LSC UoS BA Business: Marketing Plan for Chick-fil-A's UK Market Entry

This report provides a comprehensive marketing plan for Chick-fil-A, focusing on its potential expansion into the United Kingdom. It begins with an overview of the company, its products, and an executive summary. The plan includes a mission and vision statement, followed by a detailed macro and micro environmental analysis, utilizing PESTLE and SWOT frameworks to identify opportunities and threats. The report then outlines SMART objectives, segmentation, targeting, and positioning strategies, incorporating a perceptual map to understand consumer perceptions. A competitor analysis is conducted to assess the competitive landscape. The plan concludes with a proposed marketing strategy, encompassing the marketing mix, and a conclusion summarizing key findings and recommendations for Chick-fil-A's successful entry into the UK market. The report is a student submission for a Marketing Management assignment.

Marketing Management :
Creation of a Marketing Plan
for Chick-fil-A

Table of Contents
INTRODUCTION...........................................................................................................................1
MARKETING PLAN......................................................................................................................1
Overview of the company................................................................................................................1
Products and Services offered by Organisation...............................................................................1
Executive Summary.........................................................................................................................2
Mission and Vision..........................................................................................................................2
Mission...................................................................................................................................2
Vision.....................................................................................................................................2
Macro Environmental Analysis.......................................................................................................2
Micro Environmental Analysis........................................................................................................4
SWOT.....................................................................................................................................4
SMART Objectives..........................................................................................................................6
Segmentation, Targeting and Positioning along with Perceptual Map............................................6
STP.........................................................................................................................................6
Perceptual Map.......................................................................................................................6
Competitor Analysis........................................................................................................................7
Marketing Strategy...........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an inseparable part of a corporation in the modern era. To facilitate this,
organisations across the globe execute the concept of marketing management. It can be referred
to as the procedure encompassing planning, devising decisions, monitoring, controlling and
implementing the marketing activities as well as practices with a view to establish extensive
goodwill at market place. This provides aid to a corporation in developing healthy relations with
clients and communicating to them, the vision and mission of company (Joshi, 2012). A
significant part of marketing management is acknowledged to be the creation of a marketing plan
for carrying out product or market expansion.
The present project is carried out to develop a marketing plan for Chick-fil-A as the
entity seeks to bring its franchise operations within the confines of United Kingdom. Chick-fil-A
is a renowned fast food chain operating within the territorial boundaries of USA. The revenues
earned by this enterprise are over that of all other companies pertaining to concerned business
sector. The marketing plan of this entity includes SWOT, PESTLE, SMART objectives, STP
model, competitor analysis and marketing mix. All of these will provide assistance to the
corporation in setting organisational operations in UK.
MARKETING PLAN
Overview of the company
Chick-fil-A is acknowledged as one of the most prominent names within the confines of
fast food sector. This American brand has a specialisation in production of chicken sandwiches.
This company functions within USA through its 2300 outlets. Chick-fil-A has extensive presence
within USA. This can be said on the basis of the fact that it conducts operations within 47 of the
50 states which are included in US. The entity is even about to open an outlet in another
American state, Hawaii. This renowned restaurant is popular across the nation for providing
F&B items for the 3 meals of the day. It is also seen that this gives customers the chance to
personalise the menu offerings as per their choice.
Products and Services offered by Organisation
Chick-fil-A has an extensive menu comprising of wide array of food & beverage items to
cater to the needs and demands of people. This fast food restaurant leverages its expertise in
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production of chicken items, especially sandwiches. The capital “A” in its brand name is for the
A-one quality chicken that is used by the firm to make the meals. Further, staff members are
provided with adequate and timely training to make sure that the customers are served on time.
This ensures entailment of extensive satisfaction from people, thereby retaining them for a longer
period of time. This even results in increment in brand/product recall of Chick-fil-A. Over the
course of time, the strategy of this restaurant has been to develop a simple menu rather than
expansion of options to attract more appeal (Telang and Deshpande, 2016). This is done with a
view to keep the loyal customers dedicated to the entity and inflate the daily earnings of the
outlet.
Executive Summary
Chick-fil-A has been running prosperously within USA from years. This has made the
management look upon the option of expanding into UK. This market expansion is being
facilitated to attain a larger share in global market place and enhance the overall positioning of
entity in food & beverage sector. To facilitate this, Chick-fil-A will make use of its skilled
workforce, ability to exploit resources optimally and expertise in production of chicken
sandwiches. This would enable the firm to build effective brand image within population of
United Kingdom.
Mission and Vision
Mission
The mission statement given by Chick-fil-A is:
“To become a top notch Quick Service Restaurant by adopting a customer centric
approach”
Vision
The vision devised by top management of Chick-fil-A is:
“To become word of mouth for people across the globe”
Macro Environmental Analysis
The respective company named as Chick-fil-A is planning to expand its business in United
Kingdom by opting franchising (Johnsen, 2018). In order to execute this business expansion in
effective manner the top management team of the company has conducted macro environmental
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analysis for developing their knowledge on certain factors related to external environment of
UK. This analysis will support them in identifying market opportunities as well as threats that
will further support in establishing their plan in rightful manner. In this regard, PESTLE analysis
has been taken into consideration by Chick-fil-A.
