Marketing Strategy for Chick-fil-A: Expanding Franchise in the UK Market

Marketing
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
An examination of the marketing environment......................................................................3
Statements and justifications of 2/3 SMART Objectives. .....................................................5
A clear STP strategy and perceptual map...............................................................................5
A competitor analysis.............................................................................................................8
Marketing strategy using the 7P’s..........................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................13

INTRODUCTION
Marketing management identifies or evaluate the market opportunities to come up with
suitable kind of strategies to explore respective opportunities in profitable manner. In that
regards it is very much crucial to implement marketing programme and continuously evaluate
effectiveness of marketing mix in best way. Respective assignment is rely on Chick- fil- A which
is one of the largest American fast food restaurant chain and specialist in chicken Sandwiches in
marketplace headquartered is in College Georgia. Respective report is based on gaining
competitive advantage as respective organisation looking to bring their franchise in the UK
market place for expansion. For gaining better outcomes for an organisation it is important to
utilize tools such as SWOT analysis, STP, Porter's five force model and PESTEL analysis to
examine each and every attributes in positive manner.
MAIN BODY
An examination of the marketing environment.
Marketing audit is a wide and comprehensive area of examination of organisational
marketing works and activities, goals and objectives. After implementation of audit an
organisation can be able to evaluate the efforts are planned and managed or not (Adams, Freitas
and Fontana, 2019. ). In context of respective administration by using SWOT analysis they can
be better vallate the internal environment while looking to bring franchise in UK marketplace.
Macro/micro analysis:
SWOT Analysis
This is defined as strategic planning tools that is used by organisation in order to identify
strengths, weaknesses, opportunities and threats which is related with project planning or
business competition (Chitty, D'Alessandro and Gray, 2019). In order to survive and sustain at
competitive market, it is essential to know about internal as well as external factors for gaining
positive outcomes. Chick-fil-a is private fast food chains operating business in American market.
It is planning to bring franchise in UK that is part of market expansion. They are as follows:
Strengths Weaknesses
 Service- It has strength in terms of
customer services which leads to
success at market. As it provide fast
 Poor Geographic Coverage- Chick-
fil-a has weakness in terms of
geographic coverage as it is presented

services to their people. Many of
restaurant work on self service but
respective works on customer service
which is different from others (SWOT
analysis of Chick-fil-A, 2019). This
increases number of consumers at
restaurant and enhance profit margins
in an effective and efficient manner.
 Ambience of Restaurant- There are
many restaurant which does not allow
customer to spend more time after
having their food. In context of Chick-
fil-a which has unique ambience that
uses warm colours, writing on walls,
employee photos and so on. Ambience
helps in attracting large number of
consumers towards restaurants. It is
very important for respective
restaurants to keeps on innovating their
place.
in USA only. This does not form part of
big league in fast food sector. In USA,
it is operating in more than 1600 places
to provide food as well as services to
their people in an appropriate manner.
As it lack in other place which is
weakness for it to increase their market
share and high profit margins in
appropriate manner.
 Customer Retention- There is growing
of fast food industry where consumers
have no dearth of choices (Dai and et.al
., 2019.). There is no consumer loyalty
in terms of fast food as respective
organisation is selling items at
expensive prices which is challenging
to retain users. The taste and
preferences of consumers keeps on
changing which lead problems for
restaurants chain to fulfils requirements
of people in proper manner.
Opportunities Threats
 Healthy Fast Food- There is highly
growing publicity against health risks
of consuming fast food. In this context,
Chick-fil-a has an opportunity to focus
on healthy fast food and open new
segments for business in order to
increase customer base. They should
use high quality ingredients while
 Scandals About Chicken- The
numerous scandals at fast food uses
chicken as primary ingredient in terms
of quality as well as quantity of using
chicken (Deepak and Jeyakumar,
2019.). This creates problems in mind
of customers and many choose to avoid
such outlets.