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1.What are the current internal strengths and weaknesses of Taco Bell as a company in Canada? The internal strengths of Taco Bell as a company in Canada are its consistency and its established brand name in the United States. Taco Bell is aware of the sole demographics of it customers (millennials) and strives to meet the wants of their consumers. This is a strength because although they are not primarily focused on customers other than millenials, Taco Bell will maintain the relationship they have with their current customers and continue to build loyalty. Next, Taco Bell’s established name in the United States is a strength for it as a company as Canadian consumers will recognize its popularity in their neighbouring country and will be interested enough to see why it is so popular. This, however, leads Taco Bell to their weaknesses. Although Taco Bell is known for having a menu full of interesting choices for all times of day, the menu in Canadian Taco Bell Restaurants are far less interesting. The Canadian Taco Bell menu is limited and does not provide breakfast options such as the Waffle Taco- which is heavily desired. This is the causation of another weakness: Their low customer following. 2.What are the current external opportunities and threats in Canada’s fast food services that could impact Taco Bell’s plan to grow in Canada? Taco Bell’s weaknesses creates opportunities as well as threats. Due to the high demand for menu items to be released in Canada (such as the Taco Waffle), Taco Bell has the opportunity to gain more customers by doing so. Taco Bell could also work on delivery service as most fast food joints are doing so as well. Taco Bell faces many competitors such as Mcdonalds and Tim Hortons that have a high Canadian consumer following. These fast food joints also have a broad range of menu items to choose from as compared to Taco Bell. To prevent the loss of customers to competitor fast food joints. Taco Bell must invest in the opportunities that they have and create a larger following. 3.What strategic marketing alternatives do you see for Taco Bell Canada in support of their plans to add the Waffle Taco and other breakfast offerings in their fast food services in Canada? The promotion of the new breakfast menu offerings such as the Waffle Taco can be primarily based on the social media platform that Taco Bell has greatly and successfully attained. Though this may not be the case in Canada, as Taco Bell has only a couple thousand followers on its Twitter and Facebook pages, it will still serve as one of the best ways to publicize new menu items as people are more likely to easily access and view advertisements and also share it with others, making customers quickly alert of new offerings and establish brand awareness.