Content Page

Introduction 2

Goals and objective 2

SWOT analysis 3

Market needs 4

Market trends 4

Target market 5

Marketing strategies 6-7

Product distribution channels 8

References 9

1
Introduction

The Lunch Box, a food truck start-up business that sells food during lunch hour in the office area.
During others nonpeak hours, the food truck will go around the city and stop in any place with
crowd. A food truck is simply a truck that serves food, and the inside is turned into a kitchen and the
road being its serving station. It moves around different places. The benefit of a food truck is the
ease of operation and a low investment. It can be easily expanded too. It is named The Lunch Box
because the main customers of the food truck are the office worker that are on their lunch break.
The food truck main food are the pasta and rice. Recently, the food truck plan to have a new food
items – burgers. Now, this product is the popular food among the people. It is popular because it did
not need any utensils like spoon or fork to eat it. Moreover, it is well-balanced mix of carbohydrates,
proteins and fats. The food contains variety of flavour and everything is roll up in a single package.
The food truck is planning to have different kind of flavour in the burger. It may contain different type
of meat patties, sauces or vegetables. Most of the food truck are selling pizzas, pasta or cakes. So,
The Lunch Box decide to sell burgers and expand the varieties of product to stand out among the
competitors.
The Lunch Box offer burgers which differs from normal burger that are sold in the other food truck.
As the society is heading towards healthy eating lifestyle, it came up with the no buns burger,
vegetarian burger and leanest beef burger which will has lesser fats and carbohydrate. The Lunch
Box burgers too comes with different kind of sauces. Customers can choose their sauce that they
want to have in the burger. The buns are handcrafted to ensure the texture and it is gluten free. All
ingredients included the patties of the burger will be bought from local verified suppliers. The
leanest beef patties are specially homemade by The Lunch Box Company with own secret recipe.
The burger is wrap in an aluminium paper to maintain the hotness and the freshness. All the
packaging will be labelled with The Lunch Box logo and name.

Goals and objective

The Lunch Box planning to came out with new products is too increase the monthly profit by 20
percent and maintain positive steady growth each month. With this, The Lunch Box will be able to
expand the business by opening more truck into the city.
The next goal is to be a well-known food truck that provides variety of amazing food for the city. The
truck will keep updating and searching for new food product that is suitable. The objective of the
new product is to drag the attention of the people. A new product in the menu surely will drag the
attention of people to the food truck. While people are looking at the menu, they may be attracted
by the other food too, so the income of the food truck will increase.
The Lunch Box food truck too wants to create local partnership such as through social media,
hosting community events and become some of the office official caterer. It is a big success for a
food truck if it is well known by the local.

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Swot Analysis

The SWOT analysis captures the key strengths and weaknesses within the product and details the
opportunities and threats that the industry faces. (Product- Burgers)
Strengths:
- The burgers are the hottest selling item now
- Easy to make and sell and does not need long time to prepare
- The food truck already has the cooking and refrigeration equipment in place, so it do not
need to have the start-up costs that are a barrier to entry for others.

Weakness
- The new product has lack of recognition because it just starts up
- Have many competitors such as other trucks that are selling burgers too
- Lack of advertising or promotion to alert customers to the new addition on the menu

Opportunity
- Selling affordable burgers in the market of food truck as most of the burgers sell by other
food truck are expensive
- Offering gluten-free buns, burgers without buns, leanest beef patties burgers to gain a
competitive advantage as people now are getting into a healthy lifestyle

Threats
- Health concerns related to obesity and eating red meat, and the media’s increasing focus on
identifying unhealthy food.
- Fast food franchises with big advertising budgets that can dominate the market of burgers.

3
Market Needs

Customers need a wide selection of food. Some of the food had to stand out among the
competitors. The new burgers and sandwiches came out with many types of selection which believe
will fulfil the needs of the customers. The following are the few customers’ need on the food truck.
Wide selection of food- There are variety of food to fulfil different customers’ need.
High quality food products- The food truck normally will not come up with a very good quality food
products as the kitchen space is limit. The Lunch Box food truck is improving in this section.
Provide healthy choices- The Lunch Box food truck wants to provide a healthy yet delicious food to
the people, so it came up with burgers with few healthy choice such as burger without buns, gluten-
free bun or leanest beef patties.

