SWOTT Analysis and Fast Food Restaurant
SWOTT analytics is a very valuably useful and important job when determining for a fast food company on the best marketing strategies. An analysis by a SWOTT Fast-Food restaurant shows how the firm will be or will be placed on the market and how it will compete effectively. SWOTT is a sign of strengths, faults, opportunities, challenges, and patterns. Below in a fast food industry setting, strengths, are widely discussed. The strengths of a fast food restaurant business lie in what the industry does best, either by making eating at the restaurant exciting and a memorable experience through providing, offering quality service at the table or serving tasty food. Other strengths include the structure of pricing like providing a lowered menu in terms of price than similar fast food restaurants in the proximity. Davis, Lockwood, Pantelidis, and Alcott record that adapting locally food menus and partnering with the best brands gives a fast food restaurant a competitive advantage over business rivals in the area (2013). The authors further connote that a fast food restaurant is competitive if the business exterior is clean and tidy, business service style is new in the area, and food prices are cheaper than that of the competitors.
Weakness
The fast food restaurant is weaker than the competitors in the area in a number of segments. The first weakness is not getting consistent supplies resulting in non-availability of menu items. Customers are forced to look out for other fast food destinations as delaying consumer goods and services leads to customer dissatisfaction (Maenpaa, & Brandt, 2016). The other weakness is keeping track of ordering and stocking using papers or out-dated point-of-sale. There are improved methods used by the competitors to calculate the stockroom, order, as well as fiscal needs which enable them to be more efficient and effective hence increasing their profitability and lowering their cost of doing business (Davis, Lockwood, Pantelidis, & Alcott, 2013). Also, the wait staff do not explain to culinary personnel how they want food prepared and presented. Poor training of the personnel service staff eventually results to customer dissatisfaction.
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Opportunities
Some of the opportunities that help the fast food restaurant increase its profitability include featuring more organic salads or dishes on their set of choices to take advantage of eating healthier trends. Another potential prospect is to provide delivery services and set-up or take-out a drive-through to satisfy the needs of the individuals on the go. In addition, generating more traffic by offering special promotions during slow times like in the afternoon represents a growth opportunity (Maenpaa, & Brandt, 2016).
Threats
Competing restaurants located nearby and have similar dining experiences and/or are selling similar types of food represent a threat to the fast food restaurant business. The potential rising prices of particular foods represent a threat to the business (Maenpaa, & Brandt, 2016). For example, when something negative impacts the shrimp market when the business is making seafood dishes, a threat exists if new suppliers are sought or prices of the dishes are raised because business may be lost. New fast food restaurants opening in the region give customers more options on where to seek restaurant goods and services hence representing a threat to the business.
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Trends
One of the trends in fast food industry is vegetarian comfort food. Vegetables on the dinner plate are on the rise, as heavy side dishes and animal proteins give way for vegetarian options. Restaurants have also added sea wood and beet greens to kale menu as they are becoming popular leafy green vegetables. Consequently, fast food restaurants are launching mobile app which tends to increase average bill, gives the restaurants new ways to get customer data, and middle man is cut out when orders are delivered directly to the kitchen (Davis, Lockwood, Pantelidis, & Alcott, 2013).
Conclusion
Mastery of different strategies such as launching mobile app, introducing more organic salads or dishes on the menu, providing delivery services, and looking at the pricing structure among others bring more success in business than fine dining. The strategies improve key elements to the business such as branding, efficiency, and speed.
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References
Davis, B., Lockwood, A., Pantelidis, I., & Alcott, P. (2013). Food and beverage management. Routledge.
Maenpaa, J., & Brandt, A. (2016). Successful foundation for concept entirety and marketing: Case Restaurant Fregatti.
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