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Revise strengths 2 and 3. # 3 is external therefore it can be an opportunity. Strengths are under your control, they should be unique to you, or something you do better than the competition. Some examples: central location, a patent, certified staff, an effective distribution system, etc.

Revise weaknesses 1 and 3 . These are external factors, therefore threats, not weaknesses. Weaknesses are internal to the company and those aspects you can improve on. Think of your financial situation, customer relationship, product or service, growth and development and see if there are some specific aspects you can improve on. Examples would be: a weak brand, inexperienced staff, quality issues, etc.

Clarify opportunity #2 and make it more specific. It is unclear.

Revise threat #1. Threats are external to the company and not under your control but they can impact the business. Examples would be competition, the weather, an increase in supplier prices, etc.

You will use the revised matrix in Assignment 1 where you will also include a discussion under the matrix about the takeaways from this analysis.

1
Name of student:
Institutional affiliation:
Name of professor:
Date:
2
Company Name
I chose the name Chop &It for my food delivery company. The name Chop &It is catchy and
easily relates to snacks and food. The name Chop creates the image of chopping up
ingredients. The company name also has a modern twist that uses homophones; it uses It to
mean Eat. This gives the name a comical touch and makes it attractive to all age sets.
Company Description
Chop &It is a service company that delivers food and snacks to your doorstep in minutes,
from the touch of a button. Chop &It really stands out from other food delivery companies
and fills various gaps in the industry. Through the mobile application, the diner can use filters
to help connect faster to their restaurants of choice. Some of the filters on the application are
vegan, non-vegan, local cuisines and international cuisines. Through the use of artificial
intelligence, the diners can also fill a short survey, which then customises the list of
restaurants for them. This makes the experience of each diner different and tailored to their
liking. Chop &It also offers subscription options for diners. For a small quarterly fee, diners
can get coupons for meals, get access to restaurant offers first-hand, book reservations for
restaurants near them, get access to catering companies, and even access worldwide food and
drink recipes.
Mission Statement
“A one-stop connect to a tailor-made food experience.”
Discussion Week 2 (SWOT Matrix)
Student’s Name
Institutional Affiliation
Course
Professor’s Name
Date
Discussion Week 2 (SWOT Matrix)
Chop &It is a company revolutionizing the hospitality industry by providing timely
delivery services of food and snacks to customers who place orders through the company’s
digital mobile application to their doorstep. Additionally, Chop &It offers subscription options
for diners where they pay a small quarterly fee and get coupons for meals, access first-hand
restaurant offers, and book reservations for restaurants near them, get access to catering
companies, and worldwide food and drink recipes.
Strengths
1. Use of artificial intelligence in the
user-friendly mobile application.
2. Taking advantage of customer loyalty.
3. Customers shift from physical
Weaknesses
1. Inability to control nature like bad
weather
2. The delivery fees, transaction fees,
and cost of food might be expensive
shopping to online delivery food
discouraging customers from using
services.
online food delivery services.
4. Youthful, energetic, and motivated
team with great sense of
professionalism and customer service.
3. Stiff competition in this industry.
4. Challenges to maintain quality
services
Opportunities
1. The online food delivery services are
Threats
1. Continuous need to advance the
likely to supersize to $200 billion by
digital platform and overall
the year 2025.
technology, which is costly.
2. Emergence of new market due to
increase of the middle-class in the
demographics.
3. Customer preference of online
delivery services to physical shopping
4. Alliances and partnerships between
online food delivery companies and
restaurants and bars
2. Price wars by market leaders like Just
Eat and Door Dash
3. Frequent changes in customer needs.
4. Employees poaching by large
companies.
1
Discussion Week 2 (SWOT Matrix)
Student’s Name
Institutional Affiliation
Course
Professor’s Name
Date
2
Discussion Week 2 (SWOT Matrix)
Chop &It is a company revolutionizing the hospitality industry by providing timely
delivery services of food and snacks to customers who place orders through the company’s
digital mobile application to their doorstep. Additionally, Chop &It offers subscription options
for diners where they pay a small quarterly fee and get coupons for meals, access first-hand
restaurant offers, and book reservations for restaurants near them, get access to catering
companies, and worldwide food and drink recipes.
