Chik-Fil-a

Chick-fil-A is sensation of the most successful prodigal food restaurant establishments in the country. With over 1,300 locations in 37 states in the Southern U. S. , they uphold to grow the brand by expanding to new territories (Chick-fil-A Company, 2009, para 1). In 2008 Chick-fil-A has seen a 12. 17 percent sales increase over the chains 2007 performance and a same store sale increase of 4. 59 percent (Chick-fil-A Company, 2009, para1). Throughout the years Chick-fil-A has come up with some a nonher(prenominal) advanced(a) ideas to continue expanding credit line and satisfying their loyal nodes.One of the ideas was to offer antithetical types of restaurant set-ups to cater to clients needs. The different restaurant set-ups implicate m any/in line, stand-alone, drive-thru just outlets, dwarf houses, Truetts grills, licensed non-traditional outlets (franchises) and air/lunch-counter. After proper research of different geographical locations the writer has resolute to corrupt into a chic-fil-A franchise zoned in the Columbia County, Grovetown ara. Executive compact Chick-fil-As mission is to be Americas best quick-divine assistance restaurant at triumphant and keeping clients (ChristiaNet, 2009, para 2).We will strive to be the premier strong food franchise of its kind in the North East mart with future goals of expanding into our European territories. Our goal is to keep one step in advance of the competition by offering a clean environment, dynamic customer returns, and overall eccentric products and services. Chick -fil-As purpose statement reveals the heart of the beau monde That we might glorify God by being a true steward in all that is entrusted to our c atomic number 18, and that we might have a verificatory influence on all the people that we might come in contact with (ChristiaNet, 2009, para 2).We want our customers to experience the highest level of satisfaction on that point is to offer during their visit at our franchis e. We will deliver a quality controlled atmosphere with efficient state-of-the art appliances, and provide extraordinary customer service so that every customer will bene determine from our success. Identify the selling segment for the product and explain wherefore this segment was selected The location selected to send the Chik-fil-a franchise will be in Columbia county centrally determined in Grovetown. This area was selected because of its potential profitability. Potential profitability is a be producen of the veritable market size, its anticipated growth, current and anticipated levels of competition, and customer mien and expectations (lacobucci, 2010 ). Columbia Countys rapid growth has transformed this county from a bucolic neighbor of Augusta to the major suburban county in the second largest metropolitan area in Georgia (Columbia County, 2009, para 1). There are many reasons for their rapid growth a growing and diversified job market, a premier school system, aff ordable land, open spaces lending an air of the countryside, and a stable, conservative county government.Columbia County is predominantly residential and includes a highly-skilled workforce. According to federal census figures released over the past decade, Columbia is the regions warmest growing county. However, in that location are still some improvements needed for the revolving corporation. As stated supra Grovetown is a city on the move, constantly reinventing itself to appeal to a cast of residents. However, there are improvements needed that would make the Grovetown area more marketable. before long there arent enough eating places in close proximity to residents alive west of the county which is considered Grovetown.There is only one Mexi brush off and Chinese restaurant, a McDonalds, Subway, and KFC in the community. Surrounding areas offer a larger bod of fast food and dining restaurants but the closest Chic-fil-A is about 10 miles away from the Grovetown area. T here are currently only six chik-fil-A locations end-to-end the city of Augusta which is not considered many at all. That is going to give the entrepreneur a huge advantage at start-up that there is not many other chik-fil-As close by and throughout the city. beingness that Chick-fil-A is Americas number one choice of fast food, the others come int stand a chance.Discuss the target market and why these customers will be targeted The target market will include residents living in the Grovetown/Harlem area and also the army base, Ft. Gordon located approximately 2 miles from the Gate 2 Grovetown entrance. Military personnel make up the gigantic majority of residents living in the Grovetown area. Ft. Gordon also serves as a instruct base for new soldiers coming into service so there is a large market segment being targeted. Ft. Gordon only has a Blimpes, Popeyes, Burger King, Godfathers pizza, Chinese, and Huddle House. Based on the current market, Chik-fil-a will have a huge comp etitive advantage.With sickness rapidly attacking the bodies of young and older adults healthy alternatives are taken into consideration. Exercise with a combination of healthier diets is now a priority of much of America. Chik-fil-a will be one of the healthier alternatives that Grovetown will welcome hole-heartedly. Whats better than to start your forenoon with a custom cup of coffee and a low nutritionists calorie breakfast sandwich? Adding the franchise here will attract dawning employees heading to work, 3rd shift workers heading home from work, and many customers in between are most likely to choose Chick-fil-A over McDonalds and Subway on any given day.Conduct a swot (strengths, weakness, opportunities and treats) analysis for the lodge SWOT Analysis Chick-fil-A is a unique slip of competition. We compete against neighborhood fast food chains such as McDonalds, KFC, and Subway. However, there is really no threat against Americas prefer fast food restaurants, Chik-fil -a. Offering numerous low calories, fat let go items, Chick-fil-A has the best competitive advantage. The benefits and drawbacks of each of our foes as compared