Specifically include the appropriate marketing terminology to support your answers. 1. Chick-fill-As complete marketing mix contributes to
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Specifically include the appropriate marketing terminology to support your answers.
1. Chick-fill-A’s complete marketing mix contributes to its success. Analyze Chick-fill-A’s marketing mix and explain why it works.
2. What has Chick-fill-A done to enhance Customer Lifetime Value?
3. Which of the following is (are) practiced by Chick-fill-A? Explain your answer(s).
A. Market Penetratio
B. Market Development
C. Product Development
D. Diversificatio
4. SWOT: Identify a threat to Chick-fill-A. How do you know?
Transcribed Image Text:
Appendix 1 company Cases company's trademarked slogan-"We didn't invent the chicken just the chicken sandwich"-has kept the company on track for decades. Although it has carefully and strategically added other items to the menu, it's the iconic chicken sandwich in all its varieties that primarily deives the brand's image and the com- pany's revenues. This focus has belped the company give cus- tomers what they want year after year without being tepted to develop a new flavor of the month. Company Case 1 Chick-fil-A: Getting Better before Getting Bigger Chick-fil-A is dominating the US. fast-food market, Wherean McDonald's. Subway, Burger King, and Taco Bell trudge along at the top of the heap, Chick-fil-A has quietly grown from a Getting It Right Southeast regional favorite into the largest chicken chain and the eighth-largest quick-service food purveyor in the coantry. The chain sells significantly more food per restaurant than any of its competitors-three times that of Taco Bell or Wendy's and more than four times what the KFC Colonel fries up. And it does this without even opening its doors on Sandays. With annual revenues of S8 billinn and annual average growth of 16 percent, the chícken champ from Atlanta shows no signs of slowing down, How does Chick-fil-A do it? By focusing on customers. Since the first Chick-fil-A restaurant opened for business in the for her husband to see. late 1960s, the chain's founders have beld tenacioesly to the philosophy that the most sustainable way to do business is to provide the best possible customer experience. Also central to Chick-fil-A's mission is to "have a positive in- fluence on all who come in contact with Chick-fil-A" Although seemingly a tall order to fill, this sentiment permeates every aspect of its business. Not long ago, curent Chick-fil-A CEO Dan Cathy was deeply affected by a note that his wife taped to their refrigerator. In a recent visit to a local Chick-fil-A store, she had not only received the wrong oeder, she had been over- charged. She circled the amount on her receipt, wrote "Tl he back when you get it right" next to it, and posted it on the fridge That note prompted Dan Cathy to double down on cus- tomer service. He initiated a program by which all Chick-fil-A employees were retrained to go the "second mile" in provid- ing service to everyone. That "second mile" meant not only meeting basic standards of cleanliness and politeness but going above and beyond by delivering each order to the customer's table with unexpected touches such as a fresh-cut flower or Applying Some Pressure Chick-fil-A founder S. Truett Cathy was no stranger to the res- taurant business. Owning and operating restaurants in Georgia ground pepper for salads in the 1940s. "50s, and "60, he was led by his experience to investigate a better (and faster) way to cook chicken. He dis- service Chick-fil-A's customers have come to expect as well as covered a pressure fryer that could cook a chickes breast in the same amount of time it took to cook a fast-food burger. Developing the chicken sandwich as a burger alternative. he registered the name "Chick-fil-A, Inc" and opened the fiest Chick-fil-A restaurant in 1967. The experience of a recent patron illustrates the level of the innovative spirit that makes such service possible: The company began expanding inmedistely, although at a much slower pace than the market leaders. Even today. Chick- fil-A adds only about 100 new stores each year. Although it now has more than 2.200 stores throughout the United States, that nutmber is relatively small compared to KFC's 4,100, McDon- ald's 14,000, and Subway's 27,000. Chick-fil-A's controlled growth ties directly to its "eustomer first" mantra. As a family- owned operation, the company has never deviated from its core valoe to "focus on getting better before getting bigger." The slow-growth strategy has enabled that ability to "get better." As another way to perfect its business, the company has akso stuck to a limited menu. The original brcaded chicken sandwich remains at the core of Chick-fil-A's menu today "a boneless breast of chicken seasoned to perfection, hand- breaded, pressure cooked in 100% refined peanut oil and served on a tousted. buttered ban with dill pickle chips." In fact., the My daughter and I stopped Chick-fil-A on our way home. The an auog a angpond s nap-ap ny ss Surgamd have for the chicken sandwiches and waffie potato fries! So we decided it was worth the wait. As we walked up the sidewalk, there were two staff members greeting every car in the drive theu and taking unders on litle tablets. A manager was making his rounds aian a usitn por an aprano upng puna leaving When we cume inside, the place was packed We were greetel immedistely by the cashiers Seth hagpened to ake our order. He waud peg pon kpnap aods uama apan an dg pe energy aa enaper He pe uamumber and said he'd be righe out with our drinks. We were able to sit atatable as the other guesti were leaving and before we could even get sentled our drinks were on the table! While Seth started so walk anay, vur food was deli ered by anocher very friendty person. Beh myself and my 15-year