Company Case Analysis.edited

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1 Company Case Analysis NAME: COURSE: PROFESSOR: INSTITUTION: DATE:

2 Company Case Analysis Chick-fil-A dominates the U.S. fast-food market. Chick-fil-A has quietly grown from a Southeast regional favorite into the largest chicken chain and the eighth-largest quick-service food purveyor in the country. The chain sells significantly more food per restaurant than its competitors—three times that of Taco Bell or Wendy's and more than four times what the KFC Colonel fries up. As long as Chick-fil-A continues to make customers the number one priority, we can expect to find more and more access to those delicious chicken sandwiches. Examples of Needs, Wants, and Demands for Chick-fil-A Customers Needs wants, and demands are fundamental concepts in marketing that help businesses understand and satisfy customer preferences. Needs are the basic requirements for survival and well-being, wants are desires or preferences beyond basic needs, and demands are specific requests or conditions that customers have often influenced by brand loyalty or individual circumstances. Chick-fil-A aims to understand and address all these aspects to provide a satisfying customer experience. Examples of needs in Chick-fil-A are nutrition and hydration. Customers have a fundamental need for nourishment and sustenance. They need food to survive and thrive (Enke et al., 2022). Chick-fil-A meets this need by offering a variety of menu items, including sandwiches, salads, and breakfast options. People need beverages to quench their thirst and stay hydrated. Chick-fil-A provides a range of drink options, including soda, iced tea, and water, to meet this basic need. Wants are the desires and preferences of the customers regarding quality, convenience, and appearance. Customers often have specific tastes and preferences for certain flavors or types of food. For example, someone may want a spicy chicken sandwich or a classic Chick-fil-A sandwich based on their taste preferences. Many customers want the convenience of a drive-thru

3 or mobile ordering, which Chick-fil-A provides to enhance the overall dining experience. Demands the specific requirements from the customers about a particular product. Chick-fil-A has a strong following of customers who demand the brand's products and services due to their loyalty and attachment. They may actively seek out Chick-fil-A restaurants and products. Some customers may have dietary restrictions or preferences, such as a demand for gluten-free or vegetarian options. Chick-fil-A may need to meet these demands by offering specific menu items or modifications. Chick-fil-A's Value to Customers Chick-fil-A is a popular fast-food chain known for providing exceptional value to its customers. Chick-fil-A is known for its high-quality, hand-breaded chicken sandwiches, nuggets, and other menu items. They use premium ingredients and have a reputation for serving delicious, freshly prepared food that consistently meets customer expectations. One of Chick-fil-A's core principles is to provide exceptional customer service. They engage customers by being polite, helpful, and courteous, often saying "my pleasure" when serving customers. This friendly and attentive service sets Chick-fil-A apart from many other fast-food establishments. Chick-fil-A restaurants are generally clean and well-maintained, providing a pleasant and inviting atmosphere for customers. This attention to cleanliness and ambiance enhances the dining experience (Enke et al., 2022). Chick-fil-A offers drive-thru services, mobile ordering, and a streamlined ordering process, which makes it convenient for customers to get their food quickly, even during busy times. Additionally, Chick-fil-A's menu offers a wide range of choices, including healthier options like salads and grilled chicken items. This variety allows customers to find something that suits their tastes and dietary preferences. Chick-fil-A is often involved in community

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4 activities and events, which can further engage customers by demonstrating a commitment to local communities. The organization has a rewards program that encourages repeat visits and customer loyalty. This program offers free items and special promotions to frequent customers. The company is also known for its "closed on Sundays" policy, which is a part of its corporate values. While this may limit operating hours, it can also engage customers by aligning with their values and creating anticipation for the days they are open. Chick-fil-A has made efforts to be socially responsible, such as sustainability initiatives and charitable activities. This engagement with social issues can resonate with customers who share similar values. Chick-fil-A's Performance Relative to Customer Expectations Chick-fil-A is a well-known fast-food restaurant chain in the United States that has earned a strong reputation for its customer service, quality food, and unique operating model. Chick-fil-A receives praise for its exceptional customer service. They are known for their polite and friendly staff, who typically respond with phrases like "my pleasure" when serving customers. This level of service often exceeds customer expectations and contributes to a positive dining experience. The organization is known for its high-quality food, particularly its chicken products. The food is fresh and tasty, and customers expect consistency in taste and preparation. Chick-fil-A tends to meet or even exceed these expectations. Chick-fil-A's restaurants are generally clean and well-maintained. The ambiance is pleasant, and the chain invests in creating a comfortable dining environment. Meeting or exceeding cleanliness and ambiance expectations is essential for customer satisfaction ( ARMSTRONG, 2022) . Chick-fil-A has a reputation for speedy service, especially in the drive-thru. Customers have come to expect quick service, and Chick-fil-A typically delivers on this front, which is a crucial part of their customer value proposition.

