Chik-Fil-a

Chick-fil-A is one of the near successful degenerate nutrient restaurant establishments in the country. With everyw present 1,300 locations in 37 states in the Confederate U. S. , they continue to grow the brand by expanding to new territories (Chick-fil-A Company, 2009, mirror symmetry 1). In 2008 Chick-fil-A has seen a 12. 17 portion ex transplants ripening everywhere the chains 2007 military operation and a same store sale increase of 4. 59 percent (Chick-fil-A Company, 2009, mirror symmetry1). passim the years Chick-fil-A has come up with some innovative ideas to continue expanding argumentation and self-coloured their loyal guests.One of the ideas was to leave assorted types of restaurant set-ups to cater to clients needs. The different restaurant set-ups include kernel/in line, stand-alone, drive-thru merely outlets, dwarf ho ingestions, Truetts grills, licensed non-traditional outlets ( licenses) and satellite/lunch-counter. After puritanical research o f different geographical locations the source has decided to obtain into a chic-fil-A right zoned in the capital of South Carolina County, Grovetown ara. Executive compendious Chick-fil-As mission is to be the Statess beaver quick- dish out restaurant at winning and guardianship customers (ChristiaNet, 2009, paratrooper 2).We volition strive to be the prime(a) fast(a) food franchise of its kind in the North easterly mart with future intentions of expanding into our European territories. Our goal is to keep one step onward of the competition by offering a clean environment, dynamic customer service, and over totally tint results and service. Chick -fil-As purpose line reveals the he cunning of the company That we might exhilarate God by being a faithful steward in all that is entrusted to our c ar, and that we might have a verificatory influence on all the heap that we might come in feeling with (ChristiaNet, 2009, para 2).We want our customers to experience the highest level of satisfaction on that point is to offer during their jaw at our franchise. We forget deliver a quality controlled atmosphere with efficient state-of-the art appliances, and bear extraordinary customer service so that every customer get out benefit from our success. Identify the market subdivision for the product and explain why this member was selected The location selected to launch the Chik-fil-a franchise leave be in capital of South Carolina county centrally located in Grovetown. This ambit was selected because of its possible profitability. Potential profitability is a hightail it of the veritable market size, its anticipated growth, catamenia and anticipated levels of competition, and customer behavior and payations (lacobucci, 2010 ). capital of South Carolina Countys rapid growth has transform this county from a rural neighbor of capital of Maine to the major suburban county in the sustain largest metropolitan bea in gallium (Columbia Count y, 2009, para 1). There atomic number 18 umteen reasons for their rapid growth a growing and diversified job market, a premier school system, affordable land, open spaces crushow an air of the countryside, and a stable, conservative county government.Columbia County is predominantly residential and includes a highly-skilled workforce. consort to Federal census figures released over the preceding(a) decade, Columbia is the regions fastest growing county. However, there be still some improvements needful for the revolving corporation. As stated above Grovetown is a city on the move, constantly reinventing itself to prayer to a variety of residents. However, there are improvements needed that would make the Grovetown area more marketable. Currently there arent lavish eating places in close proximity to residents living west of the county which is considered Grovetown.There is only one Mexi tidy sum and Chinese restaurant, a McDonalds, tubing, and KFC in the community. Su rrounding areas offer a larger variety of fast food and dining restaurants solely the closest Chic-fil-A is well-nigh 10 miles out from the Grovetown area. There are currently only six chik-fil-A locations end-to-end the city of Augusta which is non considered some(prenominal) at all. That is departure to give the enterpriser a ample advantage at start-up that there is non more early(a) chik-fil-As close by and throughout the city. Being that Chick-fil-A is Americas physical body one choice of fast food, the others bustt stand a chance. talk about the target market and why these customers pass on be targeted The target market leave behind include residents living in the Grovetown/Harlem area and also the army anchor, Ft. Gordon located round 2 miles from the Gate 2 Grovetown entrance. multitude personnel make up the ample majority of residents living in the Grovetown area. Ft. Gordon also serves as a training 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 warlike advantage.With sickness promptly attacking the bodies of young and older adults profound alternatives are leaven 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 get hole-heartedly. Whats better than to start your good morning with a custom cup of cocoa and a piteous calorie breakfast sandwich? Adding the franchise here will attract morning employees heading to work, tertiary shift workers heading