Food Truck Case Study

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A. Roy Choi expanding his food truck or restaurant internationally
Roy Choi and his business partner Mark Manguera are the owners of four Kogi trucks and four restaurants in Los Angeles. Both men have transformed the food scenes of cities across the globe and their food truck became an icon of LA street food (Walker T, 2013). Roy Choi was born in 1970 in South Korea, and relocated to Los Angeles in 1972 with his parents. Choi currently owns four Kogi trucks and four LA restaurants (Walker, T. 2013).
If Choi decided to expand his food truck or restaurant business internationally, I would recommend to open few more locations nationally first. This may be time-consuming and expensive but it offers a good way to monitor progress locally. This
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The idea to expand his food truck or restaurant business internationally would require Choi to use a transnational strategy. This strategy focuses on cost efficiency and local adaptation (Steers R, 2015). Choi’s goal would be to achieve local responsiveness, low cost and create meaningful brand differentiation (Jeyarathmm, M. 2008). Choi by using a transnational strategy would create value by transferring his valuable culinary chef skills and knowledge to the foreign markets where local competitors lack the experience he has. Since Kogi truck already charges reasonable prices to their customers, price could be the main competitive factor against other food truck companies. Choi would have to offer customized product to cater to local demands. He would also have to take advantage of manufacturing innovations and information technology to ensure quality of his food, unique customer experience and meet deadlines. The food development would take place in the United States but Choi would have to adapt each product for local needs. This would allow establishing a strong market presence in different countries and make it easier to choose advertising strategies. The company’s marketing would have to be customized for a particular market in which Choi would operate his business. Choi would have to identify his company’s unique strengths that would allow his food truck to achieve efficiency and customer responsiveness …show more content…
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