Unformatted Attachment Preview
Criteria
Designed a communication strategy
featuring the new (improved) services
and containing the given elements.
Provided a brief that evaluates both
traditional and nontraditional
channels to carry the communication
strategy.
Designed a Microsoft PowerPoint
presentation by compiling the Final
Project works completed in the first
four weeks.
Proposed a pricing strategy for the
company.
Justified the proposed pricing
strategy.
Expanded Grading Rubric for MBA6011 W5A2
Unsatisfactory
Below
Emerging
Meets
Expectations
Expectations
Assignment Components:
Exceeds
Expectations
0–23 Points
24–27 Points
28–31 Points
32–35 Points
36–40 Points
Did not outline an IMC.
Unsupported with
research.
Outlined an IMC. Lacks
credible research
support.
Described an IMC.
Weakly supported with
research.
Designed an IMC.
Sufficiently supported
with research.
IMC design is compelling,
with well-developed
logical progression. Well
supported by research.
Comments:
0–17 Points
18–20 Points
21–23 Points
24–26 Points
27–30 Points
Identified a few
traditional and
nontraditional channels.
Lacks credible research
support.
Described traditional
and nontraditional
channels. Weakly
supported with
research.
Evaluated most
traditional and
nontraditional channels.
Sufficiently supported
with research.
Evaluation of all
traditional and
nontraditional channels is
compelling, with welldeveloped logical
progression. Well
supported by research.
11–20 Points
21–40 Points
41–52 Points
53–60 Points
Findings are presented
randomly in the
PowerPoint. Slides are
not logically linked to
each other thus making it
almost impossible to
follow. Lacks credible
research support.
Findings are in a
generally acceptable
order, but PowerPoint
slides are not connected
in a logical way thus
making it difficult to
follow. Weakly
supported with
research.
Findings are compiled in
the PowerPoint in a
clear and logical way
making it possible to
follow. Sufficiently
supported with
research.
Findings flow smoothly
from one idea to another
and is clearly linked in the
PowerPoint. Making it
very easy to follow. Well
supported by research.
Comments:
0–23 Points
24–27 Points
28–31 Points
32–35 Points
36–40 Points
Did not summarize pricing
strategy. Unsupported
with research.
Summarized a pricing
strategy. Lacks credible
research support.
Modeled a pricing
strategy. Weakly
supported with
research.
Proposed a pricing
strategy. Sufficiently
supported with
research.
Proposed a pricing
strategy that is actionable
and shows a welldeveloped logical
progression. Well
supported by research.
Comments:
0–23 Points
24–27 Points
28–31 Points
32–35 Points
36–40 Points
Did not identify reasons
and examples to support
the proposed pricing
strategy. Unsupported
with research.
Identified reasons and
examples that support
the proposed pricing
strategy. Lacks credible
research support.
Discussed reasons and
examples that support
the proposed pricing
strategy. Weakly
supported with
Justified the proposed
pricing strategy.
Sufficiently supported
with research.
Justification of the
proposed pricing strategy
is compelling, with welldeveloped logical
progression. Well
Did not identify traditional
and nontraditional
channels. Unsupported
with research.
Comments:
0–10 Points
Did not present findings in
PowerPoint. Unsupported
with research.
Score
__of 40
__of 30
__of 60
__of 40
__of 40
Page 1 of 2
Strategic Marketing
©2014 South University
research.
Communication:
Use of tone, word choice, audience,
transitions, and progression of ideas.
Mechanics:
Use of grammar, sentence structure,
and spelling.
Academic/APA Formatting
Use of citations, references, and
structural formatting including such
elements as title page, running head,
page numbers, introduction, headings
(as appropriate), and conclusion.
Comments:
Presentation and Writing Components:
0–5 Points
6 Points
supported by research.
7 Points
8 Points
9–10 Points
Submission contains
random presentation of
ideas, which prevents
understanding the
majority of author’s
overall intent.
Ideas are presented in a
way that forces the
reader to make repeated
inferences in order to
identify and follow the
author’s overall intent.
The reader can follow
the author’s overall
intent as stated.
