Estudio De Caso De Chick-fil-A

1. What types of marketing strategies is Chick-fil-A following? Cite a concept/page number from the textbook, and explain your rationale.

Chick-fil-A follows market-oriented strategies tailored to fit some specific target customers. [see pp 33-34] Although the company’s target consumer is a large segment (it is the no. 2 fast-food chicken restaurant chain in the country), their target segments are fairly homogeneous, or at least much more homogenous than the mass market.

The company’s marketing mix is based on some very identifiable pillars which support the 4 Ps of its strategy decisions. [see pages 36-40]

The product aspires to be a quality product within the fast food market and several steps are taken to emphasize this aspect: use of better ingredients, freshly prepared food, healthy options in the menu, kid-friendly options, etc.

The second P, place, is also distinctive in the company’s strategy. A particular attention is put on the location and physical aspect of the points of sale, and a close scrutiny of the franchisees is in place so that the company maintains control of the brand image, while providing the franchisee all the know-how required to the continued success of the brand. Heavy emphasis is made on the training of its employees by promoting long term commitments and providing incentives such as scholarships for the employees to grow academically and professionally.

The closed-on-Sunday policy is also a staple of the brand and it knits tightly with the promotion aspect of its strategy, where the company has identified a target market of consumers with Christian/religious values similar to those of its founders and owners. Certainly, this approach would be hard to carry out in a publicly owned company, which Chick-fil-A is not.

Promotion is possibly the most distinctive aspect of the company’s strategy.

First, the unmistakable cows of the company’s Eat Mor Chickin campaign. The long-running success of the campaign is confirmed by the surveys which position the friendly cows as one of the top-three reasons why consumers eat at Chick-fil-A.

The second most distinctive aspect of the promotion strategy follows the company’s unique corporate culture with reach religious values and strong community engagement. In fact, the company’s policy not to open on Sundays ever, which is grounded on Christian religious beliefs, is also one of the top reasons why consumers choose the restaurant. According to the company, they make more money in those 6 days thanks to the loyal customers than if they were open all week.

Finally, Chick-fil-A’s price policy is distinct in that it does not seek to offer the cheapest product. Instead, according to the company they try to use the best possible product, which is expected to cost more, but their margins are small and allow only to cover their costs and reinvest in the company.

2. Explain one market environment factor that can affect the marketing strategies implemented by Chick-fil-A.

Without a doubt, the

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