Marketing Management Report: Chick-fil-A, UK Market Entry Plan

This marketing management report provides a comprehensive analysis of Chick-fil-A's potential entry into the UK market. It begins with an executive summary, followed by a detailed examination of the micro and macro marketing environments, including a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The report then outlines SMART objectives, establishing specific, measurable, achievable, realistic, and timely goals for the company's expansion. The STP (Segmentation, Targeting, and Positioning) strategy is explored, detailing how Chick-fil-A can segment the UK market, target specific customer groups, and position its brand effectively. A competitor analysis, utilizing Porter's Generic Strategies, assesses the competitive landscape. Finally, the report delves into the 7Ps of marketing, providing insights into how Chick-fil-A can optimize its product, price, place, promotion, people, process, and physical evidence to succeed in the UK market. The report concludes with a summary of key findings and recommendations.

MARKETING
MANAGEMENT

EXECUTIVE SUMMARY
This report has highlighted the micro environment of the organization with the help of SWOT
analysis. After that the report 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 with the help of the Porter generic strategy. After that
the report has highlighted 7 P's of the organization.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Q1 Audit of the marketing environment...............................................................................4
Q2 SMART Objectives.........................................................................................................6
Q3 Segmentation, Targeting and Positioning (STP) strategy and perceptual map...............7
Q4 Competitor Analysis ........................................................................................................8
Q5 7P’s of organization.........................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the action of the organization in which the organization look to sell and
promote the product of the company in the market. Chick-fil-a is one of America’s private fast
food chains, which was founded in 1967 by S.Truett Cathy in Atlanta. This report highlights the
Macro/micro analysis of the organization. After that the report highlights the SMART objective
which organization is looking to achieved in the coming time of period. After that the report goes
on to highlights the STP of the organization on the basis of which the organizational will be
positioned in UK market (Appelroth., 2015). After that the report goes on to highlights the
Competitor analysis with the help of understanding the Competitor advantage with the help of
porters generic force. After that the report goes on to highlights the 7p's of marketing so that on
the basis of which how the product will be positioned in UK market.
MAIN BODY
Q1 Audit of the marketing environment
SWOT Analysis is a model which used to analyse different internal and the external
factor which may have the impact on the performance and Strategies of an organization. Internal
factor which are analysed are different strength and weakness which is faced by the organization
and the external factor which are analysed are the threat and opportunities which are presented
for the organization.
Strength
Financial Position: Biggest strength of Chick-fil-A is the financial position of the
company. As Chick-fil-A is operating in the market for more than 50 years and able to build the
trust among the customer with the help of high quality of product and the services. Company has
earned good profit of the business. Chick-fil-A are one of the highest selling product in the US
market. Good financial position will eventually provide support for the organization in getting
choice and resources in the market (Calvo-Porral, Medín and Losada-López, 2017).
Restaurant ambiance and Services: This is the another big strength of Chick-fil-A, as
almost all the fast food restaurant used to keep the ambiance of the restaurant as simple as
possible so that customer do not spend lot of time. This is not the case with Chick-fil-A as they
used to keep the ambiance of the organization more colourful and attractive. Another big reason

of seeing this sort of the success is impeccable customer services. This help the outlet in
attracting the customer toward the outlet.
Weaknesses
Geographical Coverage: This is one of the biggest weakness of Chick-fil-A.
Organization only used to operate in the US market irrespective of the good outcome from the
market. This eventually has cut down the market area coverage of the organization in the long
run of the business. Organization used to operate in the 48 state of the US out of the total 50 state
but not used to operate in the global market.
Higher Prices: This is the another weakness of the organization as the price of Chick-
fil-A product is very high as compare to that of a competitor in the market (Dib, 2018). This may
prove as a obstacles for the organization when they will look to enter the UK market. As
customer in the market always look for the value for there spending. As number of competitor in
the organization is very high in the UK market, it will create the thousand of the obstacles for the
organisation to sell the product of the company.
Opportunities
Expansion: It is the biggest opportunity which is present in front of Chick-fil-A, as
explained in the strength section that organization is having a good financial position with the
help of the same the cited firm can plan to enter into the UK market. This eventually increase the
market area coverage of the company and huge number of customer in the market which is
weakness of the company. This will help the firm in overcoming the weakness of Geographical
coverage and also utilizing the strength of the company in the better way.
Healthy fast food: As there is a good trend of healthy fast food in the UK, there is a
good opportunity which is in the front of the Chick-fil-A. Organization can avail the same
opportunity by taking help of new technology and developing the product which is good in taste
and as well as healthy for the consumer. This will provide a crucial hand for the organization in
satisfying the need of the customer in the UK very efficiently. Also it may prove crucial for
firm in overcoming the difficulties of the higher price in the market as customer will be happy
enough to pay organization a sum of money if they are getting the desire quality and able to
satisfy the need in the market.
Threat

