MOS Burger aim to provide safe, health and delicious food with cordial and friendly service to customers and local communities as well as to serve as a place where customers can relax and prepare for another new day. Unlike its strong competitors such as McDonald’s and KFC to have pre-heated food, MOS burger make each meal right after the order has been placed at counter. Customers can also watch chefs making meals though a transparent kitchen window (MOS burger Taiwan, 2010).
MOS burger’s major competitors are McDonald, Burger King and KFC which are all multi-national companies with strong retail brand in fast-food restaurant industry. Their target market is almost identical to attract young generations and individuals who heavily depend on take-away foods. With a gradually saturated fast-food market in Taiwan, the rivalries among existing brands are very competitive. In 2005, MOS Rice Burger was imitated by the Taiwanese division of McDonald’s with pan-seared rice bun. However, a clear brand image of rice burger still belongs to a MOS-exclusive product (Taipei Times, 2005).
In addition, switching costs also take into account of the competition. Since there are many substitutes and similar products in Taiwanese market such as...