MOS BURGER
財政三
財政三
財政三
財政三
Member：
101205046
101205069
101205073
101205088
楊雅婷
陳宜君
蕭妤如
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 MOS
MOS 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
Global financial 2008
crisis
Fast food oil
problem
Economic
downturn
2009
MOS’s response
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
Implement Oil Test System of Selfmanagement
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 Trend
Source of the materials：Industry Analyst Jeff
The Revenue of Main Products
Revenue
/通用格式
/通用格式
/通用格式
/通用格式
Main Course
Dessert
Soup
Others ( Gift、Souvenir )
Source of the materials：MOS ( 2013 )
Existing Competitors
• McDonald’s
• Burger King
 KFC
 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
MOS BURGER
KFC
☞ 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
$29
Total $384
Conclusion
• Buy double sharing meals will
Cheap
$55
• Since double sharing meals have cheaper prices ,
MOS Burger can attract more consumers!!
Enjoyable Afternoon Tea Premium —
Tie-In Sale
 Situation 1 — Purchase Double Sharing Meals
 Situation 2 — Purchase meals separately
Example:
Total $110
Conclusion
• Buy Enjoyable Afternoon Tea Premium will
Cheap
$11
• Since Enjoyable Afternoon Tea Premium have
cheaper prices , MOS Burger can attract more
consumers!!
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
• Holdup
Since consumers have already paid money to MOS,
they may be heldup by MOS.
• Brand loyalty
People who have MOS Card will purchase the
commodity more often because of the advance
convenience .
• Basic Quantity of Consumers
Because 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
Questions and Discussion 2
Thank you for your listening！