Marketing Analysis of Chick fil a

According to the company, they want “to glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A” (“Who we are”). Indeed, Chick-fil-A has lived up to its religion-centered purpose by having Sunday as a resting day. This policy, according to the founder, aims to honor God as the days are dedicated for worship and rest among Christians (Cathy). While the decision is primarily based on the Christian faith of the founder, the strategy might also be giving the company a competitive advantage when it comes to attracting Christians who represent a significant population of America. Technology Technology is undoubtedly a threat to most industries.

As such, most fast food companies have resorted to automating their services and operations which not only reduces overhead but also improves service delivery. Apart from automation, there are other technological trends in the fast food industry such as the Internet of Things (IoT). While technology is a threat, Chick-fil-A has been on track to ensure that it adopts most of these technologies. For instance, the company is among the pioneers in using data analytics, IoT and container-based edge computing architecture to improve operational experiences in its outlets (Harbison). Strong Stance on Social Issues LGBT issues are undoubtedly more pronounced than ever with most western countries amending their laws to recognize and respect the choices of the LGBT community. This has therefore called for more reservations when it comes to a company’s stand on the issue considering that it might significantly affect their revenues.

Nonetheless, being Christian-centered, Chick-fil-A has occasionally been on the spot for supporting anti-LGBT movements financially. There have also been protests in some of their outlets regarding their stance on same-sex marriage (Garfield). While the company’s revenues have tremendously grown over the last decade despite their string stance, their strong alignment might be a weakness in future and they should consider avoiding such controversies. Their target therefore is a member of the middle class who has little or no time to cook. VI. Positioning Chick-fil-A positions itself through various channels including event sponsorship, T. V, print, radio and social media advertisements ("Who We Are"). Also, the company ensures it acquires strategic locations with high traffic for their outlets to increase their visibility (Cathy).

Price The company mainly targets customers who are in need of fast meals. These target customers are mostly from the middle class. While this income group can afford company’s products, there is stiff competition from other companies hence Chick-fil-A has adopted a competitive pricing approach where its product prices are at par with those of its competitors. iv. Promotion The company uses a number of promotion techniques including popular event sponsorships in high schools and colleges. Nonetheless, the company has one major weakness which is strong stand on LGBT issues. This has been evident through its massive donations to anti-LGBT movements. This has even led to protests in front of a number of their outlets before. On segmentation, the company targets the middle class with no discrimination of age or gender.