Creation of a Marketing Plan

This document provides a comprehensive guide on creating a marketing plan. It covers topics such as macro/micro analysis, SMART objectives, STP approach, competitor analysis, and more. The document is based on the case study of Chick-fil-a, an American fast-food corporation.

Creation of a Marketing
Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Macro/Micro analysis.........................................................................................................1
2. SMART objectives.............................................................................................................4
3. STP approach......................................................................................................................5
STP.........................................................................................................................................5
4. A competitor analysis.........................................................................................................6
5. Marketing strategy using (7P'S).........................................................................................8
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Marketing is the combination of different activities which is generally mange and
controlled by different types of firms and organisations in order to communicate with several
people and clients for staying long duration at marketplace. For making every activity better
conduct marketing research is required for each and every firm by which they can get to known
about customer's taste and preferences as well at marketplace. Along with it is helpful tool to
identify marketing opportunities towards business. Present assignment is based on American
fast-food corporation named as Chick-fil-a which was formed in 1967 through S. Truett Cathy in
Atlanta (Akbar and et.al., 2017). Further discussion will be based on macro/micro analysis along
with SMART objectives. STP approach and Competitors analysis to gain competitive
advantages. At last 7P'S of marketing will get discussed.
1. Macro/Micro analysis.
Situation analysis:
This analysis is based on different types of situation which is helpful for firms to conduct
different types of marketing research in a better way. With the help of this firms can get their
strength, weakness, opportunities and threats along with external factors by which they can get
influence in both positive and negative way. Herein, Chick-fil-a restaurant is able to follow this
analysis perfectly in order to know what are the situation of external market and how they can
expand its business in a proper way. In order to grab different types of marketing opportunities it
is necessary for them to achieve targeted goals and objectives in a proper way (Brychkov and
Domegan, 2017). Along with they can produce their desired items and services to customers
which they want. Therefore, herein manager has responsibility to implements on SWOT &
PESTLE analysis, which are going to be discussed below:
SWOT
Strength Weakness
 Chick-fil-a restaurant has effective
brand image within US, Canada as it
offers different types of fast food items
to people at marketplace, therefore, it
has good strength.
 This restaurant is has not much unique
identity in to the US market so that
sometimes it face difficulties through
providing their goods and services.
 There are different types of fast food
1

 On the other side this restaurant always
pay at high rate to their employees
which mainly maximise their demand
and value at marketplace in an
appropriate manner. Therefore, they
are able to satisfy their customers in a
perfect way (Baker and Magnini,
2016).
restaurants chain in everywhere which
reduces the image of this particular
brand of fat food items and develop
huge competitions between them.
Opportunities Threats
 Chick-fil-a mainly provide effective
and healthy fast food chains which
helps them to increase their health
benefits and make them happy. So that
they have a opportunities to increase
its growth successfully.
 In order to extend its business within
UK they have opportunities as they
offer higher quality of food so that it
can develop effective services for them
in a better mode.
 There are assorted kind of trouble
about fast food industry who deals
with chicken and fried chicken as well.
Therefore, this firm has big
competitors which named as
McDonald's therefore, they are require
to have some unique concepts.
PESTLE
This analysis generally used by firms in order to give better position to their products and
services in order to gain accurate environment information. It has been specified below in
reference with Check-fil-a restaurant:
Political: According to this factor rules and policies can get affected of Chick-fil-a
restaurant as each and every country have their own rules and laws so that they can face few
issues to expand its business in new place. Therefore, they are needed to apply best quality of
works to influence customers (Eng, 2017).
2

