Marketing Plan for Chick-fil-a Restaurant

This marketing plan focuses on Chick-fil-a restaurant's expansion into the UK market. It includes a detailed analysis of the competitive environment, marketing strategies, and tactics for profit maximization.

Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Theories, concepts and models for marketing ............................................................................1
TASK 2............................................................................................................................................3
Examining the competitive environment and its impact on developing marketing decisions . .3
TASK 3............................................................................................................................................5
Critically analyse marketing situations and problems facing organisations and assess its
capacity to adapt to a dynamic and uncertain future...................................................................5
TASK 4............................................................................................................................................7
Develop, recommend and justify, appropriate and actionable marketing strategies and tactics
to an organisational scenario.......................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plan is a detailed document or blueprint which render correct path or counsel
to organisation in status of selecting strategies, location, distribution channel ans do on in order
to execute the desirable content or objective within prescribed instance period. Moreover,
adoption of marketing plan benefit company by evaluating or examining the actual or rising
marketplace trend. Moreover, it help them to proceeds better course of activity to overcome with
such situation in an impressive and innovative manner (Anusha, 2016). Additionally, it also aid
firm to place their brand in a better perspective among competitors. In regard of this project,
Chick- fil-a restaurant has been considered, which is one of the largest fast food chain in United
States and it is commenced in the year of 1946. Moreover, Chick-fil-a is planning to expand their
franchise into UK as a part of market expansion. However, this report is based upon a marketing
plan for Chick-fil-a, which encompasses marketing analysis, marketing mix, STP and so on for
obtaining a better profit maximisation in UK marketplace within a stipulated time limit in
effectual manner.
TASK 1
In today's business environment, it contains intense degree of rivalry or demand among
organisation that instantly effect over system judgement making procurer for accomplishing
desired sales growth in competing marketplace. Moreover, marketing environs is sum total of
macro and micro factors that influence firm's overall productivity ratio. However, implication of
suitable application of theories help Chick- fil-a to enhance its market division in an efficient
manner. In terms of analysing external market, PESTLE analysis is regarded as powerful
determinate which enable establishment to implmnet best strategic decisions for obtain profit
maximisation. Thus, the PESTLE analysis of Chick-fil-a are as follows:
Political: Under this, Chick-fil-a face huge difficulty with the commencement of Brexit
inside UK industry as it entirely modifies the organisation policies or regulation that negatively
impact over its proficiency ratio (Fernandes and Brandão, Halappa and Kumar, 2014). Threfore,
for tackling with this negative effect, Chick-fil-a make an endeavour to adopt every changes
which is obligatory by governance into its structural unit that enrich its firm's productivity ratio.
Moreover, organisation will also get benefit by UK political stability that help them to tackle
with all form of emerging complexities in an effective mode.

Economical: In this, Chick-fil-a face huge recession period in its economy which directly
impact over its sales performance in a negative mode. Thus, company takes an initiative to
reduce the cost of the product which enable them to attract wide range of customer towards the
trade name. Additionally, it help them to spot their reputation in a better and combative
orientation in a desired time limit.
Social: In this component, there was a increased degree of demand among UK people
regarding quality of food product which effect Chick-fil-a sales volume among competitors.
Thus, company makes an attempt to maintain best quality into its food production system and
also keep all its food preparation system in hygienic factor. With the help of this, Chick-fil-a can
easily acquiring the interest of targeted population and also can heighten their total performance.
Technological: In regard of this component, UK population was in highly demand of
innovative or advanced technology within organisation functional unit that influence Chick-fil-a
profit margin ratio. Thus, organisation takes an effort to adopt modern or advanced application
that lead them to profit competing benefit in an innovative or amentaceous mode. Furthermore,
company develops various online application which brings improved level of positive response
among consumers towards brand (Huang and et.al., 2015).
Environmental: IN this, Chick-fil-a adopts trenchant operational process which help
them to reduce the wastage of product that enlarge its profitability ratio in an improved mode.
Legal: In context of this factor, Chick-fil-a follows all policies , rules, regulations,
procedures properly which enable them to reduce the intervention of government within their
functional unit. Additionally, it leads them to enrich the brand internal representation among
competitors in an better manner.
For examining the internal analysis, SWOT analysis plays a vital role that empower them to
identify strength in order to cope up with all threat as well as to motive company to make use of
available opportunities for enlarging the market division.
Strength
The foremost strength which Chick-fil-a contains is that they have the largest fast food
chain in US marketplace as bit deliver large number of products ranging from breakfast, lunch,
dinner and beverages in best quality. Due to this, company can easily place their franchise in UK
industry in an aggressive and competitive position within stipulated time period.
Weakness

