Creation of a Marketing Plan for Chick-fil-A

Marketing Management :
Creation of a Marketing Plan
for Chick-fil-A

Table of Contents
INTRODUCTION...........................................................................................................................1
MARKETING PLAN......................................................................................................................1
Overview of the company................................................................................................................1
Products and Services offered by Organisation...............................................................................1
Executive Summary.........................................................................................................................2
Mission and Vision..........................................................................................................................2
Mission...................................................................................................................................2
Vision.....................................................................................................................................2
Macro Environmental Analysis.......................................................................................................2
Micro Environmental Analysis........................................................................................................4
SWOT.....................................................................................................................................4
SMART Objectives..........................................................................................................................6
Segmentation, Targeting and Positioning along with Perceptual Map............................................6
STP.........................................................................................................................................6
Perceptual Map.......................................................................................................................6
Competitor Analysis........................................................................................................................7
Marketing Strategy...........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an inseparable part of a corporation in the modern era. To facilitate this,
organisations across the globe execute the concept of marketing management. It can be referred
to as the procedure encompassing planning, devising decisions, monitoring, controlling and
implementing the marketing activities as well as practices with a view to establish extensive
goodwill at market place. This provides aid to a corporation in developing healthy relations with
clients and communicating to them, the vision and mission of company (Joshi, 2012). A
significant part of marketing management is acknowledged to be the creation of a marketing plan
for carrying out product or market expansion.
The present project is carried out to develop a marketing plan for Chick-fil-A as the
entity seeks to bring its franchise operations within the confines of United Kingdom. Chick-fil-A
is a renowned fast food chain operating within the territorial boundaries of USA. The revenues
earned by this enterprise are over that of all other companies pertaining to concerned business
sector. The marketing plan of this entity includes SWOT, PESTLE, SMART objectives, STP
model, competitor analysis and marketing mix. All of these will provide assistance to the
corporation in setting organisational operations in UK.
MARKETING PLAN
Overview of the company
Chick-fil-A is acknowledged as one of the most prominent names within the confines of
fast food sector. This American brand has a specialisation in production of chicken sandwiches.
This company functions within USA through its 2300 outlets. Chick-fil-A has extensive presence
within USA. This can be said on the basis of the fact that it conducts operations within 47 of the
50 states which are included in US. The entity is even about to open an outlet in another
American state, Hawaii. This renowned restaurant is popular across the nation for providing
F&B items for the 3 meals of the day. It is also seen that this gives customers the chance to
personalise the menu offerings as per their choice.
Products and Services offered by Organisation
Chick-fil-A has an extensive menu comprising of wide array of food & beverage items to
cater to the needs and demands of people. This fast food restaurant leverages its expertise in
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