White Castle

1140 Words Jun 17th, 2006 5 Pages
Situation Analysis of White Castle Systems Inc.
Introduction
White Castle is known as the original fast-food hamburger chain. The first White Castle opened it 's doors in Witchita, Kansas, in 1921. White Castle (WC) has since grown to 393 restaurants in 11 states (White Castle hamburger..., 2004) and is now expanding internationally. By analysing White Castle 's internal strengths, internal weaknesses, external opportunities, and external threats, otherwise known as a SWOT analysis (Kerin, 2005), Learning Team B was able to exam market demographics, company needs, trends, and market forecast as they pertain to White Castle. During the SWOT analysis Learning Team B (LTB) discovered the primary strategic marketing issue is in order to
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Hostesses dressed in elegant costumes instead of the usual White Castle uniforms seat couples at cloth-covered, candlelit tables while romantic music is played in the background. The promotion is not a new invention. It debuted in St. Louis and Minneapolis about 16 years ago but was so popular it was expanded to White Castles in other Midwestern cities last year. For duos on a budget, the evening cost a whopping $6.05 for a 10-pack of the bite-sized burgers and a small order of fries, leaving just enough money in the bank for the requisite Valentines Day bouquet of flowers and box of chocolates.
Growth in competition in the fast-food market The consumer is the driving force in any highly competitive market, with his power growing ever stronger and becoming ingrained. The fast-food market is being fueled by the generation x and echo-boomers running between work, soccer, dance and other family activities with little time to spare for cooking at home. Today 's consumer has more choices in variety, nutrition and value than ever before. The minimum population growth currently being experienced in the United States means that there is little new business to be had so it must be taken from others (http://www.fmi.org/media/bg/FoodRetailing.pdf). In order to compete in the fast-food market White Castle will need to give the consumer what they want. Many customers today are demanding healthier choices on menues, as well as

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