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Marketing Plan for Chick-fil-A

MKT/421
Maureen Murphy
February 6, 2012

Marketing Plan for Chick-fil-A
Introduction
Establishing a marketing plan to introduce a new service to an organization requires extensive analysis and reviews of its competitors. An organization needs to review the pros and the cons of any new service, especially when the organization is currently growing nationally. In this paper, Team A will provide a basic overview of Chick-Fil-A. Team A will introduce a delivery service for Chick-fil-A, including a SWOTT analysis, the importance of Marketing, and the marketing approach it should take to execute service. Chick-fil-A Overview

Chick-fil-A is a company that was founded by S. Truett Cathy in 1946, which is privately held and family owned. The company services 39 states, 1,500 locations, including their headquarters stationed in Atlanta, GA (Chick-fil-A, 2012). Chick-fil-A mission statement is simple but strong; “To be Americas best swift-service food establishment at captivating and maintaining patrons (Chick-fil-A, 2012). Chick-fil-A has a huge variety of specialty chicken based products such as, a variety of chicken sandwiches, wraps, nuggets, salads, desserts, and now breakfast. Chick-fil-A has a few signature products that include their famous chicken sandwich, signature lemonade, as well as products with their different logos and characters for personal use such as clothing, cold and hot beverage mugs, books, and home and office supplies. Description of New Product

Chick-fil-A is more than a restaurant, it has become a cultural following similar to the Starbucks and Chipotle franchises’, which focuses on a healthier fast food options and boasts family friendly environments, it would be beneficial to offer a delivery service that focuses on families and organizations. Chick-fil-A’s new product offering should be a family sized meal which can include various selections of our current options. This new family meal approach...
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