Creation of a Marketing Plan

Creation of a
Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
PESTLE analysis of Chick–fil–a company............................................................................3
Statement and justification ....................................................................................................4
A STP strategies of the Chick-fil-a and perceptual map of the company..............................4
Competitor analysis of the Chick–fil–a company..................................................................7
Marketing strategies by using 7 p's .....................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plan is blueprint or comprehensive written document that outlines the efforts
make by firm for raising sales of enterprise and generating more profit in the market. Marketing
plan helps company to find new opportunities for their business and it also aids in attracting new
buyers.
This report will prepare marketing plan of the Chick-fil-a company, which is private fast
food chain in America. and It is popular for having best fast food chain in the UK. This
organisation was founded in 1967 in Atlanta. This report will include micro and macro analysis
of the Chick-fil-a (PESTEL analysis). This report will highlight STP strategies and it will explain
effect of STP strategies on business success. It will also cover perceptual map of the company.
this report will include competitive analysis of the Chick-fil-a and Taco Bell. this report will also
highlight the marketing strategy for the company by using 7 P's of the marketing.
TASK
PESTLE analysis of Chick–fil–a company
Political Analysis
Political environment of the United kingdom affects companies performance to great
extent. The regulations and rules of the government gets changed any time (Kotler,and et.al.,
2018). Fluctuations in political system affect operational activities of business to great extent.
Leaders and mangers of the company are not able to focus on the long-term strategies for the
company because of change in the government and political environment.. Chick-fil-a have to
change their rules and strategies in the company during the change in the policies, laws or
government because of this change increase stress for leaders and mangers. Chick-file-a has to
make changes in its operational activities by looking at new laws, this sometimes increase
operational cost of business to great extent
Economical
Labor cost in the UK is increasing with time and Chick-fil-a required skillful and
qualified workers in the company and this problem creating difficulties for the company because
they have to spend more for the Labor. Chick-fil-a company provide fast food services to the
public, and they want talented chef who are professional cooker or server. Changes in interest
rate affect its operations, now company is unable to spend much amount because it will not be
able to recover its cost. Hence such economic fluctuation affect business to great extent.

Social factor
This company is providing low price and better services to the people in UK but
population requires more food related services from the Chick-fil-a. Social factors afcets buying
behavior of person. Now people need healthy food more than fastfood, this behavior of them
decrease sales of the firm if it is unable to offer them same products. Chick-fil-a is providing
services to the people who are desperate about trying different variety of food. Firm takes care
of their need and offer them products accordingly that help business in generating more sales in
business unit.
Technological Factor
This factor effects the company positively because technology is improving food services
in the fast food industry (Keegan., 2017). Cooking tools are more affordable now. Apart from
this, social media has helped this sector in building relationship with mass audience and know
more about their needs. This tool improves food services of the Chick-fil-a company, by this way
enterprise become able to retain consumers and raise its brand image in the market.
Legal factor
legal factors mostly effect the Chick-fil-a A, as employment law has been changed and
now companies are required to give extra leaves to staff that affect productivity of firm badly.
Customer, contract law, hygiene regulations gives power to consumers. However, more so than
ever, guest or customers, who are not satisfied with the service's can cause diverse impact on the
other guests.
Environmental Factor
Chick-fil-a company is very careful about the Environment, and they have plant trees in
their locality and campus, so they can provide fresh air to their guests and customers . This
increase reputation of the company in the UK market and people who leave nearby the restaurant
are happy with their work. Company takes care of waste management hence use resource well. It
fulfills its corporate social responsibility that supports the firm in raising its brand image.
Statement and justification
Smart Objectives
 To increase sales of company by 30% till the end of this year (Deepak and Jeyakumar.,
2019). .
 To enhance number of consumers by 20% before June 2020.