International Marketing Strategy for NAK NAK

by

Nur Felisha Binti Shalahudin

( 201240378 )

FACULTY OF
UNIVERSITI MALAYSIA PERLIS

2024
 TABLE OF CONTENTS

EXECUTIVE SUMMARY

CHAPTER 1: INTRODUCTION

CHAPTER 2: BUSINESS SELECTION AND RATIONALE

2.1 NAK NAK For International Expansion

2.2 Strategic Brilliance

CHAPTER 3: MARKET ANALYSIS

3.1 Expandation Of The Business

3.2 Analysis

CHAPTER 4 : Market Segmentation, Targeting, and Positioning

4.1 Market Segments Within Each Target Market

CHAPTER 5 : Product Adaptation and Strategy

5.1 Adaptation And Customization For Each Target Market

5. 2 Strategies For Product Adaptation, Including Features, Branding,

Packaging, And Labelling

CHAPTER 6 : Pricing Decision

6.1 Justification and Strategies

CHAPTER 7 : Channels and Physical Distribution

7.1 Suitable Distribution Channels For Reaching The Target Markets

CHAPTER 8 : Communication Strategy

8.1 Communication Strategy for promoting

8.2 Plans for advertising

CHAPTER 9 : CONCLUSION

REFERENCES
 EXECUTIVE SUMMARY

The document highlights the potential for Nak Nak, a Korean-inspired street food
concept, to succeed in the Korean market, particularly among Gen Z and Millennials. It
emphasizes the importance of targeting these demographics due to their size, digital
proficiency, and willingness to explore new culinary experiences. Additionally, the
document underscores the significance of positive word-of-mouth from Korean
customers in enhancing the brand's reputation. It also emphasizes Nak Nak's unique
selling proposition as a Halal option, distinguishing it from both established fast-food
chains and local street vendors. The document stresses the potential of Nak Nak's
Korean-inspired street food concept in the Korean market, where consumers are known
to appreciate unique flavors and value for money. It advocates for strategic pricing,
careful consideration of customer preferences, and effective localization as crucial
factors for success. The recommended launch locations include university towns, office
districts, and trendy neighborhoods, contingent on Nak Nak's target audience and brand
image. The implication is that these areas offer promising opportunities for establishing
Nak Nak's presence and attracting its intended customer base. Overall, the document
presents Nak Nak's potential for success in the Korean market, emphasizing the need for
strategic targeting, unique positioning, and careful attention to customer preferences and
market dynamics.
 CHAPTER 1: INTRODUCTION

This comprehensive report meticulously explores the compelling prospects of Nak

Nak, an innovative Korean-inspired street food concept, as it contemplates venturing
into the dynamic and vibrant Korean market. With a strategic emphasis on targeting
the discerning Gen Z and Millennial demographics, the document unravels a tapestry
of insights into the cultural nuances, digital trends, and culinary preferences that make
these age groups a prime audience for Nak Nak's distinctive offerings.

The report underscores the strategic significance of expanding into international

markets, particularly Korea, as an essential step in Nak Nak's growth trajectory.
Beyond its potential to tap into a market known for its culinary appreciation, the move
into the Korean landscape aligns with Nak Nak's broader objectives of establishing a
global presence and catering to diverse consumer preferences. As the report unfolds, it
becomes evident that the objectives encompass not only financial success but also the
cultivation of a brand image that resonates with the local audience, ultimately
contributing to Nak Nak's long-term sustainability and success on the international
stage.

One of the pivotal aspects illuminated in the report is the role of positive word-of-
mouth within the local Korean customer base. Recognizing the power of
recommendations and testimonials in shaping brand reputation, the document stresses
the importance of cultivating a positive customer experience and strategically
leveraging these sentiments to amplify Nak Nak's presence. It becomes evident that
the report's objectives extend beyond mere market penetration to fostering a deep and
enduring connection with the Korean audience, a connection built on trust,
authenticity, and positive interactions.

Further differentiating Nak Nak from established fast-food chains and local vendors is
its unique selling proposition as a Halal option. In a market where diverse dietary
preferences are increasingly acknowledged and valued, this distinction positions Nak
Nak as a inclusive and appealing choice, catering to a wider audience. The report
delves into the strategic implications of this positioning, outlining how it serves as a
gateway to both local and international customers who seek diverse and inclusive
dining experiences.

