Strategic Plan for LAMEEH KEEYOW FOOD TRUCK

Final Paper Requirement for MNGT 7-B – Strategic Management

Submitted by:

Costillas, Jhovany B.

Lador, Cindy P.

Laput, Christine C.

Saludo, Coke Aidenry E.

Santoya, Jonah O.

Sombelon, Mary Grace B.

I. BASIC INFORMATION

a. Business Name

“LAMEEH KEEYOW FOOD TRUCK”

An oasis of satisfaction.

b. Nature of the Business

The nature of our business is a food service business for the business we choose to operate
is a food truck business that offers a variety of street-vended foods. This kind of business is
commonly seen on public streets wherein people just go in line, order the food they want and then go.
It is a revenue-based institution operated by individuals or partners who are skilled in doing business
in a competitive environment. In this case, the revenue of our business would come from the
customers paying for the products and services we offer. Our main focus is to establish a food truck
business with an aggressive business advantage over our competitors thus we offer a variety of
different menu options of both local and international well-known street foods.

In order for our food truck business to be unique from others, we ensure to provide the most
healthy and delectable foods snacks that people would enjoy eating. Some of the menu options we
offer would include local street foods like isaw, cheese sticks, squid balls, chicken skin, kwek-kwek,
barbeque and the like. We would also offer fast food options like burgers, fries, sandwiches, combo
meals and the like. Some of our international menu options would include sushi, falafels, burrito,
taco's, curry, bao buns, jacket potatoes, pizza, mac n' cheese, and ramen. We would also offer some
desserts like ice cream, crepes, leche flan, cake slices, cookies, donut and beverages like soda, juice
& smoothies, milk tea, coffee and water.
 c. Proposed Location

The proposed business will be located at city proper of Maasin, province of Southern Leyte.
We decided to choose the place for it is accessible to all people including the students and office
workers within the city, as well as to those tourists who are visiting the place. The center of the city is
the city plaza, the exact place where we ought to operate our business, located at the front Our Lady
of the Assumption Parish were most people gather and get together. Along with this, we can also
operate to different locations where people are crowded, for our business is a food truck thus, we can
easily move from places to places. Also, our business should have a business permit to have the right
to conduct a business in a particular place. Our food truck will be open at the most convenient times
for both locals and tourists alike.

Our location is shown on the map below.

 Figure 1. Proposed Location

II. STRATEGIC DIRECTION

a. Vision Statement

A vision is an appealing future image of a company, an ideal that a company aspires to

realize. It is the complete description of the company's future state as possible and identifies the
company's most important objectives and outlines the value an entrepreneur provides to the world.

Our vision statement:

“LAMEEH KEEYOW food truck at every city.”

b. Mission Statement

An entrepreneur should create a mission statement to describe how a vision will be realized.
The mission of a business organization can be defined in the broadest sense as the reason for its
existence. A mission statement outlines the company's main objectives as well as the values it will
adhere to in order to achieve these objectives.

Our mission statement:

“To serve happiness to our beloved customers by providing with one-of-a-kind food indulgence that
caters a wide range of taste and menu options that everyone will crave and love for, with an infusion
of our own imagination and creativity that is affordable to all, in a location within the customer’s
reach.”

c. Statement of Philosophy

“Opportunities multiply as they are taken advantage of.”

It is a simple and obvious truth that would benefit business and life. It is an inspiration to grab
opportunities as they will always lead to more open doors. This philosophy helps us to focus on
making use of the opportunities we have, with regards to our business, we must grab the
opportunities of being the first food truck in the city, establishing a mark that will be engraved in
peoples taste buds leaving them to reach out to us more often and by delivering a high-quality
products and services to our customers will always lead to more opportunities to do the same. With a
brighter vision before us, we ensure to always deliver top quality work and take advantage of the
opportunities out there.

d. Core Values

With our people, our variety of foods and our customers at our core, we live these values:

1. Integrity - To follow a clear moral and ethical standards and acts in the best interests of others.
 2. Responsibility - Accepting the duties and fulfill the assigned task given.

3. Dedication - Being committed to the goals and objectives and attentively focus in work.

4. Honesty – Entails more than simply saying the truth but being honest with oneself and living our
life virtues which sharpens our vision and helps us to see things clearly around us.
5. Hospitality- Entails comfort, reverence, and fosters cultural awareness and appreciation.
6. Creativity- The method of coming up with unique and valuable ideas with the commitment to
flourish.
7. Quality- Offering excellent products and unsurpassed service to our customers, resulting in
premium value.

8. Teamwork - All employees must work together toward something bigger; the common team goal
of sustainability in the long run.

III. EXTERNAL ENVIRONMENT ANALYSIS

None of the businesses operate in a vacuum. The business external environment

encompasses all (individuals and organizations) that exist outside of the company that can affect it
directly or indirectly. An entrepreneur must understand the market in which he/she will operate in
order to adapt to its circumstances and expand the company's opportunities.

a. General Environment

PESTLE analysis is an analysis of the political, economic, social, technological, legal and
ecological factors in the external environment of which the business operates, that helps businesses
to identify macroenvironmental variables that they cannot alter but should be conscious of in order to
maximize their opportunities. The factors discovered during the PESTLE analysis are listed in the
table below.

POLITICAL/ LEGAL FACTORS - aspects of the business political and legal environment.

Factors Opportunities Threat

P Implementation of law Food truck routes have changed into  Changes in vehicle
O regulating the food truck more crowded area. requirements
L business industry.  Full or partial
I prohibition of business
T operations at night and
I on specific streets
C  Changes in sanitary
A requirements
L Changes in tax Can have significant
legislations. impact on the results
 / of financial
L transactions.
Law imposed on the Lower rates measures implemented to Higher rates may lead
E
changes in bank credit provide financial support for small and to increase in
G
rates. medium-sized businesses start-ups. borrowing expenses
A
and payments.
L

POLITICAL/ LEGAL FACTORS

In any business industry, governments have extensive regulatory structures that govern their
operations. This includes the cleanliness of industrial kitchens, the storage and transportation
conditions, and even workers’ specifications in the food industry. Among political factors, the new law
regulating the food truck business industry may have the greatest impact on our business. As of this
moment, there is no special legislation in place regulating the operation of food trucks in the country.
Food trucks will be allowed to travel freely and local government will create plans and programs to
facilitate their operation. The changes in tax legislations can also be a political factor for it can have a
significant impact on the business financial statements and transactions. The changes in bank credit
rates is also a factor in which if the rates decrease will benefit us but when it increases may imposed
a threat to our business. These political factors make the food industry, without a doubt, one of the
most heavily regulated industries in the world. On the positive side of this, it means that customers
aren't exposed to low-quality products and services, but, these regulatory complexities can impact the
food industry's profit margins and its operations.

ECONOMIC FACTORS -factors affecting the country's, industry's, or market's economic conditions.

Factors Opportunities Threat

Under the ongoing lockdowns due to the Reduced competition The number of
COVID-19 pandemic, the population's customers, the
income has decreased and frequency of visits, and
E unemployment rate increases. the average bill have
C all decreased,
O whereas home
N cooking has increased.
O Development of a wide brand chain in There is an extension
M the of chain brands in the
I market. city, and more often
C customers prefer them
due brand awareness.
Due to the pandemic, food stalls and Reduction competition in
restaurants leave the market. the area.
Inflation rate Loans are less
affordable due to the
 rate of inflation.

Development in areas of domestic  Increased number of

tourism and leisure. tourists and visitors are
anticipated.

 Increase in locations
for business
opswoteration.

ECONOMIC FACTORS

The food industry can be influenced by the condition of the nation and inflation rates. Interest
and inflation rates regarding with food consumption, taxes, and consumer spending factors all have
an effect on the food industry's choices and opportunities. Under the ongoing lockdowns due to the
COVID-19 pandemic, the population's income has decreased and unemployment rate increases. The
crisis leads not only to a reduction in consumer’s purchasing ability, resulting in a decrease of
customers and thus businesses’ sales and revenues but also to the withdrawal of some enterprises
from the market due to their bankruptcy, as a result, the level of competition on the market had
decreased. Despite a drop in sales and revenue, fast food businesses remain a comfort and necessity
for many people. The threat also comes from big famous restaurants and chains which launch their
own food trucks to adjust to the changes in the economic conditions and to attract more customers
beyond their usual target market. The development of leisure areas like parks and plaza can also be
an opportunity for the business for there will be an anticipated number of customers to visit the city
and thus there is an increase in selling locations.

