Comprehensive Marketing Plan for Chick-fil-A: Strategies and Analysis

This report provides a comprehensive marketing plan for Chick-fil-A, a fast-food chain. It begins with an introduction to marketing plans and an overview of Chick-fil-A. The report then delves into a PESTLE analysis, examining the political, economic, social, technological, legal, and environmental fact...Read More

Creation of a
Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
PESTLE analysis of Chick–fil–a company............................................................................3
Statement and justification ....................................................................................................4
A STP strategies of the Chick-fil-a and perceptual map of the company..............................4
Competitor analysis of the Chick–fil–a company..................................................................7
Marketing strategies by using 7 p's .....................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plan is blueprint or comprehensive written document that outlines the efforts
make by firm for raising sales of enterprise and generating more profit in the market. Marketing
plan helps company to find new opportunities for their business and it also aids in attracting new
buyers.
This report will prepare marketing plan of the Chick-fil-a company, which is private fast
food chain in America. and It is popular for having best fast food chain in the UK. This
organisation was founded in 1967 in Atlanta. This report will include micro and macro analysis
of the Chick-fil-a (PESTEL analysis). This report will highlight STP strategies and it will explain
effect of STP strategies on business success. It will also cover perceptual map of the company.
this report will include competitive analysis of the Chick-fil-a and Taco Bell. this report will also
highlight the marketing strategy for the company by using 7 P's of the marketing.
TASK
PESTLE analysis of Chick–fil–a company
Political Analysis
Political environment of the United kingdom affects companies performance to great
extent. The regulations and rules of the government gets changed any time (Kotler,and et.al.,
2018). Fluctuations in political system affect operational activities of business to great extent.
Leaders and mangers of the company are not able to focus on the long-term strategies for the
company because of change in the government and political environment.. Chick-fil-a have to
change their rules and strategies in the company during the change in the policies, laws or
government because of this change increase stress for leaders and mangers. Chick-file-a has to
make changes in its operational activities by looking at new laws, this sometimes increase
operational cost of business to great extent
Economical
Labor cost in the UK is increasing with time and Chick-fil-a required skillful and
qualified workers in the company and this problem creating difficulties for the company because
they have to spend more for the Labor. Chick-fil-a company provide fast food services to the
public, and they want talented chef who are professional cooker or server. Changes in interest
rate affect its operations, now company is unable to spend much amount because it will not be
able to recover its cost. Hence such economic fluctuation affect business to great extent.

Social factor
This company is providing low price and better services to the people in UK but
population requires more food related services from the Chick-fil-a. Social factors afcets buying
behavior of person. Now people need healthy food more than fastfood, this behavior of them
decrease sales of the firm if it is unable to offer them same products. Chick-fil-a is providing
services to the people who are desperate about trying different variety of food. Firm takes care
of their need and offer them products accordingly that help business in generating more sales in
business unit.
Technological Factor
This factor effects the company positively because technology is improving food services
in the fast food industry (Keegan., 2017). Cooking tools are more affordable now. Apart from
this, social media has helped this sector in building relationship with mass audience and know
more about their needs. This tool improves food services of the Chick-fil-a company, by this way
enterprise become able to retain consumers and raise its brand image in the market.
Legal factor
legal factors mostly effect the Chick-fil-a A, as employment law has been changed and
now companies are required to give extra leaves to staff that affect productivity of firm badly.
Customer, contract law, hygiene regulations gives power to consumers. However, more so than
ever, guest or customers, who are not satisfied with the service's can cause diverse impact on the
other guests.
Environmental Factor
Chick-fil-a company is very careful about the Environment, and they have plant trees in
their locality and campus, so they can provide fresh air to their guests and customers . This
increase reputation of the company in the UK market and people who leave nearby the restaurant
are happy with their work. Company takes care of waste management hence use resource well. It
fulfills its corporate social responsibility that supports the firm in raising its brand image.
Statement and justification
Smart Objectives
 To increase sales of company by 30% till the end of this year (Deepak and Jeyakumar.,
2019). .
 To enhance number of consumers by 20% before June 2020.