Strengths
The company’s strengthss includes the application of artificial intelligence in the userfriendly mobile application. The Chop &It digital platform is easy to navigate and friendly to the
users and through AI technology, the customers can get personalized services. Additionally,
Chop &It is likely to gain customer loyalty in that, once a customer is satisfied with certain
delivery services, they develop a sense of assurance and thus will stick with the same service
provider. Online food delivery services are in a growing industry because there are many
entrants in this business willing to exploit the industry thus posing competition. The market
niche has great potential because most households are opting for food delivery services rather
than physical shopping. The strength our team members bring to the company is a great sense of
professionalism and customer service where the team’s recruitment and hiring process was
primarily based on merit and thereafter underwent thorough training on how to relate with
customers.
Weaknesses
3
The weaknesses Chop &It is likely to experience include the inability to control nature
like bad weather. Harsh weather conditions are devastating to the overall delivery services
providers and restaurants in the bottom line since they are likely to cause delays. Additionally,
the delivery fees, transaction fees, and cost of food might be expensive discouraging customers
from using online food delivery services. There is stiff competition in this industry since most of
the largest international companies are diversifying to the online hospitality sector with leading
competitors being Uber Eats, Just Eat, Door Dash, and Takeaway.com. Maintaining quality
services will be challenging since the restaurants will significantly determine the delay time,
convenience, and quality of food, which are core components of creating clients’ trust.
Opportunities
Chop &It opportunities include the online food delivery services are likely to supersize to
$200 billion by the year 2025 (Singh, 2019). In a broader sense, it means that the company is
exposed to endless unexploited opportunities in the market, which are likely to lead to overall
company growth. Currently, there is an imbalance in the market since the demand for online
delivery services is surpassing the supply, giving Chop &It an opportunity to have new
customers after a short period. Although the larger corporations are introducing new products to
match the needs of small market niches to dominate the overall company, the market is not yet
saturated. The new market is emerging due to the increase of the middle-class in the
demographics and changing tastes where people currently prefer online delivery services to
physical shopping. We cannot ignore the alliances and partnerships between online food delivery
companies and restaurants and bars which are significantly expanding the market.
Threats
4
The major threats facing Chop &It include the continuous need to advance the digital
platform and overall technology, which is costly. The company is likely to increase its
expenditure to ensure it stay abreast with the latest trends in terms of technology and systems to
maintain its edge against competitors. There exist market leaders like Just Eat and Door Dash
who are well established in terms of assets and systems making it difficult to compete with
effectively. These companies at times provide services at cheap prices to scare away competitors
and gain a larger market share through a downward pricing strategy.
5
References
Singh, S. (2019). The Soon To Be $200B Online Food Delivery Is Rapidly Changing the Global
Food Industry. Forbes. Retrieved 10 April 2021, from
https://www.forbes.com/sites/sarwantsingh/2019/09/09/the-soon-to-be-200b-online-fooddelivery-is-rapidly-changing-the-global-food-industry/?sh=5211a052b1bc.
1
Target Market
Student’s Name
Institutional Affiliation
Course
Professor’s Name
Date
2
Company Description
Chop & It is a game-changing food delivery organization that operates in the food and
beverages, hotel and restaurant and technology industry. The organization plans to deliver food
services by connecting customers from their remote locations to restaurants in their areas on the
map. Customers will have the leisure of making periodical subscriptions to receive online and
automated services for their food delivery through this company.
Demographic Description
Chop & It targets customers of all age groups ranging between children from the age of 8
and the elderly adults. However, the company mainly targets teenagers and mid-aged adults
because of their youthful vigor and desire to promote local businesses. The company targets
customers with a mid-level of income who earn between $5,000 and $15,000 per annum and
have attained at least a high school diploma. Food delivery will be done to people of all genders
and races.
Geographical Description
Chop & It will serve clients in the urban and the suburban areas of Atlanta and as the
company grows, it will spread out to the rural areas and to serve more than one state. At the
moment, the focus is one urban and suburban regions of Atlanta because of distance and climate
considerations in order to prevent the food from getting cold and to ensure faster and easier
access to clients.
Lifestyle Description
3
Chop & It will serve customers who are remote workers who prefer to work in their home
environments, people in offices whose busy schedules will not allow the time to visit a hotel or
restaurant to grab a meal, and clients who would like to have their meals delivered to their
homes. These clients consist those who either have cars or use public transport, but would want
to save the cost of having to move to their preferred restaurants.
