Your Lunchbox Cambodia Case Study

1. Introduction

Starting from zero, Cambodia has escaped the civil war, which is known as Pol Pot regime, for more than 30 years. Significantly, Cambodian economics has shown a positive outcome due to the great labor force in the country. More and more people especially young adult start working for both private and public organization and in every sector. According to…... % of Cambodian population are office workers who work outside home for the whole day, which mean that they do not come back home to have lunch. Some of them pack lunch from home to work, while some of them have to go out during the lunch time break to find something to eat. Going out for lunch can be a problem for those who have a short time lunch break and those who work in areas where there are not many restaurant or shops. Taking that as an opportunity, lunch delivery service is favorable for those office workers whose lunch is the most important meal of the day to keep them energetic to work. As a result, we have come up with a business idea which could be profitable and beneficial in long term in Cambodian society.

1. Business overview

YOUR Lunchbox is a small business created to fulfill the demand of office workers who need assistant with lunch. It is a business that is established in a form of family business which is owned by a small group of friends, not for outsiders. It will be located in as a home based business near the center of Phnom Penh composing of 7 staffs for the beginning. With the slogan “Your foods, your choice!” the name of the business represents that everything will be owned and all about customers. Likewise, customers are our king. On the other hand, our service is to provide freshly cooked food ordered directly from our customers based on their own choice of foods. Similar to any restaurant in town, our customers can order any food on the menu and we will deliver it directly to their workplace in 30 minutes time in our limited areas. What makes our service different from the others is that, we do not provide menu-for-today foods but we accept every kind of order from customers about the foods that we want and we will cook it right away only for them. In addition, our customers can customize their foods the way they want including meat and vegetable choices, and food’s serving proportion. Our aim is to provide foods that makes our customers enjoy our foods like they are eating foods from home surround by their friends or co-workers without needing to find a place to eat outside.

1. Market

Our main and only service is to deliver lunch to various area for people who do not have time to cook for themselves. In similar mean, our target markets are for middle class people and mainly customers who are working in any private and public sectors. The staffs or employee are the one who are very busy with their work which mean they have no time to go back home or to cook. Generally, young adult workers are seen as the busiest type compared to other group age so they are considered to be our potential customers. Thus, our service will be a great choice in helping them to save time in finding lunch and good foods for their health.

1. Marketed

Different from the other shops who provide only cooked foods and menu-set foods, YOURS food put customers as the first priority. Our customers have right to make any changes on their foods and the foods would be cooked just only for them with fresh ingredient. The customers can choose a food as one serving for one people or they can choose it as a set for a group of people and with their own choice of foods.

1. Marketer

We have noted about our target customers as being predominantly young adult workers from middle class. They are seen as the most active and involve in society more than other age group. Hence, in order to promote our service and product to them, there are 3 ways that we are going to do. First and foremost is social media. Since Facebook has gained incredible attention from everyone in the country lately, we will use it to promote our shop through sharing and a small competition to win some prize from us. Moreover, young adult is the group who use Facebook the most in Cambodia so this way will raise their awareness on our products in just a short time. To add more, we are going to introduce our customers an easy way in ordering our foods. We are going to create a phone application that our customers do not have to call us to order. They can just make order on our site and when we get the order, we will call back to confirm with the order and location. Therefore, our customers do not have to call us at all. Secondly, we are going to use flyers to advertise on the street and directly at some organization. This is useful to attract those potential customers who are busy and do not involve much in social media. Lastly, promotion or discount will be an essential way to attract more customers. Normally, people want to try something new and cheap. Thus, our promotion will get their attention and they can try our service. Once they try it, we strongly believe that there will be second, third, and next time because we provide only good service to our customers. In short, with these 3 marketing strategies people will use our product continuously.