Economical: This is another significant factor for each and every organization in order to
sustain in the market for the longer run. In the case of cited firm, they are needed to follow
different types and laws which is given by US government, thus they can get their effective sales
and profits towards its businesses and able to influence customer's in positive way.
Social: This factor relate with social changes within economy which involves present
trends, culture and behaviour of people in a perfect way. Herein Chick-fil-a required to have
various tools and techniques by which they can satisfy customer's goals and able to reach their
targeted level at marketplace (Chinn, 2017).
Technological: Within technological advancement it is necessary for Chick-fil-a which is
well known organisation for maintain their brand value they are needed to communicate with
different types of functional unit in order to implements on different types of technologies so that
they can develop innovative taste on their food and able to achieve their target in a proper way.
Legal: There is not much rules and laws which affect this restaurant so that they are only
needed to follow effective guidelines in a positive manner.
Environmental: In order to manufacturing process of goods and services respective
restaurant is able to apply unique safety tools and strategies for their workforce in order to make
effective image in a proper way.
Marketing management principles:
Integrity: This is important audit principle in which manager of Chick-fil-a restaurant
has responsibility to perform their task in order to provide better services to customers to achieve
their target in a perfect manner.
Professional care: In this principle of audit Chick-fila-a they are needed to develop
effective and unique tools so that they can achieve its desired goals and objectives in a perfect
way (Griffitts, 2016).
Fair presentation: At the last stage of this principle restive firm and business required to
find best ways to represent their overall aspects by which they can develop trust towards its
products within customer's mind in a perfect manner.
On the other side, marketing audit is the combination of comprehensive, dynamic and
systematic environment which directly influence firm's functions and their operations in a
positive way. Along with the following both analysis SWOT & PESTLE they can achieve their
targeted goals and objectives properly.
3

2. SMART objectives.
In order to make effective goals of business firms are needed to have effective motivated
terms in order to analyse their overall information and objectives towards their products
(Faßmann and Moss, 2016). In context with Chick-fil-a restaurant, they are needed to have smart
objectives by which they can reach at high levelc of busienss and able to make customer's happy
towards their foods items. Herein, S stands for specific, M for measurable, A for achievable and
T stand for timely. With the help of following these assorted objectives they can achieve targeted
level at marketplace. All these objectives are following as under:
Specific:
On the basis of this, Chick-fil-a restaurant is able to concentrates on those strategies by
which they can fulfil their organisation along with they are able to to achieve its targeted goals in
a proper way. For example: If Chick-fil-a restaurant is able to give fried chicken with innovative
tastes then they can focus on their consumers preference and satisfying them.
Measurable:
It mainly focuses on overall business progress herein, Chick-fil-a restaurant required to
evaluate different types of activities by which they can easily measure their services and
practices at marketplace like how they are focusing on manufacturing process of goods and
services and how they served to its customers. Therefore, measurements is an essential aspect of
this firm in order to achieve measurable objectives business goals in a competitive scenario.
Achievable:
In reference with Chick-fil-a, can easily make better goals and services by achieving their
market target in a perfect way. For achieving effective goals and services they generally made
such type of process by which they can get better decision towards manufacturing process of
overall goods and able to target their capabilities towards its business in a perfect manner (Pike,
2016).
Realistic:
Goals are always realistic which can be beneficial for Chick-fila-a restaurant in order to
use available resources to get better outcomes at marketplace. With the help of this goals they
4

can bring few modifications in their work and able to run their business in a proper way.
Therefore, realistic goals are always helpful for every business.
Timely:
In this factors goals are generally time bound in which Chick-fil-a restaurant able to make
their targeted vision in a short period of time to get better results towards firm. Along with this
they can face any kind of situation at business place and able to achieve their targeted goals in a
perfect manner (Okumus and Cetin, 2018).
On the above mentioned objectives this can be said that Chick-fila-a restaurant they can
observe on their entire strength and weak points in order to achieve targeted business goals in a
perfect style. Therefore, this is required for each and every firm to follow smart objectives to
make their business better.
3. STP approach.
STP
STP approach always considered as an essential aspect of business which help firms to
make their appropriate position, segments and target of their particular goods and services.
Along with this, it always connect firms to market environment so that they can bring innovative
ideas and thoughts to expand their business. In context with Chick-fila-a restaurant they
generally use this approach in order to get effective and accurate information towards business
expansion in UK (Kotoua and Ilkan, 2017). In detail this process is following as under:
Segmentation:
This is always considered as an initial stage within STP approach which is very helpful
for each kind of business in order to gain appropriate marketing objectives. In reference with
Chick-fila-a restaurant they generally segments their market on the basis of demographic and
psycho graphic which is based on age, gender and income of people. With the help of using this
strategy they can make their food items accordingly and able to know what consumer's wants
and desires actually. Therefore, it is necessary for them to grab marketing opportunities at
marketplace in a proper way (Karnaukhova and Polyanskaya, 2016).
Targeting:
After doing segmentation properly Chic-fil-a restaurant is able to target their market
place in UK by which they can expand their business in a perfect way. Generally this restaurant
targeted families, friends, children and their mom's so that they can give better product and
5

