Swot Analysis For Fast Food Chain

Swot Analysis For Fast Food Chain

Origin

Our fast food company is a foreign fast food chain . Each fast food restaurant interior design in upscale with comfortable seating ,artwork and designer containers and cutlery . . Our company has been very successful in countries like Europe ,china and hong kong.

Growth of the Company

Over the past five years, the Champs chicken Restaurants industry has expanded despite changing consumer tastes and a struggling global economy. As disposable income decreased due to the recession, consumers cut back on luxuries such as eating out. However, fast food operators outperformed full-service restaurants during this time, as many consumers found room within their budgets for lower-priced and convenient food options. champs chicken also experienced steady and growing demand from emerging economies, which boosted the companies overall performance. Despite countering global economic trends, the Company has been forced to adapt to increasingly health-conscious consumer preferences...

Economic Factors

Economic factors include changes in buying patterns as people's incomes rise. For example, as incomes go up people prefer to buy what they see as superior varieties of a product type. We see this with the development of ready prepared foods.

As people become cash-rich and time-poor they prefer to switch to ready meals and simple to prepare foodstuffs that they can quickly heat in an oven or microwave. Rather than buying chicken and making wings at home it may be seen as more desirable to eat ready to eat food. Of course, it may be cheaper to make your own wings . However, with growing affluence people prefer ready prepared food in a country such as canada where development is skyhigh.

Political Factors

On political factors, the Canadian government has increased the pressure on food suppliers to come up with healthier foods. The government publicises and supports healthy eating by creating initiatives such as 'Healthy Schools'. This encourages pupils to think about the choices they make when choosing what to eat.

Behavior Factors

In behavioral aspect they segmented the market on the basis of quality, taste and price. Following are the different possible segments in this regard: taste conscious, quality conscious, class conscious, and combination of price and quality.

Geographic Factors

On the basis of the geographical factor we have divided our market in two main segments, urban and semi urban.

Our competition

Kfc

Strengths

best global brand in fast food industry in terms of value ($ 6 billion)

Strong position in North America.

Strong marketing

Weaknesses

Unhealthy food menu

High employee turnover

Lack of strong marketing efforts in some areas

Opportunities

Home meal delivery

Introducing new products to its only chicken range

Threats

Saturated fast food markets in the developed

economies

Trend towards healthy eating

Popeyes

Strengths

Combination of a fried chicken and biscuit house.

Popeyes is the market leader in the world among companies featuring chicken as their primary product offering.

Weaknesses

Untrustworthy suppliers

Negative publicity

Opportunities

Other products than fried chicken and burgers

Open more restaurants in canada

Threats

Local fast food restaurant chains

Currency fluctuations

Church's Chicken

Strength

Customer loyalty because of its unique taste

Strong Trademark Recipes

Generate1 billion dollar of sales

Weakness

Lost sales due to increase of fast food chains

Lack of knowledge about their coustomers

Marketing mix

Promotion

Promotion is the method used to inform and educate the chosen target audience about the organization and its products. Using all the resources of promotion:

• Advertising

• Sales Promotion

• Public Relations

• Events and Experiences

• Coupons, Discounts and Bundled packages

Hectic lifestyle of individuals – giving them more time at work and less stress about waiting for food.

Commercialization of urban and sub-urban markets leading to more mid-sector people that find high-end eating joints very to expensive.

Mid-sector people are always looking for change which Champs chicken provides in their range of fast food.

Quality conscious – people in urban areas are more conscious about the quality of food than rural areas.

Urban areas are more populated therefore they help with attracting higher revenues

Pricing

We can compare the price of their products with McDonald, Dominoes and Pizza Hut. If the competitor provides the same product at a lower price then the organization usually lowers the price of its product too. In the case of Champs chicken, Fried Chicken is its main selling point and controls a monopoly over the fast food market (since only one main competition ). It prices its burgers, French fries and soft beverages with relation to its competitors.

Basically the product is anything that be offered to a market for attention, acquisition, use, or consumption that might satisfy a want is specially dealing in the chicken products; Basically, has the special recipe for chicken product

uses the Demographic Segmentation, Geographic segmentation,

and Psychographic segmentation. In demographic segmentation, the market is divided into groups based on an age, gender, family size, income, occupation, religion, race and nationality. It divides the market on demographic basis in this way:

 Age is between 6-65.

 Gender is both males and females.

 Family size is 1-2, 3-4, 5+

 Income is Rs 10,000 n above.

 Family lifestyle is almost all.

Our company

Strength

Exceptional service- they all have extensive menu

Take pride on putting forth innovative food with the freshest and organic ingredients.

have nutritional information online and in the restaurant. Also offer several gluten-free menu options.

Weakness

Moderately expensive, with 2 drinks, an appetizer, and 2 entrees, you will likely spend $40

Picky eaters may have trouble with the “fine dining” aspect of it

opportunities

Perhaps collaborate with a movie theatre to start a Dinner and a Movie package.

threats

Economy: for a lot of people during this time it is not sensible to go out for such an expensive meal, when you could go to another location and spend half the amount.

Competitors offering cheaper food

Marketing mix

Products

Products such as fried chicken , nuggets and chicken burgers ( chicken used is organic and lettuce and topping used in other products are also organic ) Breakfast and dessert such as apple turnovers .

Price

Prices are fairly reasonable according to the quality of the food served

Also offer deals such as combo offer to reduce the amount of spending

Place

Restaurants available in many places like shopping complex,Stadiums and offices

mall and food courts

Well known for classy eat -in

Promotion

Make about 7-10 commercials in a year

Use direct mail coupons by monthly

Advertisement signs on highways and busy roads

Connecting with community

Survey

Red show the people who did'nt agreed for a

new fried chicken experience and preferred to

stick with their older companies ,whereas the blue show the ratio of people who wanted change.who wanted to switch to organic fine dinning

We even went to the site of our major competitor KFC and we skimmed through every negative survey which give us a idea what do we need to. To get ahead. Things like messy burgers , not enough sauce and many more

Rational

In conclusion I would like to say with such strong foundation and with such a positive host ,there is no way that excelling of our company could go wrong , specially in today's world where people look are looking to eat organic and healthy . In the end I just want to let our competition to know that we are coming . our company should enter the north american markets asap.

Target Market

our company customer market consists of the consumer market. Chapms products are bought by individuals (males, females, singles, and families).Therefore, the product range Chapms offer should appeal to as many people within this consumer market as possible, to ensure that the maximum amount of products can be sold.

Placing

Products

Target market