Comfort in a bowl: how Chopstick became the go-to meal for Gen Z living away from home

Abstract

As a partial fulfillment of the Bachelor of Business Administration (BBA) program at BRAC University this internship report titled “Comfort in a Bowl: How Chopstick Became the Go-To Meal for Gen Z Living Away from Home” was mandatory. The report is all about the findings and analysis of my three-month internship experience at Square Food & Beverage Limited (SFBL), one of the leading FMCG companies in Bangladesh. The research looks at the Chopstick brand. This is a popular brand of quick noodles that people in Generation Z really like. Especially people in Generation Z who live away from their families like the Chopstick brand. The Chopstick brand is something that these people, in Generation Z eat when they are not living with their families. The report comprises three principal chapters. In the First Chapter, a comprehensive summary of the internship, detailing the student's information, the workplaces, job responsibilities, gained knowledge, and personal contribution on the experience. Chapter 2 talks about thorough organizational analysis of SFBL, sharing the firm overview, departmental procedures, human resource management, marketing strategies, industry competitiveness, operations and information systems, and principal limits. Chapter 3 is about the project part of the report. It looks at how Chopstick's liked by young people, known as Gen Z, who live away from home. This chapter thinks about how Chopstick makes these young people feel how it works for them and how easy it is to get. The study involved surveying 150 to 200 individuals to understand their preferences for Chopstick, to know if the taste, price and availability of Chopstick are important to these people and also to know if Chopstick makes them feel comfortable and happy. The paper finishes with essential findings, insights, and recommendations for SFBL to enhance Chopstick’s emotional positioning and sustain its competitive edge in Bangladesh's instant noodles market.