SOCIAL/ CULTURAL FACTORS– variables that define the dynamics of consumer desires and
preferences, the distribution and composition of population and social classes, as well as the age and
gender structure.

Factors Opportunities Threat

S Change population’s lifestyle to more Lesser time spent on
O dynamic. food consumption.
Vegetarianism's popularity is growing, as Changes in menu
C
changes in customers’ preferences is options.
I
increasing.
A
Growth of the restaurant and fast food Shift in demand due to
L
industry in shopping malls. convenience.
/
Growth of home delivery services Providing this service.
C
Seasonal sensitivity and marketing
The need to attract
U
behavior of customers.
customers in
L
“challenging” hours
T
and days.
U
 R
A
L

SOCIAL/ CULTURAL FACTORS

The food industry is affected by market trends, population’s lifestyle and customer’s
preferences. As public health campaigns advocate for consumption of healthy foods, fast food
businesses are adding "healthier options" to their menu choices for customer’s preferences. There is
also a growth of fast food restaurants in shopping malls thus a threat of shifting due to convenience
can also be considered. With the lockdown still on, home delivery services are a hit thus almost all
food businesses are providing this service. Other socio-cultural factors such as pace of life, trends in
food consumption and marketing behavior of customers should also be taken into consideration in
making up menu in order to satisfy customers’ desires and wants.

TECHNOLOGICAL FACTORS- characteristics of technological advancement in the industry.

Factors Opportunities Threat

T Growth in numbers of credit card holders. The requirement for a
E terminal for non-cash
C transactions.
H Shift of advertisement strategies like the  Development of a
N use of the Internet. website.
O
 Promotion in different
L
social media like
O
Facebook and
G
Instagram.
I
Development of technological Improvement of food
C
advancements and resource-saving quality and reduction of
A
equipment. costs of production.
L

TECHNOLOGICAL FACTORS

Technological factors play an important part during the process of equipping a food truck
business. With the emergence of advanced technologies and the Internet, most works nowadays are
convenient and digital. In the world of business, this is a huge opportunity like due to the wide access
of the Internet, most businesses nowadays turn their promotion and advertising strategies towards
social media on where people spend more time scrolling and surfing the web, thus cutting advertising
costs with an efficient way of promoting our brand. Also, the development of resource-saving
equipment we can use in our business may improve food quality and reduced costs, thus utilizing this
competitive edge against competitors. With possible changes and innovations in technologies,
businesses can smoothly operate to meet customers in new and more convenient ways and take
these opportunities to maintain a place in the market.

ECOLOGICAL FACTORS- refers to the environmental initiatives that affect the business enterprises.

Factors Opportunities Threat

E
C
O Due to environmental
L pollution caused by the
O operation of business,
Pollution
G it is essential to
I transfer its location on
C a remote area.
A
L

ECOLOGICAL FACTORS
Ecological factors can also be considered, for businesses are held responsible by the
government to exert effort on how to lessen the environmental pollution caused by their business
operation, thus ecological friendly decisions are encouraged.

b. Industry Environment

Competition is always present within every industry. To gain an advantage and to develop a
competitive edge, it is important to evaluate and determine the level of competition within that
industry. A popular tool for this is Porter’s Five Forces model, developed in 1979 by Professor Michael
Porter. The model identifies five forces influencing the level of competition in the industry as following:

1. THREAT OF NEW ENTRANTS

The threat of new entrants refers to the possibility that the profits of established firms in the
industry may be eroded by new competitors (Dess et al., 2014). In our case, we are the new entrants
which will enter the food market industry in Maasin City. Observing the proposed location, we can
analyze that there are many food stalls in the city but there are no food trucks yet. The barriers to
entry are lower for as we can see, there is only one leading fast food industry in Maasin which is
Jollibee but there are many small food stalls and stores around the area but with our strategy of
promoting first on social media like Facebook, our entrance to the food market will be smooth for
people already have recognized as thus they are curious to experience what we offer.

SOURCES OF BARRIERS TO ENTRY LOW HIGH

(Lameeh Keeyow Food truck)
 1. Economies of Scale 

2. Product Identification/ Brand Identification 

3. Capital Requirements 

4. Access to Distribution Channels 

5. Switching Costs 

2. BARGAINING POWER OF SUPPLIERS

Bargaining power of suppliers is the threat that suppliers may raise prices or reduce the
quality of purchased goods and services (Dess et al., 2014). A food truck that prides itself on its
efficiency cannot afford to scrimp on it because of the unavailability of resources. The quality of the
food products must satisfy customer’s wants and demands. In this sector, the bargaining power of
suppliers are not highly imposed a threat for our suppliers are the local market of the city to ensure
that our ingredients are fresh and healthy. We also plan to purchased our ingredients and materials to
other markets near Maasin like in Macrohon and Bato Market, and we also want to cooperate to the
local farmers regarding our needed supplies and we also make our own ingredients and supply to
ensure its quality. Also, switching from one supplier to another is quite easy since there are many
suppliers, but since we aim to meet the standards of our customers, we must ensure that our
ingredients should also be of high quality and fresh. The threat of forward integration is also lower for
the suppliers are local farmers and vendors, thus they stick to their role as a supplier rather than
making their goods into other products which will only be a hassle to them.

BARGAINING POWER OF SUPPLIERS

(Lameeh Keeyow Food truck)
LOW HIGH
1. Concentration relative to buyer industry 

2. Availability of substitute products 

3. Importance of customer to the supplier 

4. Differentiation of the supplier’ products

and services 

5. Switching Costs of the buyer 

6. Threat of forward integration by the

suppliers 

3. BARGAINING POWER OF BUYERS

Bargaining power of buyers refer to the threat that buyers may force down prices, bargain for
higher quality or more services, and play competitors against each other (Dess et al., 2014).). This
force is one of the powerful threats for buyers are the main elements of a business success. The
bargaining power of buyers in the area are higher for there are a lot of competitors in the industry
where we operate and the switching cost of buyer to shift from our food truck to other food stalls is
lower thus putting them in a strong force to switch easily for they are not obligated to buy from our
food truck. In addition, the prices of our products can be compared to those of similar businesses and
the menu options can also be quickly substituted, especially the local menu options. Another one is
that buyer also imposed a threat of backward integration or they make foods on their own similar to
that we also sell to save up costs and time. In a place with a lot of fast-food stalls and stores, buyers
have a lot of negotiating power because they can choose from all of them.

BARGAINING POWER OF BUYERS

(Lameeh Keeyow Food truck)
LOW HIGH

1. Concentration of buyers relative to

suppliers 

2. Switching Costs 

3. Extent of buyer’s profit 

4. Differentiation of the seller’s products and

services 

5. Threat of backward integration by the

buyers 

4. THREATS OF SUBSTITUTES

The threat of substitute products and services refers to the threat of limiting the potential
returns of an industry by placing a ceiling on the prices that firms in that industry can profitably charge
without losing too many customers to substitute products (Dess et al., 2014). There are plenty of
substitutes products on the market in which we operate. Any nearby restaurant, dine-in, food stalls
and kiosk who will provide fast food and readymade items are our competitors. Since similar food
products are sold by other competitors, the danger of alternative and substitute goods in the food
truck market is very strong. Because there are many different players and variation of service
offerings in the market, customers can choose the best value option. Furthermore, other food stalls
and kiosk prices could be less expensive than ours for they only offer local menu options, attracting
more customers to theirs. As a result, substitute goods pose a significant threat to our food truck
business. Switching cost is also an added factor for customers can switch up to substitute products
easily like buying instant meals like canned goods and microwaved meal. Even though the market is
highly fragmented and switching between substitutes goods is high, we are one-of-a-kind food truck,
thus we have an advantage over other food stalls.

THREATS OF SUBSTITUTES LOW HIGH

(Lameeh Keeyow Food truck)
 1. The differentiation of the substitute
products. 

2. Rate of improvement in price-

performance relationship of substitute
product. 

