
4.1 PROMOTION.................................................................................................................5
4.1.1 ANALYSIS....................................................................................................................5
4.2 PROMOTION CHANNELS WE ARE GOING TO USE.............................................................2
4.2 1 Social Media Marketing:................................................................................................2
4.2.2 Digital Advertising:........................................................................................................2
 4.2.3 Local Partnerships and Collaborations:..........................................................................2
4.2.4 Traditional Advertising:..................................................................................................2
4.2.5 Public Relations (PR) Campaigns:.................................................................................2
4.2.6 Customer Loyalty Programs:.........................................................................................2
4.2.7 In-Store Promotions and Events:....................................................................................3
4.3 MESSAGE.....................................................................................................................................3
4.4 PROMOTION MATERIAL...........................................................................................................3
 REFERENCES..........................................................................................................6
EXECUTIVE SUMARY
offers a detailed analysis of MOS Food Services and its MOS Burger brand,
highlighting its global presence, focus on high-quality ingredients, menu diversity and
commitment to customer satisfaction. The fast food market is examined, specifically the
hamburger segment, characterized by speed in food preparation, standardized offerings,
affordable prices, and convenience for consumers. Despite competition in the industry,
MOS Burger stands out for its emphasis on fresh ingredients and warm service, which has
contributed to its success both in Japan and in international markets such as Hawaii,
Taiwan, Hong Kong and Singapore.
The analysis also covers the selection of new markets, evaluation of existing
markets, exploration of emerging markets and entry plans into strategic markets for MOS
Food Services. Expansion opportunities in Europe are identified as a viable strategy to
maintain long-term profitability. Additionally, the economic, social and regulatory
conditions that affect company operations are examined, highlighting the importance of
adapting to local preferences and complying with relevant regulations.
In summary, the document provides a comprehensive view of MOS Food Services'
strategy, its position in the fast food market, the growth opportunities and challenges it
faces, as well as key considerations for its future expansion and continued success in the
industry.

CHAPTER 1

MOS Food Services is the company behind the MOS Burger restaurant chain, recognized
for its delicious and healthy burgers.
MOS Burger's global presence is highlighted, with emphasis on expansion to international
markets such as Hawaii, Taiwan, Hong Kong and Singapore.
The company prioritizes fresh, high-quality ingredients, as well as customer satisfaction
through warm service.
The fast food market, specifically the hamburger segment, is characterized by speed of
preparation, standardized offerings, and an emphasis on convenience and affordability.
MOS Burger competes with other fast food chains in Japan, such as McDonald's Japan,
Kentucky Fried Chicken (KFC), Burger King Japan, Lotteries and Freshness Burger.
A SWOT (Weaknesses, Threats, Strengths and Opportunities) analysis is carried out to
evaluate the position of MOS Food Services in the market and its competitive environment.
 CHAPTER 2
The possibility of expanding MOS Food Services into new markets beyond Asia is
analyzed, considering the decrease in market size in Japan and other Asian countries.
Expansion in European markets is proposed as a viable strategy to maintain long-
term profitability.
Different potential markets are explored, the opportunities and challenges of each
are evaluated, and strategic entry plans are proposed.
Countries such as Singapore, Cambodia and Italy are identified as possible options
for MOS Food Services' expansion, highlighting growth opportunities in each market.
The process of selecting new markets, evaluating existing markets, exploring
emerging markets, and planning entry into strategic markets is analyzed in detail.

CHAPTER 3
The way MOS Food Services enters the market is analyzed, considering different
approaches such as the opening of new locations, strategic partnerships or franchises.
The importance of complying with legal and business regulations in target markets,
including deceptive advertising practices and other relevant regulations, is examined.
MOS Food Services' pricing strategy is discussed, considering factors such as
competition, production costs, customers' perception of value, and profitability.
Promotion of the MOS Burger brand and products is addressed, highlighting the
importance of effective marketing strategies to attract and retain customers in target
markets.

CHAPTER 4
The promotion strategy of MOS Food Services is analyzed, considering different
approaches to increase brand visibility and attract customers.
The importance of effective marketing strategies to stand out in a competitive
market and differentiate the brand from the competition is discussed.
Key aspects of promotion are covered, such as advertising, public relations, sales
promotions, and digital marketing, among others.
The need to adapt marketing strategies to consumer preferences and behaviors in
target markets is highlighted.
The importance of creativity, innovation and consistency in marketing strategies is
emphasized to build a strong brand and attract a loyal customer base.
 01
THE MARKET:
Product and
Competition
1.1 INDUSTRY
AND
COMPETITION
Analysis
ANALYSIS

