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Marketing Plan - Research Paper Example

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The purpose of this paper is to provide a marketing plan for Chick-Fil-a and the potential for implementing an internet café into their business model. The format that will be utilized is to first provide a SWOT analysis for the business, followed by an in depth analysis of the…
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Marketing Plan

Download file to see previous pages... he strengths component of the SWOT analysis it is the case that internal environment of Chick-Fil-a has a number of factors that could be considered beneficial. Firstly it is the case that the company is often perceived as having healthier options over other fast food companies, furthermore the company has a long history of innovation as they were one of the first innovators in the chicken sandwich format. There is often a sense of family oriented atmosphere in a typical Chick-Fil-A insofar as they present a fun image (By using cows in their advertising). In this regard if the company were to move forward with an internet café aspect of their business it may be beneficial because they have been innovators in the past and the internet format may help add to the ‘Fun atmosphere they tend to present.
In terms of the internal weaknesses of the company, as anybody who has eaten at the restaurant can identify, the menu options are restricted to chicken and when the company engages in a price war with a traditional hamburger company one could argue that the additional cost of adding internet could negatively affect the price point of their product offerings.
In terms of external opportunities, the company leads the way with healthy fast food options, with a high degree of customer loyalty. This in turn can help the company if they choose to implement an internet café function to their business model as it may help gain and retain new customers with a faster paced (Healthy lifestyle).
Lastly the external threats to the company are that a number of other fast food chains offer similar menu items and already have the internet café function. Furthermore by being closed on Sundays there is the potential that this could turn away customers who would desire a more entertaining internet experience in their free time.
In terms of competition in the fast food sector and internet sector it is the case that according to openwifispots.com (2010) several other companies ...Download file to see next pagesRead More
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