Creation Of A Marketing Plan

This report covers different types of marketing concept and tools which is necessary for firm to known about current situation of marketing analysis. Along with this there marketing plan has been described which involves situational analysis, 7P's of marketing mix, STP approach and financial budget statement.

Creation Of A Marketing
Plan

Executive Summary
This report covers different types of marketing concept and tools which is necessary for
firm to known about current situation of marketing analysis. Along with this there marketing
plan has been described which involves situational analysis, 7P's of marketing mix, STP
approach and financial budget statement. Which all are helpful for particular business firm to
achieve its targeted goals and objectives. Whereas, marketing refers to all those activities by
which firms are able to expand and launch its business items in an appropriate manner.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................2
Question 1........................................................................................................................................2
Situation Analysis.......................................................................................................................2
Question 2........................................................................................................................................5
SMART objectives......................................................................................................................5
Question 3........................................................................................................................................6
STP..............................................................................................................................................6
Question 4........................................................................................................................................8
Competitor analysis.....................................................................................................................8
Question 5......................................................................................................................................10
Marketing Mix 7P's...................................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCE.................................................................................................................................14

INTRODUCTION
Marketing refers to the several activities and processes for developing, delivering,
communicating and exchanging offers that have value for clients, customers, society and partners
in a large way. Along with this marketing research is the function which is interlinked with
customers, consumers as well as public to the marketer which is mainly used to define and
analyse marketing opportunities and issues that mainly generates while taking appropriate
decision (Akbar and et.al., 2017). This assignment is based on Chick-fil-a which is one of the
best American fast food restaurant. Along with this, it is headquartered in Georgia, US. Further
discussion will be based on audit of marketing environment along with SMART objectives. After
this STP and marketing strategies 7 P'S will get covered.
Question 1
Situation Analysis
In order to develop effective strategies of marketing it is necessary to conduct situation
analysis in order to identify key elements of business. Therefore, it is useful that provide
effective and efficient tool by determining business strength, weakness, opportunities and threats
that can influence business firms. In context with Chick-fil-a it is necessary to know about
overall situation of their business programmes by which manager of this fast food restaurant is
able to identify their overall components by which they can grab market opportunities in a better
place and able to improve future results. Apart from this, while using this analysis on business
activities then manager of respective firm is able to produce effective aim towards restaurant
chain (Chinn, 2017).
Marketing management principles:
Integrity: According to this audit principle, manager of Chick-fil-a responsible to
perform their work in a good manner by which he can observe needs and wants of their business
to achieve targeted goals and objectives.
Professional care: According to this, auditor of Chick-fila-a should always exercise due
care in order to develop important task by performing several task within the workplace by
which they can get to know that how many people are interested and happy with their food
services.

Fair presentation: In this principle of marketing management auditor finds best ways to
give findings, conclusion and suggestion accurately by managing effective obstacles during the
audit team and communicate with seniors towards goals and objectives in time.
On the other side marketing audit is the systematic, comprehensive, analysis, evaluation
as well as interpretation of business marketing environment internally and externally as well in
order to achieve its targeted goals and objectives in a perfect manner (Brychkov and Domegan,
2017). In reference with Chick-fil-a, in order to make every function and operations effective
they always used marketing audit and principles in order to identifying various issues and make
suitable plan to overcome them. There is brief discussion of micro and macro environment as per
the Chick-fil-a restaurant, those are mentioned below:
SWOT
Strength Weakness
• This is successful fast food restaurant
chain because it offers impeccable
customer services which makes them
different and increase value of
restaurant(Baker and Magnini, 2016).
• This fast food restaurant pays their
employees much higher so that it can
increase the value of Chick-fil-a and
satisfy people needs and wants .
• Chick-fil-a does not have unique
presence in so many countries rather
than the USA. Thus they do not part of
largest fast food chains.
• As compare to other competitors
chick-fil-a priced are higher so the
prices are being charged the brand and
not popular towards medium and lower
income group within the US.
Opportunities Threats
• As Chick-fil-a served healthy fast food
items to their customers so that they
have a option to expend its business in
another place by increasing customer
base.
• This restaurant mainly focus on fast
food restaurant where they have high
quality of services and able to provide
• There are different types of scandals
around fast food that use chicken as a
primary ingredient in relation with
quantity and quality of chicken that has
been used. So that the major
competitors of this restaurant is
McDonald’s.

