Creation of a Marketing Plan

This document provides a comprehensive guide on creating a marketing plan. It covers topics such as marketing management, SWOT analysis, SMART objectives, and the marketing strategy of Chick-fil-A. The document also includes a competitive analysis and insights into the 7Ps of marketing mix.

Creation of a Marketing Plan

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Audit of the marketing environment in the organisation.............................................................3
Macro analysis.............................................................................................................................3
Micro Analysis.............................................................................................................................6
SMART objectives.......................................................................................................................7
STP ..............................................................................................................................................8
Competitive analysis....................................................................................................................8
Marketing strategy.......................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing management refers to the implementation of the policies, programmes and
strategies of the marketing with the proper planning, organising, controlling which fulfil the
needs and wants of the customer. For the success and the growth of the organisation marketing
plays an important role. It is the effective process which is used by the company to determine the
interest of the customer for the product and services and what strategy they apply in the
communication, sales and the development of the business.
This repost explains the marketing strategy of the Chick-fil-A which is the largest chain
of the fast food restaurants in the America. It is famous for their chicken sandwiches. The
headquarter of the Chick-fil-A is at the Georgia, US.
This file includes the audit of the marketing environment which is both micro and macro
in the organisation. There are justification of the objectives of the business of the Chick-fil-A
which is SMART. For the identification of the position of the company in the market the
company uses the strategy of segmentation, targeting and positioning. There is the analysis of the
competitors which helps to evaluate how the business will stand in the competition. This report
have the strategy of the marketing mix.
MAIN BODY
Audit of the marketing environment in the organisation.
In the business of the Chick-fil-A the audit is calculated by the help of the SWOT
analysis and PESTLE analysis which determine the micro and the macro environment. These
models are discussed below:
Macro analysis
PESTLE analysis:

It is the effective strategy of the marketing which helps to identify the macro environment
of the business. Chick-fil-A uses this analysis in their business to determine the factors such as
political, legal, economical, social, environmental and technological how they affect the
organisation.
Political:
The laws and the regulations of the government influence the business operations of the
Chick-fil-A. The political factors affect the long term sustainability of the business and their cost
of the products and services are also affected (Lee and et.al., 2018). These activities of the
business are influenced by the political stability, interference of the government, corruption,
policy of the tax.
Positive: It gives the advantages to the business in the situation of the maintained
political stability of the country.
Negative: Chick-fil-A wants to enter the global market but the problem of the terrorist
attacks in some countries affected their efforts to enter the new market.
Economic:
Fluctuation in the exchange rates, unemployment rates and changes in the disposable
income of the customer affects the smooth functioning of the business of the Chick-fil-A (Jarach,
2017). When the rates of the inflation it will affect the operation in the negative way.
Positive: Increases in the disposable income of the customer so it will creates the chances
for the Chick-fil-A to expand their market share at the international level. By giving the
opportunities of the employment top people it will increase the reputation and image of the brand
in the people.
Negative: The demand of the products and the services of the Chick-fil-A affects by the
increase in rates of the inflation. Due to increases in the rates of the inflation increases they have
to increases the prices of the goods and the services and this will decreases the loyalty of the
company.
Social:
There is the continuous changes in the social culture and lifestyle of the people. The
focus of the Chick-fil-A is to provide the delicious and the yummy food to the people to achieve
the goals and the objectives of the business (Baker, 2016). When there are the changes in the