home from work, and many customers in between are near likely to choose Chick-fil-A over McDonalds and vacuum tube on any abandoned day.Conduct a SWOT (strengths, weakness, opportunities and treats) analysis for the company SWOT Analysis Chick-fil-A is a unique position of competition. We compete against region fast food chains much(prenominal) as McDonalds, KFC, and Subway. However, there is really no threat against Americas preferable fast food restaurants, Chik-fil-a. Offering many low calories, fat free items, Chick-fil-A has the silk hat rivalrous advantage. The benefits and drawbacks of each of our antagonists as comparingd with the services we offer are hardly a match in quality and price.When it comes to nutrition, McDonalds falls short of the victory over Chick-fil-A. However, McDonalds wills serve as our most buckram competition. In addition to hamburgers, fries, and soft drinks, McDonalds offer grilled chicken sandwiches, an array of salads, take n Yogurt Parfaits, Apple Dippers with clinical depression Fat Caramel 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 good-na tured to the savour 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 non add up to exceed its customer base. KFC has confident(predicate)ly stepped up their competitive edge by comparing their items to its competitor analyzed by its calorie value. If you go to the KFC website it displays the meal choices and calorie values 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 center on providing a quality controlled tmosphere for the customer with extraordinary customer service piece gaining loyal customers.McDonalds is focusing on growing market share with a disciplined pricing strategy to provide heavy(p) tasting food at an affordable price (McDonalds Media Center, 2009, para 3). Chick-fil-A understands that the customer drives the business an d that most important is to carry out the customer through superb customer service by offering gigantic training to their employees. The writer can prove 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 comprehend more in the media providing programs and sponsorships for their employees and charity events. The residential outlets are continuing to grow tremendously in Columbia County offering Chik-fil-a great opportunities and sponsorship possibilities. Describe 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 venerateed with third Customer service based awards. return quality is another area that has an performa nce on the volume of business. If customers are abandoned 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 element in fast food chains. Who wants to drive away from the restaurant with cold food? apprehend turn off for the customer and it is sure to leave a bad taste in their mouth for this particular restaurant. In surveys conducted by Marketing and Research Counselors, Inc. Chick-fil-As core fare products, including the Chick-fil-A white-livered Sandwich, Chick-fil-A Chicken Nuggets and Chik-fil-A Chick-n-Strips, have consistently ranked tot up one in their respective categories (Chick-fil-A Food, 2007). So chik-fil-a will provide the market with products that are favorable by much of America. The ingest Mor Chikin campaign has increased the chains sales five-fold. The chain has turned the floor into a fully integrated marketing program, which includes store point-of-purchas e materials, promotions, radio and TV advertising, and clothe and merchandise sales (Chick-fil-A The Cows, 2007, para 1 ).Chick-fil-As marketing presence is here to stay. The company currently has more than 1,380 restaurants in 37 states and Washington, D. C. and enjoyed an aggressive expansion year, scuttle 80 new restaurants in 2007 (Chick-fil-A Company, 2007, para ). Its just a outcome 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 fewer grams of fat.Foods are also cooked in 100 percent refined peanut oil which is course 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 event s including the Chick-fil-A Bowl, the Atlantic Coast, Southeastern and Big 12 Conferences and Chick-fil-A Kyle lower-ranking Charity Ride Across America sponsorships have introduced new audiences to the brand (Chick-fil-A, 2009, para 6).The company participates in many charities near town and always seen in the community volunteering time and making a difference. For the most part prices do not change within a 12 calendar 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 celestial latitude 7, 2009, from http//christiannews.christianet.com/1097585115.htm Columbia County. (2009) Columbia County Georgia General Information . Retrieved December 5, 2009, from http//www.columbiacountyga.gov/ Hoovers Inc. (2009) Chick-fil-A, Inc.- Ove rveiw. Retrieved December 7, 2009, from http//www.hoovers.com/company/Chick-fil-A_Inc/hrfkki-1.html Iacobucci, D. (2011). Marketing counsel 2010 custom edition. Mason, OH South-Western Cengage Learning. McDonalds. (2009) McDonalds Media Center . Retrieved December 9. 2009, from http//www.mcdonalds.com/ ground forces/eat.htmlMcDonalds. (2009) McDonalds Health, Fitness, and Nutrition . Retrieved December 9. 2009, from http//www.mcdonalds.com/usa/eat.html host on the Way. (2009) Chick-fil-a Southwest. Retrieved December 11, 2009, from http//www.waiterontheway.biz/Chick-fil-a%20Southwest