SWOT Analysis of Fresh Choice with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Food and Beverages
A tradition of fine baking
Providing a healthier alternative to fast food restaurants
People looking to move away from fast food and go for nutritious food
Middle aged people from middle and upper class
Providing nutritious food in a buffet-style manner
1. Alternative to the highly fragmented fast food market 2. Target segment is completely different 3. Very few players in the market 4. Usage of energy-efficient equipment 5. Involved in extensive marketing by sponsoring events such as ‘Earth Day’ 6. Obtained raw materials from local farmers and started to grow many of its own vegetables later on
1. Low number of restaurants 2. Restaurants closed down due to bankruptcy diluting the brand equity
1. Expanding the menu list in terms of variety offered 2. Addition of menu to attract kids and in turn bring families 3. Increasing the number of outlets
1. People preferring fast food 2. Cannibalization of its existing restaurants 3. Competitors having a high market share
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