 To open two more branches in UK till the end of this fiscal year.
A STP strategies of the Chick-fil-a and perceptual map of the company
STP is known as Segmentation, targeting and positioning. The STP model helps Chick-
fil-a company's marketers to deliver, develop and relevant message that engage segmented to the
target audience (Chernev., 2018).
Segmentation
Demographics
It is based on age, income, gender. It segregates the consumers on these parameters.
company marketing campaign will focus on the people between 18 and 25 age group and 25 to
35 Age group. 18 to 25 age group people are mostly student, and they are young people,
company will target them through the digital making because in this group most of the people
use social media platform, and they are closely attached with the internet. Company will also
advertise their unique and customized food dishes to attract the youngsters towards the restaurant
(Moutinho and Vargas-Sanchezs., 2018). People who come under the 25 to 35 age group
company can advertise their food services on the newspaper and magazine because in this age
group people like to read newspaper and magazine.
Geographic
Firm will also segment people on the bases of their geographic location, this makes
changes in preferences of people hence entity will be offer them products and services as per
their need. Mainly Chick-fil-a company will organize their food campaign and provide their
services in the selected county's in the UK. Because they are providing services to the people
from the many countries and their focus will be on whole public. This will also increase good
image in the people mind and it will change behavior of the people as well and people will
respect mangers and leaders of the Chick-fil-a company(Zimmerman and Blythe., 2017)..
Target
Targeting is the great tool of marketing that helps in targeting the correct end user those
who like to buy company’s services. After the segmentation Chick-fil-a company 's company
will focus on the probability and with increase growth of the company because it will show their
presence in the market and company can expand their business more . Company will earn from
the proving attractive fast food services to the people. And it will enhance their popularity and
many people of the UK will come-in the Chick-fil-a restaurant for celebrating many events,

parties and casual eating. It will increase growth and probability of the company, and they can
also give competition to the other fast food chain company which are giving competition to the
Chick-fil-a company. Company can make better image in the market through their unique
services. It will use differentiated targeting strategy that would be better in gaining attention of
mass audience toward the firm.
Positioning
The main purpose of the Chick-fil-a is to provide attractive fast food dishes to the
people. People will get food services on time and that can increase customer's experience and
satisfaction (Quelch., 2017). It will use cost positioning strategy in which firm will offer cheaper
products to buyers so that more consumers take interst in the firm. Company will offers their
services in many countries at affordable rates and on the different places or promote in social
media platforms because Chick-fil-a can target on the customers who are interested towards their
restaurant. Chick-fil-a company has major focus is to provides healthy and hygiene food
products and services to their guests. This will assist them to give better services or amenities to
the customers, and they can treat their guests in better ways. Their marketing strategies are
totally different and company can gain competitive advantages. And they can also take better
positioning in the fast food industry.
perceptual map

Competitor analysis of the Chick–fil–a company
Basis Chick-fil-a Taco Bell
Services Chick-fil-a company stands for
the fast food chain services,
which provide fast food
related services to the all over
the UK people. Chick-fil-a
Company is having talented
Taco Bell is a fast food
restaurant chain in America,
who provide variety of
Mexican dishes and foods like
burritos, nachos, quesadillas
and tacos. They are not only

chefs who are specialist in
their work. Company is
provide many services and for
each service they are having
specialist. Chick-fil-a is
providing services like fast
food, chicken sandwiches, etc.
Chick – fil - a is fast food
chain company, and they also
provide some low price
services for the UK people
who can come take those
services in low service charges
(Weinstein and Pohlman.,
2015). Those services include
food and drink services .
Charges with these services
are lower than the other fast
food chain in local areas. They
also provide free services to
the people who are having less
income, and they cannot pay
their bill ,for those people
company provide free of cost
services. This make Chick – fil
- a different from the other fast
food chains.
working for the profit but also
for providing sufficient
services to the customers for
their great satisfactions and
experience. They provide less
price services to their
customers. Taco Bell company
spend their maximum profit in
the maintaining food safety
and uses hygiene ingredients in
making the food. Taco Bell
company's main objective is to
promote, advance and
maintainable safe and hygiene
food products and services to
prevent customer's sickness,
relieve and ill health of any
type. This all company done
for the public heath. This
company is providing services
in different filed of the fast
food chain industry which
include restaurants, hotels,
cafes, bars and food hubs. This
all food related services are
given by the Taco Bell
company, and they give their
whole profit to the institution
who are working for the
socialism, and they give
charity to the schools and

