Chick-Fil-A Case Study

MGT marketing

February 14, 2017

Case 1 Assignment Chick-fil-A

1. What types of marketing strategies is Chick-fil-A Following?

Since the 1995 “Eat-Mor-Chicken” billboards in Atlanta, the theme has been used as the basis of an integrated marketing campaign which involve billboards, in-store point-of-purchase materials, promotions, radio and TV advertising, clothing and merchandise, and calendars. They also sponsor collegiate sports in the Chick-fil-A bowl and adopt the strategy of “Second Mile” service meaning they make extra effort. They provide good service through the entire company. Their integrated marketing strategy encompasses consumer relationship strategies, advertising, convenient locations, free food giveaways, as well as numerous coupons, calendars and sponsorships.

2. How would you describe Chick-fil-A’s positioning strategy?

Chick-fil-A’s image is based out of their religious reputation, which makes consumers feel the high price is worth the friendly customer service and quality product. Their very strong religious stand helps distinguish the brand from competitors. Chick-fil-A’s Christian values play a major role to its image and brand recognition around America.

3. Is Sunday closing a competitive advantage for Chick-fil-A? Explain

Being closed on Sunday gives Chick-fil-A a competitive advantage because it differentiates the brand from others, holds true to its policies and religious views. I believe closing on Sundays elevates the company’s image, making people more drawn to it and creating loyalty in existing customers.

4. Should other retailers consider closing on Sunday? Why? Why Not?

No, because their business strategy or company views do not revolve around religious values. Each business is unique in its purpose and its way to conduct operations. They need to develop a culture the represents the company’s values and not fallow Chick-fil-A, because although it worked fro Chick-fil-A it does not guarantee it will work for others.