商务英语 Level 5 Unit 2 Part 2 Voca

Vocabulary【SWOT the Problem】

As we all know, our company, Big Burger, has been underperforming in the market this year.
Sales have been down, especially among 25-34 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.

Sure. Our main strength is that we're the oldest fast food company in the industry, with a strong brand name.
We're also operating over 14,000 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.

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 25-34 year olds.

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 are taking away many of our customers.

Hmm… So I think the increasing demand for healthier food and more menu options can be an opportunity for us.
We have the locations and the brand name to offer an improved menu.
But is a new menu enough to make a difference?
Even if we were to change it, how could 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.

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 out a new breakfast menu.
As long as they like the food, they'll come back for more.

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.

Question

1. How has Big Burger done this year?
   > it has been underperforming
2. How have Big Burger's competitors been taking away their customers?
   > by offering healthier menus
3. In a SWOT analysis, a changing market trend is an example of threat.
4. By using their coffee to introduce a new breakfast menu to customers, they are turning a strength into an opportunity.