The key weakness of Chick-fil-a is that they takes less effort in adopting innovation or
advancement within its business function which restrict them to cope up with their competitors in
an impressive way. However, taking restorative course of act help organisation to achieve
sustainable profit ratio in UK marketplace within prescribed time duration.
Opportunity
As the UK population are highly conscious about health which provide enormous
opportunity to Chick-fil-a in context of expanding its sales presentation and also to place the
franchise in aggressive or competitive position in UK industry.
Threat
The industry where Chick-fil-a operate its functional unit is extremely competitory or
provocative that impact over its volume of sales and proficiency ratio. Thus, establishment
implement best strategic decision that lead them to expand its marketplace share or situation in
an awing manner (Junaid and et.al., 2016).
TASK 2
A competitors analysis is defined as the evaluation of different competitors and
organisations that creates threat for the company. The Porter's Five Forces model is defined as
model which is helpful in identifying and analysing the five competitive forces which shapes
each and every industry and estimates the weakness and strength of industry. This analysis is
used for identifying structure of the industry and determining corporate strategy. The Porter's
model is is applied in the organisation for understanding the level of competition and enhancing
the long term profitability and efficiency. This model is helpful in analysing various strength and
weakness of the company in marketplace. The Porters five forces model is named after Michael
Porter. The Porter's five forces model is defined as analysis that is helpful in sustaining different
level of profitability. This model was given by Porter in the year 1980. This is used for analysing
the structure of industry and corporate strategy. There are basically five unit that show a vital
role in defining each and every market and business. These forces are measured for competition
attractiveness, intensity and profitability of market or industry. The restaurant industry has to
remain competitive due to the modernisation, supplies and high speed internet as they have to
attract a lot of customers. The different forces of Porters five forces are described below -
Competition in the industry - The rivalry in the restaurant industry is result of changing
consumer products, behaviour, rising price of commodities, increase in the number of

competitors and the increase in risk management. For instance, there are Asian, Chinese,
German, African, Italian, etc restaurants in US. The high the number of rival, many aggravated is
the contending rivalry in the restaurant business. It is difficult for Chick – fil – a to maintain high
profitability as it is a small restaurant. There is intense competition as there are a number of fast
food franchises and a number of establishments. The fast food giants and marketing budget and
product invention will help in maintaining an edge over small counterparts (Kubacki and
et.al.,2015).
Potential of new entrants into the industry – If any business person wants to open a
small restaurant, it is very easy to start this. There is other section which affects the quality of
new entry for new restaurants is the economic system. This is constituted when production and
other transaction attain efficiency. The new restaurants have to analyse the set costs and
operational costs and it is ensured that it can develop cost advantage. Thus, for Chick – fil- a
restaurant, it is analysed that there is no possibility of threat of new entrants. It has maintained
strong and effective marketing strategy and that it why it has been able to sustain in market for
long time.
Power of supplier - The suppliers of restaurant industry includes companies that supply
raw material to the restaurants. The number of provider of the restaurant industry examines the
affect of supplier on the purchasing decision of buyer. The regions that are starred with number
of suppliers of same raw constituent, the price is lower for these suppliers. The power of
suppliers of Chick- fil- a restaurant is that they are having strong market position and they are
serving customers with effective and quality food (McClelland, 2014).
Power of customers – The bargaining power of buyer is an essential component that must
be considered within a restaurant industry. The restaurant industry is directly impacted by the
prime of buyers and customers. It can effect various aspects of a restaurant including price,
quality of items offered, change in price, etc. Restaurants cannot offer over priced food items.
Thus it is essential that Chick – fil – a restaurant has to analyse the needs and wants of customers
in an effective manner so that it can increase the level of satisfaction among customers. Also it is
essential that this restaurant must know what are the ways of meeting demands of customers. In
context of Chick – fil – a restaurant, it is analysed that this restaurant is capable to satisfy the
necessarily and supply of customers since some years. That is why it is suitable to fulfil
customers requirements in a better way.

