LSC UoS BA Business: Chick-fil-A Marketing Plan for UK Expansion

This report presents a comprehensive marketing plan for Chick-fil-A, focusing on its potential expansion into the UK market. The plan begins with an executive summary that highlights the key components of the analysis. It encompasses a thorough examination of the macro and micro environments, utilizing PESTLE, Porter's Five Forces, and SWOT analyses to assess external and internal factors. The report establishes SMART objectives and employs the STP model for market segmentation, targeting, and positioning. Competitive analysis, including Porter's generic strategies, is conducted to identify competitive advantages. Furthermore, the marketing strategy incorporates the 7 Ps of marketing and the Ansoff matrix. The report concludes with strategic recommendations and a review of the marketing plan's effectiveness.

Creation of marketing plan.

Executive summary:
This report has highlighted the micro and macro environment of the organization with the
help of SWOT, Porter five force and PESTLE analysis. After that the plan has highlighted the
SMART objective of the organization. After that report has highlighted market Position with the
help of the STP model. After that the report has highlighted the competitive analysis and
competitive advantage with the help of the Porter generic strategy. After that the report has
highlighted 7 P's of the organization and Ansoff model.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Macro analysis PESTLE.........................................................................................................4
Micro analysis........................................................................................................................6
Objectives...............................................................................................................................7
Competitors analysis..............................................................................................................8
Competitive advantage...........................................................................................................9
STP analysis...........................................................................................................................9
Marketing strategy and matrices..........................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plan is the report which outlines the proper marketing strategy for the coming
years. This includes various elements which reflects marketing goals and objectives of company
in effective manner. The present report is based on the “Chick-fil-a” which is the private
American fast food chain. McDonald’s is one of the competitors and had an average sales. The
report will produce a marketing plan for company in order to increase their sales with improving
performance. The marketing plan is analysis a macro and micro analysis of company with setting
SMART objectives. This will also analysis competitors analysis and its advantage. The plan is
highlight an STP analysis which helps to target customers by providing services of company. At
the end of report, it will reflect marketing strategy by using 7 P's of marketing and matrix which
are helps increase performance by satisfying customers.
MAIN BODY
Macro analysis PESTLE.
The macro analysis is reflects with an external analysis of company because that is help
to company to produce marketing plan for Chick-fil-a company. With the help of this, company
management is able to make proper and effective works by considering external factors
(Appelroth, 2015). For that here is select PESTLE model. This includes all the factors which are
related with macro environment are as follows:
Political factor:
This factor plays a huge role in not only with the investment decision by the transactional
corporation but also with the companies. Chick-fil-a has a good record of international trade and
other treaties which is helps to create various global partners of restaurant in effective manner.
This creates proper effectiveness for business in order to take Franchise into UK as a part of
market expansion. In that management need to consider with UK's laws and regulations like
franchise agreements.
Economic factor:
The economic factors of country have a direct impact on the potential attractiveness in a
given market. The inflation rate of country is high then it affects to restaurant because in that
price of product is increases which could lead to lower levels brand loyalty and constant to
manage costs (Calvo-Porral, Medín and Losada-López, 2017). On the other side, inflation rate is
decrease then it creates opportunities for business and taking franchise into UK to expand their

business because that price of product is lower and higher customers are attracted toward
business.
Social factor:
Social factor is also affect to business because customers taste and preferences are based
on current trends and food system it may change accordingly in appropriate manner. Before
entering into the market management needs to understand the nature of social contract between
the government and society. Otherwise, this creates issues for franchisors as well as owners
because customers are not attracted.
Technological factor:
Technology is the fast disrupting business models across the various industries. Now day
technology is more advanced and effective which are used by companies and restaurant for
produce food products and services at market place. Intellectual property rights and patents
protection is creates more protection for company. With the help of this, other people not uses
their product and services without owner permission (Crick, Chaudhry and Crick, 2016). But at
the time of franchise, management need to focus and consider this because product name and
logo only by franchisor. Otherwise, this can affect to company by decreasing their sales of
products and services.
Legal factor:
There are various legal factors which are often by government affect to condition for
enter in market. Time taken for court proceeding which cannot be enforced in an timely manner.
For taking franchise court take more time to procedures but that is safe and best process for their
effective brand management.
Environmental factor:
Environment factor are the fast gaining traction not only among customers but also
among the regulators maker the climate changes is leading to the extinction of more than 20% of
species on the planet by the turn of century. Go green a concept which is runs into the market
place. This can affect to company because they use various material to wrap product which can
affect to environment in negative manner. In that management of Chick-fil-a need recycle those
material make control on waste management.