rates of the growth , factors of the age and many more reasons affects the Chick-fil-A positively
and negatively.
Positive: When there are increases in the social concerns in the society is increase the
benefits for the Chick-fil-A.
Negative: Changes in the society will enhance their business to make the change in the
activities as per the changes in the society.
Technological: for the development of the products and services technology affects the business
because by using the new and the advanced technology in the business which improve the
working of the employees and fulfils the demands of the customer (Buhalis and Foerste, 2015).
But this technology changes at the increasing rates.
Positive: By investing in the new and the advanced technology it will increase the
efficiency of the products of the Chick-fil-A that they provide the healthy and the nutritious food
to the customer. These technology gives lots benefits to the healthy in the restaurants of the
Chick-fil-A.
Negative: The cost of the new technology is very high it creates the problem for the
Chick-fil-A in the purchase when the technology changes.
Legal:
The legal factor affects the activities of the company in the market place. The situation to
enter in the market, laws and regulation in the market etc. In the Chick-fil-A they have to
operates their business operation as per the legal laws and legislation otherwise have to face lots
of problems.
Positive: All the functions of the Chick-fil-A will as per the laws and legislation they
does not uses the illegal method for the production of the food according to the health and safety
of the customer, laws of the customer.
Negative: For the entering in the international market Chick-fil-A have to understand the
laws of the targeted market first and then to start their business.
Environmental:
Changes in the climate and the ecosystem influence the business conditions because it
changes the behaviours of the customer and suppliers as well. Chick-fil-A operates their
activities without harming the nature and environment.

Positive: The business protects the environments with the help of the recycle policies
used in the Chick-fil-A.
Negative: Changes in the climates creates the problem in the supply chain of the Chick-
fil-A.
Micro Analysis
Porter's five forces:
This analysis will determine the environment of the business in the high competition. It is
the effective strategy to decreases the risk of the organisation from the loses of the competition
makes the business profitable in the long run.
Competitive rivalry: Chick-fil-A faces the high competition with the other companies in the
business of the chicken sandwiches.
Threats of the new entrants: for entering the new markets there are lost barriers in the food
industry but there is very minimum loses from the new entrants for the Chick-fil-A.
Threats of the substitutes products: There are very high threats for the substitutes of the
products because there are variety of the delicious foods in the markets so the customer will
easily moves top the other food dishes (Husted, Allen and Kock, 2015).
Bargaining power of the suppliers: The power of the suppliers of the Chick-fil-A is relatively
low in the business of the fast food.
Bargaining power of the customer: the customer have the powerful power of the bargaining in
the Chick-fil-A because customer switch to other products if they cannot afford the prices of the
products and services.
SWOT analysis:
Strength: The strength of the Chick-fil-A is they provide the best services to their
customer ans it is the reason for their success of the business. There are the good and effective
quality of the foods than other restaurants of the US. In the business of the Chick-fil-A the
employees get the payment which is larger than the average of the industries. For the career and
the future growth of the employees they provide lots of opportunities to their employees this will
motivates them towards the goals and objectives.
Weakness: Chick-fil-A does not run their business in the international market they only
done their business in the USA so according to the level of the competition it is not very much
popular. The cost of the fast food is very high in the Chick-fil-A so it is not popular in the middle

and the lower income group people. Innovation is n the business of the sat food companies
creates problems they have make the innovation not only in the menu card but also in the
marketing and supply chain (Luca, Hibbert and McDonald, 2016). The business of the Chick-fil-
A is not in the international market so it increases the problem and reduces the profits.
Opportunities: They can expand their business at the international level it will increase
the image of the brand and profits of the business. By expanding the menu Chick-fil-A leads to
the successful business operations in the different conditions of the markets. With the help of the
advertisement and the marketing the products it will increase the sales and the productivity of the
business.
Threat: There is the rapid increases in the cots of the raw material which is the threat for
the business of the Chick-fil-A. Increasing competition creates various problem for the business
of the Chick-fil-A to achieve the success in the market. The customer base was reducing due to
diseases like bird flu in the country.
SMART objectives
In the marketing plan objectives are set for the proper achievement of the gaols and the
objectives in the markets of the UK . These SMART objectives are explained below:
Smart: The main focus of the Chick-fil-A is to increase the base of the people of the
America by proving the better services and the tasty foods to them (Pandey and Misra, 2016).
The second objectives of the business to increases the share of the market which leads to
increases the profits.
Measurable: By promoting the products through the advertisements on the social media
such Facebook, Instagram and on the official websites of the Chick-fil-A they receive the
comments and the feedback which helps to measure the qualitative objectives of the business
(Hamill, 2019). If the company increases the sales with the 25% it can measure their quantitative
objectives.
Rarity: To achieve the success in the markets of the America it is necessary to measure
the increasing awareness of the customer. When the share of the market it increases it will
determine the growth of the business in the UK. so these objectives are relevant for the
successful operations of the business in the new markets.
Time bound: These two objectives of the Chick-fil-A can be achieved in the time period
of the 1 years.

