Marketing Management: Chick-fil-a Case Study

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
Audit of macro and micro environment of Chick-fil-a...............................................................3
Justifying SMART objectives of Chick-fil-a..............................................................................6
Chick-fil-a STP strategy..............................................................................................................7
Competitor analysis of Chick-fil-a..............................................................................................8
Explaining market strategy of Chick-fil-a by 7 P'S analysis.......................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management is a function of facilitating the distribution of products and
services which organisation is offering. It is a process of evaluating, planning, implementing and
controlling the activities which company perform for earning profits. Marketing management is a
very essential process which enables company to meet its required goals, make improvements in
distribution channel if needed and earn better profits. Through marketing management technique
entities also identifies new opportunities and change them into effective ideas to make those
chances profitable(Kotler and et. al., 2018). It is basically, organizing the marketing action
company takes for making sales and achieving its predetermined objectives. In this assignment,
all the essential actions which takes place in marketing management function are discussed in
context of Chick-fil-a. It is an American fast food restaurant chain and one of the largest of its
kind. Company serves several food products to its customers and its speciality is its chicken
sandwiches. Chick-fil-a was founded by S. Truett Cathy initially founded in 1946 as Dwarf Grill
but in 1967 its was rebranded as Chick-fil-a. Organisation have its operations in U.S., Canada
and UK and have its headquarters in College Park, Georgia.
Audit of macro and micro environment of Chick-fil-a
Marketing environment of every organisation is mixture of both internal and external
factors and its audit relates to critical evaluation of all the related elements. These are those
components which can foster or hinder the performance of Chick-fil-a if proper actions in
relation to these factors are not taken. Use of SWOT and PESTLE analysis tools are done for
understanding the internal and external environment of Chick-fil-a.
SWOT analysis
SWOT is acronym for Strengths, Weaknesses, Opportunities and Threat, out of these two
elements are internal to company and other two are external. This tool is used by organisations to
understand their internal strengths and weaknesses for working on them in order to earn better
profits(Atwal and Williams, 2017). Another advantage of this method is it helps company in
exploring new opportunities and taking actions to mitigate the effects of the threats which exist
in external environment of company. Strengths are those elements which highlights those areas in which Chick-fil-a excel and
what gives Chick-fil-a its uniqueness.

 Weaknesses are the factors which stops company from performing its best and working
on its full potential. Opportunities refers to those external components which are favourable for Chick-fil-a
and which enables firm to improve and earn better returns.
 Threats are the factors which can hinder the actions and related performance of Chick-
fil-a, they are basically those elements which can harm organisation.
Strengths Weaknesses
 The biggest strength of Chick-fil-a is
the services they provide to their
consumers. Their customer service is
the biggest reason behind their success.
 Another strength, of Chick-fil-a is the
ambiance in their restaurants. They
have very simple décor in their outlets
which attracts more people.
 Due to rapid growth of fast food
industry, customer retention is
becoming very difficult(Keegan, 2017).
Consumers wants to try new things and
therefore, they are not loyal to any
brand.
 One more weakness of Chick-fil-a is it
do not innovate. With changing
conditions company has to bring
innovative products in their menu.
Opportunities Threats
 People are becoming more health
conscious with every passing day. This
opens new doors for Chick-fil-a they
can introduce new healthy fast food
option in their outlets(Olson and et. al.,
2018).
 Poor customer services which
consumers get from fast food joints
have shifted the attention of public on
Chick-fil-a, which is a huge
opportunity which company can
explore.
 Very obvious threat every company
face in all industries, is threat of new
entrant and aggressively increasing
competition. Chick-fil-a is also in
trouble because many new competitors
are coming in and existing companies
becoming huge threat for Chick-fil-a
day by day.
 Scandals about the quality of chicken
used by fast food restaurant is another
threat which is there in external
environment fo Chick-fil-a.