1.1.1 DETAILED TAKE AWAYS

ANALYSIS OF MOS 1. Global Presence: MOS Burger has successfully
FOOD SERVICES expanded its operations beyond Japan, establishing
MOS Food Services is a presence in several international markets.
the company behind the 2. Focus on quality: Both MOS Burger and MOS
MOS Burger restaurant Food Services prioritize the use of fresh, high-
chain, known for its quality ingredients, distinguishing their offerings
delicious and healthy from typical fast-food fare.
hamburgers. Established 3. Customer Satisfaction: Companies emphasize
in 1972 in Tokyo, MOS customer satisfaction through warm, attentive
Burger has expanded service, contributing to their positive reputation
globally, with locations and customer loyalty.
in Hawaii, Taiwan, Hong 4. Menu Diversity: MOS Burger offers a diverse
Kong, and Singapore. menu that caters to different tastes and dietary
The company prioritizes preferences, providing options beyond traditional
fresh, high-quality fast-food offerings.
ingredients and 5. Culinary Excellence: MOS Burger combines the
emphasizes customer quality and flavor of a traditional restaurant with
satisfaction through the convenience and accessibility of fast food,
warm service. attracting a wide customer base.
1.1.2 Market
MOS Burger operates within the fast-food industry, specifically focusing on the
hamburger segment. This sector is characterized by rapid food preparation, standardized
offerings, and affordability, with a strong emphasis on convenience. While the market is
competitive, MOS Burger has potential for expansion into new markets beyond Asia,
considering the shrinking market size in Japan and other Asian countries. European
expansion could be a viable strategy to sustain profitability.
Economic conditions pose challenges, as resources needed for operations often yield
minimal profits, leading to withdrawals from certain markets. However, social conditions
favor MOS Burger, with effective advertising and menu offerings that align with local
preferences. Regulatory conditions are generally suitable, as the company understands and
complies with relevant regulations. MOS Burger's diverse menu caters to various food
cultures and consumer preferences, offering options such as beef, chicken, fish, pork, rice
burgers, and vegetarian choices. This adaptability, along with a focus on fresh ingredients
and occasional menu innovations, ensures compatibility with diverse consumer tastes and
cultural backgrounds.
1.1.3 competitors
MOS BURGER hamburger chains typically offer a wide variety of options to satisfy
the different tastes and preferences of consumers, ranging from classic beef burgers to
vegetarian or vegan options, as well as gourmet burgers with premium ingredients. MOS
Burger stands out in this segment for its emphasis on delicious and healthy hamburgers,
using fresh and high-quality ingredients, reflecting a trend towards healthier and more
authentic options in the fast-food industry.
MOS food industry in the fast-food industry in Japan, MOS Food Service competes
with several notable competitors, including McDonald's Japan, Kentucky Fried Chicken
(KFC), Burger King Japan, Lotteries, and Freshness Burger. These companies offer similar
fast food menu items and compete for market share and customer loyalty in Japan.
1.1.3.1 McDonald's Japan fast food industry
McDonald's Japan is a prominent player in the fast-food industry in Japan, offering a wide
range of menu items including burgers, fries, chicken, and various desserts. Like MOS
Food Service, McDonald's Japan focuses on providing quick-service dining options to
customers across Japan. However, with MOS Food Service, both McDonald's Japan and
MOS Burger (operated by MOS Food Service) compete for market share in the fast-food
industry. They often differentiate themselves through menu offerings, pricing, marketing
strategies, and overall brand image.
McDonald's Japan has a global brand presence and is known for its consistency, efficiency,
and value-oriented menu options. They often emphasize promotions and limited time offers
to attract customers. MOS Burger on the other hand is known for its focus on freshness,
quality ingredients, and Japanese flavors. It has a reputation for healthier alternatives and
customizable burger options, catering to a slightly different segment of the market
compared to McDonald's.
1.1.3.2 Kentucky Fried Chicken
Kentucky Fried Chicken (KFC) engages in robust competition with MOS Food Service's
MOS Burger brand within Japan's fast-food market. KFC adopts a multifaceted approach to
vie for consumer attention and loyalty. Central to its strategy is the diversity of its menu,
offering a range of options anchored by its iconic fried chicken alongside complementary
items like sandwiches and sides. Unlike MOS Burger's health-conscious focus, KFC's
appeal lies in its classic flavors and indulgent offerings, catering to a different segment of
consumers seeking comfort and familiarity.
Moreover, KFC strategically leverages its brand recognition and global reputation, tapping
into consumer preferences for established international chains. Additionally, KFC invests in
targeted marketing campaigns tailored to resonate with Japanese consumers, promoting its
signature menu items and seasonal specials to drive foot traffic and sales. In terms of
customer experience, KFC prioritizes efficiency, convenience, and consistency across its
network of outlets, aiming to deliver a seamless dining experience for patrons.
Furthermore, KFC remains competitive by periodically adjusting its pricing strategies to
align with market trends and consumer demand, offering value-oriented meal options and
promotions to attract budget-conscious customers. In essence, KFC competes head-to-head
with MOS Food Service by capitalizing on its menu diversity, brand recognition, targeted
marketing efforts, customer experience, and pricing strategies to maintain its position
within Japan's competitive fast-food landscape.
1.1.3.3 Burger King Japan
Burger King Japan employs a multifaceted strategy to compete with MOS Food Service's
MOS Burger brand in Japan's fast-food landscape. One key aspect of its approach lies in
menu innovation, continuously introducing new and enticing offerings to attract customers
and set itself apart from its competitors. Through promotions and value-oriented meal
deals, Burger King Japan aims to appeal to budget-conscious consumers, leveraging
competitive pricing to sway customers away from MOS Burger and other rivals.
Building on its global brand recognition, Burger King Japan capitalizes on its reputation for
flame-grilled burgers and iconic Whopper sandwiches, tapping into consumer familiarity to
draw patrons seeking international fast-food experiences. Tailored marketing campaigns
catered to Japanese tastes, coupled with strategic advertising across various platforms,
further bolster Burger King Japan's efforts to capture market share.
In its commitment to customer satisfaction, Burger King Japan prioritizes providing a
positive dining experience, and maintaining clean and welcoming establishments while
ensuring efficient service and order accuracy. By emphasizing its flame-grilled burgers,
customizable options, and generous portion sizes, Burger King Japan distinguishes itself
from MOS Burger, offering consumers a compelling alternative within the competitive fast-
food landscape. Through these concerted efforts in menu innovation, value proposition,
brand recognition, marketing strategies, customer experience, and differentiation, Burger
King Japan competes head-to-head with MOS Food Service in Japan's fast-food market,
striving to carve out its share of loyal customers amidst intense competition.
1.1.3.4 Lotteries Japan's fast food
Lotteries, a prominent contender in Japan's fast-food scene, competes head-to-head with
MOS Food Service's MOS Burger brand through a strategic blend of initiatives. Lotteries
sets itself apart through continuous menu innovation, introducing new and enticing
offerings to captivate customers and stand out in a crowded marketplace. Emphasizing
value-oriented meal deals and promotions, Lotteries appeals to cost-conscious consumers,
leveraging competitive pricing to entice patrons away from MOS Burger and other rivals.
Moreover, Lotteries leverages its distinct brand identity and localized menu offerings to
resonate with Japanese consumers. Through targeted marketing campaigns tailored to
Japanese tastes and preferences, Lotteries strives to solidify its position as a preferred
dining option. The company places significant emphasis on delivering a superior customer
experience, ensuring clean and inviting dining environments while prioritizing efficiency
and order accuracy.
In addition, Lotteries distinguishes itself through menu variety, offering a diverse range of
burger options, sides, and beverages to cater to diverse consumer preferences. This
differentiation strategy enables Lotteries to carve out its niche within the competitive
landscape and attract a loyal customer base. Through its commitment to innovation, value,
brand identity, customer experience, and menu diversity, Lotteries competes effectively
with MOS Food Service's MOS Burger, vying for market share and consumer loyalty in
Japan's dynamic fast-food industry.
1.1.3.5 Freshness Burger
Freshness Burger, a prominent contender in Japan's fast-food sector, employs a strategic
approach to compete with MOS Food Service's MOS Burger brand. At the heart of its
strategy lies a dedication to providing fresh and high-quality ingredients, appealing to
health-conscious consumers seeking wholesome alternatives. Freshness Burger
distinguishes itself through its emphasis on healthier menu options, including fresh salads,
whole wheat buns, and organic ingredients, catering to a growing demand for nutritious
fast-food choices.
In addition to its focus on freshness, Freshness Burger competes with MOS Burger through
innovative menu offerings and customization options. By continuously introducing new
and unique burger creations, alongside seasonal specials and limited-time promotions,
Freshness Burger aims to captivate customers and differentiate itself within the competitive
landscape.
Furthermore, Freshness Burger prioritizes customer experience by maintaining clean and
inviting dining environments, coupled with efficient service and personalized attention.
Through its commitment to excellence in food quality and service delivery, Freshness
Burger seeks to cultivate a loyal customer base and foster positive word-of-mouth
recommendations.
To further solidify its competitive position, Freshness Burger leverages targeted marketing
campaigns tailored to resonate with Japanese consumers. By highlighting its commitment
to freshness, quality, and health-conscious offerings, Freshness Burger aims to position
itself as a preferred choice among discerning customers. Through its dedication to
freshness, innovation, customer experience, and targeted marketing, Freshness Burger
competes effectively with MOS Food Service's MOS Burger brand, vying for market share
and consumer loyalty in Japan's dynamic fast-food industry.