Market Trends

The growth is fuel by the changes in the workplace and workforce that are causing workers to
consume more of their meals away from home. Away from home food sales are expected to
increase by 53%, according to NAMA.
As more and more consumers eat away from home, the demand for food sales outside is also
growing. The food truck offer varieties of food that can sold to the people to have their meals away
from home.
Demographic trends are affecting the market. A large group of young adults, who mainly grew up
on fast food, have emerged as an economic force. This group's perceptions on fast food will have a
positive impact in the burger product. Furthermore, overall population growth rate which mostly
work in the office will also have a tremendous economic impact on the food truck industry. Above
are the statistic of preferable food by people who work in the office.

4
Target Market
The Lunch Box Food Truck will market the burgers to 3 distinct market segments using
demographic segmentation.

Young adults that work in the office (age and income)

The Lunch Box food truck target the young adults which work in the office. So, it came up with
burgers which will attract them. The young adults that work in the office is the potential buyers of
the food truck. According to demographic segmentation, the office workers are mostly young adults
which aged 17-35 and their income are surely affordable to buy the food from the food truck. They
are the group of customers with common characteristics that the food truck aim to serve. Above are
the analysis of people who usually buy burgers from the food truck.

Nearby park’s children and youngsters (age)

The second target of the new product by the food truck is the nearby park’s children and
youngsters. There is a park beside those office building. After the lunch hour which is around 3 or
4pm, the children and youngsters will start playing in the park. Most of them will had their teatime
there. Since children and youngsters likes fast food, burgers will be their choices during the teatime.
The food truck will stay there to sell burgers to the nearby park’s children and youngsters.

Gender
The target market of burgers are the male. Since the male need more calories than the female,
burger is the one that men always consume. Women do not need much calories and most of them
prefer more chill food such as pasta or salad. Girls are conscious of eating food that need a big bite
as they are shy to eat those foods in public. In a survey, men usually order heavier food items than
the women such as burgers or chicken wings. The women will prefer lighter options such as salads
or pasta. The men will normally choose a meat base food which will provide more energy, but
women will choose plant base food. So, the target market of the burgers are the male.

5
Marketing Strategies
Marketing is more than selling and advertising. The aim of marketing is to create a value and build a
long-term relationship with the customers. A company had to determine the target customers. As
soon as the target market are determined, the company can design the 4P marketing programme
that planned value to potential buyers.

Marketing Mix
Marketing mix includes 4P concept which is the central element for the marketing strategies. It is
universal to use it in a business. The 4P consists of product, price, place and promotion.
Partnership too will be use in this new product.
Product
The product produces need to satisfy the needs of the target customers. The product should have
good quality, appearance, packaging etc. The Lunch Box came out with the new product- burgers
and sandwiches to satisfy the customer needs. The target customers of The Lunch Box food truck
are the office worker. Recently, the burgers are the hits of the young adults, with this product
coming up, it surely will satisfy their needs. They do not need any utensils to eat the food and
everything is pack in one package including the meats and vegetables. Somewhere, it is healthy
when they choose the burger without buns or the leanest beef patties. The burger come with variety
of selection such as different type of patties, vegetables or sauces. It is packed in an aluminium
paper to keep the warm with The Lunch Box brand and name packaging to give good appearance
and quality.
Price
The price should be reasonable and based on the perceived value of the product by customers,
cost of products, price of competitors and the desired rate of return. A burger should not cost too
high because the value of a normal burger will not go too high. The cost product of a burger or a
sandwich is quite low. The price between the competitors too would not cost high for a burger as it
is a common food. The Lunch Box decided to range the burgers from RM5- RM8 depends on the
selection of the burgers.
Place
Places refer to the point of sale where customers can obtain the product or services. Customer
should have opportunity to buy products or services in a convenient place at a comfortable time.
There is very less food stall or restaurant around the office building. So, the target audience is the
office worker that have less choices of food around the building. Most of them will buy their lunch
from the food truck. While The Lunch Box food truck came out with a new product, it sure can
increase the sales rate as the places is suitable.
Promotion
Promotion refers to all advertising communications which to draw attention of the target customers
by products, generate knowledge about it and the main feature. This is to evoke a desire to buy a
product and make repeated purchases. The Lunch Box food truck came out with a new product
which is a burger. To attract the customers, some promotion had been decided to apply on the new
product. The Lunch Box plan to came up with buy 1 free 1 promotion, buy a burger and get a free
drink or discount 10% for the office workers.

