Marketing Project
Jayce Zhao
Shaodong Chen
Anzi Luo
4/3/2015
Marketing Project
With the rapid development of globalization, a rapidly increasing number of Chinese
students have come to the United States for further academic pursuit. While life in the United
States may present them with various cultural shocks, as well as the difficulties to adeptly
communicate and complete school works in fluent English, food may become one of the
comforting methods for them to brighten up their minds. However, since it takes large
amount of time and money to eat in a formal Chinese restaurant, opening food trucks selling
Chinese traditional light snacks may be a good idea for a new business. Based various aspects,
I found it highly potential and profitable to start a Chinese snack track for ASU students, and
I perceive the potential market to be large and highly profitable due to the large amount of
demand from Chinese students.
For further researching the market and the feasibility of this business, we intend to
start my research in two ways—by doing research online and analyzing through existed
database, as well as conducting surveys among Chinese students in ASU to ensure the
possibility of the business. By searching online, I will be able to rely on various scholarly
conducted websites such as google scholar and ProQuest. From the scholarly papers, I could
get the basic marketing knowledge as well as some academic ideas based on previous
experiences. It is suggested in the academic websites that food could induce endorphin to
human brain, which make them more cheerful and emotionally stable (Narins, 1). From doing
surveys among Chinese students in ASU, I will be able to get a more precise view about the
business potential directly from the target audience—Chinese students in ASU. By
conducting surveys and understanding their needs and demands, it will be easier for the small
business to avoid marketing mistakes, and thus save more of the budget.
For the exact business that the food truck is doing, it will be focusing on providing the
special food and the two types of flavorful food. First, flavor will be focusing American and
other international students who are not used to the traditional flavor of Chinese dishes, while
the other type of food will be aimed to be sold to the large amount of Chinese students, to
attract them by the authentic, genuine flavor of food from hometown. I think this will be a
good substitution for either food, time and for economic relief for college students and busy
staffs in ASU, as it is not that expensive and time-consuming as dining in restaurants, and
could also provide a cheerful and fast eating experience.
For advertising, we aim at popularizing the Chinese snack and light meal truck
through popular social networking websites such as Instagram and Facebook. At the same
time, we are also considering cooperating with various international student organizations,
such as the ASUCSSA (Arizona State University Chinese Students and Scholars Association),
to co-found certain types of publicizing platforms in annual activities held by ASUCSSA.
The reason of cooperating with CSSA is that it is one of the largest and most concerned
Chinese student and scholar association in Arizona State University, and that it would be a
win-win proposal for them to help advertise the food truck, as well as to get part of initial
funding from us as public relations funding. In addition, we also considering establishing
mobile apps as one of an effective method of publicizing, as technologies are widely utilized
by the young generation in modern society.
As suggested previously, if given the opportunity to start a business, I will choose an
Two-flavored Chinese light meal food truck for the targeted consumers of both Chinese
students and other busy students and customers. I will also publicize my business by
cooperating with local students organizations as well as publicizing it through SNS.
Work Cited
Ming Huei, Lin, Nicholas Groom, and Lin Chin-Ying. "Blog-Assisted Learning In The ESL
Writing Classroom: A Phenomenological Analysis." Journal Of Educational
Technology & Society 16.3 (2013): 130-139. Academic Search Premier. Web. 25 Mar.
2015.
Zhou, Ally A., Michael Busch, and Alister Cumming. "Do Adult ESL Learners’ And Their
Teachers’ Goals For Improving Grammar In Writing Correspond?." Language
Awareness 23.3 (2014): 234-254. Academic Search Premier. Web. 25 Mar. 2015.