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Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
An audit of the marketing environment; Macro analysis.......................................................3
TASK 2............................................................................................................................................5
A competitor analysis to highlight how the organisation will stand out from the competition. .5
TASK 3............................................................................................................................................7
A clear segmentation, targeting and positioning (STP) strategy and perceptual map to
illustrate firm's potential market position...............................................................................7
TASK 4............................................................................................................................................8
Marketing strategy using the 7P’s to gain an entry into the UK market................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management refers to the process of planning, decision making, monitoring
and controlling the market aspects of firm in terms of marketing concept within system. It
supports the functions and activities which are included in products and services distribution
(Atwal and Williams, 2017). This report is based on Chick-fil-a which is one of the private fast
food chain of America, established in year 1967 by S.Truett Cathy. The company is looking to
bring its franchise in United Kingdom as a part of market expansion. For entering into new
market, the report emphasize on marketing environment audit in which macro environment of
market is analysed and competitor analysis is done in order to determine how the firm will stand
out from competition. Moreover, segmentation, targeting and positioning strategy for firm will
determine to illustrate its potential market position. At last, 7P's marketing strategy is included
in report to gain firm's entry in United Kindgom's market.
TASK 1
An audit of the marketing environment; Macro analysis
Marketing environment audit refers to a systematic, comprehensive, autonomous and
periodic examination of marketing environment, strategies, activities and objectives of business
with a view to identify opportunities and problem areas and recommending an action plan in
order to improve the performance of organisation. Chick-fil-a is a fast food chain of America that
offers sandwiches and chicken dishes to its customers. The firm operates around 2300 restaurants
in United States and its average sales per outlet is around 4m dollars in year 2017. The company
currently exists in 48 states of America among 50 and is a very popular eatery of today. After
getting success in the American market, now company is looking to bring its franchise in market
of United Kingdom as a part of business expansion. For this, it is necessary for marketing
manager of company to analyse the macro environment and all the factors that may impacts on
its operations and strategies (Bagozzi and et. al., 2018). Analysis of macro factors will help
manger of company in development and implementation of effective marketing strategies that
will facilitate in gaining competitive advantage in market. The macro environment of UK can be
analysed by using PESTLE analysis of fast food industry which is mentioned below:
Political factor: This aspect includes impact of policies and actions of government on
organisations operating in fast food industry. The political regulations related to food quality,

hygiene, food standards etc. required to be follow by companies operating in this sector. The
political environment of United Kingdom is stable which will provide an opportunity to Chick-
fil-a to run its business operations smoothly in the country as the laws and regulations are not
changing frequently. The pressure of government to include healthier items in menus may
impacts the operations of company. So, it will be necessary for company to ensure inclusion of
healthier items in menu (Fast Food Industry PESTEL Analysis, 2019).
Economic factor: This aspect is associated with the impact of trends and conditions of
economy on macro environment of fast food sector. The businesses of fast food industry has
affected by economic recession that may impacts revenues and profits of company while
operating in UK market. However, high quality customer service and involvement of cheaper
options in menu will provides an opportunity to Chick-fil-a to earn high revenues in United
Kingdom's market. Stable economic growth of country also provides an opportunity to it to
increase stability and grow its fast food chain business.
Social factor: This component includes social conditions that limits or supports the
businesses operating in fast food industry. The behaviours of customers are influenced by social
trends that affect business in terms of revenue. Busy lifestyles of people in United Kingdom
increases the likelihood of consumers to dine in restaurants such as Chick-fil-a instead of
cooking food. This will provides an opportunity to company to operate its business in UK market
and earn high revenues. However, increasing trend of healthy lifestyle may create threat for
company as people are now becoming more aware about their health (PESTEL analysis of the
UK, 2019). In order to deal with this situation, company can include healthy and low calorie
food options in its menu to satisfy needs of customers.
Technology factor: This aspect plays crucial role in success of businesses operating in
fast food industry. Innovation and changing technological trends influence the business of fast
food industry. The success of Chick-fil-a will highly rely on its adaptation to increase the
benefits of technological resources and trends. As the people of UK are more techno savvy,
services like online order placement will provide an opportunity to company to reach more
consumers and increasing its sales. Also, use of high end technology in food processing and
manufacturing enable company to provide hygienic food products and develop large consumer
base.