Nandos SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 10070
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SWOT Analysis of Nandos with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Nandos

Parent Company

Nandos

Category

Restaurants

Sector

Foods and Beverages

Tagline/ Slogan

Flame Grilled Peri Peri Chicken

USP

Non Frozen and Freshest Chicken

STP

Segment

Anyone who wants to eat good quality food in a fast casual dining restaurant

Target Group

Children and youth of middle and upper middle class families especially Chicken lovers

Positioning

Flame Grilled Chicken

SWOT Analysis

Strengths

1. Renowned Global chain with over 750 restaurants in over 40 countries
2. Nandos’ Flame Grilled Peri Peri Chicken is believed to be the best in the world
3. Nando’s chicken are considered as healthy along with the superior taste as well

4. Franchisee model has allowed Nando’s to expand rapidly in global markets

5. Advertising Age magazine named Nando's as one of the world's top 30 hottest marketing brands

Weaknesses

1.  Currently operating in only metro cities in India which reduces brand visibility
2. Absolute focus on Chicken reduces the inflow of vegetarians which hampers other vegetarian items in the menu
3. Parent company IRL’s financial trouble reduces the expansion plans of Nando’s across Indian Market

Opportunities

1. Hotel Industry is forecasted to grow in double digit figures, which presents a significant opportunity to Nandos
2. Innovate with vegetarian menu items and market them as well along with Chicken

3. Huge expansion opportunity in sub metro cities with the enormous success in the metro cities

4. Nando’s India acquisition by a private equity firm will fuse the much needed funds required for expansion

Threats

1. Franchisee IRL, for India, may not sell its stake and also may not be able to fund the expansion plans for Nandos because of its poor financial condition
2. Intense competition from other international player in Indian Market
3. Growth in number of players is more than the growth of the demand itself and it will lead to further competition and reduce overall profitability of the industry

Competition

Competitors

1. Hard Rock cafe

2. California Pizza Kitchen

3. Copper Chimney

4. Bombay Blue

5. Noodle Bar



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