5. COMPETITIVE RIVALRY

The intensity of rivalry among competitors in an industry is the threat that customers will
switch their purchase to competitors within the industry (Dess et al., 2014). The intensity of
competitive rivalry in the food industry is so strong for there are a lot of different players in the market,
hence, there is a lot of competition. This type of business is very popular and easy to form, and the
materials and resources are relatively easy to find, so an increasing number of people will attempt to
get involved in this industry. The potential competitors of our business are Jollibee, Sweet Rose,
Alberto’s Pizza, Spy’s Dinner and few small food stalls and kiosks and because our products and
services offered are somewhat similar with each other thus heighten the competition. Aside from that,
the products’ prices are also close with other competitors which an important factor in the customers'
decisions, adds up the rivalry. The lower your price, the more consumers are attracted thus also
heightened the bargaining power of buyers. In general, brand loyalty will be high in the food truck
business because of its newness to the market, people will likely to try new and exciting things thus
making it a hit among its competitors.

COMPETITIVE RIVALRY
(Lameeh Keeyow Food truck)
LOW HIGH
1. Numbers of competitors 

2. Industry Growth rate 

3. Fixed cost 

4. Storage cost 

5. Product Differentiation 

6. Switching cost 

7. Exit barriers 

8. Strategic stakes 

IV. INTERNAL ENVIRONMENT ANALYSIS

a. Resource Analysis
 • Available

The resources of a business are one of the very important factors which will aid in the
success of its operations and a food truck business is of no exemption. The resources that we will be
needing which will aid in our day-to-day business operation can be discussed under the following:

1. Physical Resources - Materials and Equipment

Physical resources like the food truck itself, the materials like cooking materials and utensils,
food preparation supplies and equipment and also the ingredients are what it is composed of. As of
our physical recourses, these are all available in the area except from the food truck for we are
planning to buy it in online thru a site called Alibaba.com or we can just hire someone to build and
customized a food truck out of any four-wheel vehicle available. We also plan to purchase a
motorcycle for the delivery services we offered. We opt to buy a brand new one instead of renting one
of the member’s motorcycle.

2. Human Resources

It is probably one of the complicated and substantial aspects of running a business. The
challenges of recruiting and supervising workers don’t fit nicely on a just a piece of paper but dwell on
their performance on the actual battlefield. This resource is one of the most abundant one, which can
be found anywhere but with the qualifications and standards, it is difficult to find the best person fit for
the job for we should hire the employee with values and qualities fit with the business' goals and
objectives. So, in connection with this, the owners itself will supervise the hiring of employees as well
as conducting an employee development and motivation seminars and training programs.

3. Finance Resources

Food truck business have a variety of financial options to choose from, whether they're
looking to launch or expand their business or just to cover day-to-day expenses. One of the most
available options is getting a loan or lease from a bank or to any financial institutions which we
consider to applied for to establish our business. These loans will allow us food truck owners to
finance our start-up costs like buying a food truck and other equipment necessary for the business to
operate without paying the full amount upfront, instead, spread the costs over a fixed term of monthly
installments. Typically, the food truck equipment that is being funded would use as collateral to secure
the loan.

We also have an alternative financing options other than getting a loan or a lease and that is
getting a business credit cards. We may use business credit cards to cover our small to moderate
expenditures, such as materials and inventory, because they have flexible financing. In comparison to
other forms of financing, business credit cards typically have more lenient conditions and quicker
funding, and some also have valuable benefits for food truck business, such as discounts on
promotional costs and gas purchases which we can use to saved up costs. Also, each of the owners
will contribute cash for start-up expenses so that the amount needed for additional financing will be
lessen.

• For Outsourcing

Of all the resources discussed above, the group agreed to not outsource any of them for we
are just starting and we have human resources available, sufficient to do the work and the group
members are also hands-on in running the business so work will be equally divided. Maybe in the
future, when we grow and expand our business, we can consider outsourcing some of our operations
for we are not closing doors for this opportunity.

With regards to our ingredients, we plan to outsource our ingredients from the local market
and in small business and to local farmers within the city for we have to ensure that all our ingredients
are fresh, healthy and of high quality, all natural in order to meet our customer's standards. We will
also be supplied by other nearby markets like in Bato and Macrohon local market to save up costs
and time. We also plan to establish a positive working relationship with local farmers and vendors that
we partner within the area to help ensure our inventory needs are met in a high-quality and cost-
efficient manner.

b. SWOT ANALYSIS

SWOT is a business acronym used to describe the analysis of its particular Strengths,
Weaknesses, Opportunities and Threats which reviews its strategic factors essential for its long-term
success of a specific company or business. SWOT analysis is an essential and effective method for
business planning and management. It enables the identification of a company's strengths and
weaknesses, the selection of the best opportunities, and the preparation for potential threats and
risks. If conducted correctly, a SWOT review provides entrepreneurs with a wealth of knowledge to
help them make the best choices possible.

STRENGTHS WEAKNESSES

 Experienced Personnel  Limited Capital

 Cheap but High-Quality and Unique  Basic Risks of Start-Up Business
Food Products  Expensive Food Ingredients
 Fresh and Innovative Menu Options  Information Deficiency
 Flexibility of location  Lack of Entrepreneurship Experience
 Fast Service
 Saves-up Renting Costs
 Small team
 Passion for Business itself
OPPORTUNITIES THREATS

 Emerging Markets  Legislative threats and Changes in

Taxes
  New Product and Taste  Easy to Duplicate
 Making a Website  Existing and new competitors
 A Larger Market  Hygiene Conscious Customers
 Covid-19 Pandemic  Increase in gas prices
 Customers change of preferences

STRENGTHS

To begin with, all owners are also business operators for they enjoy working with customers
and is well-versed in how to handle them properly. Well experienced personnel mean skilled drivers
and flexible cooks, and as was mentioned before, Lameeh Keeyow Food Truck will hire an excellent
cook who is specialized in both local and international dishes with to his/her experiences abroad. The
cooks are flexible enough to cook food in a small, mobile kitchen without sacrificing its quality or taste.
It will allow us to not only ensure that our foods have a rich flavor and high quality, but also to prepare
for new food products in the future. The truck driver is familiar with the route and are aware of various
public business locations where additional sales can be produced. Another business’ strength lies in
the product itself for the business offers both local and international food menu options in new and
fresh concept with a cheaper price than the other food stalls which will definitely capture the attention
of the customers. We serve food at the same time after it has been prepped, so our customers will
have the ability to taste freshly prepared food and they won't be able to wait for hours for the food to
be prepared. Even though the food truck employs a small number of people, it allows for excellent
communication and effective teamwork. The nature of the business itself is also one of the strengths
for a food truck business is mobile and can move from places to places for the customer’s
convenience and also will save-up renting expenses. Finally, the owners have huge passion for their
work that is the force that will propel the business forward and allow it to resolve any challenges.

WEAKNESSES

The main weakness relates to the risks that any start-up business faces. The most serious
one is its insufficiency of funds. We need a reasonable capital to buy a customized food truck and
there are also legal fees we need to consider in order to fully operate the business. As previously
mentioned, the owners have no prior entrepreneurship experience, so there is a chance of committing
financial planning errors and on handling the day-to-day operational problems. Even though the
business has many markets suppliers on where we get our ingredients, that does not guarantee that it
will be of always low on prices for there are seasonal ingredients needed. Finally, all information that
owners have about the food truck business is just a theory. In a food truck business, there are details
about the store, cooking styles and methods, as well as information about the route and timing at
various locations. Nobody will give us such information; we must learn these things on our own by
staying involved in the market. Our rivals have this knowledge advantage over us, and as long as we
don't learn it, they'll keep using it against us for real life situations can be different from what is
planned.

OPPORTUNITIES

The one-of-a-kind product allows us to quickly capture a significant portion of the food truck
market and build brand recognition. The food truck industry is an example of a newly emerging
market. While the market is competitive, it has not yet been overcrowded. It all boils down to the
food's consistency and flavor in the end. If you have the desire and talent to try different flavors and
tastes in your food to come up with new and innovative ideas, and if customers like it, you can gain
market share as long as you continue to provide excellent service. There is ample market share for
entrants to take advantage of. Building good customer relationships requires excellent customer
service and an appreciation of the needs of the target market. Furthermore, tourism and immigration
have a positive impact on the target market consumer community. Given that we live in a
technological age, creating a brand website or a Facebook page will be advantageous. It will,
however, be advantageous when you open your food truck business and have a delivery service
which we also provide. People will leave positive feedback if your food tastes healthy, and you will
draw more new customers. The food market is vast, and we all need to feed in order to survive.
Except for the rich, people in the age of capitalism and technology are busy with their work and don't
have much time to visit fancy restaurants. The majority of ordinary jobs, on the other hand, are the
target market for food truckers. If you provide them with excellent service at a reasonable price, they
can buy food from you on a daily basis. Lastly, the food truckers have a new chance because of the
Coronavirus (COVID-19) lockdown. People are stranded at their home, and all hotels and restaurants
have closed their doors. Food trucks are similar to delivery services in that they can bring food to
people's doorsteps.

