Copelands SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 566
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SWOT Analysis of Copelands with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Copelands

Parent Company

Copelands of New Orleans

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

Celebrate flavor Celebrate Life

USP

Serves authentic, hometown New Orleans taste in a casually festive atmosphere

STP

Segment

Families who look for fine dining options

Target Group

Families looking for a traditional culinary experience

Positioning

New Orleans-style cuisine and a casual sit-down family friendly atmosphere.

SWOT Analysis

Strengths

1. Well known for upscale ambience and fine dining – family diner

2. Traditional Authentic  new Orleans cuisine

3. Good use of social media – Twitter, Facebook etc.

4.  Known for superlative dining experience

5. A very well known brand regionally due to its significant presence

Weaknesses

1. Low presence – low marketing spends on mainstream media

2. Franchise model lead to dilution of the service quality and job cuts

Opportunities

1. Promotional Activities: - increase level of penetration is low – hence lower brand recognition & recall

2. Expand to newer geographies

3. Menu range can e expanded luring newer audience to try the meals

Threats

1. Competition from healthy food restaurants

2. Aggressive marketing from competition can reduce market share

3. Govt regulations and unfortable market dynamics can affect operations

Competition

Competitors

1. Benihana Inc

2. Applebees

3. Cheddar Casual Cafe


The table above concludes the Copelands SWOT analysis along with its marketing strategy and brand parameters.

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