Red Rooster SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2155
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SWOT Analysis of Red Rooster with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Red Rooster

Parent Company

Kailis family

Category

Fast Food Eating Joints

Sector

Fast Food

Tagline/ Slogan

It’s gotta be red

USP

Healthy, fresh and quick

STP

Segment

People willing to have a hygienic and delicious non-conventional meal at a restaurant

Target Group

Children and youth from middle and upper class

Positioning

Best roasted chicken available in many variety

SWOT Analysis

Strengths

1.It is the market leader in the Australian roast chicken market with 360 stores all across Australia

2.unique recipe of marinating chicken for more than 12hrs and use of Mediterranean herbs which its competitors have not been able to match till date

3. Innovation is a key strength of the company. It continuously adds new tastes and varieties to its menu.

4. The company has over 7500 employees in the firm

Weaknesses

1.Has not expanded outside Australia as many other similar companies like KFC and hence has lost the first mover advantage in emerging markets like India, China

2. Intense competition means limited market share

Opportunities

1.The fast food market in emerging countries is growing; Red rooster has tremendous opportunity to grow into these emerging markets.
2. They can introduce home delivery and online ordering system to make it more customer friendly

Threats

1. Bird flu or similar intermittent treat of diseases caused by chicken or eating out causes a huge loss in business. Regaining customer confidence after one incident of Bird flu becomes a challenge.

2. With growing health consciousness there is a possibility that people reduce eating out and prefer healthier food. This can cause a reduction in their business.

3. Food Standards code is very strict in Australia and is increasing worldwide.

Competition

Competitors

1.KFC

2. Chicken Treat

3. Chooks Fresh & Tasty

4. Henny Penny

5. Oporto

 


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