with the services we offer are hardly a match in quality and price.When it comes to nutrition, McDonalds waterfall short of the victory over Chick-fil-A. However, McDonalds wills serve as our most unattackable competition. In addition to hamburgers, fries, and soft drinks, McDonalds offer grilled chicken sandwiches, an arrange of salads, Fruit n Yogurt Parfaits, Apple Dippers with Low Fat raw sienna Dip, juice, 1% low fat milk, and, at many restaurants, soups (McDonalds Nutrition, 2009, para 5). It has helped McDonalds enormously however, Chik-fil-As healthier choices are a bit more lovely to the taste buds.On the other hand, Subway has proven to have a nutritional advantage over Chick-fil-A but the quality of service or product does not add up to exceed its customer base. KFC has surely stepped up their competitive bite by comparing their items to its rivalry analyzed by its calorie value. If you go to the KFC website it displays the meal choices and calorie determine of McDonalds, Subway and Dunkin Donuts against its new grilled chicken meal. Chick-fil-A was not one of the selected fast food components that KFC could compare itself to. Chick-fil-As main strategy is to focus on providing a quality controlled tmosphere for the customer with extraordinary customer service fleck gaining loyal customers.McDonalds is focusing on growing market take with a disciplined pricing strategy to provide great gustatory modality food at an affordable price (McDonalds Media meaning, 2009, para 3). Chick-fil-A understands that the customer drives the business and that most important is to satisfy the customer through superb customer service by offering extensive training to their employees. The writer support attest that competitors such as McDonalds, KFC, and Subway can all use improvement in this area . Another competitive edge is our involvement within the community.We will always oblige to be a sponsor for any charitable activities going on in our community. Chick-fil-A and McDonalds are heard more in the media providing programs and sponsorships for their employees and charity events. The residential outlets are move to grow tremendously in Columbia County offering Chik-fil-a great opportunities and sponsorship possibilities. expound the market position for your product and service. A quality that distinguishes chik-fil-A from there fast food competitors is its commitment to the customer and as a result they have been honored with three Customer service based awards.Product quality is another area that has an effect on the volume of business. If customers are accustomed to receiving quality produced products they are motivated to buy from the supplier because they know what they can expect each time. That is important instalment in fast food chains. Who wants to drive away from the restaurant with inhuman food? Complete turn off for the customer and it is sure to entrust a bad taste in their mouth for this particular restaurant. In surveys conducted by Marketing and Research Counselors, Inc. Chick-fil-As core menu products, including the Chick-fil-A sniveller Sandwich, Chick-fil-A Chicken Nuggets and Chik-fil-A Chick-n-Strips, have consistently ranked number one in their respective categories (Chick-fil-A Food, 2007). So chik-fil-a will provide the market with products that are prospering by much of America. The Eat Mor Chikin campaign has increased the chains sales five-fold. The chain has turned the theme into a fully incorporate marketing program, which includes store point-of-purchase materials, promotions, radio and TV advertising, and clothing and merchandise sales (Chick-fil-A The Cows, 2007, para 1 ).Chick-fil-As marketing presence is here to stay. The fellowship currently has more than 1,380 restaurants in 37 states and Washington, D. C . and enjoyed an aggressive expansion year, fountain 80 new restaurants in 2007 (Chick-fil-A Company, 2007, para ). Its just a matter of time before this company takes its business global and leaves its competitors in the wind. Product/Services America loves Chick-fil-A because it can fit into almost any healthy diet through moderation and equilibrize menu choices. The Chick-fil-A menu offers 10 menu items with 10 or few grams of fat.Foods are also cooked in 100 percent refined peanut oil which is naturally trans-fat and cholesterol free (Chick-fil-A Food, 2007). So not only are the eat mor chikin products delicious, but nutritious as well. Chick-fil-As current marketing plan is a huge success. Chock-full a sponsors many events including the Chick-fil-A Bowl, the Atlantic Coast, Southeastern and Big 12 Conferences and Chick-fil-A Kyle Petty Charity sit around Across America sponsorships have introduced new audiences to the brand (Chick-fil-A, 2009, para 6).The company participa tes in many charities around town and always seen in the community volunteering time and making a difference. For the most part prices do not change within a 12 month period. Products offered coincide with all Chick-fil-A locations, however, services vary. We take pride in offering our customers the best service so we will honor product prices that are currently held at the corporate offices.ReferencesChristiaNet. (2009) Chick-fil-A CEO, S. Truett Cathy. Retrieved December 7, 2009, from http//christiannews.christianet.com/1097585115.htm Columbia County. (2009) Columbia County Georgia General teaching . Retrieved December 5, 2009, from http//www.columbiacountyga.gov/ Hoovers Inc. (2009) Chick-fil-A, Inc.- Overveiw. Retrieved December 7, 2009, from http//www.hoovers.com/company/Chick-fil-A_Inc/hrfkki-1.html Iacobucci, D. (2011). Marketing management 2010 custom edition. Mason, OH South-Western Cengage Learning. McDonalds. (2009) McDonalds Media Center . Retrieved December 9. 2009, fr om http//www.mcdonalds.com/usa/eat.htmlMcDonalds. (2009) McDonalds Health, Fitness, and Nutrition . Retrieved December 9. 2009, from http//www.mcdonalds.com/usa/eat.html Waiter on the Way. (2009) Chick-fil-a Southwest. Retrieved December 11, 2009, from http//www.waiterontheway.biz/Chick-fil-a%20Southwest