The report also navigates through the intricate landscape of Korean culinary
preferences, emphasizing the need for Nak Nak to align its offerings with the local
palate while maintaining its distinct Korean-inspired identity. Strategic pricing, careful
consideration of customer preferences, and effective localization emerge as critical
factors for success in a market known for its discerning consumers who appreciate
unique flavors and value for money.

In terms of geographical expansion, the report outlines recommended launch

locations, strategically targeting university towns, office districts, and trendy
neighborhoods. The rationale behind these choices lies in aligning Nak Nak's presence
with the lifestyle and preferences of its target audience, ensuring that the brand
becomes an integral part of their daily lives. These locations are identified as
promising opportunities to establish Nak Nak's presence and attract its intended
customer base.

In essence, this in-depth report serves as a roadmap for Nak Nak's international
expansion, particularly into the Korean market. It unveils a strategic approach that
goes beyond market entry, focusing on establishing a deep and enduring connection
with the local audience. The objectives outlined in the report encompass financial
success, brand reputation, and the cultivation of a distinct identity that resonates with
the diverse and discerning consumers in Korea. As Nak Nak embarks on this exciting
international journey, this report stands as a guiding beacon, offering valuable insights
and strategies for navigating the complexities of the Korean market with precision and
foresight.
 CHAPTER 2: Business Selection and Rationale

2.1 NAK NAK For International Expansion

Nak Nak, the Korean-inspired street food concept selected for international expansion,
embodies a unique blend of culinary innovation and cultural resonance. With a vision to
captivate the dynamic Korean market, Nak Nak has strategically positioned itself as a
purveyor of delectable street food, drawing inspiration from the rich tapestry of Korean
flavors and culinary traditions. The heart of Nak Nak lies in its commitment to
delivering an authentic and immersive dining experience, seamlessly merging
traditional Korean recipes with a contemporary twist. At its core, Nak Nak's menu
boasts an array of mouthwatering dishes, skillfully crafted to appeal to the discerning
palates of both locals and international patrons.

Central to Nak Nak's appeal is its strategic focus on the burgeoning Gen Z and
Millennial demographics, acknowledging their substantial size, digital proficiency, and
unwavering enthusiasm for exploring novel culinary offerings. This demographic
alignment serves as the cornerstone of Nak Nak's international expansion strategy,
recognizing the potential for these age groups to embrace and champion the brand
within the competitive landscape of the Korean food scene.

An integral aspect that sets Nak Nak apart is its commitment to offering Halal options, a
distinctive feature that not only caters to diverse dietary preferences but also positions
the brand as an inclusive choice in a market dominated by established fast-food chains
and local vendors. This commitment underscores Nak Nak's dedication to providing a
culinary haven for all, transcending cultural and dietary boundaries.

Beyond its delectable offerings, Nak Nak places a premium on the power of positive
word-of-mouth within the local Korean customer base. Recognizing the significance of
customer testimonials and reviews, Nak Nak strives to cultivate a positive and
memorable dining experience, anticipating that the resulting positive sentiments will
contribute significantly to the brand's reputation and success in the competitive Korean
market.

As Nak Nak charts its course for international expansion, the brand remains deeply
rooted in its Korean identity. The menu, carefully curated to reflect the diverse flavors
and culinary heritage of Korea, resonates with a consumer base known for its
appreciation of unique tastes and value for money. The strategic pricing, coupled with a
nuanced understanding of customer preferences, positions Nak Nak as a formidable
contender in the bustling Korean food landscape.

In terms of geographical expansion, Nak Nak's calculated approach includes targeting

key locations such as university towns, office districts, and trendy neighborhoods.
These areas are identified not only for their high footfall but also for their alignment
with the lifestyle and preferences of the Gen Z and Millennial demographics, providing
Nak Nak with optimal opportunities to establish a strong presence and foster a loyal
customer base.

