Miller’s Ale House SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 908
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SWOT Analysis of Miller’s Ale House with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Miller’s Ale House

Parent Company

Miller's Ale House Management, Inc.

Category

Casual dining

Sector

Restaurants

Tagline/ Slogan

A Reel Great Place to Catch a Good Time!

USP

Full-service bar featuring wine, liquor and over 75 varieties of beer.

STP

Segment

American Traditionalists

Target Group

Middle income American youth

Positioning

The ideal meeting ground for friends and family

SWOT Analysis

Strengths

1. High brand recall in Florida region
2. Live entertainment and large screen TVs
3. Engages actively with the community
4. Signature dishes World Famous Zingers and Captain Jack’s buried treassure

5. Atmosphere of neighbourhood family restaurant

6. Spacious interiors adds to the ambience to the locations

Weaknesses

1. No specific theme running through the menu
2. No company or brand level presence on social media
3. Concentrated in Florida region means less geographic reach

Opportunities

1. Brand needs to be advertised on local print and television
2. Service quality needs to be improved
3. Room for geographical expansion

Threats

1. Stiff competition from themed restaurants such as sports bars
2. Will not be able to compete on price with large chain restaurants
3. Disposable income of target group is low

Competition

Competitors

1. Applebee’s
2. Chili’s
3. Outback Steakhouse

 


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