KOREAN FAST FOOD TRUCK BUSINESS PLAN FOR “KIMCHI BUS” FOOD TRUCK IN HANOI MARKET

Abstract

Nowadays, street food along with the mobile food truck business model has become more diverse and popular all over the world, especially in European and American countries. In Asia, countries such as Korea, Japan, Thailand, etc…, this business model is also widely applied and there is careful investment in equipment, products, as well as food safety and hygiene conditions. This model is also seen a lot in Vietnam, but it is mainly used by small and private traditional vending cars, without large investment, with concerns such as product quality, food safety, price, etc., besides being affected by complicated laws in Vietnam. Through the process of learning and doing practical research on the needs of people to enjoy street food in Hanoi in general and in Dong Da district in particular, we set up a business project called "Kimchi Bus". The customer segments that we target are students, university students, office workers and freelancers aged from 16-30 years old. Those who have little time to prepare breakfast and love street food in general and Korean food culture in particular. With this business plan, we want to bring customers new experiences and peace of mind about street food. More deeply, we want to promote the development of the street food business model as well as street vendors in the Vietnamese market. This thesis will give a detailed business plan of "Kimchi Bus" with four core parts including value introduction, market analysis, action plan and marketing. In addition, there is a provision to detect material risks that may occur during the operation. The last component is the relevant future directions for the company to pursue.