Week Two Assignment 1
MMIP Installment: Discover Marketing Management
Jerald Alfred
School of Business, Liberty University
Week Two Assignment 2
Author Note
Jerald Alfred
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Jerald Alfred
Email: jalfred1@liberty.edu
Week Two Assignment 3
Abstract
This paper will discuss the key principles in the use of marketing for the Chick-Fil-A spicy
chicken sandwich. Also, in this paper will be a SWOT analysis that will assist the reader in
understanding the ways that marketing is used to approach specific target audiences, and why
companies use this approach to garner more support and business from various groups.
Week Two Assignment 4
MMIP Installment: Discover Marketing Management
Q1. Provide a description of the product/service and a brief history of the firm.
Chick-Fil-A was originally founded in Hapeville Georgia in the shadows of the Ford
Manufacturing plant, Cathy Truitt, founder found success in something that was simple and
delicious. He built an organization around simple Christian fundamentals that have been a
mainstay of Chick-Fil-A to this day. Though the “Great Spicy Chicken Sandwich” craze of 2019
was brought on by Popeye’s, Chick-Fil-A created their sandwich mid-year of 2010 on June 7th
(2010, May 23). According to the Sr. Vice President of Marketing for Chick-Fil-A Steve
Robinson, “We firmly believe our business will continue to grow as long as we take deliberate
measures to ensure the quality of our products and our customer service standards remain at the
highest level” (2010, May 23).
Q2. Explain your current or possible global marketing efforts. (Ch. 3)
The ability for Chick-Fil-A to appeal to other flavors or tastes will allow them to expand
globally to other markets that prefer more flavorful types of food (2021, January 22)..
Q3. Explain the organization’s mission. Provide its mission statement or create one if necessary.
(Ch 3)
The mission statement provided by Chick-Fil-A is one that does not attempt to-it whole-
heartedly provides great customer service to its patrons. In addition to that, it speaks to
maintaining aspects of responsibility and character in volumes that establishes an industry wide
standard. Chick-Fil-A’s mission statement is “To glorify God by being a faithful steward of all
Week Two Assignment 5
that are entrusted to us. To have a positive influence on all who come into contact with Chick-
Fil-A.”
Q4. Explain your competitive strategy. (Ch.3)
To be competitive, it is important that Chick-Fil-A provides its customers with more than
chicken, it has to be more of a positive experience each time that a customer patronizes them.
This is what takes to stand apart from other chicken restaurants.
Q5. Conduct a SWOT (strengths, weaknesses, opportunities, threats) analysis for the
organization. (Ch.3)
Strength- Chick-Fil-A has created a cult-like following of people that crave the taste of
their chicken. In addition to that, almost everyone can find an item on their menu can be enjoyed.
Almost each menu has an item that has an alternative to fried or spicy. Then you can look at
grilled and spicy options as well. In addition to that, Chick-Fil-A has been known to have an
unreal approach to accuracy of patron orders. Utilization of names on orders allows patrons to
have a family approach to dining and a feeling like they matter. Chick-Fil-A has also has a knack
for improving their drive-thru experiences which really speed along the wait times that other
restaurants have experienced during the recent pandemic.
Weakness- The weaknesses that are existent in the organization have a lot to do with the
religious views that are the core of the belief of the owners. The management and CEO of the
company have made various statements in reference to the viewpoints of its founder. There are
Week Two Assignment 6
times where viewpoints on gay marriage and LGBTQ rights came front and center in the national
media. Some of these organizations staged boycotts in response to the religious views.
Opportunities- There are many opportunities that Chick-Fil-A has to capture other
markets and business in the overall food industry. There are restaurants within the Chick-Fil-A
family like Truett’s Diner and Dwarf House that cater to other patron’s tastes. Some of these
restaurants are even full service. The opportunity to go into another market are prevalent and an
option that Chick-Fil-A has.
Threats- There are always outside threats in the restaurant industry. Rising costs of
operating a business as well as current pandemic state does not allow Chick-Fil-A to take
advantage of the market in the full-service options that exist in the other restaurants that they
operate. Specifically, with the spicy chicken sandwich, there are people who just do not crave
hot foods and are not open to trying foods that appear so spicy.
Week Two Assignment 7
References
Chick-fil-A ramps up for Spicy Chicken Sandwich launch. (2010, May 23). Retrieved January
21, 2021, from https://www.qsrweb.com/news/chick-fil-a-ramps-up-for-spicy-chicken-
sandwich-launch/#:~:text=Chick%2Dfil%2DA%20is%20%22,for%20a%20large
%20consumer%20response.
King James bible. (1991). Place of publication not identified: Thomas Nelson.
Tyko, K. (2021, January 22). Chick-fil-A Grilled Spicy Chicken Deluxe Sandwich debuts
Monday, Boston Market also introduces hot sandwich. Retrieved January 24, 2021, from
https://www.usatoday.com/story/money/food/2021/01/22/chick-fil-a-chicken-sandwich-
war-2021-grilled-spicy-deluxe/6673113002/
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