PESTLE
PESTLE analysis is considered as the effective model used by businesses for identifying
opportunities available for them in external marketplace and available threats for them within the
same marketplace (Kienzler and Kowalkowski, 2017). This directly provides guidance to the
company about their future strategies and plans that they are expecting to execute for attain
success. Various factors which are covered in this framework are described below in effective
manner:-
Variable Explanation
Political  The politically stable state of UK would foster the growth of
Chick-fil-A.
 The European, local and central government have laid down a
number of grants and schemes such as Better Broadband Subsidy
Scheme, Better Business Finance, Innovate UK and many more,
the advantage of which can be availed by Chick-fil-A.
Economical  The developed nature of economy of United Kingdom would act
as opportunity for Chick-fil-A. The respective fast food giant
would be able to capitalise upon the infrastructural development of
this nation and thereby inflate its revenues after the expansion.
 BREXIT is one of the most significant factors that have been
negatively impacting upon the operations of businesses
functioning within the confines of UK.
Social  The quantum of individuals stricken by Diabetes in United
Kingdom is 4.7 million as per the reports of 2019. Further, 1/3rd
people of this place have the issue of Obese. These build the health
conscious nature of residents of this nation. This decreases the
demand for fast food products within UK, acting as a major threat
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for Chick-fil-A.
 The entity can leverage option of entering into partnership with
food delivery apps to enhance its reach within UK.
Technological  The technologically advanced state of United Kingdom would
provide opportunity to Chick-fil-A to leverage new technologies.
 Chick-fil-A would capitalise upon social media marketing to
create awareness about its offerings among people.
Legal  Chick-fil-A would comply with legislations such as health and
safety regulations, employment laws, hygiene, food safety and
many more.
 Non compliance would imply imposition of fines and penalties.
Environmental  Chick-fil-A would invest in CSR activities after expanding into the
market of UK to build a positive image in the minds of customers
and appear to them as an eco-friendly brand.
 Further, the respective fast food giant would make sure that the
carbon footprints are reduced to a large extent.
Micro Environmental Analysis
Besides analysing the elements of macro environment, manager of business enterprises
are required to conduct effective internal analysis (SWOT) so that they can easily explore their
core strength, weaknesses, opportunities and threats for the respective company (Silberschatz,
Galvin and Gagne, 2014).
SWOT
Management team of Chick-fil-A has conducted SWOT analysis for the company in
order to develop their own knowledge over their core strength, weaknesses, opportunities and
threats which holds higher influence over organisation performance and supports them in gaining
competitive edge in rightful manner (Kotler and et. al., 2018). Explanation of all four areas of the
framework is described as below in effective manner:
Strengths:
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 The main strength of Chick-fil-A is its high quality customer services that work as the
supportive factor for them in developing loyal customer base for the respective company
for longer period of time.
 Menu of this enterprise includes chicken sandwiches which is favorite among the
customers. Inclusion of this dish in their menu helps them out in attracting maximum
number of customers towards them which results in their frequent visits on a daily basis.
 Interior of the outlet is very soothing and attractive which influences interest customers
towards it for longer period of time. Wall decoration of this outlet contains images of
employees which makes it more attractive and influential. The respective company also offers higher compensation to its employees within the
whole industry. It also offers career opportunities to employees which motivates them at
higher level and also influences them to perform well for the company.
Weaknesses:
 Operations of Chick-fil-A is only limited to USA which restricts within that specific
nation as they are not to approach customers belonging to other nations.
 Food products of this company are offered at higher prices to customers that directly
exclude the interest of lower as well as middle class people of society as they are not able
to try food items because of higher cost. There is lack of innovation in the menu options and food production techniques that
ultimately keeps them away from the reach of customers.
Opportunities:
 The company can add healthy food items in their offering and cook them with the usage
of organic things so that they can easily influence interest of health conscious people
towards them. Chick-fil-A can expand its market share by opening its number of outlets in periphery
nations.
Threats
 Chick-fil-A is having major threat from its existing rival firms which include Subway,
Burger King and McDonald’s which are having leading market place with USA. This
also places impact over their sustainability in negative manner.
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 Main reliance on chicken as its core ingredient can become threat for this company in the
near future as there are numerous of rumours associated with the chicken and its quality
as well as quantity. This directly influences interest and mindset of customers and could
also result in decline of sales of chicken sandwiches. This could also place negative
impact over the profitability of the company in near future.
SMART Objectives
The management of Chick-fil-A has stipulated the following SMART objectives to be
achieved post gaining entry into the market of United Kingdom:-
“To increase the sales of corporation by 11.5% by the end of 1 year by capitalising on
extensive marketing in UK”
“To inflate the market share of entity across by globe by 4.25% by next 6 months by
capitalising upon social media marketing”
“To enhance the profits of corporation by 7.25% within next 1 year by launch of
marketing campaigns in UK”
Segmentation, Targeting and Positioning along with Perceptual Map
STP
Top management team of Chick-fil-A has used STP framework in order to identify its
targeted audience within United Kingdom.