Micro analysis.
Micro analysis is includes internal factors which affect to business in respective manner.
For that here is selects Porter five force analysis of company are as follows:
Threats of new entrants:
The various barriers for there new entrants to take place in the fast food company. But for
entering into the market new entrants need to understand the needs and wants of customers as
well as advanced customer's commitment over their products with the time. With this Chick-fil-a
have low danger and company have quite big network of circulations worldwide with well
reputed image.
Bargaining power of supplier:
Chick-fil-a owes the biggest share of market needing higher number of supply chains
(Lamb and Crompton, 2017). In action has actually likewise been worried about its providers as
it believes in long term relations are creates advantage for company at UK market.
Bargaining power of buyers:
This can create higher impact on business because customers can any ways where they
are highly satisfied. In that management of Chick-fil-a required to sure to keep its customers
satisfied.
Threats of substitutes:
The company have threat from their competitor which is McDonald’s. This is the biggest
brand of fast food chain. In that company need to highlight the health advantage for customers
are creates advantage for company with their competitors in respective manner.
Competitive rivalry:
The Chick-fil-a have strong rivalry at market place, but they are running race well from
the last 150 years. This creates the biggest advantage for company and for its growth factors.
SWOT analysis.
This includes strength, weakness, threat and opportunities for Chick-fil-a at market place
are as follows:
Strength:
 The one of the biggest reason for success of restaurant is their wonderful customers
service. The company have great and effective customers services through that customers
are highly satisfied in effective manner.

 The company is sell Sandwiches not a burger with the fillings of chicken and patties.
 They are take face to face orders of products which are quietly unlike for competition.
This gives the best impression on customers.
Weakness:
 Higher price of product is the biggest weakness of company (McDONALD,
M.A.L.C.O.L.M., 2016). Though their services and food justify the prices that are being
charged the brand is not very popular amongst lower.
 Lower innovation is another weakness of Chick-fil-a. This is critical that fast food
companies innovate not just in their menu but also in their supply chain and marketing.
Opportunities:
 The main opportunity for Chick-fil-a is the healthy fast food because that is more
consuming and attractive for the business. This opens new segment for fast food
companies by increasing customers base.
 Focus on fast food restaurant is another opportunity for Chick-fil-a because they have the
greatest restaurant in the market place.
 Foreign market expansion.
Threats:
 There have various and ample number of scandals primarily centred around the fast food
joints which are uses chicken as their primary ingredients related to the quantity and
quality of chicken usages.
Objectives.
The objectives are helps to Chick-fil-a for achieve their target at market place in order to
increase their sales and profit margin of company in an effective manner. For that here is
developed the best objectives for taking franchise at UK as a part of its market expansion.
 To increase the 20% sales of product within the 7 months.
 To earn goodwill by separating business from many competitors.
 To expand in the UK market and build positive customer relationship not transaction.
The explanation of those are as follows:
“To increase the 20% sales of products within the 7 months”

This is a first objective of company which is more important. The company have more
competitors at marketplace who creates threat for Chick-fil-a at new marketplace. By focusing
on new product line is help to increase sales which is the opportunity of company.
“To earn goodwill by separating business from many competitors”
This is the another objective of Chick-fil-a and it is the basis of positive success.
Company offers good quality food at reasonable price is helps to create a positive atmosphere for
the a good deal of different marketing strategy which they employ. This helps to company for
separate Chick-fil-a from much of the competitors at new marketplace in an effective manner.
“To expand in the UK market and build positive customer relationship not transaction”
Company is selling more sandwiches is a good thing, but the real growth come up
building strongest relationship with customers. This helps to promote business at new market
place.
Competitors analysis.
The company have ample number of competitors at market place. The main competitors
of Chick-fil-a is McDonald's. For the competitor's analysis, here is use different basis and
segment in the tabular format for proper analysis are as follows:
Basis Chick-fil-a McDonald's
Product line The Chick-fil-a is provides a
various type of food products
in breakfast, sauces, dressings,
drinks and treads. This helps to
attract more customers towards
the company in effective
manner by offering a number
of products (Paley, 2017).
The company is sales ample
number of products at
marketplace. The product line
of company is Hamburgers,
sandwiches, salads, snacks and
beverages.
Pricing strategy The company is follows a
competitive pricing strategy
which is helps to sets price of
product by analysing market.
The company bundle pricing
strategy which are discounted.
Promotion style The company have great The promote their products at

promotion style which is
campaigns. That is gives direct
impact on customers mind in
effective manner.
market place by using different
channels like advertising, sales
promotions, public relation.
Competitive advantage.
The competitive advantage is creates more effectiveness for business. The new product
line and lower pricing strategy is provided great competitive to Chick-fil-a at new market place
which is UK. For that here is select a porter generic model:
Cost leadership:
Cost leadership is the strategy which is the way to gain competitive advantage in to the
marketplace. This helps to increasing profits by reducing costs while charging industry and
increase market share of Chick-fil-a.
Differentiation:
This involves making products and services different from their competitors at market
place by gaining proper market strategy (Robinson and et.al., 2018). This is very important for
company to build great product development strategy to expand business in other country. In that
company required a good research and development strategy. The ability to deliver high quality
of product and services.
Focused strategy: Cost focus: The cost focus strategy is referred with a lower price of product at expansion
of business as well as this increase sales and with same profit.
 Differentiation focus: The differentiation focus strategy refers with a new product line of
company at new market place. This helps to create more profit margin by attracting more
customers. This a great competitive advantage for business.
STP analysis.
STP process is an important concept in the study and application of marketing. This
process is demonstrate links between an overall market and a company select to compete in the
market. STP of Chick-fil-a are as follows:
Segmentation:

