Case Study: Chick-Fil-A Inc.
Is a company's brand the key contributor to growth opportunities? This is definitely the case for Chick-fil-A Inc. Headquartered in Atlanta Ga, the organization's clever cow “Eat Mor Chikin” ads have taken the industry by storm. The capital "A" in the name represents top quality, "Grade A" service. In fact, whenever a new Chick-fil-A restaurant opens, the first 100 customers receive “a year’s worth” chicken sandwich meals. Oddly, what sets the organization apart from their competitors are the relationships built with employees and customers. These actions formed a loyal fan base that catapulted Chick-fil-A to the top of the leaderboard as the nation's top-selling fast food chicken franchise. For continued success, the organization must
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According to Maze (2013), Chick-fil-A's sells in unit volumes are greater than Chipotle, McDonald's, and Panera Breads. As a matter of fact, the organization's earnings last year exceeded $5B. This was almost $1B more than their closest competitor, Kentucky Fried Chicken (KFC) (Harwell, 2014). In his research, Maze also found that Chick-fil-A received an average of over 20,000 franchise applications each year. Of those, a maximum of 80 are accepted to become operators aka owners. Maze concluded that these number where comparable to getting a job at Google, .4% chance of success.
According to Grand Strategy Matrix (2010), companies that flourish in a quick growing marketplace and that out performs their competition, e.g. such as Chick-fil-A, are quadrant one firms on the Grand Strategy Matrix. These organizations are in excellent strategic position to focus efforts on current markets and products. They can afford to exploit external opportunities to increase revenue in numerous areas to include market development, product development, and innovation strategies.
According to Maze (2013), Chick-fil-A's sells in unit volumes are greater than Chipotle, McDonald's, and Panera Breads. As a matter of fact, the organization's earnings last year exceeded $5B. This was almost $1B more than their closest competitor, Kentucky Fried Chicken (KFC) (Harwell, 2014). In his research, Maze also found that Chick-fil-A received an average of over 20,000 franchise applications each year. Of those, a maximum of 80 are accepted to become operators aka owners. Maze concluded that these number where comparable to getting a job at Google, .4% chance of success.
According to Grand Strategy Matrix (2010), companies that flourish in a quick growing marketplace and that out performs their competition, e.g. such as Chick-fil-A, are quadrant one firms on the Grand Strategy Matrix. These organizations are in excellent strategic position to focus efforts on current markets and products. They can afford to exploit external opportunities to increase revenue in numerous areas to include market development, product development, and innovation strategies.