Creating the Communication Strategy

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timer Asked: Apr 2nd, 2015

Question Description

Assignment 2: Final Project: Creating the Communication Strategy

This week, you need to communicate to your "company's" market (Chick-Fil-A) segment the key benefits that make the company distinct from the competitors. In addition, you need to announce the improvements in the delivery of the services by the company. While the company has a limited communications budget, the chief marketing officer (CMO) wants to allocate the money in the most effective way.

Write an IMC strategy that includes the following:

  • An advertisement featuring the new (improved) services and containing the following elements:
    • A headline
    • A subheadline
    • A brand positioning statement 
    • An artwork
    • A layout
  • A brief paragraph identifying and supporting both traditional and nontraditional channels to carry the advertisement.

In addition, propose a pricing objective and a pricing strategy for the company based on the information gathered from the following:

  • The case study
  • The understanding of the competition
  • The likely attitude of the current customers

Explain why the company should follow your pricing strategy. Justify your pricing strategy using appropriate examples and reasoning.

Using an online Library, complement your understanding of the competitive environment. Create a Microsoft PowerPoint presentation that consists of a compilation of the Final Project works completed in the first four weeks.

The presentation should have a minimum of 20 slides. The detailed description of each slide should be described in the Notes section of the presentation.

Submission Details:

  • Present your analysis as a 6-page report in a Microsoft Word document formatted in APA style.
  • On a separate page, cite all sources using APA format.
  • Submit your analysis document and presentation

Assignment 2 Grading Criteria

Maximum Points

Designed a communication strategy featuring the new (improved) services and containing the given elements.

40

Provided a brief that evaluates both traditional and nontraditional channels to carry the communication strategy.

30

Designed a Microsoft PowerPoint presentation by compiling the Final Project works completed in the first four weeks.

60

Proposed a pricing strategy for the company.

40

Justified the proposed pricing strategy.

40

Wrote in a clear, concise, and organized manner. Utilized appropriate type and number of scholarly sources for graduate-level work. Demonstrated ethical scholarship in accurate representation and attribution of sources. Displayed accurate spelling, grammar, and punctuation.

40

Total:

250

SU_MBA6011_W5A2_Grading_Rubric.docSU_MBA6011_W4_A2_Peak.E.docxSU_MBA6011_W3_A2_Peak.E.docxSU_MBA6011_W2_A2_Peak.E.docxSU_MBA6011_W1_A3_Peak.E.docx

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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 3 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. 2 W1: Final Project 3 W1: Final Project 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. W1: Final Project 4 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 W1: Final Project 5 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.” W1: Final Project 6 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
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