social workers in the UK.
Price Chick – fil - a institute take
money for their services and
this company is controlled by
the UK government (Chonko
and Hunt., 2018). They are
giving better services as
compare to the many other fast
food restaurants in this
industry. People who are
having fewer salaries and who
cannot afford restaurant bills,
for those people give free of
charge services. Most of the
people in the UK suggest these
restaurant because they are
having experienced staffs and
chefs who treat guests nicely,
and they do not take extra
money for the effective
services.
Taco Bell organization is fast
food chain , and they charge
high amount for the services
and also they are popular
among the people because they
are not only focus on the profit
but majorly concern about the
safe and hygiene food
products. Most of the profit
they give to the institutes who
are working for the public
welfare. They do not give any
free services they charge with
each and every service. People
who come for the food have to
give high amount for the
services.
Client satisfaction Company is providing quality
services to their clients in less
price and all the people who
take food services from the
Chick – fil – a restaurant,
gives positive review for their
services and behavior of the
chefs and other staff members
good with the customers.
Taco Bell company also give
quality services and safe food
to their customers which assist
them by providing great
satisfaction. Cook or chefs in
the restaurant are working
from the years, and they are
having experience and
knowledge about the unique

Staffs in the Chick – fil – a
restaurant are well qualified
and understanding who give
their best to their clients. One
of the most important
objective of the Chick – fil - a
is to provide good and unique
services and better safety
services to their guests.
Workers or staffs in the Chick
– fil – a restaurant treat guests
like their family members
which give satisfaction to the
customers.
food dishes and deliver
hygiene food services.
Customers are happy with their
services but many people
complain about high charges
with the fast food charge as
compare to the other fast food
chain companies. They are
able to satisfy needs and
demand of their customers.
Taco Bell Company also
organize programs for the
awareness of public regarding
quality of food ingredients and
safety of food products, which
is increasing popularity among
a food lover people.
Market shares Chick – fil – a company has a
effective market share in the
UK fast food chain industry. It
is one of the most recognize
fast food chain company in the
UK market.
Taco Bell is a likable fast food
chain company and gain
attractive market share by their
unique food services and
hygiene food products.
Marketing strategies by using 7 p's
Chick–fil–a marketing mix
Product
It is a major factor in marketing mix, that helps in serving satisfactory goods to
consumers. Chick–fil–a will provide best fast food services to the customers in a very effective
manner. Chick–fil–a fast food chain has qualified staffs and workers to serves hygiene and
quality food products (Kotler and et.al., 2018). chicken sandwich is very popular dish in Chick–
fil–a restaurant. Chick – fil – a restaurant provides cab facilities to their guests for increasing