In essence, Nak Nak emerges as a beacon of culinary creativity, poised for international
success by seamlessly blending tradition with innovation, appealing to the diverse tastes
of the Korean market, and strategically aligning itself with the influential Gen Z and
Millennial demographics. As Nak Nak sets the stage for its international journey, it
stands as a testament to the transformative power of cultural authenticity and strategic
foresight in the realm of global gastronomy.
2.2 Strategic Brilliance

Nak Nak has been strategically chosen for international expansion based on a robust
and well-justified rationale rooted in its culinary uniqueness, cultural resonance, and
alignment with global trends. The brand's fusion of traditional Korean flavors with a
contemporary twist sets it apart, offering an authentic and novel dining experience that
caters to the evolving preferences of consumers. Additionally, Nak Nak's commitment
to providing Halal options aligns with the growing global demand for inclusivity in
dining choices, enhancing its appeal to a broad and multicultural audience. By
strategically targeting Millennials and Gen Z, Nak Nak taps into the global trend of
consumers with adventurous palates and a penchant for unique, Instagram-worthy
culinary experiences. The brand's choice to expand internationally also leverages the
broader wave of interest in Korean cuisine on the global stage, capitalizing on the
increasing popularity of K-pop, K-dramas, and the Korean Wave. Furthermore, Nak
Nak's emphasis on adaptability to local tastes, strategic pricing, and effective
localization positions it as a brand attuned to diverse market preferences. In essence,
Nak Nak's selection for international expansion reflects a thoughtful and strategic
approach that combines culinary appeal, cultural awareness, and responsiveness to
global dining trends, making it a promising contender in the competitive landscape of
international fast-casual dining.
 CHAPTER 3: MARKET ANALYSIS

3.1 Expandation Of The Business

Delving into the analysis of targeted international markets for Nak Nak's expansion, it
is imperative to assess regions that align with the brand's culinary uniqueness, cultural
resonance, and global trends. The strategic choice of these markets must consider
factors such as consumer demographics, cultural affinity for Korean cuisine, and the
overall economic landscape.

First and foremost, Nak Nak's expansion into key Western markets, such as the
United States and Europe, holds substantial potential. These regions have witnessed a
surge in the popularity of Korean culture, including food, entertainment, and lifestyle.
With a growing interest in diverse and authentic culinary experiences, Nak Nak's
unique blend of traditional Korean flavors with a contemporary twist positions it to
captivate the palates of a wide audience. The multicultural nature of these markets
aligns seamlessly with Nak Nak's commitment to inclusivity through Halal options,
catering to a diverse range of dietary preferences.

Additionally, the choice to target cosmopolitan cities within these regions, known for
their diverse and vibrant food scenes, offers Nak Nak a platform to showcase its
culinary innovation. Metropolises such as New York, London, and Paris, with their
cosmopolitan populations and a strong presence of Millennials and Gen Z, provide
fertile ground for Nak Nak to establish itself as a go-to destination for authentic
Korean street food.
Moreover, Nak Nak's expansion into Asian markets, beyond its Korean homeland,
merits careful consideration. Countries with a cultural proximity to Korea, such as
Japan and China, may already exhibit a familiarity and appreciation for Korean
cuisine. Nak Nak's offerings can leverage this existing affinity, making it easier to
introduce the brand and gain acceptance in these markets. Tailoring the menu to suit
local preferences, while retaining the core Korean identity, will be essential for
success in these regions.

The Middle East, with its diverse and cosmopolitan cities, also presents an intriguing
market for Nak Nak's international expansion. The brand's commitment to providing
Halal options aligns seamlessly with the dietary preferences in the region. Cities like
Dubai and Riyadh, known for their burgeoning food scenes and a mix of international
residents, offer Nak Nak an opportunity to introduce its unique Korean-inspired street
food concept to a culturally diverse audience.

Furthermore, Nak Nak's expansion strategy should not overlook emerging markets in
Southeast Asia, where the fusion of diverse culinary traditions is celebrated. Countries
like Singapore, Malaysia, and Thailand, known for their vibrant street food culture,
provide a conducive environment for Nak Nak to thrive. The brand's ability to adapt
its offerings to the local taste preferences while maintaining its distinctive Korean
identity will be crucial in making a mark in these dynamic markets.

