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Nasi Lemak Global (NGL) is a local fast food chain started operations in Sintok, Kedah in 1988. It successfully established its brand name in Malaysia by virtue of its quality food and distinctive service. These qualities propelled NGL to become Malaysia’s first home-grown fast food chain which has the total of 10 outlets nationwide selling the authentic Malaysian delicacies such as roti canai, fried mee, laksa and a wide range of Malaysia drinks and desserts. NGL decide to expand its home-grown business by offering franchising opportunities to entrepreneurs around the globe, tapping into international market as a world-class player. Thus the road tour to promote Malaysian food overseas by the government has been seen by NGL as a golden opportunity for overseas expansion. After undertaking some research and analysis, we as members of NGL found that there are three countries have a great potential to explore. Those countries are France, Australia and South Korea. However, the final suggestion has been made after considering all the perspectives. We suggest choosing Republic of Korea as our first market place to expand our business to international stage. South Korea is the most suitable country for our oversea expansion compare with the two other countries. The aspects that are considering for the research are including cultural characteristics and the political system for the country.
The staple food of Korea is short-grain rice, which in the past was sometimes blended with other grains to stretch limited supplies. Koreans eat palatable and often spicy side dishes, served attractively with either their staple, rice, or in other instances, noodles. From this point of view, South Korea is a suitable country for NGL to selling the authentic Malaysian delicacies for overseas expansion such as roti canai, fried mee, laksa etc. Rice tends to be a staple food in Malaysia same as Korea. A popular dish based on rice is nasi lemak, rice steamed with coconut milk. Besides, Malaysian food tends to be hot and spicy which is suitable for Koreans. Laksa is a spicy dish comprising a bowl of thick white rice noodles served in a soup made of fish, onion, tamarind, basil, pineapple and cucumber in slices. Korean food is healthy, colorful and flavorful. Korean meals are generally more heavily seasoned, usually with a combination of garlic, ginger, green onions, sesame, soy sauce, and red and black peppers. Fish, meat, and poultry dishes are accompanied by rice with an assortment of small pickled and fresh vegetable, seafood, and meat dishes referred to collectively as Ban Chan (Pan Chan). Meanwhile, one of the Malaysian delicacies selling by NGL in South Korea is nasi lemak, which is often called the national dish in Malaysia, a rice steamed with coconut milk to give it a rich fragrance, and served with strong-flavored ingredients suit with Korean’s taste. It may include fried anchovies, peanuts, sliced cucumber, hard boiled eggs and a spicy chili paste known as ‘Sambal’. For a more substantial meal, nasi lemak can also be served with a choice of curries, or a spicy meat stew called ‘Rendang’. Soups are a common part of any Korean meal. Normally, soups is served as part of the main course rather than at the beginning or the end of the meal, as an accompaniment to rice along with other Ban Chan. Soups known as guk are often made with meats, shellfish and vegetables. Soups can be made into more formal soups known as tang, often served as the main dish of the meal. Jjigae are a thicker, heavier seasoned soups or stews. NGL which selling Malaysian delicacies such as Soto, soup with mee hun or ketupat should be suitable for Koreans. Koreans eat three full meals a day, with the number...
Bibliography: Hoare, J. (2005). Culture Smart! Korea: A Quick Guide to Customs & Etiquette. Great Britain: Kuperard.
Sonja Vegdahl, B. S. (2005). Culture Shock! Korea: A Survival Guide to Customs and Etiquette. Singapore: Marshall Cavendish Editions.
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