Description
SWOT ANALYSIS OF T.G.I FRIDAY
T.G.I. Fridays
Parent Company
T.G.I. Friday's
Category
Fast Food Eating Joints
Sector
Food and Beverages
Tagline/ Slogan
In here it’s always Friday
A casual dining restaurant serving good quality American food and USP alcoholic beverages STP
Segment
People looking for a casual dining restaurant to hang out with friends
Target Group
Middle and upper class people from urban areas
A casual dining restaurant serving alcohol and tasty food, where Positioning people can enjoy every day as they would on weekends SWOT Analysis
1. A popular brand name and brand popularity 2. Separate menus for lunch, dinner, fast food and alcohol 3. Nearly 1000 locations worldwide 4. CSR activities in the field of hunger, education, etc. 5. Customer engagement program like ‘Give me more stripes’ 6. Perceived as a fun place with good food, good drinks and good music 7.Successful marketing strategies like ’World Bartender Strength Championship’
1.Expensive 2.Less advertising compared to competitors Weakness 3.Lack of menu items for the health conscious people
1.Agressive advertising 2.Expansion in the untapped markets 3.Increase in purchasing power of people in developing countries, Opportunity leading to improvement of their lifestyle
1.Fluctuations in the price of raw materials 2.Global economic instability Threats 3.Health consciousness amongst people Competition
1.Local casual dining restaurants 2.Applebee's 3.Olive garden Competitors 4.Outback steakhouse
doc_476450345.docx
SWOT ANALYSIS OF T.G.I FRIDAY
T.G.I. Fridays
Parent Company
T.G.I. Friday's
Category
Fast Food Eating Joints
Sector
Food and Beverages
Tagline/ Slogan
In here it’s always Friday
A casual dining restaurant serving good quality American food and USP alcoholic beverages STP
Segment
People looking for a casual dining restaurant to hang out with friends
Target Group
Middle and upper class people from urban areas
A casual dining restaurant serving alcohol and tasty food, where Positioning people can enjoy every day as they would on weekends SWOT Analysis
1. A popular brand name and brand popularity 2. Separate menus for lunch, dinner, fast food and alcohol 3. Nearly 1000 locations worldwide 4. CSR activities in the field of hunger, education, etc. 5. Customer engagement program like ‘Give me more stripes’ 6. Perceived as a fun place with good food, good drinks and good music 7.Successful marketing strategies like ’World Bartender Strength Championship’
1.Expensive 2.Less advertising compared to competitors Weakness 3.Lack of menu items for the health conscious people
1.Agressive advertising 2.Expansion in the untapped markets 3.Increase in purchasing power of people in developing countries, Opportunity leading to improvement of their lifestyle
1.Fluctuations in the price of raw materials 2.Global economic instability Threats 3.Health consciousness amongst people Competition
1.Local casual dining restaurants 2.Applebee's 3.Olive garden Competitors 4.Outback steakhouse
doc_476450345.docx