The writer’s overall
argument and language
are clear and tightly
focused, leaving the
reader with no room for
confusion about author’s
intent.
6 Points
7 Points
8 Points
9–10 Points
Errors in basic writing
conventions are
sufficiently numerous to
prevent reader
comprehension of
majority of the work.
Errors in basic writing
conventions interfere
with, but do not prevent,
reader comprehension.
A few noticeable errors
in basic writing
conventions do not
interfere with reader
comprehension.
Text is basically error
free, so that a reader
would have to search to
find any errors that may
be present.
Comments:
0–11 Points
12–13 Points
14–15 Points
16–17 Points
18–20 Points
No attempt at
academic/APA formatting
in presentation.
Academic/APA format is
attempted, but errors are
significant.
Academic/APA format is
attempted, but errors
are distracting.
Used Academic/APA
format accurately. Errors
are noticeable but
minor.
Used Academic/APA
format proficiently. Text
is basically error free.
Submission contains no
discernible overall intent
in author’s selection of
ideas.
Comments:
0–5 Points
Errors in basic writing
conventions are
sufficiently numerous to
prevent reader
comprehension.
__of 10
__of 10
__of 20
Comments:
Summary Comments
Total Score ___of 250
Page 2 of 2
Strategic Marketing
©2014 South University
W4: Final Project
Elizabeth F. Peak
W4: Final Project
MBA 6011
Strategic Marketing
March 31, 2015
1
W4: Final Project
2
Abstract
This project focuses on analyzing the types of stakeholders involved in the development process for
the product or service of your chosen company. It evaluates the impact of key inputs from
stakeholder groups on new product/service development efforts. The report analyzes the role these
key stakeholder groups can play in contributing to the success of a new product/service. It examines
the persuasive strategies that can be used to enfranchise stakeholders in new product/service
development projects. This assignment focuses on the key competitive advantages that information
technology (IT) has delivered to the area of new product and service development.
W4: Final Project
3
W1: Final Project
Introduction
Chick-fil-A is a United States (U.S.) based fast food restaurant chain and is
headquartered in the Atlanta suburb of College Park, Georgia. The company has its own
specialization for to chicken sandwiches. Currently, they have been dealing with more than
19,000 restaurants in 41 plus U.S. states. Chick-Fil-A recently has been focusing on introducing
new products to meet its customer-based expectations. Recently, they introduced grilled chicken
options in chicken nuggets and grilled chicken sandwich options. These new products are
meeting the requests for healthier options (Chick-Fil-A.com, 2015).
Types of Stakeholders
Stakeholders are all individuals that have an interest in an organization and they may
either be internal or external. Internal stakeholders are shareholders (legal stakeholders),
employees and managers while external stakeholders include customers, the government,
standards agencies and the local community where the business is located. The most important
internal stakeholder group is the employees. The Chick-fil-A line of food industry highly
depends on employee preparation and delivery of exemplary customer service. With high
standard service to customers, there is increased probability for customer retention and loyalty.
Furthermore, there is an opportunity to proof beyond reasonable doubt the need to get employee
job security in order to retain employees. Apparently, these is done by engaging the company
staff to make them move in a unitary direction with timely initiatives like on the job training to
improve the skill level and product understanding. The legal stakeholders play a good part in
putting more capital in to the business to boost its growth. They also ensure they follow the law
W4: Final Project
4
to the letter to attend to the legal duty of paying taxes and rates. The managers work in balance
with the legal stakeholders and employees to enforce the orders from their bosses. They have
delegated mandate to recruit and enroll new employees. The keenness in picking out and
scrutinizing potential employees is what helps the organization to build a reliable team (Mayhew,
n.d.).
