Module title: Marketing Management
Analysis of marketing environment; Macro and micro analysis
LO1 Develop understanding of key theories, concepts and models of marketing to execute marketing strategies.
To stand out from the competitors in market.
LO2 Determine the complexity of competitive environment and its impact on marketing decisions and strategies.
Perform segmentation, targeting and positioning strategy and perpetual map to determine market position.
LO3 Enhance the skills to analyse marketing situations and problem facing organisations and their capacity to adopt dynamic and uncertain future.
7P's Marketing Strategy and how to adapt marketing mix tools to gain competitive advantage.
LO4Determine appropriate and actionable marketing strategies and tactics to an organisational scenario.
Chick-fil-a is an America's private food chains which was founded in 1967 by S.Truett Cathy in Atlanta. They currently operate in 48 of America's 50states .The revenue generated by outlet is more tan any other fast food chains in US, with average sales per outlet being approx $4m in 2017.McDonald's is their main competitors which an average revenue of $2.6 m. In the next two years will probably be third largest American food chain.
You have appointed as a marketing consultant by Chik-fil-A which is looking to bring franchise to the UK as part of its market expansion.
Write a report on Marketing Plan which may include
a) Analysis of marketing Environment
- micro and macro analysis;
b) Statement and justification of 2/3 SMART objectives.
c) Perform segmentation, targeting and positioning strategy and perceptual map,
- To determine potential market position.
d) A competitors analysis
- To stand out from the competitors in the market.
e) 7P's of marketing strategy
- How to use and adapt these marketing mix to gain competitive advantage in the market.