THREATS

The key challenge comes from potential legislative changes if a new law on mobile cuisine is
passed. Additional funds would be needed to re-equip the truck in accordance with legal
requirements. However, the business would be able to monitor customer demands rather than being
bound to a particular location. Changes in tax regulations may also pose a challenge to the business,
as they may necessitate additional financial outlays. Even though there isn't much competition in the
city's food truck industry, we should expect new entrants. Because there are no copyright issues, a
competitor could enter the market, steal our recipe, and sell the same product with the same flavor
under a different brand name. This rival will take our market share, and we will be unable to stop
them. The market attracts not only new entrants, but also businesses with resources of capital and
capabilities. Hygiene conscious customers can also be a threat so we must be extremely cautious
about the cleanliness of our food and our truck for they will ruin the minds of others if they see
something unsanitary, and we will lose in business as a result. The cleaner our food, clothing, and
truck are, the more customers we can draw. The increase in gas prices can also imposed a business
threat but we are not going to travel to far places but just moved around the city unless a special
event is happening in the nearby places. Furthermore, we should carefully prepare our schedule to
prevent possible problems that may arise throughout the day.

After carefully studying the SWOT analysis, we discovered that the food truck industry is a
very lucrative enterprise if you meet all of the basic legal requirements. Of course, the quality of food,
taste, and clean service are all important factors.

V. DISTINCTIVE COMPETENCE

A company’s distinctive competence refers to an organization’s core skills and activities that
improve its competitiveness and set it apart from its competitors. It is the unique capabilities and
values possessed by a business that makes competitors unable to replicate these capabilities (at
least in the short-term), allowing the company to achieve a competitive advantage. To maintain it, a
company must safeguard its distinct competence and utilize its resources, taking benefits of these
advantages. For our food truck business, the distinctive competence we can pinpoint in our business
are the product itself for we offer exceptionally high-quality food dishes in both local and international
taste with healthy options available, that is served and delivered in a fast pace. And since we are the
only food truck in Maasin City, we have the upper hand of getting more customers for we can move
from places to places for the customer’s convenience for them to experience the taste of Lameeh
Keeyow Food Truck.

VI. STRATEGIC PLAN MATRIX

a. Products

We sell products to our customers in the market in many categories, such as local street
foods, fast foods, international menu, desserts, and beverages. We also customize deals with hidden
menu called “special menu”, in which all items can be given a creative twist according to the
customer’s demands. We consider seasonal menu changes to attract more customers and thus
increase sales. For we used seasonal ingredients in our operations, the menu also varies with the
seasons. Understanding what our customers want at any given time of the year will help us offer great
products and thus will gain their loyalty in us. This can range from serving hearty comforting meals in
rainy weather to expanding our summer menu to include frozen desserts and iced drinks. New menu
items of high quality are delivered in a variety of settings. What distinguishes our food truck from
others is that we start with a strong foundation and then add a little experimentation to create amazing
flavors and profitable results. The menu features a variety of expertly designed and wildly different
choices based on basic local and international healthy dishes. Our sample menu is presented in
Appendix 1 located at the end of this paper.
 To generate interest for menu products, we also provide street samples and a bounce back
offer discount coupon to our customers if they got the golden card as their loyalty badge, of which we
plan to implement to win their loyalty. This loyalty program we will give to our customers is an
opportunity for us to keep them coming back. The trick is to set a high bar for a free meal or a bounce
back discount that it is worthwhile for our customers loyalty. We also have a “Buy in Bulk and Upsell”
program, in which customers can get a discount or a free product if they buy a certain amount of an
item we sell. The trick here, as with the loyalty promotion, is to find out how much a customer typically
spends on a given item and then offer a small discount if they spend slightly more. We expand our
capabilities by providing local delivery and community orders and we will also provide catering
services to all customers in various locations.

b. Market

The entrepreneur assumes the existence of an attractive and prospective market for his
product or services at the stage of developing a business idea, for customers are the one who will
generate revenue, which allows a business to operate and be sustainable. As a result, any company's
first priority should be to serve its customers well.

Primary Market Secondary Market

Students Tourists

Office workers

Local residents

Our business primary target market are students, office workers and the local residents who
frequent be seen in the area, for they can conveniently access our food truck located nearby. Our
secondary market are the tourists visiting the place who would love to try our menu options at an
affordable price.

Market Profile

Age We serve to all ages but priority on students and office workers
individuals.

Customers unit Families with children, group of friends, group of office workers and
group of tourists, and the community as a whole.

Income We will target customers unit with a middle income and those with a
lower income, in short, all our products are affordable to the masses.
 We serve to all ages but priority on students and office workers individuals for they are our
core target market as well as the local citizens residing near the location. We serve foods for family
and group sizes in a reasonable price that they can afford with.

Market Positioning Strategy

Around Maasin City, the number of new establishments such as fast food chains, small
restaurants and bakeries, and small food stalls have increased significantly. Weekdays slots have a
much wider reach since it is when the majority of our core target market like students and office
workers roam around the area after school or after their work time. There is no event where our food
truck is not wanted, as such, we plan to also relocate our operations when there are special events,
such as festivals, district fairs, public and private events, etc. Participation in festivals and special
events not only in Maasin City but also in other cities will help us to be known to the public. We also
plan to give a free taste as a sample of our products during the first opening of the business and when
a new menu will be launched, we will also provide some free taste and discounts, for we want to offer
to our beloved customers more than what they expect.

Nowadays, people live with their phones and the internet thus we will also install a wi-fi and a
phone charging station on the side of food truck. It will allow our food truck to attract and retain
customers. It's particularly important for city visitors who have a lot of excursions during the day and
don't have time to charge their phones.

c. Business Model Canvas

d. Competitive Advantage

According to Twin (2021), a company’s competitive advantage refers to some factors that
allow a company to produce goods or services better or more cheaply than its rivals, and allow the
productive entity to generate more sales or superior margins compared to its market rivals. For our
food truck business, the biggest competitive advantage we have are the following:

 The type of business we are in, for a food truck business is mobile and can move from places
to places for customer’s convenience in comparison to other food stalls that are stationary
and stuck up in one place.
 Our products itself will also be one of the business’ competitive advantage against our
competitors, the quality, taste and variety, for we are the only food truck operating in Maasin
City that serves both local and international menu options unlike in the other food stalls like
Alberto’s Pizza who only served pizza foods and a few fruit shakes; Sweet Rose and Spy’s
Diner who only serves local food options; and fast food restaurant like Jollibee who are very
consistent with their menu options and they are all immovable.
 The preparation time of our products can also be considered as a competitive advantage, for
it will take only a minute or three in cooking and preparing the orders, for all our ingredients
will be prepared ahead of the operation time, so the average waiting time will be five minutes
or less.
 In terms of our prices, most of our menu items are priced ₱200 or less, than the other food
stalls that priced ₱200 or more but only serving local menu options.
  We also serve healthy options in the menu, which will appeal to people who are conscious
eater and want to taste delectable foods without the guilt of eating too much unhealthy
ingredients.
 Lastly, we want to surprise our beloved customers by offering them something new and
different every month so that they will not get tired of having the same menu options
whenever they made an order.

e. Long-Term Objectives

i. Financial Objectives

The financial section's purpose is to act as a reference for the entire life of the firm, and not
just to provide details about the business’ financial condition to lenders and investors.

✓ Initial investment requirement and its source

Lameeh Keeyow Food Truck business will require ₱600,000 in startup funding. The owners
will contribute cash of ₱70,000 each which will be totaled ₱420,000. Lameeh Keeyow Food truck will
need ₱200,000 additional startup capital which will be obtained through a 5-year loan from a local
bank at 2.34% monthly interest.

Required Funds

The start-up capital obtained through contributions and loans will be used for additional
materials and equipment, kitchen supplies, ingredients purchases, and associated business permits
and licensing needed for the business to operate.