Suppliers also play a huge role in ensuring the whole supply chain is working in
synchrony with the business. This partnership provides the company with raw materials to cook
food. The standard agencies enforce the standard to ensure customer health is paramount. They
are tasked with the duty to test food being made at the same time ensuring acceptable procedures
are used in achievement of standards in terms of licensing and issues such as of observation of
cleanliness in the kitchen environment. Chick-fil-A has also ensured they conform to the health
standards to ensure that supplies are properly refrigerated. There have been adjustments made
such that the products used to rare the Chicken that is later cooked when it reaches maturity are
fat free. The government is also a major stakeholder as it has played a huge part in ensuring
franchising and licensing is made possible in clearly stated procedures. The government is also
interested since the organization has lots of outlets which is a source of tax revenue. The
community has residents who are major beneficiaries as they gain the value and show interest in
the continued existence of the outlets. To stay in business the organization has valued the
community who form their customers by providing them the choice of service they request in the
best quality and timely incentives and promotions (Mayhew, n.d.)
.
W4: Final Project
5
Persuasive Strategies
Some of the persuasive strategies that can be used to enfranchise stakeholders in new
product/service development projects are: To harness innovation for the public good, putting
people at the center, spreading economic opportunity, engaging in new alliances, be
performance-driven in everything, practice of superior governance and pursuit of purpose
beyond profit (Jackson & Nelson, 2004).
Harnessing innovation for the public good involves turning brilliant ideas into viable
solutions to respond to changing needs and expectations of the customers. This ensures
relevance, competitiveness and growth. It is also vital to solving many of the major challenges
that our world faces. Innovations are essential to ensure quality is high and improved adding
value to Chick-fil-A (Jackson & Nelson, 2004).
Putting people at the center is an approach that encourages involvement of employees
and other key stakeholders to invoke transformation that bring overall benefits through
accountability, transparency and trust. On the other hand the strategy to spread economic
opportunity is vital in enhancing prosperity through building future market and business
relationships for the company. These opportunities can be grabbed easily if attention is paid and
investments made to support programs that increase access to information technology, education
and training (Jackson & Nelson, 2004).
Engaging in new alliances may proof to be necessary in enhancing core business
performance. This may help in provision of affordable, good quality products to consumers
while using less raw material and less resources in their production (Business Case Studies,
2015).
W4: Final Project
6
Another strategy that can work would be having stakeholders have a performance-driven
attitude in everything. The growing trend currently is through making public commitments to
reaching certain targets in addition to the financial performance. These standards may be ethical,
social and environmental performance. The organization can now strive to achieve the targets
set by the management board. Alternatively, the strategy to practice superior governance can be
used. Superior governance is about legitimacy and acceptance by stakeholders and shareholders.
It is about transparency and accountability and to some extent tackling bribery and corruption
(Jackson & Nelson, 2004).
The last strategy entails pursuing purpose beyond profit to extend further than short-term
profits and the creation of shareholder value. It will include a longer-term vision built on
purposeful leadership, principles and values that meet customer needs or aspirations (Jackson &
Nelson, 2004).
Competitive Advantages of Information Technology
The key competitive advantages that information technology has delivered to the area of
new product/service development start with the ability to install new locations efficiently in
coordination with market level business objectives in a proactive manner. It has also become
much easier to manage new service for all sites. The infrastructure has adequate bandwidth to
support current and planned enterprise applications solution for new products and services.
There has been a roll out of geographical coverage areas to maintain corporate objectives in all
the various outlets (Chick-Fil-A Case Study, 2015).
W4: Final Project
References
Chick-Fil-A.com. (2015). Company & Careers. Retrieved on March 30, 2015 from
http://www.chick-fil-a.com/Company/
Chick-Fil-A rolls out managed SmartNetwork solutions for debit/credit card initiative (2015).