Legal: This is the biggest threat which is there for the organization as Chick-fil-A has to
compile with the different sort of the legal compliance to operate in the market. This eventually
used to affects the efficiency of the organization function as different permission has to be taken
by the organization (Lamb and Crompton, 2017). Some of the regulation under which the
organization has to compile is the employment law, business law and data theft law.
Competition: It is the another threat which is looming on the organization as Chick-fil-
A used to operate in the highly competitive market and also the organization has to face the same
amount of the competition in the UK market also. As there are good trend of the fast food in the
UK also as a result there are many companies who used to offer the fast food in the UK market.
Q2 SMART Objectives
Smart objective is the statement which used to describes the what an organization is
hoping to achieve in the coming period of time. Smart acronym used to specify that the statement
must be specific, measurable, achievable, realistic and timely.
“Enter into the UK market by the mode of franchising in the coming one year”
As organization is having the good financial position and also seen the good outcome and
result in the domestic market. Chick-fil-A will look to expand into the UK market by the way of
Franchising form as it is one of the successful business expansion option (McDONALD, 2016).
This will also improves the market area coverage of the firm.
“To increase the product line of the company by innovating new product with the help of
technology in coming 6 month”
As there is a good trend of the healthy fast food in the new market and there is good
opportunity available for the organization to procure the technology in the organization.
Organization can develop the good and healthy product in the market. So that the firm will able
to increase the product line of the company and attract the eye of the customer in the market.
“To increases the sales of the company by 20 percent with the help of increasing the market
area coverage in coming 1 year”
Expansion is the way through which the company will able to enter into the new market it
will eventually increase the market area coverage of the company and also company will see the
huge number of the consumer from the market. So the organization will try to increase the sell of
the company by offering the service and product in the market.

Q3 Segmentation, Targeting and Positioning (STP) strategy and perceptual map
SEGMENTATION, TARGETING AND POSITIONING (STP)
It is the process of the marketing in which the organization used to take the different step
in the organization which is focused toward finding out the best categories of the customer which
can be consider for offering the service or the product of the company in the UK market. This
process used to go through the three different stage to ascertain the best possible customer base
which can be targeted by the organization (Paley, 2017). The process Starts with the
Segmentation, goes on to Targeting and used to finish on the Positioning.
Segmentation: Segmentation is the process in which the organization used to split out
the bigger market into the small group on the basis of the different characteristics and factor
from the market. Some of the common factors are need of the product, charecterstics of the
person, purpose of targeted market etc.. As Chick-fil-A is entering into the market which is new
for them and the organization has no experience about the customer in the UK market. Chick-
fil-A will be grouping the different group on the factor of the age and characteristic. This can be
done with the help of different agencies and the third parties in the UK as they are having the
information about the customer and there characteristic in the market. Chick-fil-A will
segmenting the customer on the basis of age, location and preference.
Targeting: It is the second stage in the process in which the organization will be
selecting the best segment out of the total segment which is in front of the firm. In this step the
organization used to select the segment which can be adversely settled by the organization on the
basis of their strength and resources. Chick-fil-A will be selecting the customer group of 15 to
45 years as this age group customer used to have more eating tendency as compare to the other
age group customer in the UK (Robinson and et.al., 2018). Also Chick-fil-A will also targeting
the customer who is looking for more healthy food in the market. As Chick-fil-A is looking to
develop healthy food in the market. Another reason for selecting this category of customer is the
growing trend in the market about the healthy fast food.
Positioning: Positioning is the process in which how organization will be showing the
feature of the company in the market. Generally, it is the step where the organization decides the
promotional tool which can be used by the organization to promote the awareness about the
different offering of firm for the consumer. Chick-fil-A will be using the combination of more
than one promotion tool to promote and positioned the product of the company in the market.

