Burger Joys LG/F, Tai Yick House, 27-29 First Street, Sai Ying Pun, Western District, n/a Hong Kong Coordinate: 22.28661, 114.14299 Phone: +85227871288ġ8. Mcdonald Create Your Taste Unit L2-28, Level 2, Festival Walk, 80 Tat Chee Avenue, Kowloon Tong, Kowloon, Hong Kong Coordinate: 22.3374848533, 114.174111274 (9. 鴨脷洲大街麥當勞 Shop C2-D, G/F-1/F, Happy View Building, 165-167 Ap Lei Chau Main Street, Ap Lei Chau, Aberdeen, Hong Kong, Aberdeen, Hong Kong Coordinate: 22.24368, 114.15344Ģ. Mos Burger is mainly using word-of-mouth strategy to promote its products. This will result in a more intense competition with McDonald¡¦s. However, it will extensively expand its distribution throughout Hong Kong and ultimately open fifty stores in total. It aims to gain public awareness in crowded place. Mos Burger is currently using selective distribution strategy, which only two stores are open in large shopping malls, food courts of APM in Kwun Tong and Langham Place in Mong Kok. Below is the comparative pricing of burgers from McDonald¡¦s and Mos Burger: These all allow skimming pricing strategy to be adopted. Moreover, Mos Burger has very clear relative advantage over its competitors. Hong Kong people value new products and are willing to pay high price to try something new and unique. However, as it is in the introductory stage, people are less sensitive to price. The price of Mos Burger is relatively high compared with McDonald¡¦s. Thus, in terms of product, McDonald¡¦s faces great challenge from Mos Burger. While McDonald¡¦s burgers have reached mature stage, Mos Burger launches unique burgers like ¡§Mos Rice Burger¡¨ and ¡§Takumi Burger¡¨ which captures lots of attention. Its image is associated with health and nature, which are also the weaknesses of McDonald¡¦s. Edf40wrjww2CF_PaperMaster:DescMos Burger¡¦s Product Strategy
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