BUSI 520 1
Marketing Management Individual Project (MMIP)
Charles Treadwell
Liberty University
BUSI 520 2
Marketing Management Individual Project (MMIP)
Strategic Recommendation 1: Global Marketing
Currently Chick-fil-A, dominates the US market. Much of their focus has been on being
refining and providing a service in the fast-food industry that is unmatched by any of its
counterparts. Strategically, Chick-fil-A should try expanding its brand into new continents in
order to further its international influence and reach (Racoma, 2021). Chick-fil-A should
continue its global marketing strategy of opening year-long pop-ups to “help [Chick-fil-A]
understand more about consumer interest in [its] brand and signature menu items”
(Meisenzahl, 2020). Luke 14:28 says “For which one of you, when he wants to build a tower,
does not first sit down and calculate the cost, to see if he has enough to complete it” (New
American Standard Bible, 2020)? For Chick-fil-A to be successful, they need to do their research
and consider the costs of what is required to be expand into foreign markets.
Operational Recommendation 1: Differentiation
Chick-fil-A’s competitive strategy is rooted in their ability to differentiate from their
competitors and their specialty item – the chicken sandwich. Chick-fil-A should look to develop a
highly differentiated food item in the new markets they enter that appeals to the local
consumer. Their sandwiches are consistently made with quality ingredients, which many of their
competitors forgo to minimize costs. Chick-fil-A should continue to utilize this strategy because
of its proven success. Galatians 6:10 tells us that if we have the opportunity to do good to
others (New American Standard Bible, 2020). In the process of differentiating their products
Chick-fil-
A can practice doing good.
Strategic Recommendation 2: Product Position
Chick-fil-A’s should further expand its product positioning to increase their presence in
not just their local communities but communities they have not yet reached. If they continue to
show a clear projection of their values to all, they will have a greater customer base to sell their
BUSI 520 3
products to. Chick-fil-A is third largest American restaurant chain and the largest specializing in
chicken sandwiches, however, better tailoring their product position can make them the largest
overall (Ravenberg, 2019). Luke 6:31 tells us that what we wish that others would do to use, do
so to them (New American Standard Bible, 2020). In the process of position their product and
demonstrating their values. Chick-fil-A has the opportunity to put this teaching into practice.
Operational Recommendation 2: Expand Marketing Budget
In order to refine and further develop their marketing position, Chick-fil-A should
increase its marketing budget to provide their marketing team with greater resources to better
serve their customer base. Hebrews 13:16 says “And do not forget to do good and to share with
others, for with such sacrifices God is pleased” (New American Standard Bible, 2020). While
many departments fall under one corporation that have opportunities to practice sharing for
the greater good of the business, even though there will likely be competing interests between
departments.
Strategic Recommendation 3: Consumer Relations
Chick-fil-A understands three major objectives of CRM: customer acquisition, customer
retention, and customer profitability (Marshall, 2023). Their success is attributed largely due to
the company only accepting just 0.4% of franchisees (Taylor, 2018). (Chick-fil-A, 2018). Chickfil-
A, should seek to strengthen consumer relations further in their local communities. Proverbs
11:17 says “Those who are kind benefit themselves, but the cruel bring ruin on themselves”
(New American Standard Bible, 2020). There is benefit in practicing kindness with their
consumers.
Operational Recommendation 3: Consumer Relations
Personal and psychological characteristics are what drive the purchase decision for
consumers. Often the income, attitude, and perception that consumers hold determine whether
they will be Chick-fil-A customers. Many consumers possess the money to purchase the
sandwich. It is the attitude towards Chick-fil-A’s service and perception of the company that
BUSI 520 4
drive the customers to buy their product. This is why Chick-fil-A should tailor their operations,
spending and business practices toward relationship management. Focus on the local level
should increase because emphasizing relationship building will drive growth. Philippians 2:4 tells
us not to look to our own interest but to look to the interests of others (New American Standard
Bible,
2020). This will be an effective way for Chick-fil-A to strengthen customer relations.
Strategic Recommendation 4: Pricing
Chick-fil-A’s vice president of product strategy and development was quoted saying “we
tend to see ourselves as being kind of a premium fast food” (Schlossberg, 2015). Offering
premium quality food coupled with premium quality service can typically be associated with
premium value prices. While, Chick-fil-A’s prices are not outrageous as compared to their
competitors, they are certainly slightly more expensive. Chick-fil-A should continue to practice
premium pricing. It has shown to be an effective means of communicating value while
maintaining revenue. While it’s easy to take pride in what you do and let prices reflect that
there is also a great importance in “humbling [ourselves] before the Lord, and he will life [us]
up”
(New American Standard Bible, James 4:10 ,2020).
Operational Recommendation 4: Pricing Tactics
Chick-fil-A utilizes price bundling, “a tactic in which customers are given the opportunity
to purchase a package deal at a reduced price compared to what the individual components of
the package would cost separately” (Marshall, 2023). They should continue to develop new
menu items that can be sold using price bundling to generator greater revenue. Proverbs 22:9
says “the generous will themselves be blessed, for they share their food with the poor” (New
American Standard Bible, 2020). While Chick-fil-A does share and freely give lots of their food,
they also practice generosity in the way they price and bundle their menu items.
BUSI 520 5
Strategic Recommendation 5: Social Media Marketing
Given the explosion of social media marketing, Chick-fil-A should place greater emphasis
on using social media to expand their brand, influence their customer base, and better position
themselves in the market to make money. Chick-fil-A also has opportunities to practice their
generosity by giving through social media. Psalms 112:5 says “good will come to those who are
generous and lend freely, who conduct their affairs with justice” (New American Standard Bible,
2020). Chick-fil-A has a great platform to demonstrate their care and encourage others while
doing so.
Operational Recommendation 5: Influencer Marketing
In order to increase their social media presence and to leverage its success, Chick-fil-A
should consider influencer marketing. Partnering with different influencers or celebrities could
be a great way in which they can develop a greater customer base. Proverbs 11:25 says “ a
generous person will prosper; whoever refreshes other will be refreshed” (New American
Standard Bible, 2020). Chick-fil-A in creative fashion could partner with different influencers to
help their consumers prospers while marketing their brand.
References Chick-fil-A.
(2018). This is how it started. Chick-fil-A.
https://www.chick-fil-a.com/stories/news/this-is-how-it-started
Marshall, G. (2023). Marketing management. McGraw-Hill Education.
Meisenzahl, M (2021). Chick-fil-A's CEO reveals plans for more international expansion,
including into Asia. Business Insider. https://www.businessinsider.com/chick-fil-a-
ceosays-hes-excited-for-international-expansion-2021-9
New American Standard Bible. (2020). LaHabra, CA: The Lockman Foundation.
https://www.bible.com/bible/2692/ (Original work published 1971)
BUSI 520 6
Racoma, B. (2021). McDonald's international strategy: Adapting around the world. Day
Translations Blog. https://www.daytranslations.com/blog/mcdonalds-
internationalstrategy-adapting-around-the-world/
Ravenberg, C. (2019). Inside Chick-fil-A’s rise to 3rd-largest restaurant brand. Nation’s Restaurant
News. https://www.nrn.com/operations/restaurant-operators-face-tight-realestate-
market-0
Schlossberg, M. (2015). Chick-fil-A has one advantage over Chipotle. Business Insider.
https://www.businessinsider.com/chick-fil-a-calls-its-self-premium-fast-food-2015-10
Taylor, K. (2018). Chick-fil-A is dominating the fast-food industry in one key area and it reveals
the secret to the chain's success. Business Insider.
https://www.businessinsider.com/chick-fil-as-customer-service-explains-success-2018-7
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