SWOT REPORT: MARIAH’S RESTAURANT, BOWLING GREEN
Marketing 220
Katie Williams
February 18, 2016
Strengths:
Mariah’s offers exceptional food and large portions in an agreeable price range. It presents a variety of foods from salads and sandwiches to burgers and pizza. Each option is both remarkable and distinctive, and there are many dishes unique to Mariah’s that are noteworthy as well. The restaurant has been around for more than 30 years, so it has the benefits of customer loyalty. It is in the perfect location, next to the park, baseball field, and Western Kentucky University, making it a popular place to enjoy lunch or dinner with loved ones.
Weaknesses:
Mariah’s has limited advertising, as it is a small and locally owned business. It depends on the loyalty of its customers in Bowling Green for business. Because it
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Since WKU is a “suit case” school, each weekend presents visitors from hometowns nearby. Mariah’s also has the opportunity to create new and interesting dishes, such as their Coconut-Dusted Sweet Potato, a surprising yet noteworthy appetizer.
Threats:
Bowling Green is known for having an extensive list of restaurants to choose from (one restaurant for every 200 people). There are larger and more well-known options, and larger companies such as chains generally have extensive advertising.
Also because there are so many restaurants, many people like college students may prefer to find a cheaper option as they have a limited budget.
How to Turn Weaknesses into Strengths:
1. Mariah’s should use a targeted marketing strategy, advertising as the best spot for students and families or friends to reconnect.
2. Mariah’s should focus on bringing in employees who love what they do and train them to place customer service first, creating a welcoming and professional