Psychographic Description
The clients for Chop & It are expected to mainly consist of trendsetter personalities, who
have an eye for new business ideas which fuse with the popular culture today. It will also consist
of professional individuals who hold both average and high positions in society. It is also suited
for fun-seeking individuals who are tech-savvy since they will be concerned about the benefits
offered by the artificial intelligence capacity of the company.
Purchasing Pattern Description
The target market of the company is expected to make orders for food delivery as
frequent as four to five times in a week. They will be making these orders from thir respective
locations by having to place orders via the company’s app.
Buying Sensitivities Description
The factors which are important to the customer before buying include price, since they
will have to cater for costs of the meal ordered, transportation costs and the online hosting
service for the food. Customers will be concerned about quality, since they want the best quality
of meals at affordable prices
1
Name of student:
Institutional affiliation:
Name of professor:
Date:
2
Company Name
I chose the name Chop &It for my food delivery company. The name Chop &It is catchy and
easily relates to snacks and food. The name Chop creates the image of chopping up
ingredients. The company name also has a modern twist that uses homophones; it uses It to
mean Eat. This gives the name a comical touch and makes it attractive to all age sets.
Company Description
Chop &It is a service company that delivers food and snacks to your doorstep in minutes,
from the touch of a button. Chop &It really stands out from other food delivery companies
and fills various gaps in the industry. Through the mobile application, the diner can use filters
to help connect faster to their restaurants of choice. Some of the filters on the application are
vegan, non-vegan, local cuisines and international cuisines. Through the use of artificial
intelligence, the diners can also fill a short survey, which then customises the list of
restaurants for them. This makes the experience of each diner different and tailored to their
liking. Chop &It also offers subscription options for diners. For a small quarterly fee, diners
can get coupons for meals, get access to restaurant offers first-hand, book reservations for
restaurants near them, get access to catering companies, and even access worldwide food and
drink recipes.
Mission Statement
“A one-stop connect to a tailor-made food experience.”
Running Head: COMPANY DESCRIPTION AND SWOT MATRIX
Company Description and SWOT Matrix
Student’s Name
Institutional Affiliation
1
COMPANY DESCRIPTION AND SWOT MATRIX
2
Company Description and SWOT Matrix
Chop& It food delivery company provides delivery services for food and snacks. Chop&
It has an application and a website that allows its customers to browse and order food and snacks
from various options from local and national participating restaurants. The company uses a
creative and unique name that distinguishes it from other food delivery companies and appeals to
all potential customers, including the millennials. The name, as it goes, has used the word Chop,
which relates to chopping ingredients used in the delicious food from the best choice restaurants,
delivered by the company. In the company name, the word ‘It,’ is used as a homophone for ‘Eat,’
giving the company name a comical touch to appeal to all age sets.
Mission Statement
“Chop& It is the most convenient way to get your tailor-made food and snack delivered.”
The company has a short but precise mission statement that captures what the company
represents in its operations and how it intends to fulfill the mission, all in one sentence. The mission
statement has three key elements, convenience, tailor-made, and delivery. The company does not
just deliver food and snacks. It is more than committed to ensuring that the customers get their
food delivered in the most convenient way possible in terms of accessibility, cost-effectiveness,
and efficiency. The company offers tailor-made to give the customers control of their individual
health needs. The company has a plan that fits individuals’ different nutritional needs, including
vegetarian and vegan. The third component is to provide a unique delivery experience to all its
customers through its reliable services. It delivers food and snacks at their doorsteps at the click
of their computers or mobile phones.