their experiences and fully satisfy them. Chick–fil–a also provide quick and fast services to their
customers, which include facilities like pure water, hygiene environment, comfortable sitting and
varieties of foods. It will ensure to serve consumers quickly so that they feel better and satisfied.
Price
Chick–fil–a fast food chain company take money for their services and this company is
controlled by the effective authority of country. It will implement the skimming strategy in
which firm will offer cheaper products to consumers. They are giving better services as compare
to the many other fast food chain companies and also price will be affordable. People who are
having fewer salaries and who cannot pay their food bills, for those people give free of charge
services. Most of the people suggest these restaurant because they are having experienced chefs
and staff who treat customers nicely and they do not take extra money for the additional hygiene
services to their guests. Company will use pricing strategies to increase their demand and
customers satisfaction they are taking low price for the quality services because main aim of the
Chick–fil–a is to provide quality services to their customers or guests in less price.
Promotion
Company will promote the products through social networking sites, this will help the
organization in making direct contact with buyers. hygiene food services among the all
generation of people and this company started many food services programs for the public in
the UK (Johnsen., 2018). Those programs help this company to take competitive advantages in
the market nad help them to identifying quality of food products. It is one of the famous fast food
chain in the UK.
Place
It will use direct distribution strategy as it will be helpful in gaining attention of large
audience. Chick–fil–a is having many restaurants in all over the UK and this company is grown
into the world's largest fast food chain company. They are serving fast food services in the
different counties of the UK which include Atlanta, united states and Georgia (Chernev., 2018) .
One of the main principle of the company is that hygiene food products will be provided to their
guests. In the UK Expenditure on the Chick–fil–a account for the 7.4 percent of the GDP,
expenditure on the food services generally been on the increase ,with more financial spending
on the food services of the public than the local food chain.
People

Chick–fil–a will provide training to their staffs or workers, so that they can serves better
or effective services to their customers. Staffs in the Chick–fil–a company will get hire salaries
as compare to the other fast food chain company . Training helps to increase ability in the
workers and they understand importance of the customer's health and safety. Better salary
motivate workers to give their best toward the full satisfaction of restaurant's guests. Chick–fil–a
also use other ways to motivate their staffs . Leaders and mangers of the Chick–fil–a always
help their staffs or employees in the workplace and improve relation between the employees and
superiors. It is good for the Company and employees of the company by which they can directly
talk with their superiors and superiors always listen to their employees.
Process
Companies payment process for the customers will be easy because customers will be
able to get proper receipt of the payment, and they just have to fill it by online or offline. There
will be customer service column in its website where consumers would be able to raise their
quarries and they will get quick solution on it. Company's Staff will help customers to fill the
form and after filling the form they just have to pay for their food charges. In the entering phase
– after the customers' arrival they don't have to register and pay internal bills for the food
services (Johnsen., 2018). After the providing the food services, company's staff will provide
customer's feedback form to the customers and also serves water and mouth refreshments. On
the billing counter customers have to pay final bill of the food service and services provided by
the Chick–fil–a company. In the last stage company give a evaluation form in which they have
to give answer according to their satisfaction from the services and they have to share their
experience in that.
CONCLUSION
As per the above report has been analyzed marketing plan of the Chick–fil–a company in
which report has been provided PASTEL analysis of the Chick–fil–a company and in the
marketing plan report has been provided objective of the marketing campaign in which report
explain what are main objective of the company from the marketing campaign. This report has
been concluded STP strategies of the company and provide perceptual map of the Chick–fil–a ,
it has been briefly explained Segmentation, targeting and position in the marketing plan of
Chick–fil–a . This report has been provided 7 P's of the marketing mix for the Chick–fil–a

company and explain each and every piece properly. This report concluded ,product, price, place,
people , process etc in the Chick–fil–a marketing Mix.

REFERENCES
Books and journal
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Chonko, L. B. and Hunt, S. D., 2018. Reflections on ethical issues in marketing management: An
empirical examination. Journal of Global Scholars of Marketing Science.28(1). pp.86-95.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Johnsen, T. E., 2018. Purchasing and supply management in an industrial marketing
perspective. Industrial Marketing Management.69. pp.91-97.
Keegan, W. J., 2017. Global marketing management. Pearson India.
Kotler, P. and et.al., 2018. Marketing management: an Asian perspective. Pearson.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Quelch, J. A., 2017. Global marketing management: a casebook.
Shaw, S., 2016. Airline marketing and management. Routledge.
Weinstein, A. and Pohlman, R. A., 2015. Customer value: a new paradigm for marketing
management. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 132-133). Springer, Cham.
Zimmerman, A. and Blythe, J., 2017. Business to business marketing management: A global
perspective. Routledge.