Houlihan’s SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 546
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SWOT Analysis of Houlihan’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Houlihan’s

Parent Company

Houlihan’s restaurants Inc.

Category

Casual restaurant & Bar

Sector

Restaurants

Tagline/ Slogan

Feed your lifestyle at Houlihan’s

USP

Delicious food and great music at one place

STP

Segment

Music and food enthusiasts

Target Group

Middle income young professionals

Positioning

Modern restaurant + Bar experience for the progressive consumer

SWOT Analysis

Strengths

1. Extensive menu with multiple cuisines
2. High on entertainment value for customers
3. Associated with VH1 save the music foundation
4. Very strong online presence

5. Relevant online content to the target group

6. Wide variety of choices from the bar

Weaknesses

1. Low-medium brand recognition
2. Inconsistency in service across franchises

3. Limited revenue and market share compared to bigger global restaurant chains

Opportunities

1. Extend happy hours to attract customers
2. Direct brand communication on mass media
3. Discounts and sales promotion to increase traffic

Threats

1. Limited size of target group
2. Maintaining consistent quality across franchises
3. Volatile tastes of target group

Competition

Competitors

1. Hooter’s
2. Chilli’s
3. T.G.I Friday’s

 


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