Marketing Management _Contemporary Business Environment (GC0335)

Table of Contents

1.0 Introduction.

2.0 Audit of Marketing Environment

2.1 PESTLE Analysis.

2.2 PESTLE analysis on Chick-fil-A.

2.3 SWOT Analysis.

2.4 SWOT analysis for Chick-fil-A.

2.5 Positions in Market

2.6 Competitive Edge (USP) of Chick-fil-A.

2.7 Competitive Performance of Chick-fil-A.

3.0 SMART Objectives.

4.0 Segmentation, Targeting & Positioning.

4.1 Segmentation.

4.2 Targeting.

4.3 Positioning.

5.0 Competitor Analysis.

6.0 Marketing strategies using 7Ps.

7.0 Recommended for Chick-fil-A.

8.0 Conclusion.

References.

1.0 Introduction

The marketing environment expresses the condition of a particular market with some internal and external factors. These factors are very much related to the marketing condition as the factors control the market in various ways and have a great impact on marketing operations. Companies must have knowledge about these factors and should aware of how they can control these factors so that these factors have some positive impacts on their businesses. In this report, these marketing terms of Chick-fil-a are going to be discussed. Chick-fil-A is an American fast-food restaurant that is very much popular in terms of chicken sandwiches. S. Truett Cathy founded the restaurant in the year of 1946.

At that time, the name of the restaurant was Dwarf Grill. Then in the year of 1967, the company has changed its name to Chick-fil-A. The headquarters of this restaurant is at College Park, Georgia, United States. Besides the USA, the restaurant has its business also in the United Kingdom and Canada as it has its stores in a total of 2363 places. According to their annual financial report, the company has total revenue of 10.5 billion US dollars in 2018 (Chick-fil-A, 2019). The report gives an idea about the market position of Chick-fil-A. Some models like PESTLE analysis and SWOT analysis are described in the report through which the marketing environment of Chick-fil-A will be described. Then, marketing competition, competitive performance, and target of Chick-fil-A are given. Later, there are some marketing objectives for how Chick-fil-A a brand, and also marketing mix theory is discussed in the case of Chick-fil-A. At the end part of this report, some recommendations are given for Chick-fil-A which can help to develop the condition of their business.

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2.0 Audit of Marketing Environment

2.1 PESTLE Analysis

According to Berin (2017), the market condition of a firm is largely dependent on some factors which have a large impact on the growth process of the market. There are both internal and external factors. Every company needs to aware of these factors. To run the business successfully, they have to handle these factors properly. Otherwise, the company may fall into a huge problem. PESTLE analysis is a kind of model which is discussed the external factors related to the business. It also gives an idea about how the company should respond to these factors.

Figure: PESTLE Analysis Source: Under Ground Water Project, (2015)

2.2 PESTLE analysis on Chick-fil-A

Political: Every business has to face some political issues. There are some policies which are approved by the government and every company must run their businesses under these policies. Taxes are fixed which has to be paid in the right format. Sometimes trading of the products can be a problem as the government cannot control that all the time. Instability in the political sector is another big threat to the business company. Chick-fil-A has their team to handle these sorts of political issues. They make their government satisfied by paying taxes regularly.

Economic: The economic sector shows the income and gives an idea about the economic growth of a company. Chick-fil-A has good growth in its economic sector in recent years. The company has to focus on some other sides which are very much related to the economic sector like interests of the banks, money exchange rates, unemployment problem, inflation rates. These things can affect hugely the growth of the economic sector of a company.

Socio-cultural: Chick-fil-A has a clear concept about the social factor. They try to know about the different values of the people. They produce their products according to the different ages, types, personalities, and behavior of the people. They give priority to the choice of different people.

Technological: Technological factor is a vital factor for the development of any business Chick-fil-A always tries to use modern technologies to run the business. Using these modern technologies can give the chance to introduce new items to the market which will always help the company to earn more money and which is helpful for the economic growth of the company. Chick-fil-A has its technical team to select the right technology otherwise it will have a negative impact on the company.

Legal: Legal factor is all about the established law of a particular country for all business companies. Chick-fil-A maintains the laws very correctly and there is no objection about their business from any sector. The legal factor is also important for the security of the company.

Environmental: Environment is important for all of us and keeping it clean and safe is always necessary for the lives of human being. Chick-fil-A has a clear concept about its food production system as it is not harmful to the environment in any case. The companies need to find the process of production which creates less amount of pollution in the environment. (Perera, R. 2017).

2.3 SWOT Analysis

Newton and Bristle (2014) claimed that SWOT analysis is another model which generally discusses the internal factors related to business. Internal factors of a company are like the strength and weak factors of a company. The authority must have an idea about this thing where they are ahead and in which place they need to improve. This model also shows the opportunities and threats of a company.

Figure: SWOT Analysis Source: Slide Model, (2018)

2.4 SWOT analysis for Chick-fil-A

Strengths

The strength factor expresses the strongest sides of a company which will bring advantages to keep a top position in the market. Chick-fil-A has its strength in their staffs. They have magnificent manpower who are very energetic. They can serve the company in a great way and always ready their best efforts for the company

Weaknesses

Chick-fil-A needs to concern about the weakness of the company. Like strength, they also have some own weaknesses and they should react to those weaknesses. The company should find out successfully in which areas they are lack progress. They need to find those weak spots from where they are not finding the actual outputs. They should work on these and take the necessary steps to solve those problems……………

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