Segmentation: Segmentation for this restaurant will done on the basis of demographic
(Age wise) and geographical market.
Targeting: Chick-fil-A will mainly target young people belonging to age group of 21 –
35 in United Kingdom.
Positioning: Chick-fil-A will make use of social media marketing especially through
Instagram, Facebook and Snapchat for positioning its brand image within UK market. Adoption
of marketing will help them out in attracting maximum number of customers towards them. .
Perceptual Map
Perceptual map is mainly termed as visual representation of targeted customers and their
perception towards the some specific attributes of business enterprise, brand, services, idea etc.
Usage of this map develops understanding of the company towards their own competitive
position within the market, customers view point toward them, their expectation from the
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company etc. With reference to the chosen restaurant that is Chick-fil-A, its perceptual map is
described below in effective manner:
(Source: Perceptual Map for Chick-fil-A, 2019)
Competitor Analysis
Competitor analysis is mainly conducted to analyse competitors’ activities in deeper
manner so that the host company can make modification in their own one accordingly (Silver
and et al, 2012). The main competitors for Chick-fil-A are Mexican Grill, Dunkin’ Donuts,
Church’s Chicken, McDonald’s, Chipotle, Burger King and many more. All of the stated
companies are core rivals of Chick-fil-A. Competitor analysis for this company is stated as
below:-
Aspect / Feature Chick-fil-A McDonald's Burger King
Strengths High quality food with Effective customer base High market share and
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Il
lustration 1: Perceptual Map for Chick-fil-A

healthy ingredients. and strong global
presence.
customer value
Weaknesses Lack of activeness on
social media
Negative publicity and
public rumours.
Narrow targeted
audience
Pricing strategy Skimming pricing
strategy.
Psychological pricing. Prices are decided as
per market zone
Country of origin America America America
Target customers Youngsters, family
oriented people, health
conscious people who
also want to enjoy fast
food (Homburg, Jozić
and Kuehnl, 2017).
A family person who
wishes to go dining
place with kids and also
wishes to spend money.
Corporate people who
prefers to spend mainly
for high quality food
Industry Fast food franchises Fast food franchises Fast food franchises
Founded in Year 1967 Year 1940 Year 1954
On the basis of above described competitor analysis it can be said that Chick-fil-A is
required to differentiate themselves from its competitors in order to develop their position in the
UK market for longer period of time (Clow and James, 2013). They can also gain take advantage
of its chicken offering as they have strong command on it. This will directly support them in
gaining competitive edge.
Marketing Strategy
Marketing strategy is seen as the effective strategy that is adopted by business
associations for gaining edge at marketplace in effective manner (Huang and Sarigöllü, 2014).
For developing effective marketing strategy for Chick-fil-A, its manager has conducted
marketing mix for developing effective marketing strategy for the same enterprise. Explanation
of this framework is described below in an effective manner:-
Element Description
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Product The respective company will offer almost similar sort of the products in
UK which were being offered in US. Chick-fil-A will add range of sugar
free food items in its offering in order to attract health conscious people
towards them. In this category, they mainly emphasise on diabetes and
obese people as its main customers.
Place Chick-fil-A will enter into UK market in order to expand their market share
and goodwill at global scale. They will opening few outlets in the crowded
place for attracting maximum number of customers towards them in
rightful manner (William and Zikmund, 2012).
Price In the starting time, Chick-fil-A will offer all of its products at affordable
price in order to attract all class of customers towards them. With the
increasing number of demand and customer range, the restaurant will go
for premium pricing strategy. The main reason behind opting premium
pricing strategy is its sugar free products with higher quality (Young,
2018).
Promotion Promotions for this restaurant will be done through social media channels.
The promotional tool will help them out in attracting maximum number of
customers towards them in appropriate manner. As a result, with this
method they will be able to influence UK’s customers within less period of
time.
Process The production procedure of Chick-fil-A will be done as per the customers
demand. The process will also be modified as per request placed by
customers
People Effective training session will going to be conducted for the staff members
which would be selected for UK’s operations. With effective training
employees will be able to provide best quality food products to customers
that will result in attracting maximum number of customers towards them.
Physical
Evidence
The physical evidence for this restaurant would be seen in terms of
customers’ satisfaction level which would be attained by customers after
consuming food items from the restaurant.
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CONCLUSION
According to the above described report, it is concluded that marketing plan is identified
as the effective strategy through which businesses can easily grab attention of customers towards
them in effective manner. Also, it has been identified that by scanning internal and external
environment business associations can effective manner. Usage of STP framework is helpful for
business entity in identifying targeted audience. With the help of 7P's business associations can
easily develop effective marketing strategy for the company that supports them in improvising
their marketing activity in effective manner. In addition to this, it has been inferred that usage of
robust marketing strategies to appeal to target audience, provides assistance to corporations in
inflating the existing level of revenues as well as profits.
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REFERENCES
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