In conclusion, Nak Nak's targeted international expansion encompasses a strategic

selection of markets, each chosen for its cultural resonance, culinary openness, and
alignment with global trends. The brand's unique appeal positions it to navigate the
complexities of diverse international markets, offering an authentic and inclusive
culinary experience that transcends cultural boundaries. By carefully analyzing and
adapting to the nuances of each region, Nak Nak stands poised for success on the
global stage.
 3.2 Analysis

Market Size and Growth Potential:

The market size and growth potential of Nak Nak's targeted international markets are
key considerations for successful expansion. In the United States and Europe, the
demand for diverse and authentic culinary experiences has been steadily increasing.
The multicultural nature of these regions, coupled with a growing interest in Korean
culture, positions Nak Nak favorably. According to industry reports, the global fast-
casual dining market is expected to continue its growth trajectory, with consumers
increasingly seeking unique and culturally resonant dining options.

In Asian markets like Japan and China, where there is already a familiarity with Korean
cuisine, Nak Nak can tap into existing demand. The Middle East, with its diverse
population and a penchant for international cuisines, presents a promising market for
Nak Nak's Halal offerings. Southeast Asian countries, known for their vibrant street
food scenes, contribute to a robust market size with high growth potential. Figure 1
shows statistics of market size and gowth potential .
 Figure 1 : statistics of market size and gowth potential

Cultural Factors:

Understanding and navigating cultural factors are critical to Nak Nak's success in
international markets. In Western regions, the multicultural and cosmopolitan nature of
cities provides an opportunity for Nak Nak to showcase its Korean-inspired street food
concept. Cultural appreciation for authenticity, uniqueness, and inclusivity aligns with
Nak Nak's commitment to providing Halal options.

In Asian markets, cultural proximity to Korea in countries like Japan and China
facilitates acceptance, but nuanced adaptation to local tastes is essential. In the Middle
East, where cultural preferences and dietary considerations play a significant role, Nak
Nak's Halal options are culturally relevant. In Southeast Asia, the celebration of diverse
culinary traditions offers Nak Nak an opportunity to blend its Korean identity with local
flavors.
Economic Conditions:

Economic conditions in the targeted international markets play a crucial role in Nak
Nak's expansion strategy. In economically developed regions like the United States and
Europe, consumers often have higher disposable incomes, contributing to a thriving
dining-out culture. The Middle East, with its affluent consumer base, presents a market
with purchasing power, particularly in urban centers.

Emerging markets in Southeast Asia also show economic vibrancy, with a rising middle
class and increased spending on dining experiences. However, economic conditions can
vary within countries, and Nak Nak must consider factors such as urbanization, income
levels, and spending patterns in specific locations.

Competitive Landscape:

Analyzing the competitive landscape is paramount for Nak Nak's successful entry into
international markets. In the United States and Europe, the fast-casual dining sector is
competitive, with established local and international brands. Identifying unique selling
propositions, effective marketing strategies, and strategic pricing will be crucial for Nak
Nak to carve a niche.

In Asian markets, competition may include both local and international players.
Understanding local preferences and differentiating Nak Nak's offerings will be key to
gaining a competitive edge. In the Middle East, where international and local cuisines
coexist, Nak Nak can position itself by highlighting its Halal options.

In Southeast Asia, Nak Nak will encounter a dynamic and diverse competitive
landscape in the street food scene. Collaboration with local suppliers and understanding
regional preferences will be essential to stand out in these markets.
Conclusion:

A comprehensive analysis of market size, growth potential, cultural factors, economic

conditions, and the competitive landscape is crucial for Nak Nak's successful
international expansion. Tailoring strategies to each market's unique dynamics will
position Nak Nak as a culturally resonant and commercially viable player in the global
fast-casual dining landscape.
 CHAPTER 4: Market Segmentation, Targeting, and
Positioning

4.1 Market Segments Within Each Target Market

In the United States, Nak Nak strategically defines its market segments to
resonate with the diverse preferences of urban Millennials and Gen Z. These tech-savvy
demographics, known for their adventurous palates and a penchant for experiences that
are both unique and visually appealing, are expected to form a core consumer base for
Nak Nak's innovative Korean-inspired street food concept. Simultaneously, the brand
targets food enthusiasts and trend followers who actively seek novel and culturally rich
culinary trends, embracing the burgeoning demand for unique flavors and global street
food experiences. Furthermore, Nak Nak recognizes the significance of health-conscious
consumers, who prioritize wellness and look for fast-casual options that emphasize fresh,
quality ingredients. By addressing these distinct segments, Nak Nak aims to capture a
substantial share of the American market where diversity in culinary preferences is
celebrated.

