Decisions made by marketers are based upon their chosen philosophies to their respective markets. Chic-fil-A has followed different philosophical approaches in order to reach and maintain a large number of customers. The first approach Chic-fil-A has relied upon is the marketing concept approach. In this approach the marketer develops a product offering and the entire marketing program to meet the customer base (Jain C, S. , Marketing, planning and Strategy). The marketing of Chic-fil-A is such that it employs its original and other innovative strategies to try and reach her customers. The company has established a large number of restaurants in different locations and this help her reach a large number of customers. Chic-fil-A is well known for its practice of religious value in conducting the business and therefore establishing good contact with a lot of people by treating them accordingly at the company’s restaurants. The marketing concept approach is a philosophy that highly considers the way information flows from marketer to decision makers. Chic-fil-A has employed different marketing strategies that ensure she maintains and acquire a large customer base. One of the strategies the company employs in order to market her products is through taking the initiative of handling the fee burden for needy students at WinShape College. Another approach employed by Chic-file-A in marketing her products is the systems approach. The approach view a product not as an individual entity but as one
of the entities that satisfies customer needs (Jain C. , S. , Marketing, planning and Strategy). The company has established a religious practice in its business that of leaving out Sunday out of the days she conducts business. This is to be able to respect and give thanks to God for enabling their continued success in the business. Chic-fil-A has used this to develop the slogan “eat mor chikin” except on Sunday therefore showing more respect to Godly time hence being liked by the supporters of such kind of policy. Strategic planning for a company requires logical thinking in order to establish a clear direction in which a business is taking (Cannon J.P, Basic Marketing: A Marketing Strategy Planning Approach).This influences the market to the advantage of the strategists hence seeking to change the competitive environment. Positioning a product is the placing of a product in the market for it to have a better competitive advantage over competitors (Jain C. , S. , Marketing, planning and Strategy). The positioning of “chick-fil-A” in the US is such that it beats competition due to better positioning strategies the company has. The marketing and branding of the company has been made to withstand for long. The company opens branches of restaurants after some period of time in many parts of the country and this increases its customer base. The company has unique marketing strategies; display of a well renowned graphic advert which appears on billboards and other forms of media. The company also offers scholarship worth US$ 32000 to fresh comers at WinShape College and also offers scholarship worth US$1000 to its restaurant team members as part of its branding. Positioning is meant to make a brand stand apart from competing brands, tell the customer how actually the product is. The Advert “eat mor chikin” is a slogan well known by the customers and identifies the restaurant in all the places they are located.