Retrieved March 30, 2015, from
http://www.cybera.net/documents/casestudies/CaseStudy_Chick-fil-Afila_web.pdf
Mayhew, R. (n.d.) Different Types of Stakeholders. Retrieved March 30, 2015 from
http://smallbusiness.chron.com/different-types-stakeholders-32499.html
Ethically serving stakeholders’ Co-operative Food Group case study. (2015). Retrieved March
30, 2015, from http://businesscasestudies.co.uk/co-operative-food-group/ethicallyserving-stakeholders/internal-stakeholders.html#axzz3Vu2CIWjX
Jackson, I.A, & Nelson, J. (2004). Values-Driven Performance: Seven strategies for delivering
profits with principles. Ivey Business Journal. Retrieved March 30, 2015, from
http://iveybusinessjournal.com/publication/values-driven-performance-seven-strategiesfor-delivering-profits-with-principles/
7
W3: Final Project
Elizabeth F. Peak
W3: Final Project
MBA 6011
Strategic Marketing
March 24, 2015
1
W3: Final Project
2
Abstract
This project focuses on analyzing the key elements of buying products through customer service
or direct services from Chick-Fil-A. It provides a blueprint (diagram) detailing the service
delivery process involving the frontline employee–customer contacts before, during, and after
the purchase. The report outlines possible contact point failures in customer contacts and offers
potential improvements.
W3: Final Project
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W1: Final Project
Introduction
Chick-fil-A is second largest quick-service chicken restaurant that is a privately owned
chain in the U.S. with more than 1,340 outlets in 37 states. Chick-fil-A is a preffered choice
for food for a variety of occasions like parties and meetings. The restaurants offer fresh,
delicious food with the menu including packaged meals and trays for occasions and guests.
Many of their restaurants offer pick-up and delivery services at the right temperature (hot food is
hot, and the cold food is cold) in a timely manner with presentation provided at no cost. For
convenience, the order is presented with napkins, plates and utensils. For extra presentation for
dining customers, Chick-Fil-A even adds fresh flowers to the tables and a play area for families
with younger children. One of the major focuses for Chick-Fil-A is their customer service and
coaching their team members to respond to “Thank you” with “My pleasure.”
The services offered by the company may be accessed through the website, mobile
application, walking inside the restaurant or drive through services. Certain features or services
offered on the Site and mobile application may require a completion of a registration process to
setup an account where one is expected to provide accurate information about oneself. Once an
account is setup, funds can now be loaded onto it using credit or debit card information. Mobile
ordering is available in select locations, where customers can gain access to features like menu
and nutrition information and restaurant location finder among other services. Customers can
use their smartphones to place orders and pay up before they reach the restaurant. During the
order process, customers are free to choose any item they want to completely satisfy their own
preferences. Frequent food orders are saved for easy future reorder. The food is prepared when
customers order on the app to ensure they receive food fast and on as per their schedule. The
W3: Final Project
4
method of pick up (walk in the restaurant or delivery in the car) is then chosen. On completion
of order, customers click on the “Pay” button and a unique Quick Response Code is provided
instantly. This code is then used when scanning at the drive–thru window. The cost of the meal
is already calculated and customers then pay for their mobile order using a credit or debit card or
with their Chick–fil–A mobile payment account where the cost of the food is deducted from the
account balance.
The direct service procedure is pretty much the same only that one has to start by looking
for a parking spot before leaving the vehicle and stand in a queue to make an order at the cashier.
The customer has to make a payment to place the order. Once the order has been picked one is
expected to wait to be called out after the order has been made promptly.
W3: Final Project
Blueprint (Diagram) of Service Delivery Process
Customer side
contact person (visible)
Information
seeking on the
website
Choose
method of pick
up (Drive Thru
or In Store)
Greet and
welcome
Make an order
Pay for the
order
Wait for
service time
Process the
order
Deliver the
order
Receive order
Eat
Dining Room
Cleaning and
Stocking
Supplies
Customer
Drink
Refills
Leave dining
room
5
W3: Final Project
6
Contact Point Failures and Improvements
Contact point failures occur at the various outlets with a notable situation common with
lunch time and dinner time crowds. The number of cashiers taking orders should be increased to
reduce the delivery time to customers. Few cashiers on duty can cause slow services due to
fatigue and increased wait times for customers. Fatigue which is the state of feeling very tired,
weary or sleepy resulting from prolonged mental or physical work, or extended periods of stress
or anxiety. Boring or repetitive tasks can intensify feelings of fatigue. Fatigue can be either
acute or chronic. Acute fatigue results from short periods of heavy physical or mental work.