Threat of substitute products - There are various sort of restaurant industry and this
makes it easier for customers to develop choice when switching from one restaurant to some
other. The low switching cost is another part that makes it easier for customer to change the
loyalty from a trade name to other. Restaurants cost premium charge to consumers for more
economic choices opt for cost trenchant retail store. To remain competitive in market and free
from substitutes, it is important for Chick – fil – a restaurant to provide products at affordable
prices so that customers can be increased (McDonald and Wilson, 2016).
TASK 3
Statements and justifications of SMART Objectives
 Chick – fil a restaurant wants to increase it's market share by 10% within a year
 This restaurant will increase the customer satisfaction level by 5% within a month by
introducing new dishes in it's menu.
This restaurant will hire talented staff that can increase the quality of service. This will
help in increasing the profit earned by the company. In this way, market share of the company
can be increased. The second objective can be attained by introducing an attractive and new dish
in market. This dish will be helpful in attracting a lot of customers to visit this restaurant
(Meredith, 2016).
A clear segmentation, targeting and positioning (STP) strategy and perceptual map
The STP activity show the links between an general market and it tells how an
organisation can compete within marketplace. It is defined as process in which first of all
segmentation of the customer is done, then the assortment of one or more target markets is done.
After that, effectuation of position takes place. The content of the STP procedure is to escort
different companies to develop and implement an proper mix. The segmentation, targeting and
positioning of the Chick – fil – restaurant is given below -
Segmenting the market – there are different people who have unique choices. Market
segmentation is used as product, brand or organisation is not everything for all customers. This
helps in tailoring approach for meeting needs of different groups of customers with common
needs and characteristics. There are various ways of segmenting target markets. This can be
explained with an example, there are different basis on which customers are targeted - Demographic – This means customers are divided on the basis of personal features such
as gender, marital status, sexuality, sex, educational activity, line of work, etc.

 Geographic – This is differentiation of customers on the basis of state, city,
neighbourhood, region, etc. Psycho graphic – This is differentiating by risk aversion, personality, lifestyle or values.
 behavioural – This segmentation of customers means that the way by which individuals
utilitise the good, how much loyal they are and profit that customers are looking at.
The Chick – fil a restaurant is choosing the segmentation on the basis of demographic
basis. It has divided customers on the basis of their age. The young generation is provided fast
food and new fusions in the dishes. On the other hand, the adults of higher age are given healthy
and organic food (Pinder and et.al., 2019).
Targeting potential customers – According to this step, it is analysed that this includes
targeting the customers who fall into category of the above segment of market. This restaurant
offers food to all customers including adults and young people. This is ensured that restaurant is
introducing food dishes that are based on the needs of young generation and adults. Youngsters
are provided fusion dishes. On the other hand, adults are given less oily, healthy and vegan type
of food dishes. The PEST analysis is helpful to know what is the best target segment of market
that this restaurant can choose.
Positioning the offering – This is the last step of STP approach and the main goal is to
denote how this restaurant will place the commodity for targeting the most valued customer
section.
First of all it is considered that why customers select this restaurant for their visit. There
is need for preparing unique selling proposition and drawing a positioning map for
understanding how the target portion understand the services offered by the restaurant. This aid
in deciding how foremost to point the offerings of the restaurant. The wants and needs of each
segment, or the difficulty occurred while offering service to customers is met. Creation of value
proposition is done that intelligibly justify how substance of the restaurant is going to meet
essential improved than any of your rivalry' products. Marketing campaign are developed and in
this way value proposition is appreciated for the potential customers (Sarsby, 2016).
TASK 4
Marketing mix is regraded as one of the powerful strategy which render relevant or
suitable direction to company in regard of placing, pricing, promoting the product or services.
This is because, it empower firm to provide increased level of customer satisfaction. However,

