Creation of a Marketing Plan

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