services accordingly in a perfect way. By having this types of targeting market they can achieve
their goals and objectives and able to build strong relations with their potential customers.
Positioning:
This is always considered as an last stage of this approach in which Chick-fil-a restaurant
needed to focus on two types of variables by which they can eluate overall market conditions in
order to build its relations with customers. By following so many tools and strategies marketing
services can be more better by this restaurant and able to give huge services with benefits to its
customers. It will help them to gain better marketing image and encourage them to expand its
business in UK thoroughly (Piñeiro-Otero and Martínez-Rolán, 2016).
Therefore, this is very helpful approach for this restaurant by which they can learn so
many new concepts and strategies and able to apply them on their work in a perfect way.
Therefore, it is necessary for them to achieve goals and tarted customers by which they can make
their restaurant better and able to gain competitive advantages in a proper manner.
4. A competitor analysis.
Competitive analysis generally based on different types of situations which is beneficial
for firm and several businesses enterprises. By which they can produce their goods and services
at affordable price according to present trend. Therefore, these assorted conditions mainly allow
to business and firm to develop their valuable product in marketplace which can satisfy
consumer's wants and needs in a perfect manner. Along with this, they can increase their sales
and revenue to gain competitive advantages in a complete way. In context with Chick-fil-a they
generally used so many tactics and strategies by which they can implements on new innovative
ideas, and able to achieve their specified tarted goals. Within the current scenario there are
several sorts of food restaurants which attract ample number of customers in a large scale. So
that this type of restaurant generally develops competition at marketplace and always fight to
gain more profit as compare to other (Rudden, 2016). In America there are assorted kinds of food
restaurant in which Chick-fil-a is one of the best leading food chain that specialised in Chicken
sandwiches. As this firm has large number of employees so that they can operate more
restaurant in one time within different countries. In order to expand its business within UK, they
generally use Porter's generic strategy model to known about other market's situation, mentioned
below:
6

Porter's generic strategy model is also known as generic strategy which involves different
types of strategies to gain specific information towards marketing condition. Some of strategies
towards this model, mentioned in beneath:
Cost leadership strategy:
This strategy is based on two ways, whereas, 1st refers to adopt low cost pricing strategy
and another one is focuses on increasing market share with effective utilization of available
resources. Herein, Chick-fil-a restaurant is able to use low pricing strategies in order to grab
numerous opportunities through influencing lots of people in a market. By choosing this option
they can make innovative food products which carries different type of taste and shape as well so
that customers can easily get influenced by them and gives better feedback to firm. Thus
respective restaurant is able to apply effective cost on their product and make every product with
several tastes at marketplace (Eagle and Dahl, 2015).
Cost focus:
On the basis of this strategy this can be said that Chick-fil-a restaurant should mainly
target niche market through which they can meet overall marketing opportunities and able to
provide better goods and services to customers. Therefore, this type of niche marketing always
able to understand overall concepts of dynamic market environment and make products effective
towards firm.
Differentiation strategy:
If firms and any kind of business targets different types of marketing area than they are
needed to differentiate their overall products by which they can sale their item accordingly. In
context with Chick-fil-a restaurant in order to make their services and product in a better way
than they should differentiate their product from another restaurant so that they can get idea
about overall marketing strategies and cost as well. With the help of this they can reach their
goals and able to gain effective brand image in the market. It will help them to expand their
business in a perfect way within UK (Fifield, 2012).
Differentiation Focus strategy:
In order to focus on every factor of external environment respected firm is required to
have different types tools and strategies so that they can produce those products what they want.
Along with this, in order to create effective brand loyalty towards their business they can apply
innovative tastes and preference which is liked by most of the customers. If they always follow
7

