Marketing Plan for Chick-fil-a Restaurant

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