6
Promotion Mix

Advertising
The Lunch Box food truck will advertise the new product through social media and posters. The
new product can be promote on the social media such as Facebook, Instagram or You tube. It can
attract thousands of potential customers. Social media possesses an undeniable power to influence
people’s choices and decisions. Most company believe that their success is largely dependent on
their social media marketing style.

Sales Promotion
The sales promotion is the short-term incentives given to the customers to have an increased sale
for a given period. Generally, the sales promotion schemes are floated in the market at the time of
festivals, end of the season or a new product launch. The Lunch Box food truck will have a sales
promotion due to the new product launch. It will last about 1 month. Discounts, Coupons, Payback
offers, Freebies, etc will be given. With the sales promotion, it can attract both existing and new
customers and focus on the increased short-term profits.

Direct Marketing
With the intent of technology, companies can reach customers directly without any intermediaries or
any paid medium. The Lunch Box company are releasing member card for the customers. The e-
mails and text messages are the tools used. The Lunch Box food truck will send emails and
messages to the member card holder when there is new offerings and product or the sales
promotion schemes. The company will send out emails to the member card holder about the new
product launch (burgers).

Partnership with branded drinks store

By working closely with the drinks store such as bubble milk tea shop, The Lunch Box company will
customize burgers to meet the company’s specifications and allow them to brand the burgers with
their products. They will either come up with a combo meal set to sell to the customers or The
Lunch Box food truck will sell the burgers at a specific time outside their shop such as ‘The combo
hour’. During this hour, promotion will be done with the shop to attract the customers. The target
customers for this category is people who spent their time in the drinks store.

7
Product’s Distribution Channel

Direct distribution channel

The burgers are sold direct to the consumer where the ones bought burger as lunch during their
lunch hour. The burgers are freshly made in the food truck and it is selling direct from the food truck
to the customer. During some campaign, the food truck will involve selling food to the people. It is
direct as the food truck did not sell the burgers to the wholesaler or the retailers and resell to the
customers. It is made on the spot on the food truck and sell to the customers.

Internet website distribution channel

As the society getting towards online, customers can order the burgers online and get it from the
food truck on the time they prefer. The Lunch Box food truck had a website and customers can
order burgers through the platform. The office people or the public who stays near can pre order
online and take it when it is lunch time. This will save their time and they can have their food faster.
Only people that are near to the food truck can order online and take it during the time they decide.
It is because the food truck does not provide deliveries service. Customers can only order online
when they are 3 km within the food truck.

Wholesaler distribution channel

The Lunch Box company will sell the burger patties to the wholesaler. Since the leanest beef patties
is the specially homemade patties with secret recipe, it sure can capture the tongue of the
consumers. The company will make extra leanest beef patties to sell to the local wholesaler. The
customers who like the leanest beef patties can buy from the wholesaler. To support the wholesaler
of the leanest beef patties, special discount will be given. Customers around the country can buy
the patties through online platform and delivering service will be provide by the wholesaler.

8
References
https://www.mplans.com/food_services_marketing_plan/marketing_strategy_fc.php
https://limetray.com/blog/food-truck-marketing-plan/
http://www.marketingmo.com/strategic-planning/how-to-develop-your-distribution-channels/
https://blog.hubspot.com/marketing/marketing-plan-examples
https://www.theseus.fi/bitstream/handle/10024/128067/Zavyalova_Ekaterina.pdf?sequence=1