Oporto SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1579
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SWOT Analysis of Oporto with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Oporto

Parent Company

Oporto

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

Just Gotta Go. Oporto

USP

Portuguese Style Chicken

STP

Segment

Food franchise specializing in Portuguese chicken

Target Group

High income youngsters with busy lifestyle

Positioning

Healthy fast food chain

SWOT Analysis

Strengths

1. Wide presence: More than 600 stores across the network, Franchise policy
2. Large customer base: Satisfies over 13 million people a year
3. Effective marketing strategy for healthy fast foods, such as “Fresh not frozen, grilled not fried”

4. Global standard for meal quality, controlled by local franchise

5. Standardized operations which lead to quick processing and serving time for recipes

Weaknesses

1. Limited product innovation, little or no change in menu over long periods
2. High employee turnover which result in high money spend on training
3. Yet to capitalize the trends towards organic foods.

Opportunities

1. Potential to become a prominent global brand
2. Can target growing markets like India
3. Updating its restaurant and bringing in innovation in food items according to local palates

Threats

1. Increasing wage rates affects menu prices
2. International exchange rates can hamper its overseas operations
3. Health trend away from fast foods can result in decreased sales

Competition

Competitors

1. McDonalds
2. KFC
3. Pizza Hut

 


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