Chick-fil-A will be using the social media marketing as well as the newspaper advertisement to
position the product of the company in the market. Social media marketing will help the
company in attracting the teenager customer as they are the one who are the one who are more
on the social media (Kerin and Hartley, 2015). Newspaper advertisement will help the company
in attracting the other categories of the customer as almost all the customer generally used to go
through the newspaper.
Q4 Competitor Analysis
As explained in the above section also that there is huge number of the competitor which
used to operate in the Fast food industry of the UK market. For understanding the same the
organization used to take the variety of the step in the organization. This can be better understand
with the help of the Poter's Generic Strategies model. Key principle of Poter's Generic Strategies
model are as follows:
Porter's generic strategies used to describe the different ways through which the
organization can able to gain the competitive advantages. This model used to focus on the
lowest cost, differentiated and focus strategy.
Cost Leadership Strategy: It is the strategy which can be used by Chick-fil-A for
getting the competitive advantages in the market. In this strategy the organization has to
implement the different strategy in the organization so that the cost of the company product can
be reduced in the market. So that the larger number of the consumer can be attracted toward the
product of the company. In this strategy the leader in the organization used to generally focus on
the cost of the company and always try to adopt the new technology in the organization so that
the large number of the customer can be attracted toward the company. Also Chick-fil-A can
look to adopt the new operational mechanism in the organization to improve the operation of
firm (Kotler and et.al., 2015). This will prove crucial for the firm in reducing the manufacturing
cost of offering. Chick-fil-A can eventually increase the profit of the company and also can take
the step to improve the market share by charging the lower prices from the customer so that the
large number of the customer used to come to the organization.
Differentiation Strategies: Differentiation strategies is the strategies in which the
organization used to develop the product which is not developed by any other organization in the
past. It is the process in which the organization used to see the market and on the basis of the
same used to find out the different need and the preference of the customer in market. By taking

the help of the same used to develop the product which was not developed by the company in the
past also. Chick-fil-A will require to conduct the market research before entering the new
market. Market research should include the research on the different trend which are there in the
market. . Chick-fil-A can develop healthy fact food in the UK as there are many less
organization which is doing the same but at the same time there is a good trend of the same in the
market.
Focus Strategy: It is the another type of the strategy which can be used by the Chick-fil-
A to get a competitive advantage in the market. As this strategy used to concentrate on the
particular market and on the basis of understanding of the particular market the organization has
to bring the product which is new in the market The reason behind the success of this strategy is
that market segment used to become less attractive for the competitor.
Q5 7P’s of organization
Product: As Chick-fil-A is one of the leading food chain in the US due to high quality of
the product and services which is offered by the company in the market. Chick-fil-A used to
offer variety of the product in there product line to attract the customer in the market. As Chick-
fil-A is looking to enter into the new market of the UK organization has to change some sort of
the product line in as In US people love to eat the Beef as a core of the Burger (Keegan, 2017).
At the same time in the UK people love to eat chicken more as compare to the beef. So the
organization has to make sure that they make some changes. Also the organization will be
introducing the healthy fast food in the market.
Price: Chick-fil-A used to charge the higher rate of the product in the market as
compare to the competitor. Chick-fil-A has to make sure that they offers the product of the
company at the lower rate in the UK market or can be said that the organization uses the
penetration pricing method to catch the eye and the mind of the customer in the market. As the
penetration pricing method will ask the customer to offer the product at the lower rate in the
initial stage and after that increases the price very slowly in the market.
Promotion: This feature of marketing mix in which the organization used to focus on
how to aware the customer of the market about the different offering of the organization.. Chick-
fil-A will be using the mixture of the promotional method to promote the product of the firm in
the nation. Chick-fil-A has to use the social media marketing to attract the younger customer

from the market and newspaper advertisement to attract the eye of the other group of the
customer from the market also.
Place: Place element used to explain the market in which the offering of the firm will be
sold and the distribution channel will be used to sold the product of the company. Chick-fil-A
will look to sell the product in the UK market with the help of the direct distribution channel by
opening the outlet of own company and will be selling the product with the help of the same in
the market (Baker, 2016).
Packaging: As Chick-fil-A has been associated with the variety of the social
responsibility in the past also. Chick-fil-A will be carrying out some of social responsibility in
the UK by using the recycling material to package the product of the company and offering the
same in the market. Chick-fil-A will be offering the product in a wrapper along with the
container.
Physical evidence: Chick-fil-A has there name and logo is registered and trademarked.
Chick-fil-A will be using the same in the different marketing activity.
People: The organization has to make sure that they used to hire the talented and skill full
employee to carry out the different operation of the organization. Also has to make sure that the
organization used to provide the good amount of the incentive and wages to the employee so that
they are happy enough to work for the organization.
CONCLUSION
The report has summarized that Chick-fil-a is doing well in the local market of the USA.
As Chick-fil-a is the outlet which used to have the highest number of the sale. This is the same
which is shown in the Micro environment analysis of the organization. After that the report
summarized that the organization is looking to expand the business and improve the sells of the
company in the market. After that the report goes on to summarized that Chick-fil-a will be
targeting teenage group of the customer and customer with the tendency of eating. After that the
report goes on to summarized that there is huge amount of the competitor in the nation. After that
the report goes on to summarized the 7 p's of the organization.

REFERENCES
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