Marketing Management: Chick-fil-A Expansion to UK

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MIAN BODY...................................................................................................................................1
Audit of marketing environment (SWOT and PESTLE)............................................................1
Segmentation, targeting and positioning.....................................................................................4
Competitors Analysis..................................................................................................................5
Marketing strategy by using 7P's................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing management is a process of planning and executing concept of pricing,
promotion and distribution of ideas, goods and services in order to create, exchange and satisfy
individuals and organisational objectives. Through this method marketing orientation, techniques
and methods inside the enterprise is performed so that various marketing activities can be
managed. Implementation of marketing management is important for each business organisation
as it helps to understand the customer needs. Through this products and services are provided
with improved quality to satisfy customer needs. Through marketing management marketing
conditions can be analysed in advance and effective measures can be taken to avoid uncertain
conditions (Kotler and et. al., 2018).
To apply the concept of marketing management in this report Chick-fil-A an American
organisation is considered. This organisation was founded in the year 1967 by S. Truett Cathy in
Atlanta. This organisation is performing well and earning revenue of approx amount $4M in the
year 2017. the revenue generated by the organisation is more then any other fast food
organisation situated in America. Chick-fil-A is expanding its business to UK and for this audit
of the marketing environment is done. Together with this SMART objective is prepared and STP
for segmentation is introduced. Competitors analysis and marketing strategy will be mentioned
for the organisation in this project report.
MIAN BODY
Audit of marketing environment (SWOT and PESTLE)
Marketing audit is a well defined process through which systematic analysis and
evaluation can be made for the marketing environment in which business is operating. In the
marketing audit report analysis of internal and external market of the business is mentioned. As
Chick-fil-A is expanding to UK market and it is very important to assess marketing conditions in
UK. In this process macro and micro analysis is done for the organisation through SWOT and
PESTEL analysis for assessing the current marketing conditions and making all reasonable
efforts to eliminate uncertainties.
SWOT Analysis of Chick-fil-A organisation is described as follows-
SWOT analysis is an technique that is used to assess internal business environmental
conditions of the organisation.
1

Strength-
 Quality of service is termed as one of the biggest strength that becomes one of the
important reason for success of the organisation.
 Ambiance of the outlet is one of the attractive tool that enhances more and more
consumer interest towards business organisation.
 The organisation is famous for its chicken sandwiches and other chicken menu. Employees of Chick-fil-A organisation are paid at much higher rate then industrial
average rate and this leads to attract more and more talent in the business organisation
(SWOT analysis of Chick-fil-A, 2019).
Weaknesses-
 Chick-fil-A organisation do not possess international presence and that restricts its
consumer market.
 Chick-fil-A charges high prices for their goods in comparison to other competitor
businesses.
 Fast food industry is growing at very fast rate and it become very difficult for Chick-fil-A
organisation to retain its consumers for long duration of time. In fast food organisations like Chick-fil-A amount of innovation is less and this also
serves as a weakness for attracting more and more consumer group.
Opportunities-
 In the present time more and more concern is provided to health and serving healthy fast
food by Chick-fil-A organisation serves as an opportunity to grow and develop at
international market. In the present time Chick-fil-A is operating only in US and expending in the international
market is one of the most attractive option to expansion.
Threats-
 As Chick-fil-A organisation is serving fast food that involves chicken as one of the most
important ingredients and quality of chicken can become a threat in long run for success
of the organisation.
 Fluctuation in the price of raw material may hinder the profitability of the organisation
and this will leads to a profitability threat in future.
PESTEL Analysis of Chick-fil-A organisation is described as follows-
2