Creation of a Marketing Plan

This document provides a comprehensive guide on creating a marketing plan. It covers topics such as marketing management, conducting a marketing audit, setting SMART objectives, implementing STP strategy, competitor analysis, and Porter's generic model. Suitable for marketing students and professionals.

Creation of a Marketing Plan

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................2
MAIN BODY ..................................................................................................................................2
Audit of marketing environment.................................................................................................2
Statement and Justifications to SMART objectives....................................................................5
STP strategy................................................................................................................................6
A competitors analysis................................................................................................................7
Marketing Strategy......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

EXECUTIVE SUMMARY
Management works as an effective tool which leads organisation to achieve their goal by
utilising minimum resources and generating maximum results from them. Marketing
management refers to a procedure by which management perform all task through planning,
organising, monitoring and controlling. In this report audit of marketing environment is done by
using tools such as PESTLE and SWOT. Porter's Generic model is also used by management to
understand competitive analysis in market. With the implement of STP strategy it is easy for
organisation to achieve there objectives in effective manner. In the last, 7P's of marketing is also
used by management to achieve organisational objectives in effective manner.
INTRODUCTION
Marketing management can be defined as the application of various techniques, methods
and tools that are used by the organisation. This is done for identifying the potential markets for
satisfying the needs of customers in an appropriate manner. The main motive of marketing
management is to formulate effective strategies in order to gain competitive edge in market.
Along with this marketing management undertakes planning, monitoring, organising and
controlling plans to perform the operations and functions of organisation. This report is written
from the perspective of Chik-fil-A that operates its business in fast food industry. Further, it is
one of the largest American chain that is well-known for its chicken sandwiches. In the present
scenario, Chik-fil-A is operating their business in 47 states. Moreover, in this report micro and
macro factors will be undertaken in this report. In the last, marketing strategy and its formulation
by utilising 7P's of marketing mix and STP analysis are also focused in this report (Kerin and
Hartley, 2015).
MAIN BODY
Audit of marketing environment
Marketing audit exists as the comprehensive analysis as well as systematic evaluation of
the internal and external environment of the organisation. With proper marketing audit the
analysis of goals, principles, strategies and objectives are done in exact manner that leads
organisation to identify opportunities and threats in market.

In order to conduct the marketing audit in a accurate manner the organisation utilise and
implement the tools such as SWOT and PESTLE analysis to understand micro and macro
environment.
SWOT Analysis- For analysing the internal factors of the Chik-fil-A SWOT analysis will
be chosen and done for identifying strength, opportunities, weakness and threats (Gunawan,
2015).
Strength
 The major strength of restaurant is the
customer service which they offer and
utilise as a competitive advantage for
them. Restaurant sell its sandwiches and
burger in a hygiene way. It protects
customer from food dangers such as
food poisoning, bad smell etc.
Weaknesses
 The restaurant of the Chik-fil-A are not
present outside the USA. So it reduces
the scope of its operations and sale of
its products.
 There is intense competition in the fast
food industry. So customer retention is
one of the major weaknesses of
restaurant.
Opportunities
 Products which offered by Chik-fil-A
are filled by management with chicken,
but in fast food industry. Various
opportunities also exists in market. Large number of opportunities are
present in market such as to enhance
the market area in other countries also.
It increases more profits for
organisation.
Threats
 Chicken impact on the business due to
various diseases. It creates health issue
for the persons who consume chicken
dishes.
 The competition is a major threat for
organisation. Along with this the
fluctuating prices for raw-materials
impacts on the business operations of
Chik-fil-A.
PESTLE Analysis- For analysing the macro factors for the organisation, management
must utilise tools such as PESTLE analysis. It helps to analysis favourable and unfavourable
impact on organisation by considering some essential impacts which are as follow: Political Factors- In the context of UK, they follow a constitutional monarchy which
runs according to the parliamentary system. This makes fair and stable decisions for the

business that are operating in the industry (Grewal and et. al., 2016). Further, there are
less changes in the policies and regulations of UK. So the political conditions of UK are
also stable. In context of Chik-fil-A they are operating they are entering in the European
countries. Therefore, it is mandatory to monitor and formulate policies as from the
perspective of Brexit. Economic Factors- In the present scenario, the economic conditions of UK are better
than the other countries. This determines the growth rate of GDP is high because the
government is supporting business houses by providing tax benefits, subsidiaries and
many more. Due to better economic conditions it works as positive factor for organisation
that increases sale and profits of Chik-fil-A products. So it is better for management to
make policies for entering in the UK market (Festa and et. al., 2016). Social Factors- Social factor of the organisation relates with the taste and preference of
customers or society in which the management is operating their business. In the context
of UK people are resident their from different backgrounds and countries. Due to which
the European countries are densely populated, it governs that people who are stable in
UK are open for dish, services and products. Moreover, in context of Chik-fil-A they
offer healthy food to its customers. So it is beneficial for society as well as organisation. Technological Factors- Technology factor is one of the major tool that is present almost
in all functions and operations of organisation. The main aim to implement technology
factor in organisation is to perform business operations in a innovative way. Moreover,
Chik-fil-A offer innovative services to its customers with their self-service model. It is
totally operated by management with technological aspects. This works as efficient
method for attracting customers. Legal Factors- Laws and legislations that are developed by government and industry are
consider as legal factor of organisation. With the implement of wage act, employment
rules, industry regulations etc. Chik-fil-A increases the customers satisfaction level for
employees (Farid, Thompson and Davidson, 2014). Like trading barrier decreases the
flow of supplies and raw-materials. This results the business is impacted such as the sale
of products will decreases because of low supply materials.
 Environmental Factors- There are different operations are performed by the
management of Chik-fil-A, as they are operating its business in various states. There are