In Europe, Nak Nak's market segmentation strategy is tailored to the cosmopolitan

nature of major cities. Cultural enthusiasts, drawn to the rich tapestry of global cuisines,
are a key focus. This segment appreciates authentic street food experiences, making it a
prime audience for Nak Nak's unique Korean-inspired offerings. The brand also targets
young professionals in urban centers, recognizing their busy lifestyles and the demand for
convenient yet diverse dining options. Additionally, Nak Nak strategically reaches out to
the student population in university towns, providing affordable and flavorful dining
experiences in areas where youthful vibrancy is prevalent. This multi-faceted approach
acknowledges the diverse demographic landscape of European cities, positioning Nak
Nak to appeal to a broad spectrum of consumers.

As Nak Nak ventures into Asian markets, including Japan, China, and Southeast Asia,
the segmentation strategy takes into account the cultural nuances and culinary
preferences unique to each region. K-Food enthusiasts, who actively seek Korean-
inspired culinary experiences, form a central target. Simultaneously, Nak Nak aims at
locals who are open to exploring diverse international cuisines, presenting an opportunity
to introduce a fusion concept while maintaining an authentic Korean identity. The
youthful urban population in bustling cities is also on Nak Nak's radar, given their
affinity for trendy and affordable dining options and their influence in shaping food
trends in the region.

In the Middle East, Nak Nak strategically hones in on Halal-conscious consumers,

recognizing the importance of catering to dietary preferences in this region. The expat
community becomes another significant segment, seeking international cuisine options,
especially those offering a taste of home. Additionally, Nak Nak sets its sights on luxury
and lifestyle seekers in affluent urban areas, tapping into a market that values premium
experiences and diverse culinary offerings.

Understanding the intricacies of each market segment enables Nak Nak to tailor its
marketing strategies, menu offerings, and overall brand positioning, ensuring a nuanced
and effective approach to international expansion that resonates with the diverse
preferences and demands of these target audiences.

4.2 Target audience

The selection of specific target audiences in each market is driven by a nuanced

understanding of demographic dynamics and cultural preferences. In the United States,
Nak Nak strategically targets urban Millennials and Gen Z, leveraging their substantial
population size, digital proficiency, and adventurous culinary spirit. In Europe, the focus
on cultural enthusiasts, young professionals, and students aligns with the cosmopolitan
nature of major cities, catering to diverse preferences and the demand for authentic street
food experiences. Asian markets, including Japan, China, and Southeast Asia, see Nak
Nak honing in on K-Food enthusiasts, locals open to international flavors, and the
youthful urban population, recognizing their influence and openness to culinary
exploration. In the Middle East, the brand's emphasis on Halal-conscious consumers, the
expat community, and luxury seekers reflects a strategic alignment with local dietary
preferences, diverse demographics, and preferences for premium dining experiences. This
tailored approach ensures Nak Nak's resonance with each market's unique characteristics,
fostering a deeper connection with consumers and enhancing the brand's prospects for
success in diverse international landscapes.

4.3 Positioning strategy for targeted market

In the United States, Nak Nak strategically positions itself as the urban adventure
hub, offering a fusion of traditional Korean-inspired street food and innovative flavors.
Embracing the digital proficiency and adventurous spirit of Millennials and Gen Z, Nak
Nak aims to be a symbol of diverse, affordable, and visually captivating street food
experiences.

In Europe, Nak Nak positions itself as a cultural culinary haven, appealing to cultural
enthusiasts, young professionals, and students seeking authentic international street food
encounters. Emphasizing its Korean identity, Nak Nak aims to stand out in the diverse
European culinary scene, offering a flavorful journey that transcends borders.

In Asian markets such as Japan, China, and Southeast Asia, Nak Nak positions itself
as a global fusion hub, blending Korean-inspired street food with local flavors. Adapting
to local tastes while maintaining its distinctive Korean identity, Nak Nak seeks to be a
dynamic player in the vibrant and diverse street food culture of Asia.

