Marketing Management: Chick-fil-A Case Study

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Audit of marketing environment (SWOT and PESTLE)............................................................1
Micro analysis.............................................................................................................................4
SMART Objectives.....................................................................................................................5
Segmentation, targeting and positioning.....................................................................................6
Competitors Analysis..................................................................................................................7
Marketing strategy by using 7P's................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing managements is the procedure of the planning and formulating the conception,
pricing, promotion and distribution of thoughts, goods as well as services in order to develop,
exchange and fulfil individual and organisational objectives. It is essential for the organisation to
meet increasing competition and the need for improved methods of distribution to deduct cost
and to generate profit. Marketing management today is the most important function in a
commercial and business enterprises (Atwal and Williams, 2017). It helps to analysing the
customer demand according to that provided services with modified quality. This assignment
based on the Chick-fil-A which is an American organisation. It is founded in 1967 by S. Truett
Cathy in Atlanta. The company has been performed in well manner and generating revenue
about $4M in the year of 2017. The provide competition to same industry and earned more than
any other fast food which is established in America. Chick-fil-A wants to spread out the business
activities in UK so for this require to conduct audit of marketing environment. Along with set
SMART objectives and STP approach to identify segmentation. Competitors analysis and
marketing strategy will be considered in the particular assignment.
MAIN BODY
Audit of marketing environment (SWOT and PESTLE)
Marketing audit is defined as review of the marketing plan, objectives, strategies and the
business activities that have been formulation in particular area. It is a systematic determination
and analysis can be made for the marketing environment in order to conduct business activities.
Through the analysis focus on the internal as well as external market of the business (Bagozzi
and et. al., 2018). Chick-fil-A wants to expand business in UK for this require to analysis market
conditions in UK. For the micro and macro environment analysis conduct SWOT and PESTLE
analysis.
SWOT Analysis of Chick-fil-A organisation is described as follows-
SWOT analysis is an technique that assess the internal activities in order to analysis
business environment condition of the organisation:
Strength:
 The main strength of the organisation is popular for the chicken sandwiches and other
chicken menu.
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 The company offered excellent services which is biggest advantage and also provide self
service option to become different in the market (Chernev, 2018).
 It provide good place to spend more time with loving ones and provide good ambiances
that attract to customers.
 Chick-fil-A offer good salary to their employees as compare of other company that attract
talented staff members in the organisation.
Weakness:
 Chick-fil-A poor geographic coverage due to have not conduct business activities at
international level and curtail its consumer market.
 Due to new entrains fast food industry become more competitive so it create problem for
the Chick-fil-A to stay long time in the market.
 The Chick-Fil-A charges high prices from the customer as compare of other fast food
competitors.
 In fast food industry required to innovation that not apply by the Chick-Fil-A so it
presents weakness for influencing to more and more consumer group.
Opportunity:
 In present time people aware for the health so prefer to good food so Chick-fil-A have
chances to grow and develop at global market.
 To set good image in the market against the fast food so for this set a specific customer
segment to increase customer base.
Threat:
 Chick-fil-A conduct business activities in fast food sector where consist of chicken. It is
one of the important ingredients that become threat for the organisation to run business
for long time.
 The main threat for the company of their competitors like MacDonald which is famous
eatery even today.
 Due to continuous changes in the price of the raw material impact on the profitability as
well as productivity of the business.
PESTEL Analysis of Chick-fil-A organisation is described as follows-
PESTLE analysis is a tool which is applied most of the organisation in order to analysis
external activities Through the analysis know the risk factor and assessment based on the
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