their services in a better way.
PESTLE
This analysis mainly utilised to evaluate several position of business within the
marketplace which is done by using PESTLE analysis discussed below in context with Chick-
fila-a.
Political: Impact of this factor on Chick-fila-a business mainly influenced through
federal governments laws and regulations. In order to overcome this affect Chick-fila-a is able to
make excellent quality of food and apply best manufacturing process.
Economical: This factor always varies country to country in which business takes initiate
first in order to increase capital earnings by increasing their net sales and profit. In context with
Chick-fila-a, business of this restaurant is increasing every year with changeable products along
with they serves nutritional food for babies (Westwood, 2013).
Social: This factor always keeps changing in regards with time such as consumer's
mindset along with their lifestyle. In relation with Chick-fila-a in order to fulfil their own goals
and objectives they generally makes better procedure to gain competitive scenario by giving
yummy and healthy food to customers.
Technological: Within the development of an organisation adoption of new technologies
is most essential thing. In context with Chick-fil-a it is well known organisation that invest
several departments to take its entire products at high level. In order to gain competitive
advantages this restaurant mainly invests in R&D department to provide much healthier products
to its customers.
Legal: Within the Chick-fil-a there is no such influence of these factors as its is worried
about guidelines and laws (Smith, 2012).
Environmental: Due to the production process Chick-fil-a always have safety tools and
resources so that they keeps their product safe and able to give fresh food to its customers at
marketplace.

Question 2
SMART objectives
Goals are part of every business aspect and offers sense of path, a clear-cut focus,
motivation and explain importance. In order to setting goals and objectives, Chick-fil-a
restaurant is needed to have target to aim for whereas, SMART stands for Specific, Measurable,
Achievable, Realistic and Timely. Therefore, helps firm to focus on their efforts and enhance the
chances of achieving specified goals (Pike, 2012). There are different types of objectives which
is followed by Chick-fil-a, those are discussed below:
Specific: According to this Chick-fil-a have a good chance of being fulfilled. In order to
make appropriate goals respective restaurant is needed to focus on what they want to fulfilled,
along with what they want to achieve towards goals and so on. For example: A goals is “ I want
to get in shape” and here more specific goal is “ I want to acquire a gym membership card within
my local community by which I can be a healthier”. Therefore, company should always focus on
their specified goals in order to gain competitive advantages.
Measurable: It refers to the specify criteria in order to measure overall progress of
business. In context with Chick-fil-a they are needed to set criteria by which they can evaluate its
overall activities into the marketplace. If there are no criteria then they are not able to measure
any progress of their business. Therefore, to make measurable goal they should focus on how
much and what is indicator of their progress. For example: “I want to get membership card of
gym along with my aim is to lose one pound of body fat.”
Achievable: Goals must be attainable and achievable. With the help of this Chick-fil-a
restaurant can easily observe work and goals towards their business (Proctor, 2014). In order to
achieve goals they are required to face challenges within the country and able to achieve its
target. For betterment of goals they needs to focus on what they miss during apply so many
resources and workforce capabilities. So that they can make better goals and able to achieve its
target.
Realistic: Goals should be realistic. In context of Chick-fila-a they should always use of
their available resources by which they can implement on those things that helps them to make

realistic goals. In order to improve this process they are needed to focus on realistic goals and
reachable goals (STP Marketing Process, 2019).
Timely: According to this factor, goals must be time-bound. With the help of this Chick-
fil-a restaurant is able to finish their goals target on time so that they can implements on
motivated theories to make goals on time. It they are not able to make their goals on time then
they can face issues and challenges at competitive scenario.
From the above mentioned approaches of marketing objectives it can be said that if
Chick-fila-a restaurant will use these assorted objectives then they can easily overcome its
weakness and able to gain competitive scenario. In order to make unique brand image they need
to focus on their weak points like competitors (Lusch and Vargo, 2014). Therefore, they have to
make their products more testy with lower price so that they can influence large number of
people and able to gain effective brand image in U.S.
Question 3
STP
This is very important concept which is related with marketing applications. Whereas,
STP stands for segmentation, targeting and positioning. On the other side it is known as the
process which links between entire market and how firms selects to beat in that market.
Therefore, Chick-fila-a restaurant use segment marketplace at first stage and then they focus on
its target markets and lastly they implements on positioning. So this process of marketing mix is
given below in context with respective restaurant:

