Furthering the Market Impact of the Smashburger Fever, Research Paper Example

Business Development Strategy Analysis

Company Status

Founded in 2007, Smashburger started with the desire to develop as one of the most loved burgers in every city in America. Understandably, this idea became a fact when it gradually took every single city in the country one at a time. First targeting the hotspots where people are most likely to accept the product the company offers, it has become one of the top burger store choices in both Las Vegas and New York City. Such a success is expected to grow further as the company aims to expand on other particular locations. Most often than not, it is the desire of every company to go global, however, to welcome such a possibility, several adjustments should be made, not to mention all the conditions of risks that must be weighed in connection with the said aspect of expansion. In the following discussion and presentation, a distinctive indication on the possibilities of Smashburger being able to expand globally shall be examined based on the current performance of the company.

Business Analysis

Businesses ought to grow, and that is what Smashbruger has been aiming and has been acquiring for the past five years of operation in the food chain industry. To further asses on how far the company has already gone, the following options of analysis are expected to provide a good visionary presentation on how such advancements affect the entire operation of the company.

PEST Analysis

• Political Factors: notably, competition in the market is tough. With so many different food chain companies to choose from, the market is left to find themselves overwhelmed with the overflowing menus that the businesses offer them with. In facing this challenge, Smashburger intended to create something different through making a menu that is their own and a whole new tweaked taste that would seemingly attract customers who are already tired of the same-old oily food products from fast food. Serving something halfway of a fast food and ala ’carte restaurant, the company is able to reach out to a larger group of customers in the market.
• Environmental Factors: now on its way to promoting earth-friendly packaging, the company is able to make sure that it follows the campaign for green operations that protects not only the environment but also the organization’s reputation in the society as advocates of environmental protection.
• Social Factors: Healthy food, as food critics say, cannot be found in fast food chains. This however is being aimed by Smashburger to be separated from their reputation. To do so, producing health wise recipes for salads and healthy veggie-burgers have been established as part of the company’s menu. Continuously researching on other food choices that could be added in the current menu of the company should then be pursued.
• Technological Factors: What makes the burgers and other food choices in the menu? Offering more food requires more hands to work in the kitchen and the counter of the stores. Installing high-end IT assistance systems that keeps the operation on the flow even in the midst of peak hours makes it easier for organizations such as Smashburgers to reach the customers’ expectations.

SWOT-TOWS Analysis

• Maximum Strategy
  • Strength –Opportunities

Given that the company is aiming to change the setup of modern fast food chain companies, it is obvious how it is making a great impact on how the modern society accepts their product offerings. At this point, it is the company’s asset that they are able to respond to customer needs depending on the current trend in the industry.

• Mini-Maxi Strategy
  • Weakness-Opportunities

Competition is always a part of the business industry, nevertheless, with the cutting edge food offering of the company, it is expected that it would continue to specifically affect the market’s thinking through making sure that it offers something new and something acceptable to the taste buds of its wide array of customers.

• Maxi-Mini Strategy
  • Strengths-Threats

While it offers several new food offering to the market, losing control of such approach may invoke a part of the company’s losing game in the competition. Strategically balancing the food the company offer to its diverse customers in the market should then be carefully handled.

• Mini-Mini Strategy
  • Weakness Threats

Given that the company has not gone global yet, its possibility of being secluded in America alone could mean a stagnation of growth. Hence, plans of going global should be established now.

Going Global

Internationalization of the business should be considered. With the growing market, more local food industries sprout in every country and if Smashburger do not seize the opportunity now then it would have a hard time entering international markets in the future. Understandably, marketing franchise opportunities outside of the American region through the internet could best help in pursuing this campaign. Establishing easy to follow payment schemes and profit sharing agendas could best create a more welcoming environment for the international expansion approach. Nevertheless, the company should expect that along with this desire to grow comes the challenge of creating new menus and food selections that would be delectable to the locals’ taste. Balancing the changes in the menu with the overall reputation of the company should be given proper attention to in this process of expansion.