The segmentation of company is to refer a selected area of people who are purchase and
for them company build or expand their business in other country. Chick-fil-a is follows a
demographics segment as per people and age. The people who are looks for Chicken at market
place as well as age group is 20 to 50 years old.
Targeting:
The target people of Chick-fil-a middle and upper middle class urban families. This
creates more advantages for business in effective manner.
Positioning:
A position of Chick-fil-a is helps to attract more customers at marketplace in effective
manner. A Chicken based menu serving restaurant as opposed to beef and other meat. This helps
to maintain a unique and constant brand communication.
Marketing strategy and matrices.
In order to produce best market strategy here is includes 7 P's of marketing. This helps to
make better strategy for Chick-fil-a in order to expand business at new market place in effective
manner. That is as follows:
Product:
The is one of the most important element of 7 P's of Chick-fil-a which highlight a
products and services of company (Dib, 2018). The company severs various products and
services at market place in their breakfast, drinks, treats like Buttered Biscuits, Egg white grill,
fruit cups, Iced coffee, Gallon beverages, simple orange etc.
Place:
The company is operates in Canada and United states, after franchise they expanding into
UK as well. The have their offline stores as well as online stores at marketplace. This creates
more effective for business in effective manner.
Price:
The pricing strategy of company is competitive pricing strategy which is helps to sets
price of product by analysing competitors price of products. This creates more effectiveness for
business at UK because through that they able to sets price lower than per their competitors.
Promotion:
Promotion strategy is helps to promote product and services at market place by creating
more growth advantage for business in effective manner (Appelroth, 2015). As part of

promotional activity the company offers a fresh meal to people who come dressed as a cow on
their annual appreciation. The promotion strategy of company is build strong relationship with
customers, advertising, sales promotion.
People:
Chick-fil-a is target high income customers based on the types of foods and prices they
offer. The fast food providers would be targeting working professionals who are short time to
cook the meals. On the other side, company needs to give training to employees for using
different technologies.
Process:
In the franchise process company need an initial investment. Through that they are able
to organize training program for employees to teach them.
Physical evidence:
Chick-fil-a's restaurants are gives a best and biggest physical evidence (Calvo-Porral,
Medín and Losada-López, 2017). The important things is set a brand apart from the others is
customers services and ambiance.
Those segments are helped to expand their business in UK in effective manner.
Ansoff model
This model is also helps to build a great and effective strategy for company. This includes
four elements which explain below:
Market penetration:
In this company sets strategy to sales their existing products and services in existing
customers.
Market development:
This is the best strategy to build the best customers base by expanding into new market
place by developing market (The Ansoff Model, 2019). This is best through that various
customers are attracted which are new.
Product development:
The product development is considers with new product added in company as well as
developing in existing products and services in effective manner by creating more effectiveness
for business.
Diversification strategy:

The diversification strategy is to company for move in new market with new product.
This helps to increase sales with existing customers.
CONCLUSION
From the above, study it had been concluded that the marketing plan has helped to
expand their business in new market. The PESTLE, SWOT and Porter five force has helped to
analysis macro and micro analysis of company. With they know about rules and regulations. This
covered by objective which helped to done competitor analysis and competitive advantage for
business by using porter generic model. STP analysis helped to target customers by considering
7 P's of marketing and Ansoff matrix in respective manner.

REFERENCES
Books and Journals
Appelroth, E., 2015. Marketing plan for a restaurant.
Calvo-Porral, C., Medín, A. F. and Losada-López, C., 2017. Can marketing help in tackling food
waste?: Proposals in developed countries. Journal of Food Products Marketing. 23(1).
pp.42-60.
Crick, D., Chaudhry, S. and Crick, J.M., 2016. Trading in a competitive environment: South‐
Asian restaurants in the UK. Strategic Change. 25(4). pp.371-382.
Dib, A., 2018. The 1-page marketing plan. Page Two Books.
Lamb, C. W. and Crompton, J. L., 2017. Analyzing marketing performance. In Marketing the
Public Sector (pp. 173-184). Routledge.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. In The
marketing book (pp. 108-142). Routledge.
Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge.
Robinson, E. and et.al., 2018. (Over) eating out at major UK restaurant chains: observational
study of energy content of main meals. Bmj. 363. p.k4982.
ONLINE
The Ansoff Model. 2019. Online. Available through:
<https://www.smartinsights.com/marketing-planning/create-a-marketing-plan/ansoff-model/>