Marketing Management

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
An audit of marketing environment............................................................................................3
Justifications and statements for SMART objectives.................................................................5
Segmentation, targeting and positioning strategy.......................................................................7
Analysis of competitors...............................................................................................................8
Marketing Strategy......................................................................................................................9
CONCLUSION.............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management can be consider as a process that is used to implement new
methods, techniques and practices in a company. In order to establish market tools in effective
manner the management identify the potential markets for satisfying the needs of customers that
are not fulfilled. Marketing can be done in appropriate manner by developing effective strategies
through monitoring the market on constant basis. Chil-fil-A is an American fast food chain that
is undertaken in this report. Moreover, organisation is well-known for their chicken sandwiches
and they operate their business in more than 47 states. This report highlights on audit of market
by considering various macro and micro factors. In the last, an effective marketing strategy will
be developed by utilising STP and 7P's of marketing mix (Zampetakis, 2014).
MAIN BODY
An audit of marketing environment
The process of marketing audit can be defined as the development of a plan by
systematically analysis and evaluation of the business environment on the basis of internal and
external factors. In the present scenario, proper marketing audit is beneficial for analysing the
opportunities and problems in market area. So the planned activities of organisation can be
turned into action.
Micro and macro factors are the major aspects that is used by organisation to conduct the
marketing audit in an appropriate manner. So SWOT and PESTLE are the tools that is used by
Chik-fil-A which are mention as follow:
SWOT analysis
In order to understand the impact of internal factors an organisation must consider SWOT
analysis that helps the organisation to analysis the strength, weaknesses, opportunities and threats
for a specific company.
Strengths Weaknesses
 Self service model and the customer
service are the major strength for
organisation that demonstrate Chik-fil-
A as a different organisation in market
 Majority of the sale about Chik-fil-A
burgers and restaurant is gain form the
USA due to which international
presence of organisation is not possible.

(Bartlett and Ghoshal, 2015).
 Employee's of the Chik-fil-A are
getting more benefits as compare to
other organisation such as more salary
and holidays. It leads organisation to
increase their work productivity with
the help of satisfied employee's.
 The number of fast food organisation is
increasing with a rapid speed due to
which customer retention and loyalty is
most negative impact for organisation.
Opportunities Threats
 Majority of the individuals are more
focused towards healthy products. So a
wide area for the sale of chicken
product is present in market.
 In the present scenario, Chik-fil-A
retains good knowledge and
information about market due to which
it is easy for organisation to enhance
demand of products among other
countries.
 The market of UK is increasing with
rapid speed, this determines that large
of opportunities are capture by
management in effective manner.
 Many NGO are changing the
perception of customers related to Non-
veg food such as fish, chicken etc. So it
is a major threat for Chik-fil-A.
 Food industry is facing intense
competition that is directly impacting
on the profitability and sales of
restaurant products. Like price is
fluctuated due to tough competition.
 Price of products are changing with in
different countries due to which it
directly impacts on the cost of products.
PESTLE analysis Political Factors- UK is one of the developed countries among all over the world that is
following constitutional monarchy in their parliament. It results that government is able
to develop better results that makes stability in the operations and rules of country
(Brauers, Ginevičius and Podviezko, 2014). So the balanced political conditions works as
a positive factor for Chik-fil-A to operate their business in UK market.