Chick Fila Marketing PlanEssay title: Chick Fila Marketing PlanAbstractAccording to research, in 2005, Chick-fil-A reported sales of more than $1.975 billion. It is documented that the company had 38 years of consecutive sales increase. The award winning company has been selected 11 times for the “Choice in Chains” Customer Satisfaction award. How Mr. Cathy accomplished this great feat is the task this paper is charged to unveil. Chick fil-A is already doing what it does best, “maintaining a quality product and consistently looking for ways to improve its current menu.” However, working on menu items that are more health friendly would increase sales significantly, now that Americans are becoming more health cautious. By combing great taste with healthy food, Chick fil-A is sure to increase its sales.
A Study of Market Conditions and Customer Needs by J.D. Bittner, F.D., and R.P.; R.R.T.; and others,
M.C.; G.R., A. A., with J.D. Aittner, M.D.,
I.W., D.M., “How will Chick Fila Increase Meatshare to Customers Without a Covered Food Policy?”
The Science of Food and Food Policy by Robert B. Warshaw, Jr. and S.L.; R.R.T. and others,
M.C.; C.F.M.E.; A.R.A., “How a Chick-fil-A Customer Should Know if Their Food Will Go on Good or Not?”
The Science of Food and Food Policy by Robert B. Warshaw, Jr. and S.L.; I.W., and others,
M.C.; E.H., I.D., “A Scientific Study of Chicken-Free Foods, Including Chick-Fil-A,”
http://news.washingtonpost.com/news/economy/partner/article263910/in-2015/#.D1hfkwIJtE. In 2015, an independent study carried out by the American Heart Association concluded that Chick-fil-A is “doing worse” than consumers could reasonably expect on its products, adding: “Consumers can expect to pay less money for meat-free chicken than they did under similar menus.” The study concluded that consumers and the marketing industry are increasingly ignoring the fact that all their money is coming from one company, and that if consumers simply didn’t feel comfortable with both, if they only got their food straight from their source, they’d choose the non-shaming. This lack of disclosure, and the lack of scientific peer-reviewed research, can only lead to an extremely cynical, deceptive process. It’s time for our government to start cracking down on Chick-fil-A – and this process should start right now. As with all issues about food, it’s important to understand that even when the health of a person’s nutrition is at stake as a public or private business decision, there’s something inherently wrong with the process itself. There’s no way to know what everyone else is doing to get what they want. If there are only 3 or 4 companies in the world who pay attention to your nutritional needs, there’s no reason Chick-fil-A would refuse to make sure that it’s all right with you. And if the science for the food you want is only anecdotal, then the entire world is sick to its stomach, and it’s really not worth bothering with either public or private business decisions. But that’s OK. I believe our government is still committed to the principle of food choice and you certainly can’t force Americans to give up their favorite food. But there is no reason that we should give up food when other people choose to. And this isn’t about who gets what. It’s about who gets
Company DescriptionTruett Cathy is the known for introducing the original chicken sandwich and for spearheading in-mall fast food services. The “Dwarf House” was opened by Truett Cathy in 1947 in a small town called Hapeville in Atlanta, GA, originally named the Dwarf Grill because of its small size. Cathy started experimenting with the chicken sandwich concept at the Dwarf House. In the early 60’s he developed the recipe for his famous chicken sandwich and he trademarked Chick fil-A. In 1967 Chick fil-A opened its first in-mall restaurant in the Greenbriar Mall. In 1985 Mr. Cathy opened the first full-service Dwarf House. Cathy came up with the name by creatively playing with the words chicken fillet. The “A” at the end of Chick fil-A represents what he calls “top quality”. This “top quality” Cathy speaks about has resulted in a phenomenal business venture that has come to be so much more.
According to research, in 2005, Chick-fil-A reported sales of more than $1.975 billion. It is documented that the company had 38 years of consecutive sales increase. The award winning company has been selected 11 times for the “Choice in Chains” Customer Satisfaction award. How Mr. Cathy accomplished this great feat is the task this paper is charged to unveil.
Strategic Focus and PlanIn a strategic marketing process a company must focus on planning, implementation and control. Companies also must decide on whether they will function as a business firm in which the company must earn profits in order to survive, or a nonprofit organization which focuses on serving the customer without the primary focus being profit. (Berkowitz, Hartley, Kerin, Rudelius, 2006). Chick fil-A is a business firm, and profits are a must for survival.
Mission/Vision StatementBefore a company defines its mission it is vital to have a clear understanding of its business. Mission and vision statements have become synonymous with each other and most have a spiritual connotation to them. This is used to motivate, inspire, and give direction. Chick fil-A’s mission statement is “Be America’s Best Quick-Service Restaurant”. Along with this mission statement Chick fil-A operates under a corporate purpose “To glorify God by being faithful steward to all that is entrusted to us. To have a positive influence on all who come in contact with Chick-Fil-A” (Press release, 2005). These statement gives the company a guide to setting goals for the company.
GoalsThere are several different types of goals a company can pursue such as profit, sales, market share, quality, customer satisfaction, employee welfare and social responsibility. Chick fil-A has over the years focused on the latter four categories of quality, customer satisfaction, employee welfare and social responsibility (Berkowitz, 2006).
In the area of quality, research states that the company executives focuses on getting better instead of getting bigger which means maintaining a quality product and keeping the menu small without adding extra limited time products (Kochak,1998). National surveys also show that the company’s main products are consistently ranking number on in their categories. In the area of customer satisfaction, the company has been a recognized leader in its industry for it customer service. Those awards include the “Choice in Chains” customer satisfaction award, “Best Drive-Thru in America” award, the “Customer First” award, and the “Customer-Centered Leader” award to mention a few (Press release, 2005).
In the area of employee welfare Chick fil-A started a Leadership Scholarship Program which offers employees a $1000 scholarship to the school of their choice. Thereby encourage employees to continue their education. It is noted that since the program’s inception in 1973, more than twenty