chick fil A analysis

Topics: Chick-fil-A, Strategic planning, Marketing Pages: 5 (1168 words) Published: November 29, 2014
1  Chick-fil-A follows a very creative marketing strategy. Chick-fil-A uses the 4P (Product, Price, Place, and Promotion) as  many businesses commonly for recipe for success. Furthermore, Chick-fil-A uses two additional "P" for marketing strategy planning process. That is "Purpose" and "People." Chick-fil-A's purpose guides the company strategy planning process and Chick-fil-A's people are key to implementing  its strategy. Here is the marketing analysis of Chick-fil-A.

1. Product- The essential is the Product of sell.   
The foundation of the Chick-fil-A's brand is the fact that they make their foods fresh. To satisfy the customers, they make foods on a daily basis. They literally make foods every few minutes to speedily offer fresh foods to the customers. They believe that they can better satisfy their customers if they serve fresher, high-quality products. Customers can select their best choices from the menu to satisfy themselves while they can attain their nutritional goal. 2. Price-  The price of the menu is not so cheap.

The high price can not necessarily an entire disadvantage. The higher prices lead to better employees, services, food qualities. In fact, Chick-fil-A business is constantly expanding. This fact indicates that customers readily pay for worthwhile items. The high price does not affect the loss of customers. Rather, Chick-fil-A can obtain loyal customers. 3. Place- Chick-fil-A restaurants are everywhere.

Over 1,850 Chick-fil-A restaurants in 40 states. The restaurants can even be found at universities, hospitals, and airports through licensing agreements. The restaurants will expand more and more from now on. 4. Promotion- Chick-fil-A promotion strategy is outstanding. For example, "Eat More Chikin" is the most popular advertising slogan which was presented by Richard Group. According to Chick-fil-A's advertising strategies, the cows have united in an effort to reduce the amount of beef which is eaten. The cow is their mascot and corporate personality. The personalized cows encourage us to eat more chicken on print ads, billboards and TV commercials. Psychologically, people will feel sorry for the "Cows" who are imploring us not to eat them, but rather to eat chicken instead. The Cows are so adorable and they make some English mistakes. People know that Cows never write such words but people can imagine the feelings of the Cows and feel some sort of superiority towards them. Because of this unique promotion strategy, Chick-fil-A can stand out among many quick service restaurants. 5. Purpose- To glorify God

Chick-fil-A's mission statement is simple but strong: "To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A."

To achieve this purpose, Chick-fil-A founded many programs. For example, some program is implemented to support futuristic students who will support their community. Another core program is to impact young people and families through experiences that enhance their Christian faith, character and relationships.

I this sense, Chick-fil-A follows a Macro-marketing. The definition of Marco-marketing is described as follows in the textbook.

6. People- Friendly
Chick-fil-A train to be friendly due to the outstanding service training. The workers can learn great customer services. _________________________________

2  Chick-fil-A has very innovative marketing strategy in order to compete with the world-famous quick service restaurants such as McDonald’s, Burger King, and KFC. Chick-fil-A’s unique position in the market is to focus on chicken-based foods. Their slogan " We didn't invent the Chicken, just Chicken Sandwich" communicates the uniqueness of the company. This strategy has lead to a competitive advantage. Furthermore, Chick-fil-A doesn't decrease the quality of the foods. They...
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