Chick-fil-a takes an initiative in developing a marketing mix so that they can attain sustainable
growth in UK market without nay hindrances and it is explained below:
Product: This factor can be tangible or intangible form as it mainly centring over quality
for providing high level of customer satisfaction in existing industry. In relation to Chick-fil-a, it
is one the reputed or branded fast food restaurant chain in American marketplace as it offer
everything breakfast, lunch, dinner. Moreover, it also deliver beverages like iced tea, juices, soft-
drinks, coffee and milkshakes too. However, company maintain best and high quality for its
product that enable them to intensify its sales action inside UK marketplace in an impressive or
amentiferous style.
Price: It is an important component of marketing mix for which consumer willing to pay
with an aim of obtain full satisfaction in an effective manner. IN regard of Chick- fil-a, they keep
their product price slightly higher than other competitors which is perfectly justified by their
quality of item sold. Moreover, these pricing strategy help them to target higher income groups
who are able to pay a certain amount for their offerings. However, premium pricing strategy aid
Chick-fil-a to acquire aggressive and competitive position in UK industry among competitors in
a desired time period (Srinivasan, Rutz and Pauwels, 2016).
Place: This factor is link with those aspect in which it signifies that positioning and
distributing the product so that targeted customer can easily accessible to potential buyer in
awesome mode. In relation of Chick-fil-a, it has a wide geographical presence with its outlets
like in Canada, South Africa, USA and many more. However, by placing the product in all
potential location enable Chick-fil-a to attract more consumers towards their brand in an
improved way. However, the initiation of establishing its franchise in UK market help company
to improve its whole productivity or profitableness ratio in productive style.
Promotion: Under this component, it states with promoting or enhancing the brand value
of particular product in a targeted marketplace by acquiring different promotional strategies.
Hence, in context of Chick-fil-a they promote their product by adopting public relation, e-mail
marketing, TV, radio, billboarding and hangings which assist them to capture large number of
population towards their brand. Furthermore, they also make use of online platform to advertise
their product in an attractive way. Therefore, Chick-fil-a can obtain profit maximisation within
UK industry by utilising these promotional strategies that empower them to reach big figure of
consumer in an improved style.

Process: This marketing mix comprises with system and processes of an organisation for
accomplishing its pre determined goal in an efficacious manner. In relation to Chick-fil-a, they
follows a simple process for operating its managerial and operational business function.
Moreover, they make an effort to identify the personnel skills and based on that delegate them
roles and responsibilities. Additionally, they render proper training program that drive each
manpower to develop their abilities and motive them to pose their best endeavour towards an
achievement of pre defined objective in an amended way (Wang, Zhang and Yang, 2014).
People: This element plays a integral role in marketing mix as they are relate with those
manpower who impose their full attempt for an achievement of organisational goal in a
prescribed time limit. IN context of Chick-fil-a, they contain highly proficient and talented
personnel who make an initiatory in providing novel ideas for the enlargement of company's
market share or size in UK industry.
Physical evidence: This component id link with outer ambiance, working culture of firm
which influence establishment productivity and brand image among competitors. IN case of
Chick-fila-a, they contain impressive and attractive interior and outer design of its outlet which
attract more customer towards the brand. Moreover, the way Chick-fila-a welcomes its guest is
also effective that lead them to attain positive response in UK industry also. With the help of
that, they can elaborate its market share or size in an amended or creative style.
CONCLUSION
It has been signified from the preceding document that understanding the concept of
marketing plan plays a significant role as it help organisation to make use of available
opportunity in an improved way. This is because, it lead them to accomplish sustainable
profitability and productivity ratio in a amended mode in competing industry. Moreover, analysis
of marketing environment aid establishment to implement best strategic decision for gaining
competitive advantage in a desired time duration. Furthermore, developing a marketing mix also
benefit company to place their product or service in a right position so that they can easily reach
targeted customers in an efficacious and expeditious mode.

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Online
Porter's Five forces model, 2019. [Online]. Available
through:<https://www.porteranalysis.com/porters-five-forces-of-restaurant-industry/>