1.1.4 SWOT ANALYSIS

STRENGTHS
WEAKNESSES
MOS Burger's success in Japan's
MOS Burger faces weaknesses in
fast-food industry stems from several key
limited brand recognition outside Japan,
strengths. Its focus on freshness and
hindering global competitiveness. Its
quality ingredients, coupled with made-to-
focus on Japanese flavors may limit
order burgers, appeals to health-conscious
appeal abroad.
consumers.
Additionally, its comparatively
The diverse menu, including
narrow menu and longer wait times due to
vegetarian options and unique Japanese-
freshness emphasis could impact customer
inspired creations, caters to varied tastes.
satisfaction. To address these, MOS
Strong brand recognition and continuous
Burger should expand internationally,
innovation keep customers engaged, while
diversify its menu, and enhance service
a commitment to customer satisfaction
efficiency.
fosters loyalty.

OPPORTUNITIES
International Expansion: MOS
Burger has the opportunity to expand
beyond Japan into international markets,
diversifying its customer base and revenue
sources.
Healthy Menu Options: With the
increasing focus on healthy eating, MOS
Burger can introduce more nutritious
menu items to attract health-conscious
consumers.
Technological Integration:
Leveraging technology like mobile
ordering and loyalty programs can
enhance the customer experience and
increase engagement.
THREATS
Competition: The fast-food
industry is fiercely competitive, with
many chains vying for market share,
posing a threat to MOS Burger's position
and profitability.
Economic Challenges: Economic
instability and inflation may lead to
reduced consumer spending on dining out,
impacting MOS Burger's revenue. Rising
food costs can also squeeze profit margins
if prices cannot be adjusted accordingly.
 02
NEW MARQUET

