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A
A Project On
Designing a food cart
Course Title:
MKT 344

Prepared for:
Tasmia Ekram (TsE)
Lecturer, School of Business
Prepared by:

NAME

ID

Ashraf Hossain

1220 320 030

Md.Mozammal Hossain

1220 774 030

Sumaiya Jamal

1130 721 030

Nazmul Haque

1210 598 030

Faisal Golandaz

1210 803 030

Date of Submission : 27-Dec 2014

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Introducing..
.....
Puzzle
Love at
first bite
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Executive Summary
This project on Food cart business planning is the part of consumer behavior (MkT344) course
requirement. As we are the students of Business studies the report is very helpful for us as the
report is giving an overall idea about the food cart business.
In this report we have shown how our food cart can be profitable. Then inside we have discussed
about the Ideas of our business, design, and positioning, marketing mix. Then, we try to make a
financial analysis on our costing. And finally we have shown our survey analysis with graphs.
We have tried to explain the whole business process.
At first we have shown the Ideas which contains our mission of starting this business.
Then, we have shown Positioning, Marketing mix, competitive review, market segmentation step
by step.
And at end of the project we try to give some graph so that you can understand our location and
price selection system.

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Introduction
A food cart is a mobile food service operation that generally offers various types of fast food to
walk-up customers. It may also be referred to as a mobile kitchen, a food booth, or a food kiosk.
This type of street food is a popular staple in many cities around the world and is rapidly
spreading to other locations due to its convenience factor, and the fact that it often represents a
great way to get local relatively inexpensive food rather than visiting a chain fast food restaurant.
The cart may be self-propelled, as in a food truck or it may be towed by another vehicle. In many
cases, a food cart will only offer one particular type of food. Some might serve a few different
types of foods, more similar to a rolling restaurant or bakery than a simple hot dog stand. Food
carts exist for any meal of the day, with different ones offering selections for breakfast, lunch,
and dinner. In many cities, food carts are becoming an integral part of street culture. A food cart
often represents an excellent and lucrative business idea. Operating costs are fairly low, and only
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require the purchase of the food cart, the ingredients for preparing specific dishes, and paying a
limited staff; many cities will also require the vendor to purchase a license. This allows them to
find built-in clientele without a great deal of advertising costs or effort. Food carts are often
found almost every street throughout the Dhaka city and can be found selling food of just about
any variety. Food carts come in two basic styles. One allows the vendor to sit or stand inside and
serve food through a window. Another uses all of the room inside the cart for storage and to
house the cooking machinery, usually some type of grilling surface. The cart style is determined
principally by the type of food served at the cart.

Ideas
We are going to open a food cart on the basis of few ideas. We are making those
ideas as our main target that you are going to provide to the customers. Some of
the ideas on which we will focus are given below:

Offering healthy and fresh food: In recent times, consumers are becoming more health
conscious. Before choosing any food item, they look for the foods which are beneficial to their
health. Based on these ideas, we are focusing to serve them healthy food. We will serve fresh
food to them. Basically, we will prepare food after we get order from the customers. We can
assure them not to add any types of preservatives, chemicals or anything which will be harmful to
their health. We will use plastic coated transparent large box so that we can keep the food fresh,
hot, crispy and out of dust that are coming from road.

Providing sound environment: people want sound environment while eating foods. Customers
prefer to eat food in the sound environment rather than in a noisy place. So, we will try our level
best to provide an environment which is free from sound and dirt. As we are forming our business
beside the road, it will be difficult for us to maintain. But if we can provide a room surrounded
with glass behind our cart hopefully it is possible to decrease the sound and noises coming
produced by vehicles.

Providing real taste of the food: Our aim will be offering fresh and healthy food to the
customers. For that reason we are avoiding preservatives or other chemicals to keep food fresh
and look appealing to the customers. That is why we very much confident to provide the real taste
of the food to customers.
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Serving standard foods at a cheapest rate: We have made our food menu by considering the
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cost. Because if we dont provide the food at cheap rate. So why should a customer go to a food
cart rather than going to a restaurant? By keeping this in mind we will provide food as lower
price as possible. At the same time we are also going to focus on the quality of the food.

Positioning
A company/product/brand must have positioning concept in order to survive in
the competitive market place. In Marketing, Positioning is the process by which
marketers try to create an image or identity in the minds of their target market for
its product/brand/organization. Our main competitors are Candy flaws and Get food.
Both are situated in Bashundhara. Some of these food carts can provide good
quality product. Maximum food carts do not take advertising or other sales
promotion. People learn about those food carts by their name and those names
spread among people through their friends, family members or other social group.
As we are running a food cart business, our budget is very low. As a result, it will not
be possible for us to spend our money for advertising and other sales promotion.
So, we have to focus on freshness of food which will very healthy for our customers
and sound environment as well in order to make positioning in the mind of the
customers.

