Marketing V

Marketing III

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Marketing III

 Q1.

Chick-fil-A has developed and improved customer-focused product plan which highly relies on excellent tasting and good quality products. This product plan can be explained as follows; Chick-fil-A is a well-known fast food chain in the United States that serves chicken sandwiches. The fast-food chain offers a whole menu, from breakfast to dinner, as part of its marketing mix strategy. Sandwiches, bagels, eggs, and biscuits are just some of the items on the breakfast menu at Chick-fil-A. Salad dressings and sauces are also available. Nuggets and other kid-friendly fare can be found in a separate part of the menu. Health-conscious shoppers can choose from a wide variety of salads. Chick-fil-A also has two methods of product plan that it uses; the permanent product plan and the temporary product plan.

Q2

Chick-Fil-A is in the Product Life Cycle Growth stage. The company's ongoing sales growth is one of the key reasons Chick-Fil-A is in the Growth stage. Since 1967, when the first Chick-Fil-A opened, sales have been steadily increasing. Massive competition from restaurants such as KFC, Popeye’s and McDonalds is also another reason. Chick-fil-A is also facing competition from eateries like Burger King and Sonic. Chick-fil-A is trying to improve market share in both markets to maintain growth. The business is increasing store locations and introducing new products to the menu to help boost sales and market share during the PLC's growth period. Lastly the growing demand for the organizations products which has prompted increase in production is another evidence that Chick-fil-A is in the growth stage.

Q3.

Some viable techniques of building the equity of the Check-fil-A brand include: Building massive brand awareness through excellent customer services. This ensures that clients recognize the brand identity of the organization whenever they are searching for either goods or services and that their perception of the brand is as it was intended by the organization. Another technique is communicating the what the brand means and what it stands for by promoting positive clients’ feelings and judgments (Kang, 2016). This will ensure customers have a warm feeling towards the organization’s product and are therefore more likely to be loyal and pass the word on. Lastly, building a strong bond of loyalty with their clients is a very powerful aspect of brand equity in Chick-fil-A, though this is difficult to attain. Loyal customers make repeat purchases because they have a positive bond with their brand. Others even act as the brand ambassadors of the Chick-fil-A products.

Q4

Chick-fil-A recently made a decision to create a compelling brand by working on a new advertising model, ‘cows-plus’ marketing strategy which is designed in a way that it will rely less on its iconic mascots. The main aim of this new marketing strategy is to amplify the brands message by connecting and building relationships with new and existing customers. It will also massively support the growth of the brand nationwide. The recent decision to introduce a brand new membership tier, the Chick-fill-A One Signature Status which is a step above the existing Chick-fill-A One Red Status is significant in selling the brand of the company widely (Kang, 2016). Other recent branding decisions introduced include the new reward and bonus challenges which are important in strengthening the organization’s brand.

Q5

Chick-fil-A organization has made efforts to retain their customer satisfaction, loyalty and retention. They have achieved this by always striving to provide the excellent customer service for their clients. By doing these, they are able to retain and satisfy their customers. Chick-fil-A is also constantly gathering customer’s feedback. In this way, they ensure their customers’ satisfaction by asking them. This strategy enables them to understand the improvements required to ensure best services to their clients therefore retaining them. Lastly, Chick-fil-A has implemented a loyalty program for its loyal customers. The rewards and bonus challenges are significant in expanding how they thank their loyal customers (Leary et al., 2021). Customers are given an opportunity to win amazing prizes including tickets to visit the Chick-fil-A college football hall of fame. In this way, they are able to retain their customers, and even make them feel satisfied.

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