Competitor Analysis: Chick-fil-a vs McDonald's vs Burger King

Individual report

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
An audit of the marketing environment......................................................................................3
TASK 2............................................................................................................................................5
A competitor analysis..................................................................................................................5
TASK 3............................................................................................................................................7
Segmentation, targeting and positioning (STP) strategy & perceptual map...............................7
TASK 4............................................................................................................................................9
Marketing strategy using the 7P’s ..............................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books & Journals......................................................................................................................12

INTRODUCTION
Marketing management define as an essential procedure of making decisions, planning,
controlling as well as monitoring all the market aspects of a company in context of marketing. It
is the method which supports all the activities and functionality which consist in the distribution
process of product & services. In this report, Chick-fil-a is chosen as the base company which is
a fast food chain, established in the year 1967. It is a company invented by S.Truett Cathy which
provide fast food products to the customers. In order to expand its market share, a new franchise
is developed in the marketplace of United Kingdom (Atwal and Williams, 2017). Therefore,
before entering into new market area, environmental audit is conducted so that available
competition will be analysed. Furthermore, segmentation, targeting as well as positioning
strategy is adopted by the organisation in order to identify the potential market. At the end of this
report, marketing strategy which includes 7P's are going to be conducted by the marketing team
in order to analyse all the elements in an effective manner.
TASK 1
An audit of the marketing environment.
It is said that marketing environment audit define as a autonomous, systematic,
comprehensive as well as continuous analysis of strategies, marketing environment, objectives
and activities of business. It is said that marketing audit is conducted by third person and not by
the managers or members of the company. In the present context of Chick-fil-a, it is a fast food
restaurant chain of America which provide range of chicken products and sandwiches to their
customers. It has been identified that the company have almost 2300 restaurants within US as
well as the average sales of per outlet is identified which is almost 4m dollars in the year 2017.
apart from this, it has also been identified that at present out of 50, 458 states of America have
outlets which is quite popular among the youth (Bagozzi and et. al., 2018). Now, after getting
huge success at the marketplace of American, company decides to launch its new franchise with
UK. Before doing business expansion it is said that there must be an analysis of macro
environment so that competition level and demands of customers will be identified. With the
help of effective analysis of all the macro elements managers will be able to develop effective
marketing strategies so that they will be able to beat the competition. With the help of PESTLE
3

analysis, macro environmental factors of UK will be examined in an effective manner which are
as follows:
Political factor: It is the aspect which consist of all the political and governmental
policies which might affect the overall operations. It has been said that all the political
regulations which is associated with the quality of food, food standards, hygiene and many more
which need to followed by the management team of an organisation deals within the industry. In
the present context, it has been identified that the political environment within UK is quite stable
which provides ample number of opportunities to the chosen company which is Chick-fil-a. This
will assist the organisation in order to run their business functions in smooth manner. Apart from
this, pressure of UK government in order to involve healthy food items within the products might
affect the overall operations of the chosen organisation (Deepak and Jeyakumar, 2019).
Therefore, it is essential for the organisation to includes all the healthier items within the menu.
Economic factor: This feature of the macro environment is connected with the effect of
trends & condition of the economy. It has been analysed that business operations of fast food
sector is highly affected by the economic recession which might affect the overall revenues &
profit margin of the company while doing business operations at the marketplace of UK.
Therefore, with the help of involving cheaper options and providing high quality customer
service might provide ample number of opportunity to Chick-fil-a. With the help of stable
economic system of the country various opportunities will be gained by the management team of
the company.
Social factor: This element consider social conditions which supports or limits the
business functions within the fast food sector. The behaviour and attitude of consumers highly
influenced by the social trends which impact the business functionality. In the constext of UK, it
has been analysed that the lifestyle of individuals are busy which made them to prefer dine in the
hotels and restaurants like Chick-fil-a rather than cooking food at home. With the help of this,
company will be able to gain opportunity in order to operate in a positive manner within the
marketplace of UK (PESTEL analysis of the UK, 2019). Along with this, managers need to
provide healthy food products to their customers so that there needs and demands will be
satisfied (Felix, Rauschnabel and Hinsch, 2017).
Technology factor: It has been identified that it is very crucial element while operating
business functions in within the food industry. By innovating and modifying technologies it has
4