The effects of acute fatigue are of short duration and usually can be reversed by sleep and
relaxation. There are many causes of fatigue. Work-related factors may include under staffed,
long work hours, long hours of physical or mental activity, insufficient break time between
shifts, inadequate rest, excessive stress or a combination of these factors. The throughput of a
team member with fatigue is minimal and this would be expressed through longer times on tasks
due to divided attention and lack of concentration.
Another failure could occur with wiping down of the tables in the dining room for new
customers. With a large clientele, it may be hard to keep up with the speed of movement making
it hectic to clean up. More workers can be employed to keep up with the large number of people
getting in and out.to help out with the running of things smoothly. The same thoughts on fatigue
could also be employed to put across the need for more workers if the service quality is to be
maintained. Fatigue can provide overall effect of diminishing output from individuals. Even
with division of the labor force, the work load should be bearable otherwise the overall output
will not be desirable.
W3: Final Project
7
With a lot of clients it is advisable to have a huge parking and a good, reliable parking
management system. The hustle to get a parking spot is somewhat annoying and time wasting for
people preferring to walk in the restaurant. Adding to the parking lot congestion is the drive thru
waiting line usually wraps around the parking lot. The solution to such a problem is through a
smart parking management system along with improved speed in the drive thru lane. From
precise lane logic that facilitates real-time counts necessary to make informed and timely
operational decisions, to a fully customizable software interface. Because the parking
management systems are built on an open architecture it is possible to incorporate or integrate
new features on a continuous basis. Many stores are adding two lanes for drive thru or speeding
up service time in the drive thru by placing staff in the parking lot with mobile devices like
tablets to take customers orders to keep the line moving. These improvements not only
optimizes parking concerns but also deliver convenient, speedy solutions for drivers in the drive
thru lanes. Integration of this technology with proven strategies will efficiently manage parking
program to gain powerful results for the organization.
Chick-fil-A’s speed (203.88 seconds) is slow compared to McDonald’s slowest average
speed of service at 189.49 seconds. However, slower service time can be attributed to busier
drive-thru lanes due to traffic from the dining room and the drive thru. The move towards
specialty sandwiches is also adding a few seconds in to service time which may compromise
speed of service at the expense of the drive-thru experience. An improvement can be made by
ensuring that team members are efficient and competent to provide quality and a great,
memorable time for all customers. The result can be achieved through cross-training employees
constantly to ensure fast speeds. The company could also consider using a separate grill and
sandwich assembly line in the drive thru to maintain fast speeds (Oches, 2013).
W3: Final Project
8
Accuracy failure may also occur when there are barriers that may hinder the ability to
connect with customers personaly and show hospitablity, care and concern for the customer. To
deal with this challenge team members should be encouraged to repeat the customers orders back
to them to ensure accuracy of order. This can ensure that the team members are more attentive
and focused to get it done with much efficiency. Miscommunication could be avoided if the
sales representative would see the non-verbal cues such as the body language or hear the
description in voice. With this form of communication, I would have received immediate
feedback on whether the information has been passed correctly. The busy employees may have
been having a huge work load and rushing to complete the orders or becoming flustered by long
wait lines might add to this problem. Employee coaching and manager assistance during high
volumes along with appropriate staffing during high-volume time frames will improve this
failure points.
Chick-fil-A wide area network needs to have a persistent secure connectivity network
environment in order to deliver an approval turnaround in less than eight seconds at the points of
sale. However, as recent as Friday, January 2, Chick-fil-A was caught up in credit card
information fraud with need for a secure and reliable virtual private network. An improvement
on the security levels and encryption would offer solid solutions to the underlying problem that
is a source of loss in customer confidence. The system could incorporate offline servers that are
not connected to the internet at all times to offer customer protection of credit card information
(Goldman, 2015). The ordering process can have a contact point failure begging need for
suggestion of new services. The mobile ordering service is presently not available for breakfast
or catering orders. The company needs to expand mobile ordering to more restaurants to enjoy
greater customer benefits nation-wide. Breakfast is perceived by many as the most important
W3: Final Project
9
meal of the day which provides a huge untapped market niche. Breakfast provides many benefits
to our health and wellbeing as it provides the body and brain with fuel after an overnight fast.
