Miller’s Ale House SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1377
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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

Food & Beverages

Tagline/ Slogan

A Reel Great Place to Catch a Good Time!

USP

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

Miller’s Ale House STP

Segment

American Traditionalists

Target Group

Middle income American youth

Positioning

The ideal meeting ground for friends and family

Miller’s Ale House 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

Miller’s Ale House Competition

Competitors

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

 

The brandguide table above concludes the Miller’s Ale House SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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