2.1 MARKET
SELECTION
SECTION And Analysis
2.1.1 ANALYSIS
After analysis, MOS KEY TAKEAWAYS
Burger has chosen
Singapore as its next 1. Existing Markets:
strategic market. With a Taiwan: Mature market with growth potential,
stable economy and focused on unique offerings such as rice burgers.
vibrant food culture, Philippines: Growing market with competition,
Singapore offers taking advantage of the premium image.
opportunities for MOS Singapore: Small but thriving market, focused on
Burger to grow. The innovation and quality amidst competition.
strategy includes opening 2. Exploration of New Markets:
new locations, targeted Porcelain: Solid growth, focused on healthy
marketing campaigns foods, but facing competition and cultural
and adapting the menu to challenges. Vietnam: Fast-growing economy
local tastes. Other offers pioneering opportunities for MOS Burger.
countries considered Indonesia: Larger Muslim population, potential
were Taiwan, the for halal options, but logistical challenges.
Philippines, Vietnam, 3. Emerging Markets Assessment:
Indonesia, India, Brazil, India: Fast growing, demand for Western fast
Cambodia, and Italy. food, but faces challenges of competition,
regulation, and cultural adaptation. Brazil: Large
market interested in healthy options, but
challenges include competition and economic
volatility.
 2.2 Analysis of existing markets

Taiwan Philippines Singapore

Mature market with high
growth potential.
Strong competition with
McDonald's and KFC.
MOS Burger has success
with its rice burger and
other healthy options.
Opportunity to expand to
smaller cities.
A growing market with an
expanding middle class.
Competition with Jollibee
and McDonald's.
Growing demand for fast
casual food.
MOS Burger can take
advantage of its premium
image.
Small but rich market with
desired consumers.
High competition with
international and local
chains.
Opportunity to differentiate
yourself with innovative
and high-quality products.

2.3 Exploration of new markets:

PORCELAIN

Solid economic growth & Large

40% population
Intense competition & Cultural
60% adaptation

Porcelain
Solid economic growth and large population.
Growing demand for fast and healthy food.
Challenges: intense competition, cultural adaptation.
 VIETNAM

Fast-growing economy &

30% Young population
Logistics infrastructure &
Supply chain development

70%

Vietnam:
Fast-growing economy with a young population.
Rise of the middle class with disposable income.
Opportunity for MOS Burger to be a pioneer in the market.

INDONESIA

Largest Muslim population &

35% Halal options
Logistics infrastructure &
Supply chain development
65%

Indonesia:
The largest Muslim population in the world.
MOS Burger can offer halal options to differentiate itself.
Challenges: logistics infrastructure, supply chain development.
 2.4 Evaluation of emerging markets:
India: Brazil:
Rapid economic growth and expanding Large population with a diverse food
middle class. culture.
Increased demand for Western fast food. Growing demand for healthy fast-food
Challenges: competition, regulation, options.
cultural adaptation. Challenges: competition, volatile economy.

2.5 Entry plan to strategic markets:

Menu adaptation:
Include local ingredients and flavors to suit local preferences.
Offer vegetarian and vegan options to serve different consumer segments.

Selection of local partners:

Look for reliable partners with experience in the local market.
Share the philosophy of the MOS Burger brand and the commitment to quality.

Marketing strategies:
Implement advertising campaigns that highlight MOS Burger's unique value
proposition. Use social media to connect with local consumers. Offer promotions and
discounts to attract new customers.
Recommendation:
MOS Burger should focus on strategic markets with high growth potential and
manageable competition. Emerging markets with an expanding middle class and growing
demand for healthy fast food are especially attractive. The company must adapt its menu
and marketing strategies to the specific characteristics of each market to ensure successful
entry.
Are there enough opportunities for MOS BURGER to enter the market?
There are plenty of opportunities for MOS Burger to enter new markets. There are
many different countries such as Vietnam, Indonesia, India, and Brazil where MOS can
easily grow and expand their business. Many people in these countries are looking for new
opportunities and some might be interested in opening the first MOS burger franchise in
their own country. As long as they advertise and adapt their menu to the culture of the new
country, they will set themselves up for success in a new market.

2.6 Countries that could be a good option to

open your market for MOS Food Services:

Singapore
Could be an attractive market for MOS Burger's expansion. Here are some reasons
why Singapore could be an excellent choice:
 Market Size: Singapore has a relatively small population but high purchasing
power and a diverse food culture. Singaporeans enjoy a wide variety of foods and
are open to trying new culinary offerings.
 Economic and Regulatory Stability: Singapore is known for its economic
stability, favorable business environment, and clear regulations that facilitate
foreign investment and business operations.
 Competition: Although Singapore has strong competition in the fast-food sector,
MOS Burger's reputation for quality and taste could differentiate it and attract local
consumers.
 Food Culture: Singapore is a melting pot of cultures and cuisines, which could
allow MOS Burger to adapt its menu to suit local preferences while retaining its
Japanese identity.
 Growth Potential: Singapore is a major financial and tourism center in Asia, which
could offer growth opportunities and visibility for MOS Burger.
 Infrastructure and Connectivity: Singapore has excellent infrastructure and
connectivity, which facilitates the operation of businesses and the distribution of
products.

In Singapore, MOS Burger operates within the dynamic fast-food industry, where it
distinguishes itself by offering a unique combination of delicious and healthy burgers with
Japanese flavors. In this competitive landscape, MOS Burger's key competitors include
well-established international chains such as McDonald's, Burger King, and KFC, along
with local favorites such as Fat boy’s Burger Bar and Omakase Burger.
 MOS Burger is distinguished by its commitment to quality and freshness, epitomized
by its innovative menu and focus on healthier ingredients. Their Japanese-inspired burgers
cater to discerning consumers who seek not only convenience but also culinary excellence.
However, amid tough competition, MOS Burger faces challenges from well-known giants
such as McDonald's and Burger King, which have stronger brands and greater market
penetration.