The following assumptions are made in this plan:

START-UP EXPENSES Estimated Price

Assets

Purchase of a brand-new food truck (Citroen HY Vintage Food Truck) @ ₱300,000

Alibaba.com

Food truck customization and designs ₱20,000

Purchased delivery vehicle (2021 Honda Wave 110 R) ₱60,000

Purchased kitchen facilities, equipment and machinery ₱80,000

Start-up supplies and food inventory (ingredients) ₱50,000

TOTAL ASSETS ₱510,000

Expenses

Business permits and licenses to operate a food truck business ₱12,000

Marketing and advertising expenses ₱5,000

Transportation/ delivery expenses ₱10,000

Payroll expenses (monthly) ₱30,000

Insurance ₱10,000

Taxes ₱10,000

Other Expenses ₱8,000

TOTAL EXPENSES ₱85,000

TOTAL INVESTMENT REQUIRED ₱595,000

SOURCES OF FUNDS

The owners will contribute ₱70,000 each in cash as an equity investment. ₱70,000*6=420,000

Lameeh Keeyow Food Truck will obtain a five-year loan at 5% interest to ₱180,000
purchase a brand-new food truck at ₱200,000 at a local bank.
(net of loan fees)

TOTAL FUNDING ₱600,000

 As the estimated calculations shown above, we need ₱600,000 to launch our business. The
main part of the fund will be from the equal contribution by the owners of ₱70,000 cash each. In
addition to their own investments, the owners will also obtain a five-year loan at 5% interest to
purchase a brand-new food truck at ₱200,000 with a help of a local bank.

✓ Cost Structure

The food truck and the work needed to customize and design it is the business’ largest costs.
The table below shows our anticipated cost structure.

Food truck and equipment including kitchen materials 67.23%

Delivery vehicle 11.76%

Food inventory and fresh Ingredients 8.40%

Food truck personnel salaries 5.04%

Transportation/ delivery expenses 1.68%

Advertising/ Marketing expenses (including managing of social media accounts) 0.84%

Insurance 1.68%

Taxes 1.68%

Other expenses 1.34%

✓ Expected Revenue

Projected sales

According to our assumption, the food truck can sell from 50 to 80 food units per day. The
projected sales below are based on the assumption that Lameeh Keeyow Food Truck will sell on
average 70 food units per day. This number was associated with the season. Usually, high season for
food truck lasts from October to May while low season – from June to September. Furthermore, the
sales assumptions were based solely on trade in the city. However, during special occasions Lameeh
Keeyow Food Truck will participate in festivals and other special events thus real sales may
significantly differ from projected sales. The cost of production and the prices of competitors are used
to determine the price per unit of food and beverages.

The table shows monthly projected sales for the first year of operations. In Appendix 2, you’ll
find a more in-depth forecast.
 Monthly Projected Sales for 2021

The table and graph below outline business’ projected sales forecast for the next five years of
operations. The company expects to increase its sales by 15% by the third year of operations.

Projected Yearly Sales

Projected Yearly Sales 2021 2022 2023 2024 2025

Total sales ₱5,933,660 ₱6,408,352 ₱6,823,709 ₱7,164,894 ₱7,738,085

Projected Yearly Sales

9,000,000

8,000,000 7,738,085
7,164,894
7,000,000 6,823,709
6,408,352
5,933,660
6,000,000

5,000,000

4,000,000

3,000,000

2,000,000

1,000,000

2021 2022 2023 2024 2025

Projected Profit and Loss Account

 The profit and loss account display our estimated sales, expenses, and profit for a given time
span. It is a snapshot of the business that indicates whether or not it is profitable at the moment. The
table below depicts the business’ estimated profit and loss statements for the next five years.

Projected Profit and Loss Account for 5 years

2021 2022 2023 2024 2025

Total Annual Sales ₱5,933,660 ₱6,408,352 ₱6,823,709 ₱7,164,894 ₱7,738,085

Total direct cost of sales (2,553,860) (2,758,344) (2,928,650) (3,064,399) (3,390,281)

Gross Profit ₱3,379,800 ₱3,650,008 ₱3,895,058 ₱4,100,495 ₱4,347,804

Operating expenses

Payroll ₱360,000 ₱360,000 ₱552,000 ₱552,000 ₱642,000

Marketing 60,000 60,000 55,000 50,000 50,000

Total Depreciation 51,000 51,000 51,000 51,000 51,000

Parking Fee 2,500 2,500 3,000 3,000 3,000

Delivery Expenses 8,000 10,075 11,450 12,340 12,650

Gas 350,000 480,000 550,000 576,000 650,000

Insurance 120,000 120,000 120,000 120,000 120,000

Maintainance 200,000 200,000 300,000 300,000 400,000

Total Operating
(1,151,500) (1,283,575) (1,642,450) (1,664,340) (1,928,650)
Expenses

Operating Profit ₱2,228,300 ₱2,366,433 ₱2,252,608 ₱2,436,155 ₱2,419,154

Interest expenses (56,160) (56,160) (56,160) (56,160) (56,160)

 Earnings before taxes ₱2,172,140 ₱2,310,273 ₱2,196,448 ₱2,379,995 ₱2,362,994

Income Tax Expense (545,085) (589,287) (552,864) (611,598) (606,158)

Net Income ₱1,627,055 ₱1,720,986 ₱1,643,585 ₱1,768,397 ₱1,756,836

The projected profit and loss account assume that the project recoupment duration will be 20
months.

✓ Profitability Objectives

 To increase monthly sales by 2% and yearly sales by at least 8%.

 To increase the gap in sales percentage with our competitors.
 To cut-off expenses without sacrificing the quality and taste of our food products.

ii. Marketing Objectives

✓ Marketing strategies (4Ps)

The 4Ps concept is a core element of every marketing strategy; it is common and universal in
application. The model is made up of four parts: product, price, place, and promotion.

Product

Product implies to the goods or services that a business produces to satisfy the needs of its
target customers. Lameeh Keeyow Food Truck will specialize in classic local street foods like isaw,
cheese sticks, squid balls, chicken skin, kwek-kwek, barbeque and the like. We also offer fast food
options like burgers, fries, sandwiches, combo meals and the like. Some of our international menu
options would include sushi, falafels, burrito, pho, taco's, spinach & chickpea curry, bao buns, jacket
potatoes, pizza, mac n' cheese, ramen. We also offer healthy menu options like salads and other
vegetarian dishes and would also offer some desserts like ice cream, crepes, leche flan, cake slices,
cookies, donut and beverages like soda, juice & smoothies, milk tea, coffee and water. We also offer
some creative twist in our menu called “special menu” of which our beloved customers can
customized their orders on what they want and craved for. This can range from serving hearty
comforting meals in rainy weather to expanding our summer menu to include frozen desserts and iced
drinks. New menu items of high quality are delivered in a variety of settings.

Price
 Customers' perceived value of the product, the cost of the product, competitor costs, and the
desired rate of return all go into determining the price.

After conducting a review and observations of other food stalls in Maasin City, we've
discovered that our costs are marginally less than those of our competitors that offers only local and
static menu options. Most of our menu items are priced ₱200 or less, than the other food stalls that
priced ₱200 or more but only serve local menu options unlike us that we have many different varieties
and also offered international taste. Maintaining our prices lower than the competitors will help us to
remain a competitive advantage and build market share. We do not anticipate an increase in our
prices unless the prices of our suppliers will increase (the prices of our suppliers remain stable). We
can also keep our prices down by sourcing produce from our own garden and strengthening our
established partnerships with local farmers.

Place

The term "place" refers to the locations where consumers can purchase a product or service.
In other words, consumers should be able to purchase a product or service at a convenient location
and at a convenient time.

The food truck will be the only place where you can buy our meals aside from our delivery
services. Our food truck will be located at various locations within the city to meet customer’s demand.
During the weekdays, the food truck will be located at the heart of the city which is the city plaza
located at the front of Our Lady of the Assumption Parish church, and on the weekend, we will be
located at various places like Espina Boulevard located at the back of Maasin City Hall, BIR Bayview
Park area located at the back of the BIR building at Barangay Combado, Maasin City and Sunkin
Garden (Capitol Grounds) located at Barangay Asuncion, Maasin City. We plan to open a second
food truck if demand exceeds supply.

Promotion

All promotional communications that allow to draw attention to a product, generate awareness
about it and its key features, elicit a desire to buy a product and make repeat purchases are referred
to as promotion.

Lameeh Keeyow Food Truck will primarily use social media like Facebook and Instagram to
spread the word about our business to reach current and potential customers. Creating a Facebook
page and an Instagram account and posting about our menus and other information related to the
business will help us to be known by the public and will help us connect with them. Our Facebook
page will also be served as a meeting space for our customers where they can see our menu and
“special-menu” information, and the time and location schedule.

