SWOTT Analysis of PF Chang's Home Delivery Service

To begin, we present the following presentation of the Strengths, Weaknesses, Opportunities, Threats and Trends of PF Chang’s Restaurant Home Delivery Service:

STRENGTHS include PF Chang’s current reputation for quality food and top notch service (PF Chang’s, 2005). And, the unique menu offerings that PF Chang’s is already known for will revolutionize home delivery Chinese food.  To explain further, it is highly favorable for PF Chang’s that they are already known for excellent food, and when this is combined with the value addition of home delivery, a powerful opportunity will exist. Home delivery may compromise food quality

WEAKNESSES center on PF Chang’s inexperience in home delivery of food and the consideration that PF Chang’s original atmosphere may not be projected in home delivery.  However, these weaknesses can be overcome with effective marketing strategy.

OPPORTUNITIES within the offering of Home Delivery Service are the conversion of new customers to the joys of Home Delivery Service and the capturing of significant market share from established competitors.

THREATS include possible saturation of the home delivery market, imitators, and intense competition against experienced restaurants.  These threats will be countered with market strategy.

TRENDS to consider include the documented recent increase in health conscious eaters (Mellgren,2005) , desire to have food delivered to save time and money (Timmons,2004) , and the trend toward value in food eaten at home, diverging from the past limitation of pizza as one of the only home delivery options for ready-to-eat food.

In summary of the SWOTT analysis, it is accurate to say that PF Chang’s has a great deal of potential in the Home Delivery Food market, provided that the strategy employed is adequate to overcome the weaknesses and threats; however, these do not seem to be insurmountable and are common among firms starting a new business segment.
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