Entering the Singapore market presents both opportunities and threats for MOS Burger.
On the one hand, Singapore's diverse and cosmopolitan population, coupled with a growing
emphasis on health-conscious dining, creates fertile ground for MOS Burger's unique
offerings. Additionally, the country's stable economy and business-friendly regulatory
environment provide a favorable backdrop for expansion.

However, MOS Burger must navigate the complexities of intense competition, evolving
consumer preferences and potential regulatory hurdles. However, with strategic marketing
initiatives, menu adaptations tailored to local tastes and a strong commitment to quality and
innovation, MOS Burger is poised to capture a significant share of Singapore's fast-food
market. Thanks to the compatibility between its offering and Singapore's diverse food
culture, MOS Burger has ample opportunities to thrive and succeed in this dynamic market
landscape.

As for MOS Burger's sales in Singapore, while specific figures are exclusive and may
not be publicly available, it can be inferred that the company's success in Japan and other
international markets speaks to its ability to generate substantial revenue. Given its strategic
focus on quality, innovation, and customer satisfaction, coupled with the favorable market
conditions in Singapore, MOS Burger is likely to achieve significant sales figures within
the country, contributing to its overall growth and success.

Cambodia
Cambodia, located in Southeast Asia, is known for its rich history, vibrant culture,
and stunning architectural landmarks such as the Angkor Wat temple complex. The country
has experienced significant economic growth in recent years, driven by industries such as
tourism, agriculture, garment manufacturing, and construction. Overall, Cambodia presents
opportunities for businesses like MOS Burger to tap into a market with a young and
increasingly affluent population, while also navigating the unique cultural and economic
landscape of the country.

The fast-food market in Cambodia has been growing steadily in recent years, driven
by factors such as urbanization, rising disposable incomes, and changing lifestyles. While
traditional Cambodian cuisine remains popular, there is an increasing demand for
international fast-food options among Cambodian consumers, especially among the
demographic and urban population. Some popular international fast-food chains operating
in Cambodia include McDonald's, KFC, Burger King, Domino's Pizza, and Subway. These
chains often adapt their menus to cater to local tastes while maintaining their core offerings.
Additionally, there is a thriving market for local fast-food vendors and street food stalls,
offering a wide range of affordable and convenient options such as noodles, rice dishes,
sandwiches, and snacks.

Overall, the fast-food market in Cambodia presents opportunities for both

international chains and local businesses to cater to the growing demand for quick and
convenient dining options. However, competition is intense, requiring companies to
carefully tailor their offerings and marketing strategies to appeal to Cambodian consumers.

While MOS Burger has a strong presence in several Asian markets, including Japan
and Singapore, its success in Cambodia would depend on various factors such as market
demand, competition, pricing strategy, and adaptation to local tastes. Given the popularity
of fast food in Cambodia and the potential for international brands, MOS Burger could
attract customers with its unique menu offerings and quality ingredients. However, success
would require careful market research, effective marketing campaigns, and possibly
adjustments to its menu and pricing to appeal to Cambodian consumers. Overall, while
there is potential for MOS Burger to make significant sales in Cambodia, it would need to
navigate the market dynamics and consumer preferences effectively to achieve success.

Establishing a favorable market for MOS BURGER in Cambodia will be beneficial,

especially with the stance of its market opportunities offered to the fast-food industry just
like MOS Food Service. To create this, MOS Food Service needs to develop business
strategies and tactics that will enable it to flourish in Cambodia.

 Market Research: Conduct thorough market research to understand Cambodian

consumer preferences, dining habits, and fast-food trends. This will help tailor MOS
Burger's menu, pricing, and marketing strategies to suit the local market.

 Menu Adaptation: Customize MOS Burger's menu to incorporate flavors and

ingredients that resonate with Cambodian tastes while maintaining the brand's
identity. Consider offering options that cater to local dietary preferences and cultural
sensitivities.

 Quality and Consistency: Emphasize the use of high-quality ingredients and

ensure consistency in food preparation and service standards. Building a reputation
for delicious and reliable offerings can help attract and retain customers.

 Affordability: Price menu items competitively to appeal to a wide range of

customers, including students, young professionals, and families. Consider offering
value meal combos and promotions to encourage trial and repeat visits.
 Location Selection: Choose strategic locations for MOS Burger outlets, particularly
in urban centers and areas with high foot traffic such as shopping malls, office
complexes, and tourist hotspots like Phnom Penh and Seem Reap.
 offering special promotions and discounts: MOS Burger could offer special deals
for first-time customers or loyalty rewards for repeat customers. It could also hold
special events, such as food festivals, to generate excitement and increase sales.

 Emphasizing Unique Features: Highlight MOS Burger's unique selling points,

such as its fusion of Japanese and Western flavors, in marketing materials and
advertisements. Showcase signature menu items and emphasize the quality and
freshness of ingredients to differentiate the brand from competitors.

 Ensuring High-Quality Food and Service: Prioritize maintaining high standards

of food quality, freshness, and customer service to build a positive reputation in the
market. Consistency is key to ensuring that customers have a consistently good
experience at every MOS Burger outlet.

 Partnering with Local Businesses: Forge partnerships with local businesses,

organizations, or influencers to strengthen MOS Burger's presence in the
community. This could involve co-promotions, sponsorships of local events, or
collaborations with popular Cambodian brands to increase visibility and credibility.

