Mitchell's Fish Market SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 540
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SWOT Analysis of Mitchell's Fish Market with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Mitchell's Fish Market

Parent Company

Ruth’s Hospitality group

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

Fish any Fresher would still be in the Ocean

USP

Fresh quality seafood complemented with drinks

STP

Segment

People looking to have food and drinks together

Target Group

Middle class and high class urban families

Positioning

A casual dining restaurant providing fresh seafood along with a bar

SWOT Analysis

Strengths

1. Availability of ‘Reservations’ facility
2. Separate menus for lunch, dinner and bar
3. A perfect blend of drinks with food
4. Dynamic menu updates depicting the day’s market catch
5. Display of the customized cutting room
6. Presence of private dining room for organizing events and parties

Weaknesses

1. Number of outlets very few
2. Lack of online ordering option and limited combos, offers and deals

Opportunities

1. Expanding the number of outlets to newer places
2. Inclusion of attractive offers and deals
3. Promotions can be done through social media to increase brand equity

Threats

1. Specialized restaurants or bars providing more varieties
2. People preferring to have quick fast food
3. Target segment is quite small – people preferring sea food

Competition

Competitors

1. Boston Seafood restaurants
2. Holley’s
3. Legal
4. Harry’s



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