Trends in the Food and Snack Delivery Industry
COMPANY DESCRIPTION AND SWOT MATRIX
3
The demand for food delivery services dramatically increased over the past few years, with
the millennials as the critical trendsetters for the needs in the industry. Researchers in the food
delivery industry have forecasted an over 65% increase in delivery demands, meaning that food
delivery will become the second most preferred food option after table services. Takeaway food
delivery services are also increasing in the food delivery industry, with a forecast growth of over
31% increase over the next few years. The millennials always spend most of their budgets to
purchase food through their mobile apps and the internet compared to other generations like
generation Y that prefers eating at quick-service restaurants. Thus, the millennials are the priority
target audience for food delivery services (Cho et al., 2019). The millennials have more extensive
spending power on food delivery services. But they also have high expectations for the food and
snack delivery services including, instant delivery, effortless ordering, and one-step checkout. In
essence, the millennials are the trendsetters in the food delivery industry based on their unique
expectations and experiences. Another trend in the food delivery industry is the emergence of new
delivery channels, including smart devices, social media cars, and virtual assistants, among other
delivery options. Customers constantly seek the easiest and most convenient ways to place their
orders and excellent customer experience. Customers increasingly place their orders through social
media platforms like Twitter. Others order their food and snacks through a virtual assistant, which
allows the customers to interact with Artificial Intelligent devices, including robots, to customize
their deliveries. Besides, customers can now place their orders through smartwatches, smart TV,
and from their cars. Subsequently, preferred payment options are also a new trend in the food
delivery industry. Many consumers prefer fixed pricing options that allow them to pay
immediately after ordering their preferred food and snacks. Apart from the ideal payment methods
used currently, including credit cards, other payment methods are emerging, including biometric
COMPANY DESCRIPTION AND SWOT MATRIX
4
control payment options. Besides the food delivery industry, participants embrace new niches,
including pet food applications, food waste applications, and applications that have virtual
kitchens. The company needs to watch out for the food and snack delivery industry trends to ensure
that it always stays ahead of its competitors in this dynamic market.
Strategic Position
Chop& It focuses on innovation to ensure convenience and strategically position itself in
the food delivery market. With the new mobile application, the company constantly innovates on
the better customer experience of restaurant deliveries. Convenience has increasingly become the
most sought-after element in food delivery experiences, given global lifestyle changes. Continually
innovating to offer more choices, personalizing, and speed optimization will ensure that it provides
unique delivery services (Griesbach et al., 2019). Using a single application, the customers can
order their food and snacks at any time. The company constantly sets up more innovative logistics
to ensure faster delivery times. Besides, the company provides a customized customer experience
by giving customers the services that best fit their food and snack needs conveniently, setting the
company apart from its competition in the food delivery industry.
Distribution Channel
The company has partnered with local, national, and international restaurants to deliver
food and snacks to the customers at their homes, offices, businesses, and outdoor events. The
delivery channel consists of three key players, the customer, the delivery partner, and the
customers (Lee et al., 2019). The company has partnered with motorists and cyclists to deliver
food from the customers to the customers. Chop& It considers adopting modern delivery options
such as robots and drones in its distribution channel to ensure that food and snacks get to the
COMPANY DESCRIPTION AND SWOT MATRIX
5
customers within the shortest time possible. Essentially, the distribution channel consists of the
company, the restaurants, and the customers.
SWOT Matrix
It is essential to analyze and map out its current strengths, weaknesses, opportunities, and
threats in the food delivery industry to achieve its goal of $1million in sales by its second year. Its
key strengths are a high level of customer satisfaction through its dedicated customer relationship
management that has ensured customer satisfaction and loyalty to the company. The company’s
weaknesses include maintaining the service quality and the aggressive competition from
established companies in the food delivery industry. The new trends in consumer behavior
changes present an opportunity for the company to diversify into new niches and build new
revenue streams. The increased online customers offer an opportunity for the company to invest
in new online sales channels. The primary threat for the company is the changing consumer buying
behavior that threatens the existing physical restaurants, which play a vital role in the food delivery
industry. SWOT-analysis helps the company identify the most appropriate strategies to exploit the
opportunities in the food delivery industry and counter threats while building on the strengths and
eliminating weaknesses in the company.
COMPANY DESCRIPTION AND SWOT MATRIX
6
References
Cho, M., Bonn, M. A., & Li, J. J. (2019). Differences in perceptions about food delivery apps
between single-person and multi-person households. International Journal of Hospitality
Management, 77, 108-116.
Griesbach, K., Reich, A., Elliott-Negri, L., & Milkman, R. (2019). Algorithmic control in platform
food delivery work. Socius, 5, 2378023119870041.
Lee, S. W., Sung, H. J., & Jeon, H. M. (2019). Determinants of continuous intention on food
delivery apps: extending UTAUT2 with information quality. Sustainability, 11(11), 3141.

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