1.0 INTRODUCTION/ BACKGROUND Our company, The Moving Kitchen, is a gourmet fusion food truck run by five ambitious postgraduate students in a partnership business with the passion for cooking and food experimentation. Noi focuses on limited but creative dishes offered at reasonable prices and customers are given the chance to try cuisine not typically found in traditional bar/restaurant fare. Likewise, foreigners and expatriates can find with us the tastes of their home countries, but which reflect the local culture and flavor of Malaysia. Ultimately, our goal is to satisfy the most demanding people looking to experience an alternative and sublime way of dining. towards providing healthy foods rich in nutrients, proteins and fibre. Therefore, highly processed foods with preservatives, MSG, artificial colors and additives have no place in our kitchen. The food is prepared on site on a professional, fully equipped and environmentally friendly Toyota Hino hybrid truck, also known as MFPV, a mobile food preparation vehicle. Our customers will be able to make their selection from a menu, which is available for browsing on our website, as well as on Facebook and Twitter, which varies on a daily basis or according to seasonal trend depending on our chef's fantasies, preferences of customers and the fresh products we are able to obtain. The Moving Kitchen is nomadic and has no fixed location; That way we'll never have to worry about the old real estate adage "location, location." Our opening hours are also not fixed, but customers can always follow us and browse through our revolving menu using our website and other major social media, such as Facebook, Twitter, LINE, Tumblr etc. etc.2.0 GRAPHING THE C..... .middle of paper ...there are those who determine the prices and companies cannot risk increasing their prices significantly as this could result in a loss of customer base. In fact, to remain competitive, the prices of products and services should always be kept the same or lower than those of competitors. Either that, or the company provides a strong value-added component that customers wouldn't mind paying a premium price for. Nowadays, with information circulating on the Internet, consumers are extremely educated and buyers have full access to the cost structure of the food industry and the competitive position of a company, and this information can be used to exercise pressure to lower our prices. Factors such as the presence of substitute products, high buyer concentration, low switching costs, educated consumers, and greater price sensitivity all indicate that buyer bargaining power is high.