Marketing Management: Chick-fil-a Marketing Audit and Strategy

MARKETING MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MARKETING ENVIRONMENT AUDIT......................................................................................1
Macro Analyses...........................................................................................................................1
Micro analyses.............................................................................................................................3
SMART OBJECTIVES AND JUSTIFICATION...........................................................................4
SMART objectives......................................................................................................................4
SEGMENTATION, TARGETING, POSITIONING STRATEGY AND PERCEPTUAL MAP. .5
Segmentation strategy..................................................................................................................5
Targeting strategy........................................................................................................................5
Positioning strategy.....................................................................................................................6
Perceptual map.............................................................................................................................6
COMPETITOR ANALYSES..........................................................................................................7
MARKETING STRATEGY...........................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the way of exchanging information and making them aware with the values
that are provided by company to them (Low, Gao and Mohdari, 2016). Chick-fil-a is the private
food chain business that was established in the year 1967. It has branches in America and now
planning to give franchise into UK market in order to expand its business internationally. Current
assignment will conduct marketing audit of firm. It will analyse its macro and micro
environment. Furthermore, report will highlight marketing strategy through which business can
gain success in the UK market.
MARKETING ENVIRONMENT AUDIT
Chick-fil-a is the private fast food company which is planning to open its branch in UK
market, before expanding its business in other location there is need to analyses condition of that
market and its suitability (Rowley, 2016).
Macro Analyses
Pestle analyses tool can be described as strategic management approach that analyses
external market and ensure whether firm will be able to deal with external factors or not.
Political factor
Government of UK is very serious about health issues of population hence continuous
making such policies that can help in keeping the person healthy. Now fast food companies are
required to follow these guidelines in order to meet the hygiene standards (Saura, Palos-Sanchez
and Blanco-González, 2019). UK has easy trade agreement procedure hence it can give
opportunity to Chick-fil-a to enter into UK market successfully. If government of United
Kingdom ban some of the ingredients in order to control over obesity problems, then it can
create problem for Chick-fil-a in sustaining in market for longer duration.
Economic factor
This is another major component that can affect overall working of company to great
extent. UK’s economic condition is very strong, as there is high employment rate that creates
opportunities for Chick-fil-a in gaining more profit and sustaining in market for longer duration.
As people is are able to spend money to get luxurious facilities in restaurants hence this would
help the Chick-fil-a in gaining success in this market (Kotler and et.al., 2015). Changes in
exchange rate and affect the sales and profit of Chick-fil-a, as if government increases exchange
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rate then entity might get fail to over the expenses which will reduce investment and revenues
will be affected (Sharma and Aggarwal, 2018).
Social cultural factors
Taste, preferences, values of customer affect the fast food industry to great extent. UK
people like to spend quality time in fast food. They like to have fast food but they are also
concern towards the health (Gneezy, 2017). There is need to offer them healthy fast food
services so that company can gain trust of people and can make them satisfied towards the
Chick-fil-a. Chick-fil-a needs to provide such products that have low fat items so that people take
interest in it. Youth rate is high in the nation hence Chick-fil-a can get more sales by entering
into this country because youth like to have such kind of meal.
Technological factors
This is the major component that can impact on Chick-fil-a, UK is the developed nation
that is using advance technologies in business. many restaurants and fast food cafes are using
POS machines, robots, AI system in their business. use of such techniques improves working
efficiency and also improve services of the firm as well. Chick-fil-a can also use such
technologies to serve its consumers well in UK market. By this way it will be able to gain
success in this market (Habibi and et.al., 2015).
Environmental factors
UK government is very concern about wastage and ensure recycling of materials so that
wastage can be reduced and natural resources can be kept secure for longer duration. UK has
many suppliers of fast food industry hence Chick-fil-a will not face any kind of trouble there. If
Chick-fil-a ensure its supply chain arrangement then it would be helpful to get more revenues
(Išoraitė, 2016).
Legal factors
Employment laws of America and UK are slight different hence there is need to have a
look upon employment regulations of UK before entering into this market. This will help Chick-
fil-a in sustaining in market for longer duration and serving consumers well. Wages rate policies,
sick pay laws will help Chick-fil-a in motivating staff and retaining talent in the firm for longer
duration. By this way it will be able to meet the requirement of consumers in UK market
(Hassan, 2019).
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