SWOT Analysis of BON APPETIT vs. FOOD NETWORK by Amaris Jones & Natalia Vargas
In this detailed SWOT analysis, strengths such as innovative recipes, strong Instagram presence, and engagement with diverse personalities are identified for BON APPETIT, while weaknesses like lacking Facebook presence and unresponsive feedback are highlighted. For FOOD NETWORK, the analysis points out opportunities to introduce pop cultural influences and interactive content, along with threats from content saturation and follower maturity. Recommendations are needed to address the identified areas for improvement.
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Presentation Transcript
SWOT ANALYSIS B O N A P P E T I T V S . F O O D N E T W O R K AMARIS JONES & NATALIA VARGAS
STRENGTHS BON APPETIT Innovative( constantly trying new recipes and techniques from different areas and influences) FOOD NETWORK Good foundation connected to well established brand Strong and well thought out instagram stories Reaching out to different personalities across the board in order to expose their brand to different demographics( i.e Ms. Cracker, Gordan Ramsey, and Natalie Portman) Good Facebook content Strong follower count and interaction on all platforms
WEAKNESSES BON APPETIT Facebook presence lacking Smaller following across all platforms but still a substantial following Overall instagram not as visually engaging as it could be(same composition for most shots all though technique and ingredients are different) Creating content specifically for facebook that matches their brand FOOD NETWORK Unorganized Poor follower feedback on many postS Weak instagram content Lack of innovation and trying new things( a lot of the content is the same type of meal or dish just in a different form) Does not respond to comments (twitter)
OPPORTUNITIES BON APPETIT Bring in Facebook presence that is not just re- uploading youtube or instagram content Be more responsive on social networks to build connection with consumers Transition from Magazine to Youtube content to reach younger audiences FOOD NETWORK More pop cultural and world news influences Opportunity to try new things while still sticking with Food network brand Engaging audience with more interactive videos or campaigns centered around their TV shows and not just host cameos.
THREATS BON APPETIT Few magazine consumers, less likely to read recipes Tasty/Yummy content take-over recipe development on social platforms Lack of focus on people who just want to enjoy the food and find places to eat instead of people who want to learn about it and make it FOOD NETWORK Tasty/Yummy Follower maturity( getting over the same content) Repetitive shows (cooking challenges/food travels,etc) can cause for a lack of audience
RECOMMENDATIONS 1 2 3 4 5 Create social content designated for Facebook consumers (recipe videos > 1 min. 30 secs., recipe posts, chef interviews, etc.) Start up more series centered around finding places for people to eat at that are Bon Appetit approved kitchen throughout all platforms. Create more diversity in types of posts made showcasing the different aspects of the bon Appetit youtube channel on instagram and and twitter while interacting more with followers. Utilize Bon Appetit s website for further content creation throughout social platforms (articles, recipes, videos, etc.) Start showcasing all aspects of Bon Appetit brand (podcast, youtube, basically, and healthyish) on main platforms to show the diverse content they do have but is only highlighted on their website.
