Marketing SWOT analysis of Eataly NYC Flatiron, expanding from New York to Malaysia

Running Head: INTRODUCTION TO MARKETING
Introduction to marketing
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Author’s Note

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INTRODUCTION TO MARKETING
Table of Contents
1. Introduction..................................................................................................................................3
1.1 Strengths.................................................................................................................................3
1.1.1 Excellent review ratings for specific factors...................................................................3
1.1.2 Rapid Growth..................................................................................................................3
1.1.3 Good Financial Strength..................................................................................................4
1.1.4 Trade Policies in Malaysia..............................................................................................4
1.2 Weaknesses............................................................................................................................5
1.2.1 The questions over the food safety..................................................................................5
1.2.2 Dependence on the market of USA.................................................................................5
1.2.3 Ambiguity over market approach....................................................................................6
1.2.4 Market competition is high in Malaysia..........................................................................6
1.3 Opportunities..........................................................................................................................6
1.3.1 Opening new outlets in different elements life Malaysia by setting up franchise open in
direct company owned outlets..................................................................................................6
1.3.2 Entrepreneurship opportunities.......................................................................................7
1.3.3 Differentiation of customers............................................................................................7
1.3.4 Strong Capital Backup.....................................................................................................7
1.4 Threats....................................................................................................................................7
1.4.1 High presence of active market competitors...................................................................7

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INTRODUCTION TO MARKETING
1.4.2 High logistics and supply chain management cost..........................................................8
1.4.3 Previous food safety issues..............................................................................................8
1.4.4 Small population of American cuisine lovers busy with big brands...............................9
Reference List................................................................................................................................10

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INTRODUCTION TO MARKETING
Marketing SWOT analysis of Eataly NYC Flatiron, expanding from New York to Malaysia
1. Introduction
Eataly NYC Flatiron is a growing organization in the food and beverage sector. The main
categories of food include slick grill house items, a diverse catering of wine. The wood fired
steaks are the specialty of this restaurant. The market segment of the restaurant in New York
comprise of the people who love grilled food. However, in the city, the target market of the
restaurant group is limited to the upscale professional people belonging to the upper middle
class. Customers other than this class include people from the affluent sub-urban parts.
1.1 Strengths
1.1.1 Excellent review ratings for specific factors
In spite of being only a start up restaurant, the Eataly NYC Flatiron has won high acclaim
in the customer review section of their official web portal. Many of the regular visitors of the
restaurant groups have stated that they find the taste of the steaks at this restaurant unique and
authentic. The restaurant has been mentioned with approximately 4.5 starts out of 5 star rating in
terms of food quality, service quality and customer friendliness by most of the food travelogues
and food magazines of the New York City as well as other parts of America as well (Chin et al.
2016).
1.1.2 Rapid Growth
In 2010, the Eataly NYC Flatiron only had a base in New York City with 3 restaurant
outlets. However, the number of outlets of the restaurant chain has quadrupled in New York. As
an outcome, Chuah et al. (2016), the restaurant has recorded for growth in annual revenue as