Apart from providing us with energy, breakfast foods are good sources of important nutrients
such as calcium, iron and B vitamins as well as protein and fiber. The body needs these essential
nutrients and research shows that if these are missed at breakfast, they are less likely to be
compensated for later in the day. People who eat breakfast are less likely to be overweight and
more likely to be within their ideal weight range compared with breakfast skippers. Eating
breakfast can improve memory and concentration levels and it can also make us happier as it can
improve mood and lower stress levels. With all these advantages it is only smart to include it in
the application for mobile ordering (Press Release, 2013).
Additional Improvements and New Services
Improvements can also be made on the mobile app experience, including an auto–reload
option for mobile payments and the ability to use Apple Pay within the Chick–fil–A app. This is
essential to offer easier and diverse platforms to pay for goods and services. This is very crucial
as it empowers buyer ability to pay at ease. This consideration will capture greatly the customers
who prefer to make payments using Apple Pay. The application should also be portable to have
the ability to run with little or no modification on different hardware and software platforms,
or work with different versions of the same hardware or program in general (Press Release,
2013).
Conclusion
To conclude, the sources of contact failure may be due to situational factors or
psychological factors present in the business environment. The suggestions that have been
highlighted are probable solutions that would smoothen out the customer experience at the
W3: Final Project 10
various chains. This will consequently improve the organization’s profits which is the core
business idea to ensure survival and future expansion of the outlets.
W3: Final Project 11
References
Chick-Fil-A rolls out managed SmartNetwork solutions for debit/credit card initiative. (n.d.).
Retrieved March 21, 2015, from
http://www.cybera.net/documents/casestudies/CaseStudy_chickfila_web.pdf
Chick-Fil-A.com. (2013). Press Release. Retrieved March 21, 2015, from http://press.chick-fila.com/Pressroom/LatestNews/PressDetail/abf
Chick-Fil-A.com (2014). Press Release. Retrieved March 21, 2015, from http://press.chick-fila.com/Pressroom/LatestNews/PressDetail/mobilepayment
Chick-Fil-A.com. (2015). Chick fil A Catering - Party Platters Made to Order. Retrieved
March 21, 2015, from http://www.chick-fil-a.com/Food/Catering
Goldman, J. (2015). Chick-fil-A Suffers Credit Card Breach. Retrieved March 21, 2015, from
http://www.esecurityplanet.com/network-security/chick-fil-a-suffers-credit-cardbreach.html
Oches. S. (2013). The Drive-Thru Performance Study. Retrieved March 21, 2015, from
http://www.qsrmagazine.com/reports/drive-thru-performance-study
W2: Final Project
Elizabeth F. Peak
W2: Final Project
MBA 6011
Strategic Marketing
March 17, 2015
1
W2: Final Project
Abstract
This project focuses on collecting consumer data for Chick-Fil-A. It focuses on how CRM
technology can improve Chick-Fil-A’s customer retention. It also provides a sample customer
satisfaction survey questions.
2
W2: Final Project
3
W1: Final Project
CRM System Integration for Chick-fil-A Company
Chick-fil-A is a United States (U.S.) based fast food restaurant chaining and
headquartered in the Atlanta suburb of College Park, Georgia. Company has its own provided
dishes specialization and especially belongs to chicken sandwiches. Currently, they have been
dealing with more than 19, 00 restaurants in 41 plus U.S. states.
In last few months, they have recognized few issues while they were trying to connect
with their customers. There was lacking due to have heavy work load to employees that
sometime didn’t give them proper time to spontaneously manage the things effectively so that to
get better feedback, however, such issues were accidently found for few customers only but they
couldn’t ignore to have a better image with considerable customers satisfaction.
A customer relationship management (CRM) is an acronym which is widely used by
managements in order to enhance interactions with clients, customers, and sells prospects. In
addition, it is used to learn more about the needs and behaviors for effective enhancement of
relationship with customers. There are key elements which are core to customer relationship
management. These key elements include customer service, sales force automation, and
campaign management. In this company, that is Chick-Fil-A there exists a customer database
template which contains the critical customer information from our key market segment. The
database template enhances effective attraction of customers in the management, thus enhancing
full growth of the company. This helps the company to meet its strategies.