old danghter commemed on how fast it all happened. We were se shocked that we stated commenting on the large groups arriving behind u and hegan watching in amazement, not cnly inide but outsidet 525 Appendix 1 company Cases company's trademarked slogan-"We didn't invent the chicken just the chicken sandwich"-has kept the company on track for decades. Although it has carefully and strategically added other items to the menu, it's the iconic chicken sandwich in all its varieties that primarily deives the brand's image and the com- pany's revenues. This focus has belped the company give cus- tomers what they want year after year without being tepted to develop a new flavor of the month. Company Case 1 Chick-fil-A: Getting Better before Getting Bigger Chick-fil-A is dominating the US. fast-food market, Wherean McDonald's. Subway, Burger King, and Taco Bell trudge along at the top of the heap, Chick-fil-A has quietly grown from a Getting It Right Southeast regional favorite into the largest chicken chain and the eighth-largest quick-service food purveyor in the coantry. The chain sells significantly more food per restaurant than any of its competitors-three times that of Taco Bell or Wendy's and more than four times what the KFC Colonel fries up. And it does this without even opening its doors on Sandays. With annual revenues of S8 billinn and annual average growth of 16 percent, the chícken champ from Atlanta shows no signs of slowing down, How does Chick-fil-A do it? By focusing on customers. Since the first Chick-fil-A restaurant opened for business in the for her husband to see. late 1960s, the chain's founders have beld tenacioesly to the philosophy that the most sustainable way to do business is to provide the best possible customer experience. Also central to Chick-fil-A's mission is to "have a positive in- fluence on all who come in contact with Chick-fil-A" Although seemingly a tall order to fill, this sentiment permeates every aspect of its business. Not long ago, curent Chick-fil-A CEO Dan Cathy was deeply affected by a note that his wife taped to their refrigerator. In a recent visit to a local Chick-fil-A store, she had not only received the wrong oeder, she had been over- charged. She circled the amount on her receipt, wrote "Tl he back when you get it right" next to it, and posted it on the fridge That note prompted Dan Cathy to double down on cus- tomer service. He initiated a program by which all Chick-fil-A employees were retrained to go the "second mile" in provid- ing service to everyone. That "second mile" meant not only meeting basic standards of cleanliness and politeness but going above and beyond by delivering each order to the customer's table with unexpected touches such as a fresh-cut flower or Applying Some Pressure Chick-fil-A founder S. Truett Cathy was no stranger to the res- taurant business. Owning and operating restaurants in Georgia ground pepper for salads in the 1940s. "50s, and "60, he was led by his experience to investigate a better (and faster) way to cook chicken. He dis- service Chick-fil-A's customers have come to expect as well as covered a pressure fryer that could cook a chickes breast in the same amount of time it took to cook a fast-food burger. Developing the chicken sandwich as a burger alternative. he registered the name "Chick-fil-A, Inc" and opened the fiest Chick-fil-A restaurant in 1967. The experience of a recent patron illustrates the level of the innovative spirit that makes such service possible: The company began expanding inmedistely, although at a much slower pace than the market leaders. Even today. Chick- fil-A adds only about 100 new stores each year. Although it now has more than 2.200 stores throughout the United States, that nutmber is relatively small compared to KFC's 4,100, McDon- ald's 14,000, and Subway's 27,000. Chick-fil-A's controlled growth ties directly to its "eustomer first" mantra. As a family- owned operation, the company has never deviated from its core valoe to "focus on getting better before getting bigger." The slow-growth strategy has enabled that ability to "get better." As another way to perfect its business, the company has akso stuck to a limited menu. The original brcaded chicken sandwich remains at the core of Chick-fil-A's menu today "a boneless breast of chicken seasoned to perfection, hand- breaded, pressure cooked in 100% refined peanut oil and served on a tousted. buttered ban with dill pickle chips." In fact., the My daughter and I stopped Chick-fil-A on our way home. The an auog a angpond s nap-ap ny ss Surgamd have for the chicken sandwiches and waffie potato fries! So we decided it was worth the wait. As we walked up the sidewalk, there were two staff members greeting every car in the drive theu and taking unders on litle tablets. A manager was making his rounds aian a usitn por an aprano upng puna leaving When we cume inside, the place was packed We were greetel immedistely by the cashiers Seth hagpened to ake our order. He waud peg pon kpnap aods uama apan an dg pe energy aa enaper He pe uamumber and said he'd be righe out with our drinks. We were able to sit atatable as the other guesti were leaving and before we could even get sentled our drinks were on the table! While Seth started so walk anay, vur food was deli ered by anocher very friendty person. Beh myself and my 15-year old danghter commemed on how fast it all happened. We were se shocked that we stated commenting on the large groups arriving behind u and hegan watching in amazement, not cnly inide but outsidet 525
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1 In USA leading position in the field of fast food joints is hold by the Chickfila Company Marketing mix of the company involves various items for breakfast lunch and dinner The prices charged by the ... View the full answer
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