Running head: SWOTT ANALYSIS OF MEXICAN FOOD EXPRESS

Strategic Plan Part II: SWOTT Analysis of Mexican Food Express

Strategic Plan Part II: SWOTT Analysis of Mexican Food Express
Mexican Food Express is one of the most important components under the Yum Brands umbrella of operation. By providing a Mexican inspired cuisine at budget prices, the Mexican Food Express brand has established a worldwide presence on 5 continents. This SWOTT analysis shows the various strengths, weaknesses, opportunities, threats, and trends that will impact the company in the future. With promising growth prospects in emerging markets, the company has implemented an aggressive plan to establish a dominating fast food throughout the world. This strategy poses several important risks and opportunities that shape the contents of the SWOTT analysis.
Economic Trends Economic trends play a major role in the strategic decisions of Mexican Food Express. The brand has an ambitions global growth plan that is sensitive to economic changes. For example, the company reports that China and India are it’s main targets for new restaurant locations and expects see significant growth as economic conditions improve (Yum! Brands 2012). As income levels rise in these countries, it is expected that new franchise owners will be eager to implement proven restaurant concepts into the local community. In addition, higher incomes will provide greater opportunity for a loyal customer base. However, if economic conditions start on a downward trend, Mexican Food Express’s aggressive expansion could be threatened by insufficient demand for their product. If franchise owners are not finding the locations profitable, it could create irreparable damage to the company’s image abroad and force the closure of restaurants.
Legal and Regulatory Forces

Each new emerging market presents a unique mix of regulatory