Marketing Plan for Chick-fil-A in UK Market

Marketing Plan

Table of Contents
PESTEL Analysis............................................................................................................................1
SWOT Analysis of Chick-fil-A.......................................................................................................3
Marketing Objectives.......................................................................................................................5
STP Strategy....................................................................................................................................5
Perceptual Map................................................................................................................................6
Competitive Analysis of Chick-Fil-A..............................................................................................6
7 P's of Marketing...........................................................................................................................7
REFERENCES................................................................................................................................9

PESTEL Analysis
This is important for any business organization to collect and evaluate the market
information and data before entering a new market. PESTEL analysis is a strong tool that can be
used by the organization which is effective to provide better analysis of external factors rthat are
present outside the organization and can cause impact on the business activities of the
organization. As Chick-fil-A wants to take their franchise to United Kingdom it is important for
them to perform the external factor analysis in order to prepare better business policy and
strategy for marketing in the UK market.
Political Factor
The political factor are most important for the business organization that can affect and
influence the business of Chick-fil-A in UK market. There are different political factor can affect
the business performance and operation of Chick-fil-A in UK. As the policies used and proposed
by UK government are completely different from the USA. This will force them to make
effective changes in organization in order to meet the requirements of the UK market. There are
some rules are made by government which are need to be followed by the Chick-fil-A But in
previous cases company has made different alternative in their cooking processes to provide
better test to their fast food, which is not according to law (Galati, Bigliardi and Petroni, 2016).
This can cause them major problems to them in UK market. Brexit is also a major condition that
is creating political instability in UK which is also an issue for Chick-fil-A in UK market to
establish new business.
Economical Factor
UK is the 6th largest economy in the world and it can be consider as the advantage for
Chick-fil-A. The GDP of the UK is also a positive factor for organization because it can help
them to earn larger profit and expand their business in the other countries also. From the USA
market they have more opportunities in UK market because the economic policies that are used
by the UK government are comparatively better than other countries. The Tax policy used by the
United Government is too easy and and it will help Chick-fil-A to conduct their business with
higher marginal profit in UK. The economic and financial risk of UK market is comparatively
low than other markets around world (Lin and Lei, 2015). Their is only one issue is there which
can can cause negative impact on Business of Chick-fil-A. This is issue is about the uncertainty
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of the UK market due to Brexit. This can affect the organization be negatively influence the
investors of fast food chain.
Social Factor
The impact of social factor are both positive and negative on the business of Chick-fil-A
in United Kingdom. The population of United Kingdom is highly diverse which is social
characteristics of UK. This is an advantage for country to have high social diversity but in case
of fast food chain it is a big disadvantage for Chick-fil-A in UK because it is really difficult for
them to meet requirements of people who comes from different community. This is a negative
point for Chick-fil-A in UK market. The literacy rate of UK is about 99 % and it has major
impact on the operations of fast food chain. It will provide better employees to organization in
order to grow their business in the UK and European market. Per capital income of people in UK
is high and it is good for business of Chick-fil-A because it will help them to make better
effective pricing policy for their products (Sogari, Mora and Menozzi, 2016). There are many
non governmental organization are following where they are forcing the meat suppliers to
provide better facilities to animals to improve their health. This is restricting many organizations
to conduct their business in UK and European maker that can increase the cost of raw material
for them to prepare their menu board.
Technological Factor
There are different technologies are used in the food industry which are effective to
improve the business practices of organizations that are related to the food and beverages sector.
The technological devices used by the Chick-fil-A are effective for faster data processing which
is good sign to improve the operations of fast food chain. Better and effective data transfer make
them more effective to conduct their business successfully in the market place. Latest
technologies in cooking sector can also improve their operational capabilities in market place to
gain higher profit. The competitors of Chick-fil-A in UK market are McDonald’s, KFC and
Burger King. These organizations are also effective witjh technology in their business which is a
big challenge for Chick-fil-A in UK market. They need to improve their technology to develop
better marketing policies to improve their business..
Environmental Factors
The environmental factors are associated with climate changes and changes in the eco
system. There are so many functions are performed by business organization like Chick-fil-A
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