In the Middle East, Nak Nak strategically positions itself as a Halal culinary oasis,
catering to the Halal-conscious consumer base. By emphasizing its commitment to
providing Halal options, Nak Nak aims to be a culturally inclusive choice, recognized for
its quality, authenticity, and alignment with local values. These tailored positioning
strategies ensure Nak Nak's resonance and success in each unique target market.
 CHAPTER 5 : Product Adaptation and Strategy

5.1 Adaptation And Customization For Each Target Market

To effectively cater to the diverse tastes and preferences of each target market,
Nak Nak recognizes the importance of adapting its product and service offerings. In the
United States, where urban Millennials and Gen Z seek novel and visually appealing
experiences, Nak Nak may introduce limited-time menu items or collaborations to align
with ever-evolving culinary trends. The customization might involve incorporating local
ingredients or flavors that resonate with the American palate, ensuring a dynamic and
culturally relevant menu.

In Europe, Nak Nak understands the appreciation for authenticity among cultural
enthusiasts and young professionals. To meet this demand, the brand may emphasize
traditional Korean flavors while introducing variations that appeal to local preferences.
Additionally, the inclusion of seasonal specialties or themed promotions can enhance the
brand's appeal to the diverse European market, offering a balance between authenticity
and adaptation.

In Asian markets like Japan, China, and Southeast Asia, where the culinary landscape
is rich and diverse, Nak Nak may tailor its menu to include fusion options that
seamlessly integrate Korean-inspired street food with local tastes. Customization efforts
may involve collaborating with local chefs to incorporate indigenous ingredients or
adapting spice levels to suit regional preferences, ensuring Nak Nak's offerings align
with the vibrant street food culture of each locale.

In the Middle East, Nak Nak's commitment to providing Halal options is a crucial
customization to meet the dietary preferences of the local population. The brand may
further adapt its menu by incorporating flavors that resonate with Middle Eastern tastes,
creating a fusion that celebrates both Korean and local culinary traditions. Offering
customizable options or meal combinations may also enhance Nak Nak's appeal,
allowing customers to tailor their dining experience to individual preferences.
 These adaptive strategies highlight Nak Nak's commitment to ensuring its product
and service offerings resonate with the specific nuances of each target market. By
blending authenticity with local adaptation, Nak Nak can position itself as a culturally
sensitive and globally resonant brand, fostering a deeper connection with diverse
consumer bases across international markets.

5.2 Strategies For Product Adaptation, Including Features, Branding, Packaging,

And Labelling.

Nak Nak employs a multifaceted approach to product adaptation, ensuring resonance

with diverse international markets. In terms of features, the brand may introduce region-
specific menu items, leveraging local ingredients or flavors to align with distinct culinary
preferences. The branding strategy involves emphasizing the brand's Korean identity
while incorporating elements that resonate with the cultural aesthetics of each target
market, fostering a sense of familiarity. Packaging design is tailored to visually appeal to
the sensibilities of the local population, incorporating colors, graphics, or symbols that
hold cultural significance. Additionally, Nak Nak pays meticulous attention to labeling,
ensuring clear communication of Halal options and transparent information about
ingredients. These adaptive strategies collectively contribute to Nak Nak's ability to
seamlessly integrate its Korean-inspired street food concept into diverse global
landscapes while respecting the unique characteristics and preferences of each market.
 CHAPTER 6 : Pricing Decision

6.1 Justification and Strategies

Nak Nak's pricing strategies reflect a nuanced understanding of the economic landscape
in each target market, emphasizing both value for money and cultural sensitivity. The
brand recognizes the diverse financial capacities of its clientele and strategically adapts
pricing to ensure accessibility without compromising on the quality and uniqueness of
its Korean-inspired street food offerings. In markets where Nak Nak positions itself as a
Halal culinary oasis, premium pricing is justified, capitalizing on the added value of
catering to Halal-conscious consumers. The effectiveness of these pricing strategies is
evident in Nak Nak's ability to stay competitive in the dynamic fast-casual dining
sector. By offering affordable yet premium culinary experiences, Nak Nak resonates
with the targeted demographics, such as Millennials, Gen Z, and culturally diverse
urban populations, who seek not only a meal but a cultural and experiential journey.
This strategic pricing not only enhances Nak Nak's market competitiveness but also
establishes a strong foundation for building brand loyalty and ensuring sustainable
growth in diverse international markets.
 CHAPTER 7 : Channels and Physical
Distribution

7.1 Suitable Distribution Channels For Reaching The Target Markets.

Nak Nak's strategic approach to distribution channels reflects a nuanced understanding

of the diverse preferences and lifestyles of its target markets. Across the vast expanse
of the United States and Europe, the brand adopts a multifaceted strategy, blending the
traditional charm of brick-and-mortar outlets in bustling urban areas with the
convenience of food delivery platforms. Moreover, Nak Nak forges strategic
partnerships with popular food aggregators, ensuring a seamless and widespread
accessibility that caters to the dynamic needs of its Western consumer base.

