0513 Marketing Presentation Ppt

Topics: Restaurant, Saudi Arabia, Islam Pages: 26 (540 words) Published: May 14, 2015
Marketing Management International Perspective:
9-1 Case Study

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Presenter: Agus David Ramdansyah
Deborah Yang
Tina Huang

Outline
Who is Mo' men?
Case study introduction
Discussion Questions

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Mo' men Group
Type: Restaurant
Industry: Fast Food
Founded: 1988
Founder: The Mo' men Brothers
Headquarter: Egypt

Group Structures
Mo' men
Group
Non-Food

Food

Restauran
t Chains

Industrial
Division

Food
Service

Energy

Retail
Stores

Real
Estates

Food

Restaurant
Chains

Industrial
Division

Food Service

Mo' men Restaurant
1988 Founded
15% Market share
More than 10
countries

Pizza King
2008 Acquired
Triple Sales Growth

Planet Africa
2004 Launched
Theme Restaurant
3 Branches in Egypt

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Case

Brands of Mo' men
Group
Al Motaheda Foods
Mo' men
Pizza King
Three Chefs
Planet Africa

Features of Mo' men in
Egypt
Foods are halal
 No pork on the menu
 Quality of the bread is high on taste
and nutrients.

Steps to Grow
Internationally
Invest
infrastructure
and
application

Joint venture
with Al Islami
Group (UAE)

Expand by
franchising

Act Globally & Locally
Restaurants are located in Egypt,
Bahrain, Libya, Sudan, Malaysia,
Qatar, Saudi Arabia, and the UAE.
 Food is considerable for the local taste.
 Retain the essence of the brand.

Mo' men Develops in
Malaysia
Operator of the franchisee:
 Darul Rahmat Std Bhd (DRSB)

Reason for developing in Malaysia:
 a significant percentage of Malaysian
follow the Islamic faith

Successful in Malaysia
Offers unique products and excellent
service
Adds rice menu and tasty seafood cuisine
Delivery service
Uses various promotions
 Loyalty cards and discount cards

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9-8. What do you think sets Mo' men
apart from the other fast food
restaurants?
Mo' men apart from the other fast food
restaurant by:
• It is operated based on Islamic rules.
• It offers unique products and excellent
service, ex; wide range of tasty and
affordable sandwich.
• Its cuisine adapt number of difference
culture.

9-9. Do you believe that Mo' men Group’s
franchising strategy is the best way to
expand internationally?

Yes we do, because it can help Mo' men
Group get inside information on a
country’s food preference and learn from
previous experiences in the market.

9-10. Is having rice menu in the Malaysia
franchises a good decision?

Yes it is, because rice is a staple food in
Malaysia.

9-11. In the long run, who is more likely to
garner the most market share in Malaysia –
local restaurants, or will Mo' men be able to
succeed and build a powerful brand? Give
reasons for your answer.
Optimistically Mo' men will be, because
Malaysia is a right target market to enter:
 Malaysia has significant percentage
Muslims.
 Malaysia has many various ethnicities.
 Malaysia consumers are very
accepting of new restaurant concepts
and food.
 Mo' men can offer tasty, affordable

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