Customer understanding and marketing plan for Food Truck in Finland

With the global trend of increasing fast food lovers, this thesis develops a marketing strategy for a Food Truck, which is the most advanced member of street food vendors. Based on the street food market of Helsinki, a concise marketing plan is developed. The main objective of the thesis is to examine the concept marketing plan and study the general customer understanding of the food truck as a service concept. This thesis focuses on how customers think about and understand the process of consuming food from a food truck. The final outcome of the thesis is a marketing plan on how to increase the number of customers and provide them good service. The purpose of the thesis is to study customer understandings and focus on how to draw up a good marketing plan for entrepreneurs to develop the food truck business. The food truck business is flourishing worldwide, especially in the big and mega cities in the world. Helsinki, the capital of Finland, has also an increasing popularity of food truck customers. The food trucks have been placed in busy locations of the greater Helsinki are. The major objective of the thesis is to deeply understand the trends customers follow and understand their behaviour on having a meal from a food truck and map the prevailing customer experience of having street food. Based on the researched information and theoretical framework, an effective marketing plan is developed and formulated so that customer satisfaction can be enhanced. Authors have used interview, survey and observation as the method of obtaining data and information from customers and food truck employees. The theoretical framework covers the concepts of customer understanding and marketing and marketing plan. The main outcomes of the thesis are a marketing plan, buyer personas and a business model canvas for food truck. The authors have also done SWOT analysis of marketing plan in brief