Bojangles' Famous Chicken' n Biscuits SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1486
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SWOT Analysis of Bojangles' Famous Chicken' n Biscuits with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bojangles' Famous Chicken' n Biscuits

Parent Company

Advent International

Category

Fast Food Restaurants

Sector

Restaurants

Tagline/ Slogan

It’s Bo Time!

USP

Specializing in two different food items – Chicken and Biscuits

STP

Segment

People looking to dine in a fun and festive environment

Target Group

Kids and youth of middle and urban class

Positioning

Combining Biscuits with Chicken and creating a new recipe

SWOT Analysis

Strengths

1. Creative combo of biscuits and chicken attracting kids and family

2. Variety of products available in both chicken and biscuits

3. The brand is present at approx 500 locations

4. Product portfolio includes Fast food, including fried chicken, biscuits, french fries aka cajun fries

5. Strong parent brand gives the company stability

Weaknesses

1. Unavailability of online ordering facility

2. Competition can easily imitate and quickly catch up with similar offerings

Opportunities

1. Can position itself more towards lunch and dinner as well

2. Create promotional offers for products with less sales

3. Attract kids with more fun elements

4. Expand the brand to newer geographies to boost business

Threats

1. Highly fragmented market – Competitors have similar product offerings

2. Unfavorable market conditions for growth can affect brand

3. Increasing cost of operations can reduce profits

Competition

Competitors

1. KFC

2. Popeye’s

3. Church’s

4. Hardees



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