Table of Contents
1.1 Company Overview.
2.0 Audit of Marketing Environment
2.1 PESTLE Analysis.
2.2 PEST Analysis on Chick-fil-A.
2.3 SWOT Analysis.
2.4 Positions in market
2.5 Competitive Edge (USP) of Chick-fil-A.
2.6 Competitive performance of Chick-fil-A.
3.0 Marketing objectives for the Chick-fil-A brand.
Marketing objectives for Chick-fil- brand.
4.0 Segmentation, Targeting & Positioning.
4.2 Targeting for Chick-fil-A.
4.3 Positioning for Chick-fil-A.
4.4 STP Analysis for Chick-fil-A.
5.0 Competitor analysis.
6.0 Marketing strategies using 7 Ps.
7.0 Recommended for Chick-fil-A.
According to Abell (2016), Audit marketing is an important issue to monitor the marketing process and create marketing planning for a business firm. Due to do the audit marketing and planning; this paper is assigned. For this reason; a well brand firm is selected to analyze the position of this firm that name is Chick-fil-a, which is an American fast-food firm that also runs its business in the UK (Chick-fil-A, 2019). Firstly; the study presents that not only the external factors but also internal factors are affected the whole functions of the business firm. The market position of Chick-fil-A is also identified by using various theories.
In addition; this study comprises the determination of competitive advantages of Chick-fil-A by studying SWOT analysis. The share amount, pricing strategy, and other techniques of Chick-fil-A are described in this study. Finally; the recommendations are made for this firm to improve the overall situation in the UK and the USA market.
1.1 Company Overview
Chick-fil-A is considered as 3rd biggest American fast-food company. The headquarters of this company is situated in Park, Georgia (Chick-fil-A, 2019). This company was first launched its food service in 1946 by S. Truett Cathy. After the year 2013; the CEO is Dan T. Cathy who runs the business in an efficient way. This restaurant offers a Chicken sandwich, iced tea, Lemonade, Hash browns, Chick-n-strips, and Chicken biscuit to the customers (Ben Brasch, 2019).
In 2018, the net income of this restaurant was 10.85 Billion and it has 2,363 stores all over the USA (Chick-fil-A annual report, 2018). At present, this restaurant tries to cover another market outside the USA. For this reason; the franchising entry mode is used by this firm to enter the UK market. But it is needed to analyze the marketing environment of the UK. For this reason; this paper helps to find reliable information about the market condition of the global market.
Our Recommended Resources:
2.0 Audit of Marketing Environment
2.1 PESTLE Analysis
Thompson and Strickland (2017) mentioned that In order to find the status and scope of business for enlarging the business organization, PESTLE analysis is widely associated. PESTLE of Chick-fil-A is examined in this study paper which is very necessary for ascertaining the environmental situation of the business in the market.
The environment tools of the business should be analyzed because it is required by each firm. According to Thompson and Strickland (2017), This analysis is essential to execute the aims and objectives of the firm. The tools of PESTLE are shown in the next section which will help to know the nature of the market and meet up the aims of Chick-fil-a.
2.2 PEST Analysis on Chick-fil-A
In this era, there are many political parties in all countries of the world. There are also various beliefs and laws in these countries. Mohamed Radwan (2017) stated that Both favorable and unfavorable political conditions are existing in the countries. If the political condition is favorable, it affects positively. the business of a country. On the other hand, the unfavorable or restless political condition of a country has an opposite effect on business. It hampers the enlargement of business. In the UK, Chick-fil-A Food Company should know the political situation for effectively operating the business.
Penrose (2014) stated that the situation of the economy is different in different countries in the world. Some have upgraded economic structures and some have low economic conditions. This economic level is demarked on the basis of some issues like income level of people, the scope of employment, rate of interest, and rate of inflation (Mohamed Radwan, 2017). If the economic situation is high, it positively affects the activities of the business and its continuation. But if the economic condition is low in a country, it negatively affects the business of that country. Chick-fil-A should consider the level of the economy to improve the business in the UK.
According to Penrose (2014), various societies have various beliefs, values, and living standards. These are different from country to country. This societal situation is valued on the basis of these terms of the people of society (Mohamed Radwan, 2017). If the behavior of people of the society is favorable, it has a positive effect on business. And if the attitude is unfavorable, it negatively affects the activities of the business which will be very detrimental to the firm. In the UK, Food Company faces this social problem.
In this modern world, technology is a crucial factor in the development of a business firm (Mohamed Radwan, 2017). Lately, SC Johnson and Chick-fil-A are merged and offer better services by adopting modern technology. Technological advancement paves the way for increased production.
Chick-fil-A should consider legal issues in the UK. If Chick-fil-A violates the legal act, it will dissatisfy the employees and the customers (Mohamed Radwan, 2017). Moreover, in order to operate a business, Chick-fil-A should consider legal issues……………….