 Expanding the Menu: Incorporate more local flavors and ingredients into the menu
to appeal to Cambodian tastes while maintaining MOS Burger's identity. This could
involve introducing new menu items inspired by Cambodian cuisine or offering
customizable options to cater to diverse preferences. By implementing these
strategies, MOS Burger can effectively establish and grow its presence in the
Cambodian market, attracting customers and building a loyal customer base over
time.

Italy
 Market Research: Italy is one of the largest economies in the world so adding
MOS food would greatly increase the amount of money getting put into the
company.

 Menu Adaptation: Changing MOS Burger's menu to adapt to the Italian culture by
adding specific seasons and maybe even cheese and meat that are related to the
country will catch some tourists' and residents' eyes when looking for something
fast to eat.

 Quality and Consistency: Using foods from Italian distributors will show that the
food is always fresh and healthy and can also show that MOS Foods is not scared of
collaborating with native companies and is willing to change up some of their foods.
  Affordability: Look at some other fast-food chains in Italy and price their food
either around or a little lower so that can ensure people will choose our company to
dine with other than our competitors.

 Location Selection: Locating our stores in highly touristy places and maybe around
schools and college campuses will help with getting individuals through our doors.
Some cities that are possible places are Rome and Salerno. Also being in the center
of Europe can be used to our advantage.

 Competition: Being that there are mostly the same fast-food chains in Italy adding
MOS Foods into the mix will prompt people to try it since it is new to the country
and even the continent of Europe, which may also attract people from surrounding
countries.

 Growth Potential: If MOS Foods thrives and earns revenue in Italy it may have the
chance to expand to different parts of the country and may be even wanted in
different parts of Europe. Which would help the company greatly.

 Design of Buildings: Keeping the old and stone look of our restaurants will adapt
to the Italian culture and can show that we do care about what country we are in no
matter where we originated.
Summary: Expanding into Italy, Cambodia, and Singapore offers MOS Burger
significant growth opportunities. In Italy, the company can leverage the large economy by
adapting its menu to Italian tastes, ensuring quality with locally sourced ingredients, and
strategically selecting locations in touristy areas. In Cambodia, MOS Burger can tap into a
growing fast-food market by adapting its menu, ensuring affordability, and strategically
selecting locations. In Singapore, the company can differentiate itself from competitors by
emphasizing its unique Japanese-inspired offerings and targeting the diverse and food-
loving population. Overall, successful expansion into these markets requires careful market
research, menu adaptation, quality assurance, strategic location selection, and effective
marketing strategies.

03
Operations
3.1 Market
Entry Mode
3.1.1 ANALYSIS
MOS Burger plans to
expand into Singapore
through joint ventures to
ensure a balance between
control and access to local
expertise. An ideal
investment ratio of 51%
ownership by MOS Burger
and 49% ownership by the
local partner is considered.
Ingredient sourcing
logistics may involve
exporting from factories in
Japan or neighboring
countries, purchasing from
local suppliers, or
constructing a proprietary
factory. To contribute to
sustainability, MOS Burger
will seek to address
relevant social issues in
Singapore and foster a
corporate culture centered
on integrity and
innovation.
And Analysis
KEY TAKEAWAYS
 MOS Burger can enter the Singapore
market through joint ventures, leveraging
local expertise while maintaining
significant control over operations and
branding.
 A recommended investment ratio of 51%
MOS Burger ownership and 49% local
partner ownership ensures majority
ownership while benefiting from local
expertise.
 Ingredient sourcing logistics can vary
from export to building your own factory,
depending on economic viability and
local preferences.
 To contribute to sustainability, MOS
Burger can address relevant social issues
in Singapore and promote a corporate
culture that values integrity and
innovation.
3.2 What is the best way to enter the market?
There are three entry modes: wholly owned subsidiaries, joint ventures, and licensing only
with no capital. Some advantages and considerations of the three are as follows:

Wholly Owned Subsidiaries:

● Advantages: Full control over operations, brand consistency, and profit
retention.
● Considerations: High financial investment, and extensive market knowledge
are needed.
Joint Ventures:
● Advantages: Shared risk, access to local expertise, easier market entry.
● Considerations: Potential conflicts in decision-making, shared profits.
Licensing only with no capital:
● Advantages: Low financial risk, and quick market entry.
● Considerations: Limited control over operations and brand standards.