So here, I am introducing a Customer Relationship Management (CRM) System that they
would like to integrate with their current system in order to get more satisfactory users feedback.
W2: Final Project
4
I think, there should be template that should contain few fields which can assist us to recognize
the customers taste and experience so that to include better services for them in their future visit.
Additionally, they can offer them a few attractive and/or discounted offers.
CRM Template for Customers Critical Information:
Fields
Content
Phone Number/Email
For contracting in future
Customers Feedback
Last visit experience
Customers Taste
What they had earlier, types of
foods they like, etc.
Budget
Affordable budget that they had
earlier
Occupation
Field/area from which they
belong that will assist us to
provide better offers in future.
Address/Email address
For any discounted coupons
that we generally offer but
many customers are not aware.
Earlier Order List
It used to maintain any list of
earlier order in order to easily
recognize their taste for future
W2: Final Project
5
orders with similar items.
A customer satisfaction survey which will be with our one employee whom will interact with
customers and request them to provide their feedback on this; means, this CRM system will also
include ten most exciting questions in our user feedback form. It wouldn’t take more than 2
minutes to complete and we will offer some discounted benefits after its completion.
1. Were you greeted by our staff?
2. Are you happy with our ordering process?
3. Was your meal today dine in or to go?
4. Are you happy with prices?
5. Are you okay with restaurant environment?
6. How likely are you to visit again?
7. Have you any suggestions or feedback?
8. How often do you eat out per week? Month?
9. Would you recommend our services to others?
10. Was your order correct? and the right temperature when served?
W2: Final Project
6
CRM Data Collection Procedure:
A description on how this customer data will be collected is very important. This helps to
undermine some of the challenges that managements meet while collecting the data. The first
area is creating the database which mainly outlines the data, defining the fields in the database,
database, setting, and lastly creating database reports which can be optional.
It will be a simple procedure as when customers have had taken our services and waiting
to pay for bill then one of our executives will meet them for 5 minutes. His job will be to ask
questions about their experience of the service. The feedback can be easily recorded in our CRM
system using PDA/Laptop devices. Lastly, he can ask all the appropriate data which are required
from them to serve in future with more effective services.
W2: Final Project
7
References
Bergeron, B. P. (2002). Essentials of CRM: A guide to customer relationship management. New
York: Wiley.
Chick-Fil-A.com. (2015). Company & Careers. Retrieved on March 17, 2015 from
http://www.chick-fil-a.com/Company/
Dyché, J. (2002). The CRM handbook: A business guide to customer relationship management.
Boston: Addison Wesley.
Yun E. Zeng, H. Joseph Wen, David C. Yen, "Customer relationship management (CRM) in
business-to-business (B2B) e-commerce", Emerald 11, (2003).
W1: Final Project
Elizabeth F. Peak
W1: Final Project
MBA 6011
Strategic Marketing
March 10, 2015
1
W1: Final Project
Abstract
This project focuses on a SWOTT analysis of Chick-Fil-A. This analysis places emphasis on
long-term trends affecting Chick-Fil-A. It includes creating a new mission statement for ChickFil-A, which focuses on what their competition is doing.
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SWOTT Analysis
S = Strengths
➢ Consistency
➢ Established brand in U.S.
➢ 1600+ restaurants in almost all states in the U.S.(As shown in Fig.1)
➢ Being privately owned
➢ Values/morals
➢ Keep it simple, serve different choices involving chicken
➢ Sponsorship to numerous sports events
➢ Attract a higher caliber of people through being closed on Sunday. Most employees
find that a priority.
