Saturday, August 31, 2019
Chick-Fil-a Market-Oriented Strategy
Case Study: Chick-fil-A ââ¬Å"Eat Mor Chikinâ⬠(Except on Sundays) 1. Chick- fil-A is following several market-oriented strategies that differentiate it from its competitors. Looking at page 33, a marketing strategy specifies a target market and a related marketing mix. Its primary target market is more adult and female as it is offering mainly chicken products: ââ¬Å"healthierâ⬠alternative to hamburgers. They also advertise using high-quality ingredients. Following this strategy, Chick-fil-A is mainly located in malls and in neighborhoods that have high concentration of its target customers.Chick- fil-A also positions itself as a strong Christian company and closes its stores on Sundays. It creates an emotional connection with local communities by supporting local schools, churches, and organizations. Chick- fil-A also differentiates itself from other fast food restaurants by offering a one of a kind experience by focusing on a strong commitment to customer service, making customers feel like they are in a fancy establishment. It does so thr ough intensive training and customer surveys. It also is targeting small children by offering educational books in its kidââ¬â¢s meal while fulfilling its social responsibility2.The political environment can affect the marketing strategies implemented by Chick-fil-A. Dan Cathy recently said that Chick-fil-A supported the ââ¬Å"biblical definition of the family unitâ⬠. While this single statement crystallized its position in the market, rallied its loyalists, and started a national conversation, it did not go so well with Disney, which booted Chick-fil-A off its grounds. I can imagine that it would not go so well in states, which are less religious and more spiritual.3. Chick- fil-A believes in achieving greater quality before expanding, and has so far been mostly located in the South while slowly expanded to other states.While closing on Sunday is a competitive advantage in the South, I donââ¬â¢t believe it would be in States in the North East and out West, where religio n is less prevalent and spiritually more pervasive.4. I donââ¬â¢t think other retailers should consider closing stores on Sunday unless they are primarily located in the South and are planning on staying local. In that case, I would recommend calculating the expected sales and costs over 5 years for each scenario and see which one is more beneficial.
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