Creation of Marketing Plan

Creation of marketing plan.

Executive summary:
This report has highlighted the micro and macro environment of the organization with the
help of SWOT, Porter five force and PESTLE analysis. After that the plan has highlighted the
SMART objective of the organization. After that report has highlighted market Position with the
help of the STP model. After that the report has highlighted the competitive analysis and
competitive advantage with the help of the Porter generic strategy. After that the report has
highlighted 7 P's of the organization and Ansoff model.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Macro analysis PESTLE.........................................................................................................4
Micro analysis........................................................................................................................6
Objectives...............................................................................................................................7
Competitors analysis..............................................................................................................8
Competitive advantage...........................................................................................................9
STP analysis...........................................................................................................................9
Marketing strategy and matrices..........................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plan is the report which outlines the proper marketing strategy for the coming
years. This includes various elements which reflects marketing goals and objectives of company
in effective manner. The present report is based on the “Chick-fil-a” which is the private
American fast food chain. McDonald’s is one of the competitors and had an average sales. The
report will produce a marketing plan for company in order to increase their sales with improving
performance. The marketing plan is analysis a macro and micro analysis of company with setting
SMART objectives. This will also analysis competitors analysis and its advantage. The plan is
highlight an STP analysis which helps to target customers by providing services of company. At
the end of report, it will reflect marketing strategy by using 7 P's of marketing and matrix which
are helps increase performance by satisfying customers.
MAIN BODY
Macro analysis PESTLE.
The macro analysis is reflects with an external analysis of company because that is help
to company to produce marketing plan for Chick-fil-a company. With the help of this, company
management is able to make proper and effective works by considering external factors
(Appelroth, 2015). For that here is select PESTLE model. This includes all the factors which are
related with macro environment are as follows:
Political factor:
This factor plays a huge role in not only with the investment decision by the transactional
corporation but also with the companies. Chick-fil-a has a good record of international trade and
other treaties which is helps to create various global partners of restaurant in effective manner.
This creates proper effectiveness for business in order to take Franchise into UK as a part of
market expansion. In that management need to consider with UK's laws and regulations like
franchise agreements.
Economic factor:
The economic factors of country have a direct impact on the potential attractiveness in a
given market. The inflation rate of country is high then it affects to restaurant because in that
price of product is increases which could lead to lower levels brand loyalty and constant to
manage costs (Calvo-Porral, Medín and Losada-López, 2017). On the other side, inflation rate is
decrease then it creates opportunities for business and taking franchise into UK to expand their