TAILIEUCHUNG - Ebook Global marketing (8th edition): Part 2
(BQ) Part 2 book "Global marketing" has contents: Brand and product decisions in global marketing, pricing decisions, global marketing channels and physical distribution, global marketing and the digital revolution, strategic elements of competitive advantage,.and other contents. | Find more at 9 Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances CASE 9-1 MyMarketingLab™ Improve Your Grade! Over 10 million students improved their results using the Pearson MyLabs. Visit for simulations, tutorials, and end-of-chapter problems. Mo’men Launches Franchises in UAE M o’men, owned by the Mo’men Group, is one of the largest restaurant chains in Egypt. The name comes from the word mo’men or “believer” in Arabic which highlights the Islamic identity of the brand. The Mo’men Group includes the Al Motaheda Foods, Mo’men, Pizza King, Three Chefs, and Planet Africa brands. The Mo’men brothers started the company in 1988 to meet the Egyptian market’s need for a fast-food restaurant that offered high-quality foods, often on-the-go, at competitive prices. At present, Mo’men serves over 9 million customers annually in Egypt and holds about 15 percent share of the fast food market. Since Mo’men is based in Egypt and has an Islamic identity, it only offers foods that are halal. As opposed to haram, halal stands for anything, object or action, that is permissible under the Islamic law. There is no pork on the menu; it is forbidden to eat pork in Islam. Similarly, bread is one of the important components in Egyptian cuisine. Thus, Mo’men makes sure that the quality of the bread Exhibit 9-1 Mo’men restaurants today cater to more than 9 million customers annually in Egypt alone. In a little more than 20 years, the one-store restaurant has become a fast food chain spread over eight countries. At present, the company is aggressively seeking to expand in the UAE and Malaysia, the potential growth markets. Source: Jasmine Merdan/Fotolia 284 284 06/03/14 12:36 PM Find more at Degree of involvement High involvement/ high cost Joint venture Figure 9-1 Investment Cost of Market-Entry Strategies Equity .
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