Illustration 1: STP Marketing Process
Source: STP Marketing Process, 2019
Segmentation: It is mainly considered as a first step within STP approach. It help
business to list out all the potential market segment which is generally used to target in a
marketing campaign. In context with Chick-fila-a restaurant they mainly segments its market on
the basis of Demographic and Psycho graphic segments which generally consist age and gender.
With the help of this they can understand people needs and desired and able to launch kinds of
services by which they can satisfy their needs and wants appropriately (Murphy, Laczniak and
Harris, 2016). In order to grab future opportunities at marketplace it is necessary for them to
segmentation of market in a proper way.
Targeting: After completing this process of segmentation Chick-fil-a restaurant focuses
on target market, for this they always target mom's, families, millennials, faithful along with
middle and upper class. They always selects and target assorted classes of people in order to
provide products accordingly. Along with this they always focus on their income by which they
can offer food items and they can comfortably eat at regular basis (Mullin, Hardy and Sutton,
2014).
Positioning: In order to implement of this stage Chick-fil-a restaurant needs to focus on
two types of variable in order to examine overall market overview. Along with this, to give better
position of their restaurant together with products they needs to adopt different strategies by
which they can get to know about overall marketing criteria and able to make its services better
and provide satisfactory products to its customers.
According to the above mentioned STP approach Chick-fil-a restaurant is able to apply
these types of principles and practices by which they can achieve its targeted goals and
objectives and able to implement on new terms and policies to satisfy customer's desired
accordingly. With the help of this they can target effective market and apply different process to
gain competitive scenario (Rudden, 2016).

Question 4
Competitor analysis
Competitive advantages are based on conditions that always allow a firm as well as
country to country in order to produce product and services at equal value at a lower price
according to the desirable trend. These types of situations allows to firm to develop productive
entity with more sales by giving competition to market rivals. In reference with Chick-fil-a to
gain competitive scenario they are applying so many theories and work related essential points
by which they can achieve its targeted goals in a perfect way. Along with this, in a current
scenario, there are large number of food chains which are dealing with different types of veg and
non veg food items in order to earn profits by giving huge satisfaction to people. If talk about US
economy there are large number of food chains but herein, Chick-fil-a as it was founded in 1967
through S. Truett Cathy in Atlanta (Piñeiro-Otero and Martínez-Rolán, 2016). So that have good
presence as they deal with fresh chicken and satisfy customer's desires. But now a days this
restaurant is focusing to expand its franchise within UK marketplace. In order to this they are
needed to follow Porter's Generic Strategies Model, which is mentioned below:
Generic strategies are known as porter's generic strategies which involves cost leadership,
differentiation and focus in order to get accurate information within the marketplace. There are
few points which are comes under this model that are:
Cost leadership strategy: There are two types of strategies, where the first is adopt
lowest cost if possible or ensures that they can achieve effective market share with effective
price. In context with Chick-fil-a restaurant they generally use lowest price strategies by which
they can attract large number of customers by giving them better ways to eat different types of
food items within one place. With the help of this option respective restaurant can make different
story with consumers and able to focus on their internal processes by which they are able to
focus on their material and labour cost as well (Pike, 2016).
Differentiation strategy: In order to target broad market firms and business entities are
needed to have effective product and services exclusively in a possible way. In order to make
firm more attractive they are required to have effective research and development with
innovative ability to deliver high quality of goods and services properly (Kotoua and Ilkan,

