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You have been employed as a Marketing Consultant by Chick-fil-A, which is looking to bring this franchise into the UK as part of its market expansion.

Course/Programme:

BA Business

Level:

4

Module Title:

Marketing Management

Assignment titles:

Creation of a Marketing Plan

Assignment number:

2019 Cohort

Employability skills assessed:

C1:         Reading, selecting, analysing and synthesising information from a range of sources

C2:         Producing different types of document

C3:         Participating in discussions

C4:         Making presentations

LP1:       Develop a strategy for using a range of skills to improve own learning and performance

IT1:        Preparing information

IT2:        Processing and presenting information

S1:         Plan personal work schedules

WWO1:  Planning activities with others

WWO2:  Working towards identified targets

Task

Learning Outcomes

An audit of the marketing environment;

Macro/micro analysis

LO1: Develop knowledge and understanding of key theories, concepts and models in marketing to guide the development and execution of marketing strategies.

A competitor analysis

To highlight how the organisation will stand out from the competition.

LO2: Understand the complexity of competitive environment and discuss is impact on developing effective marketing decisions and marketing strategies in organizations

A clear segmentation, targeting and positioning (STP) strategy and perceptual map.

To illustrate your potential market position

LO3: Develop the skills to critically analyse marketing situations and problems facing organisations and assess its capacity to adapt to a dynamic and uncertain future.

 

Marketing strategy using the 7P’s

Your report will briefly explain how you will use or adapt the tools of the marketing mix to gain an entry into the UK market

LO4: Develop, recommend and justify, appropriate and actionable marketing strategies and tactics to an organisational scenario.

     

TASK DESCRIPTION – ASSIGNMENT  (Individual Marketing Plan 100%)

TASK 

Individual Marketing Report (100%)

Chick-fil-a is one of America’s private fast food chains, which was founded in 1967 by  S.Truett Cathy in Atlanta.  The revenue generated by the outlet is more than any other fast food chain in the US, with average sales per outlet being approximately $4m in 2017. In contrast, McDonald’s – one of their main competitors – had an average of $2.6m (QSR magazine). Chick-fil-A presently exists in 48 of America’s 50 states and remains a very popular eatery even today. Chick-fil-a in the next two years will probably be the third largest American food chain.

You have been employed as a Marketing Consultant by Chick-fil-A, which is looking to bring this franchise into the UK as part of its market expansion.

You are expected to write a marketing plan in Report format, which must include:

  • An audit of the marketing environment;
    • Macro/micro analysis
  • Statements and justifications of 2/3 SMART Objectives.
  • A clear segmentation, targeting and positioning (STP) strategy and perceptual map.
    • To illustrate your potential market position
  • A competitor analysis
    • To highlight how the organisation will stand out from the competition.
  • Marketing strategy using the 7P’s
    • Your report will briefly explain how you will use or adapt the tools of the marketing mix to gain an entry into the UK market.

Notes

  • You do not need to produce a budget for this plan.
  • This report has to be referenced using the Harvard style (in text referencing as well as a list of references and bibliography must be provided at the end of your work

This task addresses all learning outcomes.

LENGTH REQUIRED


A length of 2000 to 3000 words. 


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