McDonalds
About World's largest chain of hamburger fast food restaurants, headquartered in the United States. McDonalds business model based on production line principles. Restaurant of this chain all over th world are operated by either a franchisee, an affiliate, or the corporation itself.
SWOT
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Strenghts
World-famous trustworthy brand
Big variety of meals, drinks and combo dinners
Expansion of menu due to changing consumer preferences
Special seasonal offers, breakfast menu, “happy meal” offer for kids
Drive-in order window
Charity programs support
Image of “family café”
Weaknesses
Inconvenient location in Porvoo
Opportunities
Further expansion in Porvoo because of lack of fast-food restauraunts in such residences as Huhtinen and Kevätkumpu
Threats
Criticism for its menu, its expansion, violation of animal welfare standarts and its business practices
Changing consumer preferences for healthier food
Place visit review
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Appearance
5
+ Peasant interior designed in calm brown colors
Athmosphere
3.5
+ Clean overall
= Ordinary radio hits playlist at average volume
- A bit overcrowded
Food quality
3.5
+ Good coffee
+ Tasty hamburgers
- Too much oil in the French fries
Customer service
5
+ Fast and friendly
Total points
17 of 20
Summarization McDonalds could be the strong player on the market of fast-food restauraunts in Porvoo because of its well-known brand, average prices and extensive meal options, but its actual location is not very convenient for Porvoo inhabitants. Seems like local McDonalds vere designed for drivers, who cross Porvoo by car moving in direction of Helsinki.
Anyway besides recent critisim McDonalds keeps its image of “family café” and take-away food supplier and has great opportunity for expansion in city of Porvoo.
Viking Pizzeria
About Kebab-pizzeria located in the center of Porvoo. Open everyday from 10.30 to 21.30. Provide delivery services within Porvoo and a little bit outside the city.
SWOT
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Strenghts
Extensive menu
Delivery services
Website with contact form, where you can choose and order food
Cheap delivery + free delivery of orders exceed 20 Euros
Weaknesses
Low level of recognition
Poor advertising
Opportunities
Keep its current position and proceed functioning
Threats
New well-advertised and branded competitors such as Pizza-Taxi
Place visit review
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Appearance
3
- Small premises
+ Cosy seats
+ Hanger for clothes
Athmosphere
2.5
- Loud TV set
= Ordinary interior
Food quality
3
+ Tasty French-fries
- Burnt pita kebab
Customer service
4
+ Friendly personnel
- Takes some time to receive your order
Total points
12.5 of 20
Summarization Viking Pizzeria could have the great competitive advantage, because they arrange the delivery services of food around the city of Porvoo and closest outskirts, even during the late evening time. Unfortunately, weak marketing and advertising restrain this pizzeria from the further development.
The average prices, poor atmosphere and average food quality is compensated by well customer services and cosy website with return contact form.
If Viking pizzeria wouldn’t change its attitude towards branding and advertising as well as food quality they could lose their market share to new entrants, who don’t neglect those things. In the best circumstances Viking Pizzeria has only an opportunity to keep its present market position and proceed functioning.