Nasi Lemak Global
Table of Contents Introduction 1 Cultural Charateristics 2 Korean Cuisine 2 Dining Etiquette 3 Language 4 Taboos 4 Political System 5 Business Strategy 6 Conclusion 10 Bibliography 11
Introduction
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.
Cultural Characteristic
Korean Cuisine
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
Introduction
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.
Cultural Characteristic
Korean Cuisine
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
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.