For MOS Burger's international expansion, I would recommend considering joint

ventures, particularly with directly owning the stores rather than allowing franchises. This
would allow MOS Burger to leverage local expertise while maintaining a significant level
of control over operations, quality standards, and brand image compared to if we went with
licensing there would be little control over the operations and someone could ruin the MOS
brand in that country by not operating to the correct standards.
Also, indicate the ideal investment ratio if you have an idea.
The ideal investment ratio for joint ventures in international expansion can vary
depending on the specific circumstances of each market and the goals of the companies
involved. However, a common approach for the company that is expanding (MOS Burger)
is to hold a majority stake while allowing the local partner to have a significant minority
stake. This arrangement will ensure that MOS Burger retains control over strategic
decisions and maintains consistency in brand standards while benefiting from the local
partner's expertise, network, and understanding of the market.
A potential investment ratio for joint ventures could be 51% ownership by MOS
Burger and 49% ownership by the local partner. This setup gives MOS Burger the majority
shareholding, allowing it to have the final say in critical decisions such as branding, menu
offerings, pricing strategies, and expansion plans. At the same time, the local partner has a
substantial stake, incentivizing them to actively contribute to the joint venture's success and
aligning their interests with MOS Burger's long-term goals. The actual investment ratio
may vary based on negotiations, regulatory requirements, financial capabilities, and the
level of trust and collaboration between the partners. It is important for both parties to reach
a mutually beneficial agreement that offers a strong partnership and enables the joint
venture to thrive in the target market.
3.3 LEGAL AND TRADE REGULATION
Entering the Singaporean market could involve similar strategies to those used in
Japan, such as adapting the menu to suit local preferences while retaining MOS Burger's
unique identity. Singaporeans appreciate convenience and quality, so highlighting these
aspects could attract customers. Partnering with local suppliers for fresh ingredients and
choosing high-traffic locations for outlets could also contribute to success. Additionally,
leveraging digital platforms for ordering and delivery services could cater to Singapore's
tech-savvy population. However, in order to achieve all this, MOS Food Service should
comply with the local legal and regulations of the newborn market space environment
which is Singapore. MOS Burger should thoroughly research and comply with Singapore's
legal and commercial regulations.

1. Business Registration: Ensure proper registration with the Accounting and

Corporate Regulatory Authority (ACRA) to operate legally in Singapore.

2. Food Safety Regulations: Comply with Singapore Food Agency (SFA)

regulations regarding food safety, hygiene standards, and labeling requirements.

3. Employment Laws: Adhere to Singapore's employment laws regarding hiring

practices, working hours, wages, and employee rights.

4. Import Regulations: Understand import regulations for sourcing ingredients and

equipment, including customs duties, tariffs, and restrictions on certain products.

5. Halal Certification: Consider obtaining halal certification if targeting Muslim

consumers, as a significant portion of Singapore's population follows halal dietary
practices.

6. Licensing and Permits: Obtain necessary licenses and permits for operating a
food establishment, including health licenses, alcohol licenses (if applicable), and permits
for outdoor dining or signage.

7. Advertising Standards: Adhere to advertising standards set by the Advertising

Standards Authority of Singapore (ASAS) to ensure compliance with regulations regarding
truthful and no
3.2.1 DECEPTIVE ADVERTISING PRACTICES.

Data Protection: Comply with Singapore's Personal Data Protection Act (PDPA)
when collecting and handling customer data to protect individuals' privacy rights.

Franchising Regulations: If considering franchising, understand Singapore's

regulations governing franchising agreements, disclosure requirements, and dispute
resolution mechanisms.
 Competition Law: Ensure compliance with Singapore's Competition Act, which
prohibits anti-competitive behavior such as price-fixing, market sharing, and abuse of
dominant market position. By addressing these legal and commercial considerations, MOS
Burger can establish a strong foundation for operating successfully in the Singaporean
market.

3.4 PRICING STRATEGY

04
4.1
MARKETING:
PROMOTION

4.1.1 ANALYSIS
Expanding into
Singapore requires MOS
Burger to employ a
diverse promotional KEY TAKEAWAYS
strategy. Leveraging
 Diverse Channels: MOS Burger should
social media, digital
advertising, local utilize various promotional channels like
partnerships, traditional social media, digital advertising, local
advertising, PR partnerships, traditional ads, PR campaigns,
campaigns, customer loyalty programs, and in-store promotions.
loyalty programs, and in-  Digital Focus: Prioritize digital platforms
store promotions ensures
comprehensive market
due to Singapore's high online connectivity
penetration. Each and consumer behavior.
channel serves a specific  Local Integration: Collaborate with local
purpose, from engaging influencers, food delivery platforms, and
the digital-savvy align promotions with Singaporean culture
population to fostering
for better market integration.
community connections.
By implementing this  Brand Building: Invest in PR, community
multifaceted approach, engagement, and loyalty programs to build
MOS Burger can a positive brand image and customer
effectively raise loyalty.
awareness, drive traffic,  Adaptability: Regularly assess and adjust
and establish a strong
strategies based on market feedback for
presence in the
Singaporean market. sustained success in the dynamic
Singaporean market.
4.2 PROMOTION CHANNELS WE ARE GOING TO USE

Expanding into a new market like Singapore requires a comprehensive promotional

strategy to create awareness, generate interest, and attract customers to MOS Burger's
offerings. Here are several promotional channels that MOS Burger can consider penetrating
the Singaporean market effectively:
4.2 1 Social Media Marketing:
Utilize platforms like Facebook, Instagram, Twitter, and LinkedIn to engage with
the target audience in Singapore.
Share visually appealing content showcasing MOS Burger's menu items, promotions, and
unique offerings.
Run targeted ads and sponsored posts to reach specific demographics and geographical
areas within Singapore.
4.2.2 Digital Advertising:
Invest in Google Ads and display advertising to increase brand visibility and drive
traffic to MOS Burger's website and physical locations.
Implement search engine optimization (SEO) strategies to improve online visibility and
rankings in search engine results pages (SERPs) for relevant keywords related to burgers,
fast food, and dining in Singapore.
4.2.3 Local Partnerships and Collaborations:
Collaborate with popular food bloggers, influencers, and local celebrities in
Singapore to create buzz and endorsement for MOS Burger's products.
Partner with food delivery platforms such as Grab Food, Deliveroo, and Food panda to
reach customers who prefer ordering food online for delivery or takeaway.
4.2.4 Traditional Advertising:
Place advertisements in Singaporean newspapers, magazines, and radio stations to
reach a broad audience and reinforce brand messaging.
Use outdoor advertising such as billboards, bus shelters, and digital screens in high-traffic
areas to increase brand visibility and capture attention.
4.2.5 Public Relations (PR) Campaigns:
Organize press releases, media events, and product launches to garner media
coverage and create a positive public image for MOS Burger in Singapore.
Engage with local communities, charities, and events to demonstrate corporate social
responsibility and build goodwill among Singaporean consumers.
4.2.6 Customer Loyalty Programs:
Implement a loyalty program offering rewards, discounts, and exclusive offers to
encourage repeat visits and enhance customer retention.
Collect customer feedback and use data analytics to personalize marketing communications
and improve overall customer experience.
4.2.7 In-Store Promotions and Events:
Host promotional events, tastings, and limited time offers at MOS Burger's physical
locations in Singapore to attract foot traffic and drive sales.
Create themed promotions tied to Singaporean holidays, festivals, or cultural events to
resonate with local customers and create a sense of connection.