various rules and regulations are formulated by government to ensure the interest of local
governments, NGO and individuals because they are aware about the safety of
environment. Moreover, it also enhances the goodwill of organisation in the society. The
negative of Chik-fil-A business is that they sell non-veg products due to which sale of its
products is impacted. Further, different eco-friendly restaurant are also impacting on the
sale of business.
Statement and Justifications to SMART objectives
Marketing objectives refers to the goals that are determined by the organisation to
achieve their goals and objectives to promote various offers in market. Along with this efficient
marketing strategy it is easy for organisation to achieve their objectives in short intervals (Dibb,
2014). The primary objective of the organisation is to generate awareness among individuals
about healthy food. The major objectives of Chik-fil-A with SMART are mention as follow:
 Specific- The objective of the organisation are specified and clear among all the
departments, it results the goals for management are accomplished by management in
effective and efficient manner. Moreover, it also helps the organisation to perform their
work without any confusion among the employee's. The main objective of Chik-fil-A is
to increase their market share and to expand the number of operations that leads
management to earn more amount of profits. For enhancing market area organisation
target 25% of market to increase in a period of 3 months.
 Measurable- This is mandatory for the organisation to measure all the objectives that
enhances the performance of their operations. It is also understand by the management to
complete its work by which management is able to earn better amount of profits. For this
Chik-fil-A monitor its business in efficient manner. The turnover of organisation is
specific and it is increasing form recent years regularly (Deepak and Jeyakumar, 2019).
 Achievable- All the goals and objectives that are determine by the organisation must be
achievable in minimum time period. In the present scenario, it is complex for
management to achieve their objective because of the fluctuating market situations. The
objectives of Chik-fil-A is to enhance their market with 25%. This is achievable and also
not affect on satisfaction level of employee's.
 Realistic- The goal of the organisation that are necessary to achieve must be practical and
linked with the company. Chik-fil-A is already operating their business in various state of

America. Therefore, it is easy for the organisation to enter in the market of UK. It refers
that their goals are realistic and also large opportunities to remain stable in the country.
 Time-bound- With the implementing of update techniques and information it is easy for
organisation to motivate the employee's. Objectives must be achieved by the organisation
in the decided time period with the utilisation of time-bound techniques. In context of
Chik-fil-A estimated time period of organisation is 90 days (Cho and et. al., 2017).
In the last, the goals or SMART objectives of Chik-fil-A are easily achieved because they are
prepared on the basis of market analysis and opportunities in market.
STP strategy
STP strategy leads the organisation to target right customers, at the right time and at right
place. Moreover, with the help of STP strategy management of Chik-fil-A easily achieved their
goals by formulating effective strategy and according to the characteristics of targeted customers.
Segmentation- The segmentation market strategy helps the organisation to analysis and
identify all segments of market. Common characteristics of population are identify by
management through the process of segmentation. Further, to implement proper segmentation
organisation focuses on demographic and behavioural characteristics of the country. In context
of Chik-fil-A market organisation target its customers on the basis of demographic factors
because it is directly related with taste, age, preference etc. that are followed by customers. UK is
a country that is open for individuals to learn and adopt various activities. Therefore, it is
consider as one of the primary objective for the organisation.
Targeting- After analysing the market segment of the organisation it is easy for
management to identify the target market. This determines with the right decision of target
market it is easy for management to evaluate all segments of market (Cacciolatti and Lee, 2016).
From the perspective of respective organisation they identify the potential and commercial
attractiveness for all segments in order to sell their products to all members. The specific target
for the Chik-fil-A products is the youth and collage going students because they prefer fast food
to satisfy there needs.
Positioning- Strategy related with position factor relates with developing the positive
image of organisation in the mind of target customers. Value, belief, culture etc. are some factors
that is used by organisation to generate positive value about its products and services in the mind
of consumers. Chik-fil-A is mainly focused on promoting their products with the advertising

