Marketing Management: Chick-Fil-A's Expansion in UK

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Audit of marketing environment..................................................................................................1
Statements and justifications of 2 / 3 marketing objectives.........................................................4
Clear segmentation, targeting and positioning strategy and perceptual map...............................4
A competitor analysis..................................................................................................................6
Marketing strategy using 7P's......................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing management is a process which is focused by business entities for the purpose
of applying different techniques and tools to market products and services sold by them. In order
to reach the long term business goals it is very important for companies to make sure that they
are managing all the marketing activities properly or not (Aghazadeh, 2015). This report is based
upon Chick-Fil-A which is an American private fast food chain and founded by S. Truett Cathy
in year 1967. Currently the company is planning to franchise its business in UK for the purpose
of market expansion. This assignment covers various topics such as macro/ micro analysis,
statement and justification of 2/3 SMART objectives, STP strategy and perceptual map etc.
Additionally a competitor's analysis along with marketing strategy using 7P's are also covered in
this project.
MAIN BODY
Audit of marketing environment
As Chick-Fil-A is planning to expand its business in UK by opening various franchises
there. For this purpose it is very important for the management to make sure that they are
conducting marketing audit to analyse the macro and micro environment. It will be beneficial to
formulate effective strategies for development of business. There various tools and techniques
which could be used by companies to analyse marketing environment. Description of all of them
is as follows:
Macro environment: It can be defined as the set of different factors which are affecting
functionality of an organisation. For all the companies such as Chick-Fil-A it is very important to
analyse it so that the future plans for expansion could be executed properly. PESTLE analysis is
the most effective method of assessing it. It has six different elements which are analysed in the
context of UK so that management of the company can get aware of external forces that may
influence the expansion of business (Baker and Saren, 2016). All the component of it are
discussed below in context of the company:
 Political: This force of PESTLE analysis consist different components such as political
stability or instability, govern]metal policy, taxation, terrorism etc. In order to open new
franchises in UK it is very important for Chick-Fil-A to analyse political situation of
United Kingdom. Currently, it is dealing with instability due to Brexit as it has affected
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the whole territory and it is affecting the business negatively. For Chick-Fil-A it will be
very tough to establish it self successfully in these situations. For the purpose of dealing
with them the managers are required to gather detailed information of policies which are
changing due to Brexit and then formulate organisational policies for expansion.
 Economic: Interest, wages, inflation, exchange, deflation rates, economic growth etc. are
such factors which may leave impact upon development of such business which are
looking for expansion. As Chick-Fil-A is planning to establish itself in UK therefore it is
very important to analyse the growth of the economy so that opportunities for
development could be analysed. Per worker output in UK is between 10 to 15% which is
very low as compare to other nations (Economic condition of UK, 2019). In order to
expand business there it is very important for the managers of company to formulate
strategy according to it so that organisation can attain growth.
 Social: There are various elements of this force of PESTLE analysis which are age
distribution, customers attitudes, demographics etc. For the purpose of opening new
franchises in UK it is very important for Chick-Fil-A to pay attention towards all of them
in context of the territory. Currently, eating habits of UK's citizens is changing they are
motiving towards healthy and vegetarian food. On the other hand, people in US prefer
non veg food. Therefore it will be essential for the organisation to consider all these
factors while expanding business in UK so that it could be established successfully.
 Technological: Elements such as emerging technology, technological advancement and
enhancement etc. are considered as the part of this component of PESTLE. In order to
open various franchises in UK it is very important for Chick-Fil-A to make sure that it is
paying attention towards all the new trends as can help to increase its demand. The
management can use innovative ways to market itself in UK so that large number of
customers get aware of that new franchises of Chick-Fil-A will be opened in UK (Baker,
2014).
 Legal: Rules, regulations, acts and legal implications such as health and safety, consumer
right, product safety etc. are these factors. For Chick-Fil-A it will be very important to
comply with all of them while opening its franchises in UK so that business could be
established successfully. Food hygiene legislations in UK are very strict therefore, it is
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