Problems, Limitations, and Necessary Support in Operating Food Truck Business toward Competitiveness and Success of Generation Y Entrepreneurs
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Abstract
The objectives of this research were: 1) to analyze problems and limitations in operating food truck business under the dynamic changes including how to solve these problems and limitations 2) to study the necessary support in food truck business in order to be competitive toward success. This qualitative study has been conducted by in-depth interviews of ten generation Y entrepreneurs in food truck business around Bangkok. The criterion sampling was applied, and content analysis was utilized. The findings revealed that 1) the internal problem and limitation in operating food truck business was irresponsible, corrupt, high-turnover, and insufficient staff. To solve this problem, job allocation, monetary and non-monetary compensation, and part-time employment were implemented by generation Y entrepreneurs. The external problems and limitations were weather condition, customer, parking space allocation, competition, food truck business’s trend, and economic downturn. Generation Y entrepreneurs had adopted indoor parking space during raining season, communication with customer to gain more understanding, continuously review and improve their businesses, creative thinking and differentiation, and price monitoring in relation with economic condition to solve these problems. 2) Some entrepreneurs did not require any supports from the government concerning oppression and lack of visible guideline. While some entrepreneurs showed an interest in government’s support in terms of parking space and marketing system. This study leads to recommendations for those who interest in food truck business to well prepare in coping with various factors, especially internal factor related to staff. Furthermore, government organizations should provide fundamental knowledge for food truck entrepreneurs and arrange parking space with efficient marketing support.
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