By leveraging a mix of digital marketing, local partnerships, traditional advertising,

PR campaigns customer loyalty initiatives, and in-store promotions, MOS burger can
effectively promote its brand and offerings to the new market of Singapore, increasing
brand awareness, customer engagement, and market share.

4.3 MESSAGE
4.4 PROMOTION MATERIAL
4.4.1 Evaluation of current promotion channels Mos Food Services' current
promotional channels earned an overall rating of 2.4, indicating room for improvement. A
score of 4 or more is considered good, while a score of 3 or less is considered good.

4.4.2 Channel review

Website The Mos Food Services website is concise and clear, but also quite basic. It doesn't
provide much information about the product or its benefits and is not well integrated with
the Lawrins website. As a result, potential customers may find it difficult to find and learn
more about Mos Food Services.

4.4.3 Ethical concerns Because Mos Food Services was created as a non-profit
organization by Lawrins, there are some potential ethical concerns about its promotion. For
example, some people might argue that it is unfair for a nonprofit organization to promote a
commercial product. Additionally, some people may be concerned that Lawrins is using its
nonprofit status to give Mos Food Services an unfair advantage over its competitors.

4.4.4 Social networks Mos Food Services is active on social media on YouTube and
LinkedIn. On their website, they have a broken link for Twitter, so it needs to be updated.
YouTube only has a few webinars and an intro video. LinkedIn is the most used platform,
and its posts are interesting but need engagement. As a step, we encourage employees to
comment and share to increase organic engagement. During Halloween, they shared scary
stories about legal incidents, which were apparently interesting, but there were no
comments and little sharing.
Recommendations:
Create a separate website for Mos Food Services. The current Mos Food Services
website is hidden on the Lawrins website, making it difficult for potential customers to find
it. A separate website would allow Mos Food Services to control its own brand image and
provide more information about its products and services.
Segment promotional content according to the consumer's personality. Different types of
consumers have different needs and preferences. Mos Food Services should create
personalized promotional content for each type of consumer.
Increase engagement. Mos Food Services should increase engagement with its promotional
content by creating interactive content such as contests and surveys. They should also
encourage customers to share their experience with Mos Food Services on social media.
Use email for marketing. Email is an effective way to reach potential and existing
customers. Mos Food Services should create an email list and use it to send newsletters,
special offers and other relevant information.
Take advantage of social networks. Social media is an effective way to connect with
potential and existing customers. Mos Food Services should create profiles on the most
popular social networks and use them to share content, interact with customers and promote
their products and services.
Add more information about the product and its benefits. The website must include
information about the ingredients in Mos Food Services products, how they are prepared,
and their health benefits.
Improve integration with Lawrins website. The Mos Food Services website should be better
integrated with the Lawrins website so that potential customers can easily find information
about Mos Food Services.
Add a place to collect email addresses. The website must include a place for potential
customers to register to receive newsletters and other communications from Mos Food
Services.
Be transparent about the relationship between Mos Food Services and Lawrins. Mos Food
Services should be transparent about its relationship with Lawrins on its website and in its
promotional materials.
Emphasize the health benefits of the product. Mos Food Services should focus on the health
benefits of the product in its marketing and promotion. This will help address concerns that
Mos Food Services is simply a commercial product that is being promoted by a non-profit
organization.
Avoid making misleading statements. Mos Food Services must avoid making misleading
claims about the product or its relationship with Lawrins.
Increase presence on social networks. Mos Food Services should increase its social media
presence by creating profiles on more platforms and posting content regularly.
Create attractive content. Mos Food Services social media content should be engaging and
interesting to your target audience. This could include videos, infographics, and blog posts.

Interact with followers.

REFERENCES
MOS Food Services:
MOS Food Services. (s.f.). MOS Food Services Global. https://www.mos.co.jp/global/.
MOS Burger:
MOS Burger. (s.f.). MOS Burger. https://www.mos.jp/inbound/en/.
Social networks:
MOS Food Services:
MOS Food Services. (s.f.). Facebook. https://www.facebook.com/peggieeats/videos/mos-
burger-feast-japanese-fast-food-mukbang-eating-show/510119563009869/.
MOS Burger:
MOS Burger. (s.f.). Twitter. https://twitter.com/mos_burger?lang=en.
Information
News about MOS Food Services on EXIM.GO.JP:
MOS Food Services. (s.f.). MOS Food Services Global. https://www.mos.co.jp/global/.