Wimpy Swot Analysis

Introduction to the Wimpy’s Micro Environment

History

Wimpy has been around for many years and over the years it has become more and more popular. Wimpy’s first store opened in 1954 as a “Wimpy Bar” on Coventry Street in London. (Wimpy, 2014) South Africa’s first Wimpy store first opened in Durban, South Africa in 1967. The store first started with burgers and breakfasts and then slowly started introducing other foods to their menu. Wimpy has grown so much that there are over 500 stores scattered over South Africa and there are about 30 stores scattered over certain African countries such as Namibia, Botswana, Mauritius and Zamia. The Wimpy has been so successful that they have opened about 113 stores in the United States. (Anon., 2011-2015)

The fact that the Wimpy’s foods are not such a good quality and of the best health compared to other competitors mean that customers might not want to support the Wimpy.

The menu that is standardised through all the Wimpy’s makes it easier for the Wimpy to know what they need to order from the suppliers. The small variety of the breakfasts (not many meals without eggs).

The fact that the food is prepared fast insures that the customers do not have to wait long, thus insuring the customers are happy and return to the outlet. Competitor’s children’s playing areas are better than the Wimpy’s which means that the parents will rather go to the other businesses then to the Wimpy.

The fact that their food is Halaal means that a larger market can be supplied to, thus means there is more customers and more profits for the business in the end. Dirty tables, utensils, menus and source bottles can be a turn off and may discourage customers to come to the store.

The well trained and well-mannered staff insures that the customers enjoy their experience as much as they possibly

3. Product Improvements

The products can be improved by offering customers a larger variety of food. More healthy food can be introduced such as quashes and more fruit desserts. The products can be made cheaper so that it can be sold to a larger target market. If this is not possible certain products can be introduced which is sold at a cheaper rate. The Wimpy can become more involved in giving back into the community by offering food to a school, like Irene Middle School, once a month or so.

Summary

The Wimpy needs to evaluate the 7 marketing mixes in order to know what they need to improve in order to attract more customers. The business also needs to analyse the internal aspects of the business using the SWOT analysis. The staff need to be checked and analysed as well. If all of these factors are kept under control then the business will be successful and the staff and customers will be