Howard Johnson's SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 456
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SWOT Analysis of Howard Johnson's with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Howard Johnson's

Parent Company

Wyndham Worldwide

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

Host of the Highways

USP

A place that creates nostalgia

STP

Segment

People looking for quality food at a premium price

Target Group

People from the urban class

Positioning

A high quality dining restaurant

SWOT Analysis

Strengths

1. High brand equity due to the diversified portfolio
2. Leveraging brand equity created by the hotels and resorts
3. High quality food products resulting in loyal customers
4. Different special items offered on different days
5. Linked with the same brand hotels and complements each other in revenue creation

6. Regarded highly for the breakfast menu offered with 1000+ restaurants

Weaknesses

1. Changes in ownerships have affect brand image and caused concerns
2. Serving cheaper food diluted brand equity

Opportunity

1. Should look to expand to more restaurants by rebranding
2. Increase menu varieties and target a particular segment
3. Include nutrition and kids menu to expand the target segment

Threats

1. Highly fragmented industry
2. People moving away from fast food
3. Increase in price of raw materials

Competition

Competitors

1. McDonalds
2. KFC
3. Burger King



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