We will also use conventional methods of promotion, such as printed advertisements, in

addition to Internet marketing. We'll make flyers with a summary of our products as well as the hours
and location of our company. They will be distributed in the parks, streets, shopping malls, and on
every corner.

Participation in festivals and special events not only in Maasin City but also in other cities will
help us to be known to the public. We also plan to give a free taste as a sample of our products during
the first opening of the business and when a new menu will be launched, we will also provide some
free taste and discounts, for we want to offer to our beloved customers more than what they expect.

We also plan to decorate our food truck with a catchy and appealing graphic design that
would display our business name “Lameeh Keeyow” and will serve as a mobile advertising that will
raise awareness of our brand as we travel around Maasin City and other nearby places. We will put a
lot of effort in creating a unique and welcoming environment, making it more than just a food truck.

✓ Objectives related to competitive position

 To create ourselves as a great place to eat where our inexpensive, mouthwatering

menu options meet the busy customers' standards without requiring them to wait the
entire meal hour for food, as is the case with other walk-in food stalls where waiting
time is a hassle and menu options are limited.
 We want to create our brand as a safe, contaminant-free environment where busy
customers can quickly satisfy their warm meal cravings with a variety of healthy menu
options while being served with courtesy and a smile.
 To expand our initial customer base, we intend to leverage partnerships with local
food vendors. We want to collaborate with local vendors and attend public events to
include samples and special offers.

iii. Production / Operations Objectives

Lameeh Keeyow Food Truck's success performance will be determined by its operational
quality. In order to delivered the best of our services, we aim to achieve our business operation
objectives. The proposed business implementation process can be broken down into two key stages:
planning and operation.

The first phase includes the purchase-equipping of the food truck and the buying of materials
and supplies needed in operation, the registration of the business in the local government agencies to
obtain working permits and licenses necessary for the business to operate.

 Requirements for facilities and equipment

The food truck is the business' most valuable asset. We chose a Citroen HY Vintage Food
Truck purchased @ Alibaba.com because it is practical, maneuverable, and compact vehicle that is
ideal for working in the city. We also looked for a good model with the best price and have a Euro 4
engine for smooth travel. Furthermore, this food truck is permitted to be driven in the small district of
the city, and a valid driver's license is required.

Figure 2. Citroen HY Vintage Food Truck purchase @ Alibaba.com

We also plan to purchase a motorcycle (2021 Honda Wave 110 R) for the delivery services
we offered. We opt to buy a brand new one instead of renting one of the member’s motorcycle.
 Figure 3. 2021 Honda Wave 110 R

✓ Production / Operations Strategies

On the second phase, operational activities are directly carried out in the location where the
business operates.

 Ingredients/Supplies Preparation and Storage

What makes Lameeh Keeyow Food Truck unique is our classy and mouth-watering meals
with so many choices both from local and international menu options, composed of fresh and healthy
ingredients which we prepared and delivered in a speedy manner. We also offer a so called “special
menu” of which our beloved customers can customized their orders on what they want and craved for.

With our inventory management, rest assured that all our ingredients are prepared and
purchased fresh for they are supplied by the local market and by the nearby municipalities’ market
within the area where the business operates and the owners-operators are hands-on in handling and
preparing the ingredients and will ensure that sufficient supplies are prepared beforehand so that
there will be a little or no excess at all. Prepping the truck will last an hour or so, therefore the staff
shall begin preparing at 9am in the morning.

Our ingredients/supplies are stored within the food truck itself for convenient access that
saves time, effort and cost. During the night when the operation is off, the food truck will be stored at a
garage in Barangay Asuncion, Maasin City, where Mary Grace Sombelon, one of Lameeh Keeyow
Food Truck owner is residing, who will provide food truck maintenance.

 Operation Time

Lameeh Keeyow Food Truck will begin prepping for its daily operation at 9AM in the morning
for it takes an hour to get all things ready and will operate 7 days a week serving brunch, lunch,
snacks, dinner, and late evening “to-go” meals every day. Open from 10AM to 2PM in the afternoon
and will be close for an hour for cleaning time which is necessary, and will be open again at 3:30PM
to 8PM during weekdays and 3:30PM to 10PM during weekends.

The food truck will be open during daily business hours, which are as follows:

MONDAY to FRIDAY SATURDAY and

SUNDAY

Brunch 10am-12pm 10am-12pm

Lunch 12pm-2pm 12pm-2pm

 Snacks 3:30pm-6pm 3:30pm-6pm

Dinner 6pm-7pm 6pm-8pm

Late evening meals 7pm-8pm 8pm-10pm

Strategic selling locations include:

 Maasin City Plaza located at the front of Our Lady of the Assumption Parish church (Main
Location)
 Espina Boulevard located at the back of Maasin City Hall
 BIR Bayview Park area located at the back of the BIR building at Barangay Combado, Maasin
City
 Sunkin Garden (Capitol Grounds) located at Barangay Asuncion, Maasin City

We also operate during some special events throughout the year which include:

 Maasin City Charter Day

 Maasin City Fiesta
 Southern Leyte Founding Anniversary
 Maasin-Ajonay (Sakay-Sakay) Festival
 October Fest

 Queuing of Customers

There will be a customer’s line of two – one for ordering and one for pickup on the side walk.
Two assistants will provide the service of taking orders, collecting payments, and preparing the order.
All orders will be served in less than 5 minutes, however during peak hours, a wait time of 5 to 10
minutes will be observed.

 Sanitary/Cleaning Plan

During weekdays, cleaning will be done every day between the closing time at 2PM in the
afternoon for an hour or so before opening again at 3:30PM. During the week, a general cleaning will
be done on Wednesdays at the end of the evening shift.

We would also install two trash cans with lids and bags on site where we operate and trash
will be removed at end of the night then disposed of at the right place of disposal.

✓ Productivity Objectives
  To develop new, unique and tasty meals with a fusion of our own imagination and
creativity that will satisfy the cravings of the customers.
 Implement a queuing, order and payment strategies to avoid delayed in serving
customer’s orders.
 To improve our services and products by taking advantage of our strengths and
seizing opportunities.

iv. HR Objectives

✓ HR Strategies

Lameeh Keeyow Food Truck will be managed by the owner-operators, the group members
themselves, who will share the day-to-day operation duties. A minimum of two cooks, two assistants
who will be in charge of greeting the customers, taking orders, and assistance to the cooks and a
driver will also be hired. Currently, one of the group members will operate as the head cook, and
another one will be the food truck driver/delivery guy, while the rest will be the one who will assist in
taking orders and payments and the driver can also be an assistant during peak hours when there is
no delivery to do. The assumption in the first year of operation is that there will only be three workers
in the food truck (one chef, one assistant and a driver/delivery guy) to carry out and manage the day-
to-day operations, and as demand grows, we will hire an additional assistant and a chef to help the
existing workers in carrying out the business operation.

For accounting duties, we will not hire anyone from outside, for one member of the group will
serve as an accountant of the said business. The members are being hands-on on the said business
thus they are in charge of all financial, managerial, and promotional duties. We also provide security
and fair performance-based compensation to our beloved employee as shown in the table below.

PERSONNEL PLAN

PERSONNEL 1ST to 2ND YEAR OF 3RD to 4THYEAR OF 5TH YEAR OF

OPERATION OPERATION OPERATION

(Monthly Payroll) (Monthly Payroll) (Monthly Payroll)

Head Chef 1 ₱10,000 ₱10,000 ₱12,500

Assistant 1 ₱6,000 ₱6,000 ₱7,500

Head Chef 2 ₱10,000 ₱10,000

Assistant 2 ₱6,000 ₱6,000

 Driver/Delivery Guy ₱6,000 ₱6,000 ₱7,500

Accounting Personnel ₱8,000 ₱8,000 ₱10,000

TOTAL PAYROLL ₱30,000 ₱46,000 ₱53,500

(per month)

✓ Employee Development Objectives

With concern on hiring our workers, we select on hiring the right people especially in the
position of the cook for we are aiming to fulfill our mission on providing one-of-a-kind food indulgence
that caters wide range of tastes that everyone will crave and love for, and so hiring the best chef
would be suitable in satisfying the customer’s wants and demands as well as in hiring other personnel
to help the business succeeds. Our employee development objectives are as follows:

 To provide to our beloved employees, employee education and skills trainings, to develop
moderate employees with long-term potential into successful workers.
 To provide security and fair performance-based compensation to our beloved employees.
 To establish a warm and friendly working environment to avoid conflicts and to decrease
turnovers.

