This week, we covered the marketing mix most commonly known as the 4 P’s (product, price, promotion, and place) and the role each “P” plays in the internal and external factors of marketing. Keeping in mind the lecture and discussion this week, watch the video “Chick fil A Eat Mor Chikin Except on Sunday” by clicking on the link below and then answer the following questions.
Watch Video Chick fil A Eat Mor Chikin Except on Sunday
YouTube URL: http://www.youtube.com/watch?v=cHAie2mz3gQ
Chick fil A: Eat Mor Chikin Except on Sunday
Identify and describe how Chick-fil-A’s external and internal factors affect the marketing of their product.
Marketing Strategies
The Chick-fil-A is implementing strategies for marketing which varies. The company strategy is focused on increasing brand awareness. The company is not indulging in offering limited time offers and discounted products. It has been advertised the products at its retail price as it has been sold in the past. The company strategy is focused on providing high-quality products with lower and competitive products. The Chick-fil-A offers premium food and service at low prices as compared to other such companies. Chick-fil-A marketing strategies are centered on Christian beliefs. The Sunday closing of the restaurant has helped the company build such a reputation, and it believes that it has not lost any sales by opening 6 days in the week because of its loyal customer base (LaRoy, 2013).
Positioning Strategy
The company has positioned its brand Chick-fil-A as a premium quality product with competitive pricing. The company maintains this position by offering premium chicken at lower than market prices and with high-quality service as well. The company Chick-fil-A provides an alternative to all the other hamburgers and is committed to educating its customer base by giving out books in place of toys in the kid’s meals. The 4 Ps of the marketing of Chick-fil-A are positioned to make it high quality with lower prices brand. Fair pricing, high-quality product, and place and promotion as per the Christian beliefs make up its brand positioning (LaRoy, 2013).
State if you believe closing on Sunday is a competitive advantage for Chick-fil-A. Explain your answer.
Sunday Closing
The company believes that closing the restaurant on Sunday does not affect its sales. Even more, it believes it has helped gain Chick-fi-A the reputation of the Christian valued restaurant. The reputation of the company, as mentioned in the video, has built loyalty in its customer base, which even helps it to gain much better profits in working 6 days a week. The strong belief system of the restaurant is generally admired by the Christian community (LaRoy, 2013).
References
LaRoy, G. (2013, October 26). Chick fil A Eat Mor Chikin Except on Sunday. Retrieved from Youtube: https://www.youtube.com/watch?v=cHAie2mz3gQ
+447462439809