Venturing into the vibrant markets of Asia, including Japan, China, and Southeast
Asia, Nak Nak embraces the rich street food culture characteristic of these regions.
Here, the brand strategically positions itself with food stalls in bustling markets,
tapping into the energy and authenticity of the local culinary scene. To cater to the
tech-savvy demographic prevalent in these markets, Nak Nak complements its
physical presence with efficient delivery services, ensuring that the brand aligns
seamlessly with the modern, fast-paced lifestyle of its target audience.

In the culturally rich Middle East, where dine-in experiences hold a special
significance, Nak Nak adopts a tailored approach by establishing a notable presence in
upscale malls and urban centers. By strategically locating its outlets in these premium
destinations, Nak Nak not only caters to the culinary preferences of the region but also
aligns itself with the cultural significance attached to dining out in this part of the
world.

The adaptability showcased by Nak Nak in selecting diverse distribution channels

underscores the brand's commitment to a comprehensive and localized approach. This
nuanced strategy ensures that Nak Nak not only meets the unique demands of each
market but also resonates with the cultural nuances and consumer behaviors that shape
the dining landscape in different regions. Through this carefully curated distribution
approach, Nak Nak not only maximizes its accessibility but also establishes itself as a
brand that seamlessly integrates into the fabric of diverse societies, creating a global
culinary footprint that is as varied as the markets it serves..

7.2 Distribution Partners, Logistics, And Supply Chain Management Strategies

Nak Nak's commitment to operational excellence extends beyond its culinary

endeavors to the intricacies of its supply chain management. The brand strategically
engages with a network of distribution partners, employing a meticulous approach to
logistics and implementing robust strategies to ensure the seamless functioning of its
operations across diverse international markets.

Recognizing the importance of local partnerships, Nak Nak collaborates closely with
regional distributors and suppliers in each market it serves. This collaboration not only
ensures a seamless integration of fresh, high-quality ingredients but also minimizes
transportation costs, a critical factor in maintaining the brand's commitment to
sustainability and cost-effectiveness. By leveraging the expertise and local knowledge
of these partners, Nak Nak can source ingredients that align with its Korean-inspired
street food offerings while catering to the unique preferences of each market.

Nak Nak goes a step further in optimizing its supply chain by engaging with third-
party logistics providers. This strategic decision allows the brand to tap into
specialized expertise in transportation and distribution, facilitating timely deliveries to
various distribution points. By outsourcing logistical functions to trusted partners, Nak
Nak can focus on its core competencies – crafting delectable Korean-inspired street
food – while ensuring that its products reach consumers efficiently and in prime
condition.

Technology plays a pivotal role in Nak Nak's supply chain management strategy. The
brand invests in state-of-the-art systems for real-time tracking and monitoring,
enhancing overall visibility across its supply chain. This technological integration
enables Nak Nak to proactively address any potential disruptions, ensuring a
responsive and agile supply chain. By staying abreast of the location and condition of
its inventory at all times, Nak Nak can make informed decisions, maintain optimal
inventory levels, and reduce the risk of delays or shortages.

These comprehensive supply chain management strategies empower Nak Nak to

maintain a high degree of consistency in its Korean-inspired street food offerings. The
brand's ability to adapt to local tastes is facilitated by the efficient flow of ingredients
and products, facilitated by its distribution partners and logistics providers. The result
is a dynamic and responsive supply chain that enables Nak Nak to not only meet but
exceed the culinary expectations of its diverse target markets.