this type of concepts than they can get better sales and revenue and able to achieve its targeted
goals.
From the above mentioned generic strategies it has been concluded that, these types of
strategies Chick-fil-a restaurant can easily use and able to expand its business in a broad way.
Along with through applying various tools and techniques to give better innovative shape
towards their product they can easily satisfy customer's needs and wants able to achieve their
business goals (Uncles, 2018).
5. Marketing strategy using (7P'S).
Marketing mix is the combination of different types of elements which is used by firms in
order to analyse their overall features and operations at marketable. Along with this they can
easily achieve their business goals by differentiating their entire goods and services in a perfect
manner (Jones, Suoranta and Rowley, 2013). Herein, difference between Chick-fil-a and
McDonald’s, which is going to described below:
7P'S Chick-fil-a McDonald’s
Product Vegetarian and non-vegetarian
menu, beverages, frozen
deserts.
Fast food, happy meal for
children, deserts and more.
Price Quite affordable products. Affordable price range to be
bought by individual of all
income groups.
Place Malls, shopping complex and
residential areas.
Located in all prime locations.
Promotion Direct mail, door drops, points
of sale display, loyalty
schemes are promotion
methods that company use.
Use lots of media such as
advertisement, newspaper,
social media platforms and
more.
Process New method of packaging and
distribution has been
undertaken by organisation.
Food producing process is
transparent to customers.
8

People Cleanliness and quality of
services
Company offer Fast friendly
service.
Physical evidence Organisation offer well
defined interior services to
customers as to attract their
attention.
Staff members appeal
customers in well defined
manner.
9

CONCLUSION
On the above respective report it has been concluded that marketing plays significant role
within the organisation. It help businesses and so many firms in order to conduct marketing
research to known overall business situation at marketplace to make better decisions towards
reaching targeted goals and objectives. Along with this study there are different types of
marketing strategies which comes under the 7P's that help firm to differentiate their goods from
the other one. Whereas, PESTLE and SWOT analysis and STP approach shows many details
about firms. Therefore, in order to achieve targeted goals firms are needed to have these assorted
plan to gain successful growth in business.
10

REFERENCE
Book and Journal
Akbar, F., and et.al., 2017. Niche marketing strategy framework for SMEs: A conceptual
framework.
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management, 28(8), pp.1510-1534.
Brychkov, D. and Domegan, C., 2017. Social marketing and systems science: past, present and
future. Journal of Social Marketing, 7(1), pp.74-93.
Chinn, E.R., 2017. Essentials of Branded Event Marketing(Doctoral dissertation, University of
Oregon).
Eng, P., 2017. Erste Schritte im Online-Marketing. Suchmaschinen-Content-Soziale Medien,
Wiesbaden.
Faßmann, M. and Moss, C., 2016. Instagram als Marketing-Kanal. In Instagram als Marketing-
Kanal (pp. 13-21). Springer VS, Wiesbaden.
Griffitts, M., 2016. Human resources marketing and recruiting: Essentials of internship
management. Handbook of Human Resources Management, pp.103-118.
Karnaukhova, N. A. and Polyanskaya, E. V., 2016. Communication and reputation as essentials
for the positioning of an organization. AI & society, 31(3), pp.371-379.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management, 6(2), pp.127-135.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management, 9, pp.340-346.
Pike, S. D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism. International
Association for Tourism Policy (IATOUR).
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding Digital Marketing—Basics and
Actions. In MBA (pp. 37-74). Springer, Cham.
Rudden, D., 2016, November. Can You Hear Me Now? Marketing Essentials for Audiologists in
a Noisy Health Care World. In Seminars in hearing (Vol. 37, No. 04, pp. 325-339).
Thieme Medical Publishers.
Uncles, M. D., 2018. Directions in higher education: A marketing perspective. Australasian
Marketing Journal (AMJ), 26(2), pp.187-193.
Dibb, S., 2012. Marketing Briefs: A revision and study guide. Routledge.
Eagle, L. and Dahl, S. eds., 2015. Marketing Ethics & Society. Sage.
Fifield, P., 2012. Marketing strategy. Routledge.
Foxall, G., 2014. Corporate Innovation (RLE Marketing): Marketing and Strategy. Routledge.
Hill, E., O'Sullivan, T. and O'Sullivan, C., 2012. Creative arts marketing. Routledge.
Jones, R., Suoranta, M. and Rowley, J., 2013. Strategic network marketing in technology
SMEs. Journal of Marketing Management. 29(5-6). pp.671-697.
11