Smokey Bones SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 629
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SWOT Analysis of Smokey Bones with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Smokey Bones

Parent Company

Barbeque Integrated Inc.

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

Not all smoking is bad

USP

Providing food and beverages along with entertainment at any time

STP

Segment

People looking to have food and beverages along with entertainment

Target Group

Students and young working class belonging to middle and upper class

Positioning

A casual dining restaurant with emphasis on beverages and entertainment

SWOT Analysis

Strengths

1. Providing late night food and beverages along with specialties after 10 PM
2. Along with food and beverages, there are high levels of entertainment
3. Presence of ‘online ordering’ facility
4. Availability of ‘Gift Cards’ feature
5. Presence of a separate ‘Bones club’ for privileged customers
6. Presence of attractive separate packages

Weaknesses

1. Re-branding of the restaurant caused a shift in the brand positioning
2. Locations: presence of the brand is inadequate compared to global food chains

Opportunities

1. Reservation facilities can be included
2. Attractive combos and deals can be introduced
3. Extensive marketing and advertising can be done towards the entertainment

4. Increasing geographic presence can boost the business

Threats

1. People moving towards healthier food
2. Online media removing the entertainment factor
3. Kids and families moving towards family entertainment centers

Competition

Competitors

1. Brinker International
2. Applebee’s
3. Carlson Restaurants



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