5 While Chick-fil-A's menu is less extensive than other fast-food chains, it offers a range of chicken-based options and sides. The menu caters to various tastes and dietary preferences, and it often meets customer expectations for variety within its niche. The company is also known for its commitment to ethical and socially responsible practices, including its "closed on Sundays" policy and support for various charitable causes. Customers who value these principles may have higher expectations, and Chick-fil-A typically meets these expectations (Mukonza et al., 2021). Chick-fil-A has a strong presence in many communities and offers convenient drive-thru service. It often meets customer expectations regarding accessibility and convenience, which is vital in the fast-food industry. Chick-fil-A performs well relative to customer expectations in many key areas, including customer service, food quality, cleanliness, speed of service, and ethical practices. This strong performance has contributed to the chain's popularity and loyal customer base. However, it is essential to note that individual experiences can vary, and customer expectations may differ from one person to another. Marketing Management Orientations in Chick-fil-A Chick-fil-A's marketing management orientation aligns primarily with the Societal Marketing Concept. The Societal Marketing Concept focuses on meeting the needs and wants of customers while also considering the long-term well-being of society and the environment. Chick-fil-A is known for its commitment to corporate social responsibility and community involvement (Mukonza et al., 2021). Chick-fil-A is involved in various community initiatives and charitable activities, including scholarships, youth development programs, and supporting local communities. The local support reflects a commitment to social and community well-being beyond profit. The organization is also known for its commitment to ethical practices and values, such as being closed on Sundays to allow employees to spend time with their families or for

6 religious reasons. This demonstrates a focus on values and ethical considerations in business decisions. In addition, Chick-fil-A places a strong emphasis on providing excellent customer service, which is essential in the Societal Marketing Concept. They strive to meet customer needs and expectations by delivering quality products and services. The company has made efforts to improve the sustainability of its operations, such as using responsibly sourced ingredients and reducing waste (Enke et al., 2022). This reflects a concern for environmental well-being, a vital aspect of the Societal Marketing Concept. It is worth noting that while Chick- fil-A aligns with the Societal Marketing Concept in many ways, they have faced controversies and criticism related to their stances on social and political issues, which can create challenges in practicing this marketing orientation consistently. Impacts of Promotional Strategy on Level of Success Promotional strategies play a significant role in a company's marketing efforts and can have a direct impact on its performance. Changes in promotional strategy can influence a company's brand image and how consumers perceive it. If the strategy aligns with the company's values and resonates with its target audience, it can enhance brand loyalty and growth. Conversely, if the strategy is perceived negatively, it can harm the brand. Different promotional strategies are effective for different target demographics. Adjusting the strategy to reach and engage the intended audience can lead to increased success (Mukonza et al., 2021). Understanding consumer preferences and behaviors is crucial. The promotional strategies should take into account the competitive environment. A company's approach may need to differentiate itself from competitors or respond to changing industry trends to maintain growth.

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7 However, companies often measure the return on investment (ROI) of their promotional activities. Adjusting the strategy to improve cost efficiency and maximize the impact of marketing spending can affect growth and profitability. Staying current with market trends and utilizing the latest technologies can be vital in reaching and connecting with customers. Adapting to new digital marketing tools and platforms can influence a company's success. Gathering and acting on customer feedback is essential. Adapting promotional strategies based on consumer preferences and feedback can improve performance and growth. It is essential for companies to regularly assess their promotional strategies, monitor their performance, and be willing to adapt to changing circumstances ( ARMSTRONG, 2022) . The impact of any change in strategy will depend on the specific details of what is being modified, the context in which it occurs, and the company's ability to execute the new strategy effectively. To evaluate the effect of Chick-fil-A's specific change in promotional strategy on its growth and success, consider the details of the change and its reception in the market and analyze the company's financial and operational performance over time. Conclusion The essay addresses the case of a fast food chain, Chick-fil-A, and how it deals with its customers to promote growth and development. From the essay, we see how Chick-fil-A addresses the needs, wants, and demands of its customers. Additionally, we see its performance as relevant to the customer expectations and how it engages with the customers. However, the overall approach of meeting customer needs while considering broader societal and ethical factors makes the Societal Marketing Concept a reasonable fit for Chick-fil-A. Chick-fil-A engages its customers by delivering high-quality food, providing exceptional service, maintaining a clean and welcoming environment, offering convenience, variety, and a family-

8 friendly atmosphere, and actively participating in the community. They also have a loyalty program, respect customers' values, and engage in socially responsible initiatives, all of which contribute to the value they provide to their customers.

9 References ARMSTRONG, G. K. (2022). MARKETING: An Introduction Plus Pearson Mylab Marketing With Pearson Etext, Global Edition . PEARSON EDUCATION LIMITED. Enke, M., Geigenmüller, A., & Leischnig, A. (2022). Commodity marketing: An introduction Into crucial concepts and processes. In Commodity Marketing: Strategies, concepts, and cases (pp. 3-20). Cham: Springer International Publishing. Mukonza, C., Hinson, R. E., Adeola, O., Adisa, I., Mogaji, E., & Kirgiz, A. C. (2021). Green Marketing: An introduction. Green Marketing in Emerging Markets: Strategic and Operational Perspectives , 3-14.

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