Pollo Campero SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 500
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SWOT Analysis of Pollo Campero with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Pollo Campero

Parent Company

Campero International, S.A

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

Taste you can't Campero!

USP

Don Pollo fried chicken carryout

STP

Segment

Food and Beverages restaurants

Target Group

Primarily middle age customer, which is the highest end user of fast food  - mature, multicultural, urban young adults – who prefer good taste

Positioning

Latin style quick-service chicken restaurant

SWOT Analysis

Strengths

1. Global Presence - The chain has over 300 locations, including 50 in the United States.

2. Unique product offering - Unlike most quick-service chains, Pollo Campero’s chicken is marinated, sending the distinctive Campero flavor all the way to the bone.

3. Provides Campero, customers dinner in the Latin family style

4. High demand and popularity among Americans from all ethnic backgrounds.

5. International presence – USA, Spain, Costa Rica, Honduras, Mexico etc

Weaknesses

1. Limited presence in Europe and emerging economies

2. Market share growth is restricted due to the presence of intense competition from big brands and substitute restaurants

Opportunities

1. Can expand menu options available to include healthy / calorie conscious customers
2. Geographical expansion to other developing areas where there is a culture of eating Chicken

3. More marketing and branding activities to boost brand image

Threats

1. Health concerns arising from bird flu epidemic could adversely affect business
2. Franchise model could lead to dilution of quality standard and consistency in service.

3. Intense competition and higher costs of operations

Competition

Competitors

1.Boston Market
2.Church’s Chicken
3. KFC



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