methods that are social media and print media. This tools are one of the best method to approach
large number of customers in less time.
By the implement of STP strategy it is easy for Chik-fil-A to accomplish their objectives
in effective manner. With the basis of developing an effective plan it is easy for organisation to
implement marketing mix as target market and customers are basis of their characteristics by
which Chik-fil-A target its customers on basis market analysis (Bhandari, 2018).
Perpetual maps are used by the management of Chik-fil-A for identifying and
understanding the perception of customers on the basis of all attributes that are brand, products
and services. It alos helps the management of Chik-fil-A to compare the image brand with its
competitors and to formulate effective strategies.
A competitors analysis
This is mandatory for the organisation to analysis the whole market area and its
competitors that are operating their business in similar industry. In order to implement the
market position Porter's generic model is used by organisation to understand business
environment. Some of its strategies are mention as below:
Cost leadership- According to this strategy the main motive of organisation is to sell their
products at lower cost. Chik-fil-A produces their products at a large level. This refers that with
the implement of mass production activities it is easy for management to reduce their cost.
Profits are the crucial part for organisation and with cost leadership strategy it is easy for
management to enhance their profits easily by minimising the overall cost of its activities.
Differentiation- This strategy refers the main objective of organisation is to gain
competitive advantage. It is done in the organisation by providing the differentiated products and
services in order to attract more customers (Baker, 2016). Moreover, the differentiation
techniques are beneficial for increasing the quality of products and introducing new aspects in its
products. Chik-fil-A uses this strategy to create better image in the market.
Cost Focus- Cost focus strategy is focused on reducing the cost of organisation but the
main focus is to consider narrow segment of market. The products which are focused by
organisation are similar to those products that is available at high prices but they satisfies needs
of large customers. In the present scenario, cost focus strategy is more beneficial for Chik-fil-A
because they offer similar products at a economic rate that are sold by premium restaurant at
high prices.

Differentiation Focus- As per this strategy the objective of organisation is to offer those
products and services that are unique and different. The main motive of differentiation focus
strategy is to enter in a narrow market segment. With this strategy it is easy for management to
sell their products in those area that are different from others irrespective of their prices (Al
Fahad and et. al., 2015). Specific group of market are easily targeted by customers in easy
manner through using differentiation focus strategy.
Chik-fil-A utilise all types of strategy for taking competitive advantage in the market but the
most appropriate for management is to utilise the cost leadership. So with the help of these
strategy it is easy for organisation to serve large number of individuals in order to increase their
market share in all effective manner. Further, healthy products and strategy is the key to achieve
top position in market.
Marketing Strategy
Marketing strategy can be defined as a tool that helps the organisation to achieve large
number of objectives by considering all aspects of market. This is defined as the goals and
objectives that are combined together to make an effective plan. Business executives of Chik-fil-
A formulates effective strategy from market research by focusing on right strategy in order to get
more profits (Ajagbe and et. al., 2015). For completing this in effective manner management of
Chik-fil-A focuses on 7P's of marketing which are mention as follow:
Basis Chik-fil-A
Product Majority of the products that are offer by Chik-fil-A are
contain chicken. Like its sandwiches and burgers is
made up from chicken. On the other side, they offer
breakfast, lunch and dinner. So by offering all this
services it is easy for organisation to enter in market
effortlessly.
Price Cost or price of the menu that is offer by Chik-fil-A
restaurant is economical and better quality. The main
target of the organisation is to target upper and middle
class individuals of the UK.
Promotion Organisation is promoting their products through

formulating several campaigns. In order to implement
this effectively management focuses on tag lines and
advertisement methods such as social media. On the
other side, print media like newspapers, brochures and
magazine are also effective tools for organisation.
Place Large number of restaurant are offering the products of
Chik-fil-A as they are operated by them. But the place
decided for UK is London and Greenwich because large
number of tourist this places for regular periods (Achua
and Alabar, 2014).
People Target customers for Chik-fil-A are those individuals
who belongs to a young age. In UK, they target all
professional and people of young age for its products.
Along with this they also target individuals of middle
class people (Ahmed, 2019).
Process On the other side, Chik-fil-A follow the channel of
marketing. Due to which better relations of organisation
is generated with suppliers. Further, it also helps to
complete the process in decided time period.
Physical evidence Retail and physical outlets of the organisation are
consider as the physical evidence. Restaurant of Chik-
fil-A are work as their physical evidence. Invoice, Dish
and furniture is also consider as tangible activity for
organisation.
CONCLUSION
From the above report it is concluded that an organisation is easily survive in competitive
environment through utilising techniques various techniques. This assist the management to
conduct an effective market research. SWOT and PESTLE are the tools that is used to
understand the micro and macro environment. Along with this competitive position analysis is

also used by organisation to formulate effective strategies which helps to gain competitive edge
in market. In the Smart objectives are decided and achieved by deciding marketing strategies in
effective manner.

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process/what-is-the-stp-process/>
Marketing strategy, 2019. [Online]. Available
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