Dairy Queen SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 3266
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SWOT Analysis of Dairy Queen with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Dairy Queen

Parent Company

Berkshire Hathway

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

We make Fan Food. Not fast food, DQ something different., We treat you Right

USP

traditional ice cream treat shop - place for dessert treats

STP

Segment

Food & beverages restaurants

Target Group

34-to-45-year-olds with young children and a taste for the whimsical

Positioning

family-friendly destination

SWOT Analysis

Strengths

1. It differentiates itself from other similar products by adding its own twist in the form of unique names and formulations

2. Strong brand name recognition and popularity among children and adults with children

3. Strong market share for treats and good supplier relationships

4. Reputation for high quality treats & Extensive product line

5. The brand is present at over 5500+ locations in approx 20 countries

6. Backing of strong parent brand ensures financial stability

Weaknesses

1. Despite a prominent brand in the US, weak global presence especially emerging economies

2. Weak market share for food and still perceived mainly as a dessert brand

Opportunities

1. Expansion abroad to emerging markets

2. Innovation specifically towards product & service line expansion

3. Online ordering and home delivery business opportunity

4. Changing customer lifestyle – focus on Healthy treats proposition

Threats

1. Economic Slowdown – lower customer spends – exchange rate fluctuations

2. Lower cost competitors, price wars & competition from imports

Product Substitution

3. Increasing costs of operations can affect business profits

Competition

Competitors

1. McDonalds

2. Ben & Jerry’s

3. Dunkin Brands Group Inc.

4. Carvel

5. Culver’s



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