Marketing Plan for Chik-fil-A

Business creation of a
marketing plan

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
An audit of marketing environment............................................................................................3
Statement and Justifications to SMART objectives....................................................................6
STP strategy................................................................................................................................7
A competitors analysis................................................................................................................8
Marketing Strategy......................................................................................................................9
CONCLUSION.............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing management is concerned with the application of various methods, techniques,
practices in the organisation. This can be done by identifying the potential markets to satisfy the
needs of the customers which are not fulfilled. It can be done by formulating various strategies
on the basis of market analysis of various factors. Marketing management is related with
planning, organising, controlling and implementation of various plans, tactics, strategies etc. This
report is based on Chik-fil-A which is an American fast food restaurant chain. It is known for
their chicken sandwiches. The company operates in United States with a large number of
restaurant in 47 states. In this report the market audit will be done for the company with the help
of various macro and micro factors analysis. Apart from this the marketing strategy will be
formulated by using 7P's of marketing mix and STP analysis.
MAIN BODY
An audit of marketing environment
Marketing audit is concerned with the comprehensive analysis and systematic evaluation
of the marketing environment of the business which includes both the internal and external
environment. In marketing audit the analysis of the goals, objectives, principles and strategies
will be done which helps the company to identify the opportunities and the problems (Baker,
2016).
To conduct the marketing audit the company has to perform analysis of micro and macro
factors with the help of SWOT and PESTLE respectively.
SWOT Analysis: To analyse the impact of various internal factors of the organisation
SWOT analysis will be done for the company in which the strengths, weaknesses, opportunities
and threats are identified.
Strengths Weaknesses
 The strengths of the restaurant is their
customer service as they have self-
services model which makes their
outlet unique.
 The restaurant sell sandwiches not
 The weakness of the restaurant is that
they do not have presence outside USA
which restrict the scope of their
operations.
 With the faster growth of the fast food