STP
Segmentation: Company segments the markets of the UK as per the interest of the
people for the fast food (Suyanto, 2019). They identify the needs and wants of the people of the
America and segments the markets as per their needs.
Targeting: Chick-fil-A start their research about the segmented markets and the
customer to evaluate the values in the segments of the markets.
Positioning: In this stage business position their products in the targeted market to gain
the market share and increases the sales of the business in the new market of the UK.
Competitive analysis
 Chick-fil-A is the famous fast food restaurants and chicken sandwiches are the famous in
the customer. The nature and scope is to provide the delicious and the healthy food to
their customer. To increases the share of the market in the future and the present to gain
the success and the growth of the business.
 The competitors of the Chick-fil-A in the UK are KFC and MacDonald. The KFC and the
MacDonald provide the (Kiráľová and Pavlíčeka, 2015).
 The customers of the Chick-fil-A are those people who love to eat fast food, and they
expected from them to fulfil their needs and wants by providing them delicious food
services.
 The essential strength of the Chick-fil-A is there presence on the online orders and
deliver is very good. Chicken dishes are there main strength of the business so that the
competitor like the business of the MacDonald and the KFC in the UK do not compete
with the chicken sandwiches because they do not produce the chicken sandwiches in their
business. Customer get attracted towards the services of the so that the sales increases
with the effective services in the restaurants.
Advantages of the competitive:
The competitive advantages refer to the situations of the business which enhance the
company for the products of the products and services which gives the equal value in the low
prices. This situation allows the Chick-fil-A to increase the sales of the fast food products in the
markets. They attract the number of the customer by maintain the prices of the products to
increases the sales in the new market of the UK (Doherty, Smith and Parker, 2015). They start
promoting their products in the UK to make the aware the people about their products.

Marketing strategy
The strategy of the marketing mix in the Chick-fil-A gives the way to the successful
operation of the business. These 7Ps of marketing helps to determine the performance of the
business in the different situation of the market.
Product: They lunched the new products in the market of the UK to increase the share of
the market. To attract the customer they offer the healthy and delicious variety of the food to
their customers (Pham and et.al., 2019.). The people are very conscious about their health, so
they focused to provide the hygienic and the healthy food to gain the large share of the market in
the UK.
Price: They target the young people of the country, so they make the reasonable prices of
their fast food products which is affordable for the low and the medium income people of the
UK. The customer will attract only if they can afford the prices of the products.
Place: They make the products visible to the public of the UK, so they set their location
of the restaurants in the public places like malls and streets to attract the customer of the UK for
the increase in the success and growth in the markets (West, Ford and Ibrahim, 2015). They
cover the large area of the market in the UK with opening their restaurants.
Promotion: For the promotion of their goods and services they start the marketing and
advertising on the TV, social media, newspaper. They appoint the new employees in their
business for the purpose of the marketing to promote their fast food.
People: They target the youth of the America whose income level is very high and they
invest more in the fast food. The working people who have very less time for cooking the food
are the main targeted customer.
Process: The business of the organises the training programmes for the employees to
achieving the success and the growth of the business.
Physical evidence: Chick-fil-A provides the best services to the customer in their
restaurants by their waiter and the employees (Kotler, and et.al., 2015). They treat the customer
in the most effective and the efficient manner which gain the share of the customer of the
America.
CONCLUSION
From the above study it can be concluded that the management of the marketing is the
effective policies and the procedure to reach the growth of the organisation. Marketing plan

helps to determine the current positions of the business in the competitive markets. It is the
report which explains the strategy of the marketing in the organisation which determine the
objectives and the goals.
REFERENCES
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approach. Information & Computer Security.
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Transmart. eProceedings of Management. 6(2).
West, D. C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.