As we all know, our company big burger has been underperforming in the market this year.

Sales have been down, especially among 25 to 34 year olds.

So i'd like us to do a swot analysis to find out where we are in the market and how we can improve.

How has big burger done in the market this year?

They have been underperforming in the market this year.

Why does he want to conduct a swot analysis?

He wants to conduct a swot analysis to improve their marketing performance.

Our company, big burger has been underperforming in the market this year.

Sure. Our main strength is that we are the oldest fast food company in the industry with a strong brand name.

We are also operating over 14000 stores across the country, which is more than many of our competitors.

Yeah, but even so, people don't seem to be interested in what we're selling.

What is big bird's main strength?

Their main strength is that they are the oldest company in the fast food industry.

Even though they have a strong brand name, customers aren't interested in their food.

People don't seem to be interested in what we're selling.

People don't seem to be interested in what we're selling.

It's true. Our menu is a weakness.

Young customers usually want to try something new and interesting.

But our menu has offered the same food for the past four years.

It's become too boring.

Yeah, and market research has shown that people's tastes are changing. Especially among 25 to 34 year olds.

Why is the menu a weakness?

Their menu hasn't changed in four years.

Their menu has offered the same food for four years.

And market research has shown that people's tastes are changing, especially among 25 to 34 years old.

Generally they're more interested in healthy food than previous generations.

This trend towards healthy eating is a big threat to our fast food business.

You're right.

And another threat comes from our competitors who have been offering menus that are healthier and more diversified.

They're taking away many of our customers.

How have big burgers competitors been taking away their customers?

They have been taking away their customers by offering healthier menu.

How are young customers tastes different from that of previous generations.

Young customers are more interested in healthy food than previous generations.

And another threat comes from our competitors who have been offering menus that are healthier and more diversified.

In a swot analysis, a changing market trend is an example of a threat.

Um, so I think the increasing demand for healthier food and more menu options can be an opportunity for us.

We have the locations and brand name to offer an improved menu.

But it is a new menu enough to make a difference.

Even if we were to change it, how can we convince people to return to our restaurants?

Once a customer has formed an image about a brand, it can be very hard to change their opinion.

How did she feel about offering customers and improved menu?

She isn't sure if it is enough to make a difference in sales.

Even if they were to change their menu, it may not be enough to appeal to young customers.

If we were to change it, how could we convince people to return to our restaurants?

Increased demand for healthy food could give them the opportunity to change their old menu.

Once a customer has formed a imagine about a brand, it can be very hard to change their opinion.

Remember that the breakfast food market is growing.

That's another opportunity. We have.

And people love our coffee.

Even though sales are down.  Customers have been regularly buying big burger coffee.

So we can use our coffee to get customers to try the new breakfast menu.

As long as they like the food then come back for more.

What can they use their coffee to get customers to do?

They can use their coffee to get customers to try out a new breakfast menu.

What is one of the most popular items on the big burger menu?

Even though sales have been down, customers regularly buy big burger coffee.

  Even though sales are down, customers have been regularly buying big burger coffee.

When customers buy coffee, they can try out the new menu items.

By using their coffee to introduce a new breakfast menu to customers. They are turning a strength into an opportunity.

Exactly.

Let's do some research on what we've discussed today.

Then next week we'll have a follow up meeting to revise some of these ideas.

Sounds good.

I'll get this written up for us to look at later.

Thanks, mary. I appreciate it.

Let's do some research on what we have discussed today.