P. F. Chang's China Bistro SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1537
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SWOT Analysis of P. F. Chang's China Bistro with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

P. F. Chang's China Bistro

Parent Company

Centerbridge Partners

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

“Asian Fusion” & “We are really glad you are here and we will do everything we can to make you come back”

USP

Chinese cuisine and American hospitality in a sophisticated, contemporary bistro setting

STP

Segment

Food and Beverages restaurants

Target Group

Rich adults aged 25 and above looking to have a fine dining experience

Positioning

Full service upscale Asian-themed casual dining restaurant

SWOT Analysis

Strengths

1.Unique ambience - combining influences of Chinese and American cultures creates a stylish, comfortable, upbeat dining experience

2. Focus on increasingly health oriented customers  with Gluton free menu

3. Strong Brand recognition due to high focus on the quality of food offering and service offerings

4. Wide presence - 200 full-service Asian-style bistro restaurants in many US states

5. The brand also has international presence in Puerto Rico, Mexico, Canada, Argentina, Chile and the Middle East

Weaknesses

1. Limited brand awareness globally as compared to international food chains

2. Market share growth is limited due to intense competition

Opportunities

1. Expand menu , revamp brand communication to include younger adults

2. Expand offerings to include new and innovative food options

3. Offer Health menu for specific customers having a health oriented lifestyle

4. Expansion into newer regions and territories

5. More marketing and branding activities to boost brand image

Threats

1. Macro economic scenario - Rising Costs of Food and Labor

2. Competition from smaller players who offer customized and innovative food options

Competition

Competitors

1. Brinker International Inc

2. Benihana Inc

3. Panda Inn Inc


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