✓ Employee Relations Objectives

Our employees are one of the greatest assets of the business thus we strived to
be more flexible, fast, and open, thus we focus on maintaining a good relationship between them. We
do not treat them as merely just an employee but as a part of our growing family thus we have this
employee relations objectives namely:

 To enhance our employer-employee relationship, we focus on having an open

communication to identify issues and obstacles to be resolved immediately.
 To value their opinion, thus we take into consideration their ideas and feedback that
is essential to improve our operations.
 To consider in meeting our employee satisfaction of our service toward them by
providing cash bonuses for a well-structured employer-employee relationship will help
boost employee productivity and thus will help business earns higher revenues.
f. Strategic Actions:

 What generic strategies or value disciplines you are going to adopt and how you apply it in
your chosen business?

The generic strategies that we are going to adopt are:

 Low cost leadership

We strive for low cost strategy of cutting of our costs like in our ingredients and supplies without
sacrificing the quality and taste of our products. We can achieve this by producing or making our own
ingredients like we can plant and cultivate some of our local ingredients to save up costs and to
ensure its quality.

 Differentiation

We already tackle this in our previous explanation that we plan to offer customized and “special
menu” options for our customers, combining their desired taste with our creative ideas, providing what
they want and crave for to gain their loyalty. With our quality products and fast delivery and order time,
we can ensure that our customers will be satisfied by our services.

 What grand strategies are you going to adopt?

The grand strategies that are we going to adopt and pursue in order to achieve our long-term
objectives are these four grand strategies namely;

 Concentrated Growth

Concentrated growth strategies are those that focus solely on developing existing goods and
or markets while making no other changes. The company focuses its resources on the sustainable
expansion of a single product, in one market and using a single technology. It allows a wide focus of
options; the company may try to gain a broad market share by increasing the rate of current
customers, attracting competitor’s customers, or attracting non-users to the goods and services the
company offers.

 Expansion Strategy

When our business reaches a high level of growth in comparison to its previous
accomplishments, we will now use the Expansion Strategy. In other words, the expansion strategy is
used when a company wants to expand significantly by broadening the market reach of one of its
business activities in terms of customer segments and roles, and its technology options, either
individually or jointly.
  Retrenchment Strategy

When we decide to reduce one or more of our business activities in order to cut costs and
achieve a more stable financial position, we apply the Retrenchment Strategy.

 Combination Strategy
The Combination Strategy entails concurrently employing other grand strategies
(concentrated growth, expansion, or retrenchment). Clearly put, a combination strategy is one of the
grand strategies applied by a business at the same time with other grand strategies with the goal of
increasing its productivity and effectiveness.

 What specific strategic actions are you going to implement in order to achieve your long-term
objectives?

 Concentrated Growth

In achieving growth in the market, our strategic actions are:

 Providing better, creative and innovative menu options with fusion of international
flavors to our customers to make them happy and satisfied and thus gain their loyalty.

 We improve our existing operations by cutting costs without sacrificing our product’s
quality and taste to have an efficient productivity.

 We also offer special catering and delivery options to the market apart from our
customer sale through daily operations, with the intention to facilitate “Buy in Bulk and
Upsell” program.

We are making minor improvements to our operations as part of this strategy with regards to
building our competencies in the market to obtain a competitive edge thus we still supply the same
customers with the quality goods, made using high-tech machines.

 Expansion Strategy

Survival, higher income, improved prestige, economies of scale, greater market share, social
benefits, and so on may all be reasons for the expansion. Firms that have managers with a high level
of accomplishment and appreciation use the expansion approach. The goal is to rise, irrespective of
the danger and the hurdles coming in the way.
 The following are our expansion strategy strategic actions:

 Expansion through Product Development

Lameeh Keeyow food truck expands its customer groups by offering other options in the
menu that capture the tastes of children and teenagers, providing healthy snacks and meals that can
be brought to school.

 Expansion through Integration

Lameeh Keeyow food truck offers personalized and customized food products to customers
either in bulk or in small batches apart from its normal options in its daily operations.

 Expansion through Cooperation

Lameeh Keeyow food truck plans to source our ingredients from the local market and in small
business with the cooperation of local farmers to ensure its quality.

 Retrenchment Strategy

 Divestment

Lameeh Keeyow food truck may focus on the menu options which is more profitable and may
lessen non profitable food products or this so called facing out these less profitable choices.

 Combination Strategy

When an organization is big and complex, and it consists of many companies that operate in
various markets and have different purposes, this combination strategy is used.

The following is our combination strategy strategic actions:

Lameeh Keeyow food truck provides better, creative and innovative menu options with fusion
of international flavors to its customers to make the customer happy and satisfied and thus gain their
loyalty (Concentrated Growth) and at the same time expands its customer groups by offering other
options in the menu that capture the tastes of children and teenagers, providing healthy snacks and
meals that can be brought to school (Expansion). In order to focus more on its profitable sides, the
business plans to focus on the menu options which is more profitable and may lessen non profitable
food products or this so called facing out these less profitable choices (Retrenchment).
g. Measure for success

Financial Objectives

Our ambition is to become the go-to spot for fast food cravings and by offering a wide variety
of options in our menu, our idea would appeal to a wide range of people. Our financial objectives are
measurable and understandable with the specific productivity objectives of increasing monthly sales
as well as annual sales to increase the gap between our competitors and we can achieve this by
cutting of our expenses without sacrificing the quality and taste of our products thus we can earn more
with lower expenses. Furthermore, we can create a memorable concept that will attract our
customer’s attention that would end up their loyalty towards our food truck and thus will help us to
achieve our financial and profitability objectives.

Outcome Measures: Increase sales and thus increase profit.

Driver Measures: Cutting expenses without sacrificing product’s quality and taste.

Marketing Objectives

Our marketing objectives are flexible for we aim to meet our customer’s cravings and desires
as well as their standards with our services thus we provide customized and “special” orders from
them in order to expand our initial customer base. With our 4Ps marketing strategies that suited with
the trends these days, many customers can relate and would find it convenient to reach out to us thus
we ensure to achieve our marketing objectives to promote and grow our market share in the industry.

Outcome Measures: Expanding our initial customer base.

Driver Measures: 4Ps Marketing Strategies.

Production / Operations Objectives

Our production and operations objectives are also achievable for we plan to take advantage
of our strengths and seizing every opportunity we got. We plan to change and add our menu
seasonally to carved out our own unique niche to attract more customers and we must strictly follow
our operation time and schedule. Furthermore, we must practice on how to lessen our cooking time to
lessen the customers’ waiting time in their orders and we can achieve this by hiring the best personnel
fit for the job.
Outcome Measures: More orders every day but lesser order and waiting time.

Driver Measures: Excellent personnel are hired and new technologies are used in operation.
HR Objectives

With concern on our human resources objectives, we select on hiring the right people
especially the chef for we are aiming to fulfill our mission on providing one-of-a-kind food indulgence
that caters wide range of tastes that everyone will crave and love for. And this will be achieved by
hiring qualified employees and provide skills enhancement and development trainings to our
employees to boost their productivity and to reduce turnover and we will also provide some cash
bonuses as their reward. Furthermore, we, the owners and personnel, who run and operate the
business should go together hand-in-hand to achieve our objectives for the benefit of all.

Outcome Measures: Excellent food truck service which results to gaining customers loyalty.

Driver Measures: Excellent personnel are hired.

Successful food truck owners are always striving for excellence. They want to be the best at
what they do and we also want to be the best of the bests. Being the best is about being in constant
motion, working harder and faster and is also about wanting to learn more. Everyone defines success
differently. The best measure of success for us is that we enjoy what we do and thus we do our best
in every task at hand. Success is when we deliver what we promise to deliver to our beloved
customers, that is to serve happiness to our beloved customers by providing with one-of-a-kind food
indulgence that caters a wide range of tastes and menu options that everyone will crave and love for,
with an infusion of our own imagination and creativity that is affordable to all, in a location within the
customer’s reach.
REFERENCES

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https://www.slideshare.net/sblank/2-8-element-foodday-5-final/9-
Business_CanvasKey_Partners_Foodsuppliers_Kitchenrentalsupplier

Bruce O. (2016). Retrieved From https://businessjargons.com/grand-strategies.html

Bush T. (2019). PESTLE Analysis of The Food Industry. Retrieved From

https://pestleanalysis.com/pestle-analysis-of-the-food-industry/

Dess G., Lumpkin G., Eisner A., McNamara G. (2014). Strategic Management: Creating Competitive
Advantages (7thEdition). Penn Plaza, New York: McGraw-Hill Education.

