Entrepreneurship: Senor Sisig Case Study

This case study explores the entrepreneurship of Senor Sisig, a food truck business that combines Mexican, Filipino, and American cuisines. It discusses the target market, customer concerns, solutions, differential advantage, and how to leverage it.

Running head: Introduction to Entrepreneurship 1
Entrepreneurship: Senor Sisig Case Study
Student’s Name
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INTRODUCTION TO ENTREPRENEURSHIP 2
Entrepreneurship: Senor Sisig Case Study
Target Market
One of the markets that Sisig has managed to capture is vegetarians. The Burritos, Fajitas, and
Tacos offered by Senor Sisig target vegans and non-vegans alike. For Vegans, Sisig’s cuisines offer a
perfect blend of vegetables, carbohydrates, roughages, and spices in their sumptuous dishes.
In the Bay Area Region, many residents are accustomed to street food. Vegetarians now have a
food joint they could go to without having to swift through restaurant menus to find a vegan meal.
Additionally, Sisig has managed to combine Filipino, Mexican, and American cuisines, this way
vegetarians who are either Filipino, Mexican, or American will not feel left out in their offerings.
Customer Concerns
The major concern with many popular food trucks is the long queues. Sisig is no exception to this
occurrence. Many people flock to Sisig food trucks with the intention of getting their favorite dishes. As a
result, the long queues would have customers wait for long before they are served.
The other concern is that the demand tends to overcome the supply. Due to the long queues, some
clients miss out on what they had gone to buy because the products have run out. This is one issue that is
often raised a lot in the food truck business.
Solutions to Customer Concerns
One of the key strategies that could be used to address the customer concerns raised above is
market penetration. For example, they could introduce door to door sales or outside catering to target
professionals who leave their offices to queue in the food truck lines. By identifying strategic door to door

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sales locations, Sisig could significantly reduce their long queues. Market penetration could also help
them solve the issue of scarcity (Meyer & Tran 2006). By making more products, there will be fewer
cases of customers missing out on their favorite meals.
Differential Advantage
One of the differential advantages that Sisig has over other food truck businesses is her ability to
fuse Mexican, Filipino, and American cuisines in her dishes. While a majority of the food truck
businesses offer common foods or may major purely on Mexican, American, or Filipino dishes, Sisig has
managed to outdo them by capturing the Mexican, American, and Filipino clients.
How To Leverage The Differential Advantage
The smartest approach to leveraging Sisig’s edge in the food truck industry would be to use the
diversification approach in line with the 4ps of marketing (Goi 2009). Sisig should add new products to
their existing collection. The product should address customer concerns and demand. For example, they
may introduce a recipe of burritos or tacos that is an alternative for vegans who cannot take their non-
vegan recipes.
Differential pricing could also be advantageous to Sisig. Pricing capabilities play an important role in the
sales of any given business (Johansson et.al 2012). Differential pricing and segmentation on the Internet:
the case of hotels. Management Decision, 39(4), 252-262.. Since all of Sisig’s products sell for no more
than $12, they should capitalize on their affordability and introduce a cuisine that is cheap. The other
thing to consider is promotion. They should think about what makes their product stand out and why it is
different from other offerings, and capitalize on these features in their marketing messages.

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According to Kramoliš & Kopečková, placement would increase Sisig’s competitiveness (2013). Where
Sisig will place its products will affect her market share. They could recruit interns to market their
products to business premises, residential premises, and in strategic spots across the city in an effort to
popularize the new product.

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References
Goi, C. L. (2009). A review of marketing mix: 4Ps or More?. International journal of marketing
studies, 1(1), 2.
Johansson, M., Hallberg, N., Hinterhuber, A., Zbaracki, M., & Liozu, S. (2012). Pricing strategies and
pricing capabilities. Journal of Revenue and Pricing Management, 11(1), 4-11.
Kramoliš, J., & Kopečková, M. (2013). Product Placement: A smart marketing tool shifting a company to
the next competitive level. Journal of Competitiveness.
Meyer, K. E., & Tran, Y. T. T. (2006). Market penetration and acquisition strategies for emerging
economies. Long Range Planning, 39(2), 177-197.