In essence, Nak Nak's commitment to excellence in distribution, logistics, and supply

chain management is integral to its global success. By navigating the complexities of
international markets with a strategic and adaptable approach, Nak Nak ensures that its
Korean-inspired street food continues to captivate taste buds around the world while
upholding the brand's reputation for quality, freshness, and innovation.
 CHAPTER 8 : Communication Strategy

8.1 Communication Strategy for promoting

Nak Nak's comprehensive communication strategy hinges on a multi-faceted approach

tailored to resonate with the distinct characteristics of each target market. In the United
States, the brand leverages social media platforms, influencers, and digital marketing to
capture the attention of tech-savvy Millennials and Gen Z. In Europe, Nak Nak
emphasizes cultural events, collaborations, and online platforms to engage cultural
enthusiasts and young professionals. For Asian markets, especially Japan, China, and
Southeast Asia, Nak Nak employs a combination of online and offline strategies, including
social media, street-level marketing, and partnerships with local influencers to tap into the
vibrant street food culture. In the Middle East, Nak Nak prioritizes localized influencer
partnerships, strategic events, and visual marketing to connect with Halal-conscious
consumers. This nuanced communication strategy ensures Nak Nak's message is culturally
relevant, effectively reaching and engaging its target audiences across diverse international
markets.

8.2 Plans for advertising

Nak Nak's comprehensive communication strategy encompasses a range of channels and

tactics to effectively promote its Korean-inspired street food in each target market. In the
United States, the brand plans dynamic advertising campaigns on digital platforms,
capitalizing on social media channels such as Instagram, TikTok, and Snapchat to reach
the tech-savvy Millennial and Gen Z audience. Influencer partnerships with food bloggers
and local trendsetters enhance Nak Nak's visibility and credibility, creating a buzz around
its unique offerings.

In Europe, Nak Nak embraces cultural nuances through strategic digital marketing
campaigns that highlight the brand's commitment to authentic Korean flavors.
Collaborations with local cultural events and influencers help create an emotional
connection with cultural enthusiasts and young professionals. The brand aims to foster
engagement on social media platforms by showcasing behind-the-scenes glimpses of its
culinary process and engaging in conversations about global street food trends.

Across Asian markets, Nak Nak's digital marketing strategy combines online and offline
elements. Leveraging the vibrant street food culture, the brand utilizes visually appealing
content on social media platforms like WeChat, LINE, and local equivalents. Street-level
marketing initiatives, such as pop-up stalls and interactive digital campaigns, cater to the
region's dynamic consumer habits. Collaborations with local influencers who understand
the pulse of their respective markets add authenticity to Nak Nak's message.

In the Middle East, Nak Nak integrates cultural nuances by emphasizing its Halal offerings
in advertising campaigns. Digital marketing efforts focus on visually striking content
shared across platforms such as Instagram and Twitter. Partnerships with influencers who
align with cultural values and preferences help Nak Nak build trust within the Halal-
conscious consumer base. The brand also plans to participate in local events and festivals,
aligning with the region's cultural celebration of food.

Throughout these diverse markets, Nak Nak prioritizes an adaptive and culturally sensitive
communication strategy. Tailoring advertising content, digital marketing initiatives, and
social media engagements to local tastes and preferences allows Nak Nak to resonate
authentically with its target audiences, fostering a meaningful connection that transcends
cultural boundaries.
 CHAPTER 9 : Conclusion

The international expansion strategy for Nak Nak, a Korean-inspired street food
concept, is grounded in a thorough understanding of diverse target markets and their
unique dynamics. The brand's focus on urban Millennials and Gen Z in the United
States, cultural enthusiasts and young professionals in Europe, K-Food enthusiasts and
the youthful urban population in Asia, and Halal-conscious consumers in the Middle
East demonstrates a strategic approach to segmentation. Nak Nak's product adaptation,
pricing strategies, and distribution channels are tailored to each market's preferences,
ensuring a culturally sensitive and resonant presence.

The communication strategy, encompassing advertising, digital marketing, social

media, and cultural nuances, reflects Nak Nak's commitment to building authentic
connections with its target audiences. Leveraging influencers, online platforms, and
localized events, Nak Nak seeks to create a buzz around its unique offerings and foster
brand loyalty.

In conclusion, the international expansion strategy for Nak Nak appears promising and
feasible. The brand's emphasis on cultural sensitivity, Halal options, and diverse
marketing approaches positions it well to capture the attention and loyalty of its
intended customer base. The comprehensive communication strategy, coupled with
adaptive product offerings and strategic pricing, aligns with the diverse tastes and
preferences of each market. However, ongoing market research and agility in adapting
to changing consumer trends will be crucial for sustained success. Overall, Nak Nak's
international expansion strategy reflects a well-researched and strategic approach to
entering global markets, presenting significant opportunities for success.
REFERENCES