➢ Good online presence with option of online order and delivery
W = Weaknesses
➢ Presence only in U.S. and limited international presence
➢ Don’t accept credit cards
➢ Slow service at times
O = Opportunities
➢ Expansion in other countries
➢ Expand the menu
➢ Advertising and marketing would help increase brand recall
T = Threats
➢ Wendy’s salads and new concept of substituting sides
➢ KFC (#1 in chicken)
➢ Rise in cost of raw materials
➢ Diseases like bird flu
Mission Statement
Our goal is to “Be America's best quick-service restaurant.” Chick-Fil-A always tries to
inspire and influence both the customers and the employees. Currently, Chick-Fil-A does not
have a mission statement and feels it meets it through its purpose. It’s the Chick-fil-A Corporate
Purpose that reveals the identity and character behind the Chick-fil-A operations and gives
meaning to the employees as they take actions and make decisions every day. The Chick-fil-A
Corporate Purpose is: "To glorify God by being a faithful steward of all that is entrusted to us.
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To have a positive influence on all who come in contact with Chick-fil-A.” Chick-Fil-A is closed
on Sundays because “we wanted to ensure that every Chick-Fil-A employee and restaurant
operator had an opportunity to worship, spend time with family and friends, or just plain rest
from the work week.” That is what sets Chick-Fil-A apart from other similar companies. The
company’s priority “has never been just to serve chicken. It’s to serve a higher calling.” Mr.
Kuchan explains that Chick-Fil-A is simply using chicken as a “cover-up” for what they are
really trying to do, be a positive influence and give back to the community. Each spring in
Atlanta, the company holds the Chick-Fil-A Charity Championship. The company also has a
title sponsorship agreement with the Peach Bowl, and in 2004, the Bowl raised $400,000 for
charities and $2.2 million for the two participating universities. Also, they founded the
WinShape Centre Foundation comprised of WinShape Homes and the WinShape Centre
Scholarship Program for Berry College in Rome, GA. Communicating Chick-Fil-A through
public relations allows the company to generate a positive community exposure for their
restaurants, attract new customers, drive traffic to their restaurants and increase sales, build the
Chick-Fil-A brand, and develop customer loyalty (Chick-Fil-A.com, 2013).
For service category, Chick-Fil-A only serves chicken. They consistently stay with a
great product and keep it really simple: great food, great people and clean restaurants. They’re
trying to put their customer’s way upon a pedestal and take care of them the way they should be.
As also included in the SWOTT analysis, consistency is their core competency. The consistency
of keeping it simple and the values present in the company motivate employees. Being privately
owned has allowed them to communicate their values more effectively. Chick-Fil-A decided
that they don’t have competition with the quick-service restaurants. Once you go away from
Atlanta, the farther away, people don’t know who Chick-Fil-A is. They are still considered the
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second in chicken behind KFC. Hence, their direction is now to go after all the casual dining
people. Over the next three or four years, our number one priority is going into the dining room.
They’re doing pepper grinders, flowers on the tables, just taking the experience to something you
wouldn’t expect (Chick-Fil-A.com, 2013).
For competition and measurability, it took us 43 years to get to 1 billion in sales, and it’s
took us 5 to get to 2 billion. So they have doubled their sales that took 43 years to get to in the
situation that they have got over 1200 stores. McDonald’s has 29,000 stores; Chick-Fil-A is just
a blip on the radar. They’re opening up about 65-75 stores a year and each year that they
continue to do that, without borrowing a dime from the bank. Each store floats on the profits of
another one. So Chick-Fil-A has the reason to believe that it is going to be even better after they
switch their direction since there will be less competition from other fast food (Chick-Fil-A.com,
2013).
The new mission statement for Chick-Fil-A is “By providing our customers with a
quality, first class fast food dining experience every time, while continuing to be a faithful
steward in the communities we serve, which will set us at the top of the fast food market.”
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References
Chick-Fil-A Marketing News. November-December 2004. Volume 10, Issue 6.
Hall, D., Jones, R., & Raffo, C. (2002). Business Studies (2nd ed.). Ian Chambers and Dave
Gray, eds. Ormskirk: Causeway Press Limited.
Chick-fil-A (2013). Company Highlights. Retrieved on March 10, 2015 from http://www.chickfil-a.com/Company/Highlights-Fact-Sheets
Chick-fil-A (2013). Executives Biography. Retrieved on March 10, 2015 from http://www.chickfil-a.com/Company/Bio-Page/Dan