Frue K. (2017). PEST Analysis Example for the Food Industry. Retrieved From
https://pestleanalysis.com/pest-analysis-example-for-the-food-industry/

Hassan M. (n.d), Business Plan Fast Food Restaurant, Karach University Business School, Retrieved
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Janicka, A. and Kameczura E. (2015). Socal Burger Food Truck. Retrieved from
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Rampton J. (2015). Entrepreneur Leadership Network VIP. Retrieved From

https://www.entrepreneur.com/article/245365

Zavyalova, E. (2017). Business Plan of a Food Truck in Saint Petersburg. Retrieved from
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isAllowed=y&sequence=1
APPENDICES

Appendix 1. Lameeh Keeyow Food Truck Menu

Our Menu

Categories Varieties Prices Per Serving

A. STREET FOODS
 Isaw ₱30
 Barbeque ₱40
 Chicken Skin ₱30
 Chicken Feet ₱20
 Kwek-Kwek ₱20
 Squid Balls ₱20
 Kikiam ₱20
 Cheese Sticks ₱25
 Balut ₱25
B. FAST FOODS
 Ham Burger ₱45
 Veggie Burger ₱35
 Spicy Double Patty Burger ₱65
 Burgers  Mini Burgers ₱35
 Turkey Burger ₱85
 Bacon-And-Kimchi Burgers ₱85
 Barbeque Chicken ₱85
Cheeseburger
 Asian-Style Pork Burger ₱85
 Curly Fries Regular
 Crinkle Cut Fries ₱50
 Zucchini Fries
 Chili Cheese Fries Large
 Fries  Potato Wedges/ Sweet ₱75
Potato Wedges
 Waffle Fries Jumbo
 Tater Tots ₱95
 Normal Chicken Sandwich ₱45
 Egg Sandwich ₱25
 Grilled Cheese Sandwich ₱35
 Sandwiches  Ham Sandwich ₱35
 Nutella Sandwich ₱35
 Roast Beef Sandwich ₱55
 Vegetable Sandwich ₱35
 Bratwurst Hot Dog ₱55
  Bagel Dog ₱45
 Cheese Dog ₱45
 Hotdogs  Chicago-Style Hot Dog ₱65
 Chili Dog ₱45
 Corn Dog Hungarian Hot ₱65
Dog
Breakfast/ Brunch
 Beef Tapa, Sunny Side Up ₱85
Egg, Labanos Atchara,
Garlic Rice
 Skinless Longganisa, Fresh ₱75
Tomatoes, Salted Egg,
Garlic Rice
 Tocino, Sunny Side Up Egg, ₱85
Ampalaya Atchara, Garlic
Rice
 Tinapa, Fresh Tomatoes, ₱75
 Combo Meals Salted Egg, Garlic Rice
 Pandesal, Kesong Puti, ₱55
Coffee

Lunch/ Dinner
 Chicken Curry with Rice ₱65
 Beef Kaldereta with Rice ₱75
 Menudo with Rice ₱65
 Chili Con Carne with Rice ₱75
 Lechon Binagoongan with ₱90
Rice
 Pork Sisig with Rice ₱90
 Laing with Rice ₱55
 Broasted Chicken ₱80
 Buffalo Wings ₱75
 Buttermilk Chicken ₱100
 Fried Chicken  Karaage Chicken ₱85
 Nashville Hot Chicken ₱100
 Chicken 65 ₱85
 Smoked Chicken ₱85
 Bola- Bola ₱35
 Siopao  Asado ₱35
 Mini Dumplings ₱55
 Deep-Dish Pizza ₱125
  New York Style Pizza ₱195
 Chicago Pizza ₱195
 Hawaiian Pizza ₱175
 Cookies and Cheese Pizza ₱150
 Pizza  Aloha Pizza ₱175
 Bacon Overload Pizza ₱175
 Pepperoni Overload Pizza ₱175
 Beef & Pineapple Pizza ₱195
 Three Cheese Mac ₱95
 Italian Mac & Cheese ₱95
 Mac N' Cheese  Chili Mac & Cheese ₱95
 Caprese Mac & Cheese ₱95
C. INTERNATIONAL MENU
 Nigiri ₱195
 Sushi  Sashimi ₱195
 Maki ₱195
 Uramaki ₱195
 Falafels  Baked Buffalo Falafels ₱180
 Chicken Falafels ₱170
 Salsa Chicken Burrito ₱150
 Cheeseburger Burrito ₱130
 Burrito  Black beans and Rice Burrito ₱130
 Smothered Burrito ₱140
 Burrito Pie ₱130
 Shrimp Tacos ₱150
 Barbacoa Tacos ₱130
 Tacos  Birria Tacos ₱130
 Buche Tacos ₱120
 Cabeza Tacos ₱120
 Curry  Spinach & Chickpea ₱150
 Bao Buns ₱75
 Jacket Potatoes ₱130
 Shio (Salt-Based Ramen) ₱150
 Shoyu (Soy Sauce Based ₱150
 Ramen Ramen)
 Tonkotsu (Pork Bone Broth ₱150
Ramen)
 Chicken Ramen ₱130
 Hot & Spicy Beef Ramen ₱150
 Chili Vegetarian Ramen ₱120
 Broccoli Salad ₱90
 Rainbow Orzo Salad ₱90
 Creamy Vegan Salad ₱70
 Salads  Cherry Tomato Salad ₱70
  Healthy Taco Salad ₱110
 Greek Salad ₱110
D. DESSERTS
 Ice Cream  Ice Cream Sandwich ₱70
 Frozen Yogurt Ice Cream ₱60
 Coffee Ice Cream ₱60
 Caramel Ice Cream ₱70
 Vanilla Ice Cream ₱50
 Chocolate Ice Cream ₱60
 Bubble Gum Ice Cream ₱60
 Cookies and Cream Ice ₱70
Cream
 Mint Ice Cream ₱70
 Strawberry Ice Cream ₱70
 Avocado Ice Cream ₱60
 Ube Ice Cream ₱60
 Taho Ice Cream ₱70
 Watermelon Ice Cream ₱60
 Chocolate Crepes ₱50
 Smores Crepes ₱50
 Crepes  Classic French Crepes ₱60
 Apple Pie Crepes ₱50
 Chicken Florentine Crepes ₱70
 Leche Flan ₱45
 Mango Float ₱70
 Coffee Cake ₱60
 Funfetti Cake ₱70
 Black Forest ake ₱75
 Cake Slices  Vanilla Cake ₱60
 Red Velvet Cake ₱75
 Chocolate Cake ₱60
 Cheesecake ₱75
 Oatmeal Raisin Cookies ₱65
 Chocolate Chip Cookies ₱75
 Cookies  Peanut Butter Cookies ₱65
 Whoopie Pies ₱55
 Sugar Cookies ₱55
 Chocolate Frosted Donut ₱55
 Cinnamon Twist Donut ₱45
 Cruller Donut ₱45
 Donut  Strawberry Frosted Donut ₱65
 Jelly Donut ₱45
 Glazed Donut ₱45
  Cream-Filled Donut ₱65
 Fresh Fruits ₱65
E. BEVERAGES
 Soda ₱15-55
 Fresh Fruit Juice & ₱65-95
Smoothies
 Bubble Milk Tea ₱75
 Dark Chocolate Kisses ₱95
 Chocolate Matcha Green ₱95
Tea
 Chocolate Short Bread ₱105
 Milk Tea Cookie Mocha
 Yakult Milk Tea ₱95
 Cookie Matcha Supreme ₱105
 Cheesecake Milk Tea ₱75
 Cacao Drink with Ice Cream ₱115
 Choco Banana Milk Tea ₱95
 Alcoholic Beverages  Cocktails ₱75
 Soju ₱135
 Beer ₱55-75
 Coffee ₱25
 Water ₱20

Appendix 2. Projected Monthly Sales

Note:
Up to this point, Laput C and Santoya J, still contribute less in our group works, for the
outputs on their assigned parts does not meet what is required, thus I directed them to revise their
works but even if they already revised it, it still does not meet what I have asked them to do with
regards to the instructions given, so I decided to just work on their assigned parts so that we can pass
our output on time.