Chick-Fil-A Case, Marketing: An Introduction,14th Edition, PDF

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Case assigned from Case assigned from Marketing: An Introduction,14th Edition, Armstrong /Kotler...

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1) Give examples of needs, wants, and demands of Chick-fil-A customers, differentiating these three concepts. A need is a major requirement which contributes to us living and our well-being; physically and individual/personal needs. In this case, the needs of Chick-fil-A customers include both. They require food and drinks to survive, and they choose this fast-food restaurant to cater their needs. A want is a desire to be in the possession of something, which may be influenced by our personal taste and preferences. From the given case, Chick-fil-A customers may want their juicy chicken sandwich, waffle fries and other great food choices, and service to meet their wants. In addition, they might want Chick-Fil-A in general. A demand is a consumer’s desire to purchase a good or service. Based on the given case, the customers’ needs and wants may become a demand. For instance, if they like the food a lot, it will lead to a high demand for their goods/products. Also, they may also have a strong likeness for the environment; hence, the service demand will increase. As a whole, they might be in demand of their quality food and service.

2) Describe Chick-fil-A in terms of the value it provides customers. How does Chick-fil-A engage customers? Chick-fil-A provides value by providing excellent and first-class quality services, delicious and high-quality food. Their staff treat customers with utmost respect, courtesy, and pleasant behavior. They also try to interact with customers on a more friendly basis to get to know their personal choices and preferences. Also, they have additional services, such as drive-through and Parent’s valet service. As mentioned in the case, they also try to engage with customers through social media, via Chick-Fil-A app, and host many activities for them to be a part of it. In addition, they are available internationally and in almost all the states in United States. Due to this, they attract thousands of customers to do business with them, not through their marketing strategies alone, but also with their great recipes and affordable prices.

3) Evaluate Chick-fil-A’s performance relative to customer expectations. Chick-fil-A’s performance exceed customers’ expectations by fulfilling their needs, wants and demands, providing excellent services with courteous staff, and managing to keep a clean and respected environment. In addition to their dine-in services, they have Parent’s Valet service to cater for parents with young kids to go through the drive-through and offer promotions which has great deals for customers.

4) Which of the five marketing management orientations best applies to Chick-fil-A? The Marketing Concept best applies to Chick-fil-A since they focus more on the needs and wants of their customers and try to find strategic ways to connect with them. As explained in the definition of the Marketing Concept, they try to focus more on the customers instead of going by the make-and-sell philosophy. In the given case, someone shared her experience with Chick-Fil-A, and they seemed satisfied with the services offered. The customer went on to talk about how the staff interacted with them, and their good hospitality.

5) Will Chick-fil-A’s change in promotional strategy affect its level of growth and success? Chick-fil-A’s change in promotional strategy will not affect its level of growth and success since their companies are popular and highly reputable. Customers love their food and services; hence, it will not be affected. Some customers might be affected, which may cause a fall in their profits, but that will be a small percent. In my opinion, the food, and the way their staff and customers are treated, reflect them as a company. Also, their relationships and connections with customers is an even better strategy as opposed to their promotional strategy; it attracts customers....