Research proposal (observation study for my business plan

University of Indianapolis

Research Business Plan for group 1

BADM-332-W50

Abdulaziz Alkhudhayr

Executive summary

Our research study will focus on impact of starting a new business of food truck on the population. The name for the new food truck business is ALADDIN GRILL, Middle Eastern, Mediterranean. we will explore and measure the performance of a forthcoming business by studying buying preferences and buying behavior of customers of the target market of that business i.e. faculty, staff, students, and community members of University of Indianapolis, as directed by their marketing and promotion strategies.

Food-industry observers claim that the food-truck business is increasing largely in response to the slow-growing economy. People are seeking inexpensive breakfasts and lunches. Also, students today are often pressed for time, with more study and shorter class breaks. These factors make the mobile-food concept more appealing than ever inside a university setting (Stephanie Buck, 2011).

Background

ALADDIN GRILL, Mediterranean and Middle Eastern cuisine is all about the food made with fresh ingredients for an affordable price. Get hearty platters such as the chicken souvlaki or go for a simple falafel sandwich.  The University is a growing campus bustling with faculty, staff, students, and community members. University is home to nearly 6,000 students and faculty and staff members. ALADDIN GRILL, Mediterranean and Middle Eastern  is a food truck establishment, with an opening date of April 2016, primarily providing delicious, healthy Middle Eastern food to the dwellers of University of Indianapolis in their easy reach.

Problem statement

The problem for this research paper is to judge the most appropriate environment for a successful business. Although we have a plan to launch a Middle Eastern Food Truck business named as ALADDIN GRILL, Mediterranean and Middle Eastern, the pilot test for this plan must be conducted to avoid any loss of investment after the launch. While planning to start a food truck business we must need to know what should be undertaken. We must be very much aware of code of safety, prepare to handle any bad weather condition, keep the menu simple and filled with most demanding items, select a prime location such as a university campus and think beyond the truck and try to attract customer by marketing strategies. There are so many mediums available to market a new establishing business. Perfect branding strategies and effective social media marketing can serve a lot for the purpose. We desire information on effectiveness of branding strategy and to question whether any relationship exist between branding strategy and company's acceptance.

Research Objective

The research objective of this study is to find the relationship between branding strategy and company's acceptance with the measurement and evaluation of consumer experience and observation. Environment evaluation will also provide a basis to be sure while investing in a food truck business. After a successful research, we would be able to cater to the problem faced by University’s students and faculty member of having expensive food.

Importance of the study

High levels of customer satisfaction and loyalty create brand equity for the company, which strengthen the company and its management. The failure to have strong branding strategies can lead to lower brand equity along with the failure of the company. This research has a potential to give deep insights of the branding strategies followed by the food truck businesses, their difference and their after effects (Paula Baker 2013). This study will help the newly established company, if it is found deficient in their marketing plans, to overcome the weakness and grasp the opportunities present in the environment.

Research Design

a) Types of Investigation

Noncausal investigation/correlation investigation which will emphasize upon searching the important factors that may be associated with high market standing and preference of customers for Middle Eastern food truck business.

b) Study setting environment

We have planned to visit all the departments of University of Indianapolis. We will collect information from the on the spot customers in normal and natural environment and make them fill questionnaires to take their feedback regarding need of food truck business and their strategies to fulfill customers’ needs.

c) Unit of Analysis

Our unit of analysis will be faculty, staff, students, and community members of University of Indianapolis.

d) Time horizon

We will restrict our research project to be accomplished within one month.

e) Data collection method

We will apply both sources and methods i.e Primary Data and Secondary Data. Secondary data sources will be personal observations, customers’ behavior, sales of new business and collecting data about Middle Eastern food truck businesses. Primary sources will include personal interviews with the organizers of the business and talking with faculty, staff, students, and community members of University of Indianapolis through questionnaires.

f) Population

The population of U.S. is 3.24 Billion.

g) Sampling frame

Our sampling frame is University of Indianapolis. University is home to nearly 6,000 students and faculty and staff members

h) Sampling Unit

We will survey different food trucks located in various areas of U.S., mainly nearby to the University of Indianapolis. We would also visit the different departments in the campus.

i) Sample Size

We will record responses by filling out questionnaires from 100 customers who visited the food truck ever.

j) Sampling method

Non probable sampling will be done for this research.

k) Questionnaire Design

A complete furnished questionnaire will be provided to customers that will contain both "open ended" as well as "close ended" questions regarding food quality, quantity, and hygiene and techniques to attract customers.

l) Interview Design

We have decided to collect information through structured and unstructured interviews with faculty members and students, who are direct customers of Middle Eastern Food Truck business.

m) Data Analysis

We will employ the following statistical tools to perform data analysis and interpretation:

· Charts and graphs

· Correlation analysis

· Survey

n) Results: Deliverables

Following will be tangible outcomes of the conducted research

· Development of survey questionnaire

· Final detailed research report about the starting of new business of Middle Eastern Food Truck with the name of ALADDIN GRILL based on customers reviews and marketing and branding strategies covering all the research and outcomes.

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