Target Markets:
We will open our food cart in Bashundhara with a margin aiming to serve:

Mainly University Students

School & College students

People working in G.P house

Segmented Target Market:

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Geographic:

Geographically, the target market of food cart should be specifically those areas where
there are enough college and university students and it should be nearer for our target
market.

The total targeted population is estimated to be around approximately 1 lac students

scattered around the Bashundhara, Uttara and Baridhara .

Demographics:

Ratio of male and female consumers should be 1:1

Age: 16- 25.

Behavior Factors:

For people who wants to lead a healthy life

For people who are health conscious.

Market Needs:

Quality: All products should be given topmost priority and all it should be fresh all day
long and to maintain its quality, it should be stored in a cool place.

Well-Thought out designs: The packaging should be user friendly and also portable.

Competitive Review:
Competitor analysis is essential in building up a marketing plan. Before making a
business plan it is very important to know who the competitors are and what is
there competitive advantage and pricing strategy by which they attract target
customers. A good analysis on competitors gives a better idea about generating

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strategies for the business. To make a successful marketing plan for our business,
we also need to do a competitor analysis because if we look at the target market for
our business and the market positioning, we will find out that there are a lot of
competitors around for our type of business which is a food cart for people with midlevel income. An analysis on these competitors will help us to move further in our
marketing plan. A competitive review is given below:
Get food: Get food will be our main competitors. They are specialized in Luchi, Beef
chap,

Chicken chap, Fried rice, chicken tikka, Hot dogg. They provide good

quality foods along with beverage. So our target will be to offer quality foods at a
cheapest rate from them.

Marketing Mix
Product:
Breakfast & Lunch item

Burger, Hot dog

Snacks Item (available at afternoon

Burger, French fries, Hot dog

and evening)

Price:
01. Regular Burger.. 75tk
02. Beef Burger 120tk
03. Chicken Burger.. 150tk
04. Chesse Burger.......................... 180tk
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05.Hot dogs. 80tk

06.Chicken Ball... 30tk

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Extra patty 50tk

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Promotion:
We have a very simple promotion strategy for our restaurant which is also very cost
efficient. We will print some handbill which we are going to distribute among
students in front of their schools and colleges. These schools and colleges are near
to our restaurant area. We will also distribute our handbill with newspapers in
Bashundhara, Baridhara & Uttara.

Place
Our food cart will be located at Bashundhara, near the G.P house. We choose this
place for the convenience of our target market. It is easier for people coming from
Uttara and Baridhara.

Design
We will sell our foods in a mobile cart. The food will be stored in a plate surrounded
by glass.There will be food sticker along with price at the top of our cart.
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Financial Analysis
Fixed Cost
Cart
Box carries
Mini fridge

125000tk
2000tk (200*10)
15000tk
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12000tk
6000tk (2000*3)
12000tk
25000tk
197000tk

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Oven
Disposable plates
Portable power source
Others
Total

Cost of production per day

Regular burger
Beef burger
Cheese burger
Chicken burger
Hot dogs
Chicken ball
French fries
Soft drinks
Total
Total(per month)

1125tk (75*15)
1800tk (120*15)
2700tk (180*15)
2250tk (150*15)
800tk (80*10)
300tk (30*10)
500tk (50*10)
700tk (35*20)
= 8575tk
=257250(8575*30)

Revenues: Cost of production per day

Regular burger
Beef burger
Cheese burger
Chicken burger
Hot dogs
Chicken ball
French fries
Soft drinks
Total
Total(per month)

2250tk
3600tk
5400tk
4500tk
1600tk
600tk
1000tk
1400tk
= 20350tk
= 610500tk (20350*30)

Revenues generated per month: 610500tk

Cost of production +Cost of business: 64500+257250=321750tk
Total profit per month :( 610500-321750) =288750tk

SWOT Analysis
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Strength

Customized menu: We will offer a customized menu according to the customer

choices. They will be able to choose their service model. There will be service
model like quick causal service, causal dining table service or take out. The
customer will feel more flexible because of the options available in our
restaurant.

The Location: The location is very suitable for the customers. Especially the
young people who are our target market. Our food is located in the
Bashundhara area. We will get attractive customer base, which will help us to
increase our sale.

