Braum's SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 1637
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SWOT Analysis of Braum's with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Braum's

Parent Company

Braum's Ice Cream and Dairy Stores

Category

Fast Food/Dairy/Ice Cream Parlor

Sector

Food & Beverages

Tagline/ Slogan

-

USP

Vertical integration

Braum's STP

Segment

Geography, Income, Lifestyle

Target Group

Southern US, namely Tier 1 and Tier 2 cities, Middle income group, people who like to eat out and who like variety, people who like the everything under one roof concept

Positioning

Freshness, homeliness and convenience to customer due to their vertical integration

Braum's SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Braum's :

1. Everything under one roof concept including menu options of breakfast, icecream, fast food etc
2. Established presence in Southern U.S
3. Decades of existence has built the brand
4. Almost everything is manufactured inhouse

5. Nearly 300 stores spread USA

6. In order to maintain the freshness of its products, the company does not open stores outside of a 300-mile radius

Weaknesses

1. The homeliness aspect of their positioning hinders expansion
2. Limited geographic presence in US means lesser market share

3. The brand is also low on advertising compared to fast food giants

Opportunities

1. Leveraging on the brand name to go into a diner concept
2.Expand to newer geographies can boost business
3.The brand can be built by special offerings and strategic advertising to pull crowd

Threats

1. Increasing competitor activity can affect business
2. Increasing cost of raw materials can slow down business
3.Unfavorable govt policies against fast food chains

Braum's Competition

Competitors

Below are the 4 main Braum's competitors :

1. The Melting Pot
2. Ben and Jerry’s
3.Mc Donald’s

4. Burger King


The brandguide table above concludes the Braum's 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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