2017). In context with Chick-fil-a restaurant by following this strategy they can differentiate
their product and services by having innovative techniques and ability to understand customer's
desires. Along with this they are able to deliver effective product and services in a flexible
manner so that they can easily adopt more changes in market in a proper manner.
Cost focus strategy: According to this element from porter's generic model Chick-fil-a
restaurant always target niche market by which they can easily focus on marketing strategies and
able to provide lowest prices on their product. By selecting this type of niche marketing concept
they can easily understands dynamic markets and consumer's desires by which they can ensure
that prices will be low (Okumus and Cetin, 2018).
Differentiation focus strategy: By focusing on niche market Chick-fil-a restaurant is
able to produce effective product and services by applying new features and numerous varieties
of foods. Along with this, it involves strong brand loyalty towards customers. With the help of
this they can sustain in the market for long period of time and able to give better services with
effective food items to customers in an appropriate manner.
According to the above mentioned strategies this can be said that if Chick-fil-a restaurant
is able to apply above strategies on their entire management and operation activities system then
they can achieve their targeted goals and objectives and able to design its profits potentially.
Along with this SWOT analysis is also very beneficial tool for them by which they beat their
competitors and able to achieve their target it will influence overall function of an organisation
and make them attractive fast food chain in a proper manner (Griffitts, 2016).
Question 5
Marketing Mix 7P's
The combination of marketing mix refers to the combination of seven elements that aims
to work together in order to achieve business goals and objectives along with marketing
strategies. Therefore, these 7 P'S are the product, price, place, promotion, people, process and
physical evidence. There is comparison between Chick-fil-a and McDonald’s to understand
marketing mix concept, mentioned below:
7P'S Chick-fil-a McDonald's
Product It is one of the leading fast It is world's largest fast food

food restaurant which provides
lunch, breakfast and dinner as
well. Other beverages are
includes juices, iced tea, soft-
drinks and so on.
chain industry. It involves
different types of food like
chicken and sandwiches,
burgers, fries, salads, shakes
and so on.
Price Prices of its food items slightly
higher then its competitors
(Faßmann and Moss, 2016).
The main aim of every
individual of McDonald's is to
offer food at a competitive
value that driven price for the
customers.
Place It has a wide geographic
presence with its outlets along
with they have premium
quality of food which is
available for all customers.
It means distribution. So this
firm always provide its
product and services
worldwide with the aim of
make people happy
(Kingsnorth, 2019).
Promotion In order to promote its goods
and services they always used
TV and radio in order to
increase its sells and reach
customers effectively.
To promote its strategies they
use internet, social media,
newspapers and so on.
People Main target of this business is
to reach highest level of
income by providing numerous
food items to its customers
(Eng, 2017).
It work with approximately
97,000 people around the
world.
Process Franchises require an first
investment of $ 10,000 then
they can provide training and
development programmes to
They always perform large
number of activities in one
time in order to achieve
targeted goals.

its entire workforce.
Physical evidence It has biggest physical
evidence as they have large
number of employees/waiters
who treat consumers in a better
way.
They have good feedback from
its customer's experience as
they provide high quality of
food.
For further improvement Chick-fil-a restaurant is needed to have more attractive
strategies in order to expand its business across the U.S.
Financial performance / Budget:
2018 2019
Revenue £ 7.5B 8.2B
Net cash provided by
operating activities
£ 120m £180m
Net cash used in investing
activities
£100m £120
Net cash provided in finance
activities
£408m £130m
From the above table of financial budget this can be said that, Chick-fil-a restaurant value
increase in a year of 2018-2019 (Kerin and Hartley, 2015). herein, entire sales and revenue has
been maximised from 7.5 to 8.2B. Now it can be said that investment on managing and funding
activities has been enhanced by making plan of expand business in UK.

CONCLUSION
From the above mentioned report it has been analysed that marketing is an essential
concept for each and every business as well as firm by which they can conduct effective research
and able to know about marketing situation of business perfectly. Along with this, report has
been covered effective marketing plan in which there are brief description of PESTLE, SWOT,
STP approach and so on. All are helpful for firm to gain competitive advantages and able to
achieve targeted goals and objectives in an effective manner. Along with this they are able to
expand its business in another place.

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