Staff: The staff will be very well trained, efficient. They will have very good
communication skills. They will strive to please the customer.

Weaknesses:

Our focus is based on the local market.

Limited proportion of expenditure budget is allocated to overseas advertising.

A limited marketing budget made it difficult to use other effective marketing

tools such as TV, Newspapers, and Magazines to develop brand awareness.

Opportunities:

Offering Caf Menu: we can offer caf menu. It will attract our customers for nice caf
food items as well.
Family Friendly Atmosphere: The atmosphere of our food will be very family friendly. It
will be a place where families can come together. It will be a very family friendly
environment.
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Decorate the place

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Unique type of food

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Threats:

Few food carts are moving into the Area: Few food carts are opened in the
same area. It can be a threat to us. No high fixed cost is attached to our
business. So, it is easy to entry and at the same time easy to exit from the
market. So a competitor can always come into the business.

Prices Increase Food: The food pricing are rising day by day. If it keeps on rising
we may not be able to serve the food at the same rate. And our market may
get smaller because of the increased food prices.

Keeping Trained Efficient Staff: After building the efficient and trained staff it is
always a challenge to keep them. The staff may be lured to a better wage and
better incentives.

Economy: People may get laid off and stop eating because of the economic fall.
They may spend less money on eating out which will be a threat for our
business.

Conclusion
In this project we planned start a food cart in Boshundara RA. We do survey for this project
inside NSU capous. Duget, design, pricing and location all thiese things are as per the market
demand. we think htere is good opportunity for us to longe a small business in this area with in a
little budget. Many students live in this area as we know look for chief price it may give them an
opportunity not to walk. This industry is at growth stage whic may help us earn maximum profit.
It may help us to be self employed not to look for partime job. As per the consumer demand we
empahasise on both price and test of food. This project should have an impact to be a future
entrupnier. Whether you are a home based foodie who is interested in taking their food at home
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we would say that do not waste your money and affort take a burger from our food cart and
"Love at first bite". we are hopefull that we may have successful profitable
food cart.

Survey Question
1) Where do you resideA. Bashundhara
B. Uttara
C. Baridhara
D. Others
2) You are _______ StudentA. Undergraduate
B. Graduate
3) What is your employment status A. Part-timer
B. Full-time
C. Self employed
D. Only a student
4) Do you like to go to food cartsA. Yes
B. No
5) What's your thought regarding food cartsA. Food cart is not in a convenient place from where I live
B. The foods are not fresh
C. I dont like the taste of the food

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E. I would rather say no to food carts

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D. I dont like the environment

6) How many days in a week do you visit to a food cartA. 1-2 days
B. 2-3 days
C. 3-5 days
D. More
E. Never
7) With whom do you prefer to go to food cartA. Family
B. Friends
C. Boyfriend/Girlfriend
D. Others
8) When do you prefer to have food outside of your homeA. Breakfast time
B. Lunch time
C. Evening
D. Dinner time

9) How much money you would like to spend at a food cart A. 25-50 Tk
B. 50-75 Tk
C. 75-150 Tk
D. 150-More Tk

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B. Chicken Polao

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A. Biriyani

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10) What foods are popular in your area?(If others, please write)-

C. Hotchpotch
D. Fast food
E. Chotpoti-Fuska
F. Others __________
11) What foods are potentially cost effective for you to buyA. Biriyani
B. Chicken Polao
C. Hotchpotch
D. Fast food
E. Chotpoti-Fuska
F. Others __________
12) Most of people think that street food is always unhealthy and harmfulA. Strongly Agree
B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree

13) If food cart were located nearby,I would like to go and order some food thereA. Strongly Agree
B. Agree
C. Neutral
D. Disagree

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E. Strongly Disagree

A. Strongly Agree

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14) It depends solely on the price of the food whether I would buy foods from there-

B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree
15) I like experiencing and trying some new and exotic foodA. Strongly Agree
B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree
16) I am very careful about what I eatA. Strongly Agree
B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree
17) I like to taste new foods before my friends doA. Strongly Agree
B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree
18) Price is very important when choosing breakfast or lunch items when eating
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A. Strongly Agree

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B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree

Survey result analysis

Areas

7%
Bashundhara

18%
Baridhara

Uttara

Others

47%

28%

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Food Items

10%

Fastfood

Biryani

13%
Chatpati-Fuchka

Chicken Polao
46%

Hotch Potch(Khichuri)

13%

17%

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Average Spending

11% 8%
25-50

50-75

75-150
29%

150 above

52%

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