Marketing Management: Analysis, Objectives, and Strategies

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MACRO ANALYSIS......................................................................................................................3
PESTLE.......................................................................................................................................3
MICRO ANALYSIS........................................................................................................................5
Porter's Five Forces......................................................................................................................5
SWOT Analysis...........................................................................................................................7
OBJECTIVES..................................................................................................................................7
SMART Objectives......................................................................................................................7
Competitive analysis....................................................................................................................8
Competitive advantage.................................................................................................................8
STP...................................................................................................................................................8
7Ps..................................................................................................................................................10
Marketing Mix strategies...........................................................................................................10
BCG Matrix...............................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing environment consist of all those internal and external factors that influence
marketing operations of a company. In these factors some factors are controllable mostly those
who come under internal environment and other are partially controllable like factors of micro
external environment and those factors which come under macro external environment are totally
uncontrollable. This report includes audit of internal and external marketing environment. This
awareness enables company to avoid and overcome negative impacts these factors can make on
company's performance. This report also includes development and justification of SMART
objectives of a company and competitive analysis of Chick-fil-A, this is a American fast food
company. This company intends to bring its franchise in UK market as a part of its market
expansion. This report also explain segmentation, targeting and positioning (STP) strategy and
perceptual map in order to demonstrate its potential market position. Marketing strategy for
company is also included in this report.
MACRO ANALYSIS
PESTLE
Marketing audit refers to systematic, critical and unbiased evaluation and interpretation
of internal and external marketing operations and environment. This audit is performed to predict
areas of opportunity and threats and where company is strong and weak.
Chick-fil-A can perform this audit is using tool which is PESTLE analysis and by evaluating
other important marketing factors. PESTLE is used to audit macro environment of marketing.
Process for this analysis includes stages such as
Understanding the PESTLE
Political- This factor is concerned with political ideologies of a country. Their values and
beliefs that affect the business functions come under political factor. This is a very important
factor as company can not avoid their impact. This factor also includes government and its
system in a country (Perera, 2017). Their stability and norms, this is important as different
government have different norms and business functions get affected from those norms.
Economical- This factor refers to economic condition of a country. Various aspects are
covered in this factor that are GDP, per capita income, buying habits of country's population.
Other than these on a macro level policies such as fiscal and monetary policies, taxation policies,
interest rates, currency exchange rates also come under economic environment of marketing.

Social- This factor of marketing is concerned with individual choice and preference of
population of a country. In context of marketing extent to which population of a country prefers
to buy product which is being made and sold by the company.
Technological- This factor is concerned with technology and its development in a
country. Technology has made a very great impact on marketing functions of a country and
companies are now able to plan marketing and supply of their product all over the globe.
Efficiency of this technology depends on the extent to which it is advanced in a country.
Advanced and latest technology tends to give more effective results than old version of
technology.
Legal- Legal factor refers to rules and regulations of the country where company is
operating. This have a great impact on marketing environment of company. Legal rules and
regulations are mandatory to follow and company can not ignore this and these rules can impact
functioning of company to vary extent.
Environmental- This refers to natural environment and its condition and is concerned
with its protection and sustainability (Irawanto, 2017). Rules in this are also there related to
pollution control. Presently all the global and regional organisations are working toward making
all the business organisations' environment friendly and pollution free.
When these factors are clear next step comes as gathering information about all these factors.
Information regarding this can be availed from various sources such as news, journal and internet
and search engine. Then this information are divided and listed with their respective categories
and lastly analysed to find out areas of opportunity and threats in market environment of Chick-
fil-A.
To audit internal marketing environment of Chick-fil-A factors that are required to be
evaluated and analysed are as follows,
Task environment Audit- This includes analysing factors which are associated with the firm
that is customers, market, suppliers, facilitators, competitors and firms engaged in marketing
functions.
Strategy Audit- This refers to strategies that are developed for marketing such as mission and
vision of company and their link with strategy of marketing.