Question

need help with 18-22 marketing questions

med with francesca Je on the COUCO col grocery This Me span and no CHAPTER 35 Maring Crowng Customer and Engagement Company Caso Chick-Fil-A: Getting Better before Getting Bigger dong the food . Wh e n It Right way, Burger King and Taco Berge mong top of the C hos en bom a south Asocer lo Check Asminis to have a povinu once on who come in contact with Chick corted Chick SA Athough govem u a chon chuid mer og quick service food purveyor in the country pact of its bus Not long . Current CHIA CEO Dan Once Open Cathy was deeply rected by that will taped to the competitors-wira od Taco Bell or Wendy's and more ar vi o c k -Asore, she has retimes what me KFC Colone tries up. And it does e d wing orders and ben Orcharged without even opening doors on Sundays. With annual sho choled to amourn on horroosipt, wrote Tibo back when of more than soon and an average growth of you got it right need to and posted on the fridge for her hus Tercer the chicken chop Amant show s of song down That note prompted Dan Cary to double-down on customer How does ChickA do 17 by focusing on customers. Since service. He initiated a program by whicho Chic A employ frst Cho N-A restaurant opened for business in the late DOS were ined to go the Comp ong chans under heltonacionly the That and memo ry ng om the most sustainable way to do business is to provide standards of wis ad potones but going above and The best possible experience for oustomers. beyond by delivering each order to the customer's table with Ud fo otcut CORP Analying Same Pressure A founder & Trot Cathy was no stranger to the res The experience of a recent patronstrates the level of ser and business Owning and operating restaurants in Georgia in 1 0 . Sos, and '80s, his experience led him to investigate a Vice Chick-fil-A's customers have come to compact as well as the Innovative that make such service possible and faster way to cook chicken Hediscovered a pressure that could cook a chicken breast in the same amount of time My daughter and I sted at Cha -A on our way home. They ook to cook a fast-food burger Developing the chicken sand the verwis packed...but wch as a burger tomative, he registered the name "Chick-A have for the chicken sandwiches and wale potato tries so we ne and opened the first Chick-fi- A restaurant in 1967 decided it was worth the wait. As we walked up the sidewalk, there The comparty began expanding immediately, although at a were two staff members greeting every cor in the drive-thru and anally slower pace than the market leaders. Even today tang orders on s tabt. A manager was making his rounds around the building outside smiling and waving cars as they were Check Aadds only about 100 new stores each year. Although now has more than 2.000 stores throughout the United When we come inside, the place was packed! We were groot- S that number is relatively small compared to KFC's ed immediately by the chos. Seth happened to take our order 4.100 McDonald's 13,000, and Subway's 27.000. Chick-fil- He had a big smile wonderfumarna, soke clearly and had A's controlled level of growth tiles directly to its customer first great energy as a teenager He gave us a number and said he'd mar. As a family-owned operation, the company has never benght out with our drinks. We were able to set a table as the deviated from its core value to focus on getting better before other guests were leaving and before we could even get settled our Defing bigger." The slow-growth strategy has facilitated that drinks were on the tabel White Set started to walk away, our food w e red by another very friendly person. Both myself and my ability to get better," As another way to perfect its business, the company has also 15-year-old daughter commented on how fast all happened. We were so shocked that we started commenting on the large groups stuck to a limited menu. The original broaded chicken sandwich arriving behind us, and began watching in amazement, not only remains at the core of Chick-fil-A's menu today-a bone inside but outside! less breast of chicken seasoned to perfection, hand-breaded Everyone behind the counter worked together, used manners. pressure cooked in 100% refined peanut ol and served on a and smiled. The teamwork was amazing! Then Ron, a gray headed toasted, buttered bun with dill pickle chips." In fact, the com- friendly man, made his way from table to table, checking on guests, pany's trademarked slogan-"We didn't invent the chicken giving refills, and trading coloring books for small ice cream cones just the chicken sandwich'-has kept the company on track for with sprinkles for kids. He checked on us twice and Sled our decades. Although it has carefully and strategically added other drinks once. fers to the menu, it's the iconic chicken sandwich in all its vari- eties that primarily drives the brand's image and the company's Recently, the company instituted the "parent's valet service, revenues. This focus has helped the company give customers inviting parents juggling small children to go through the drive- what they want year after year without being tompted to develop through, place their order, park, and make their way inside the a new favor of the month store. By the time the family gets inside, its meal is waiting on placemats at a table with high chairs in place. But beyond the munca

Answer 1

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Give examples of needs, wants, and demands of Chick-fil-A customers, differentiating these three concepts.

Needs. The needs experienced by Chick-fil-A customers are the needs of eating and drinking. As mentioned in “Maslow’s Hierarchy”, these are the most basic level human needs.

Wants. Wants to fulfill a consumer need, but in a specific way that isn’t necessary for the fulfillment of that need. Thus, while a person can satisfy their hunger or thirst needs in a variety of different ways, Chick-fil-A customers demonstrate a want each time they choose the brand. That is, a desire to eat one of the best chicken sandwiches anywhere and to experience the unique and special treatment by company employees.
Demands. The concept of “demands” as defined in this chapter is related to the more general concept of “demand.” In other words, the fact that Chick-fil-A is experiencing such strong growth and success indicates the extent to which large amounts of customers support their wants with their buying power.

Describe Chick-fil-A in terms of the value it provides customers. How does Chick-fil-A engage customers?

Benefits would be:

1. Quality food is prepared in a way that results in a unique flavor.

2. Customers can satisfy needs via a variety of different entrées.

3. Fast & friendly service

Costs would be:

1. Price is comparable to offerings from other strong competitors.

2. In most areas of the country, customers don’t have to travel far as there are Chick-fil-

A is everywhere (location of branch is key).

If the total of the benefits exceeds the total of the costs, then value is provided.

The techniques employed by Chick-fil-A, such as cow ads, innovative promotions that give customers the opportunity to interact, and even staff that visit the dining room to make sure everyone is happy, bring benefits. Such advantages are converted into entertainment, feelings of being a part of something enjoyable, a boost to self-worth. That what separate from those provided by the food and beverages.

Evaluate Chick-fil-A’s performance relative to customer expectations.

This question refers to the Customer Satisfaction definition. If perceived results match expectations consumers are pleased. For Chick-fil-A, consumer preferences are generated by previous company experience, as well as brand statements (business-made) and word-of-mouth. Therefore expectations in terms of food quality and customer service are likely to be high. So the only way Chick-fil-A can gain customer satisfaction is to be sure that it fulfills those standards and even exceeds them.

Which of the five marketing management orientations best applies to Chick-fil-A?

When Chick-fil-A only served a great chicken sandwich, it could be argued that it follows the idea of the product (making products of high quality, and purchasing them from customers). Nonetheless, with its strong customer concentration and robust engagement-fostering activities, the marketing approach is a better choice. While the case says little about the quest to learn what the needs of its customers are, it is clear that Chick-fil-A is doing everything in its power to consider its customers and care for such customers.

Can Chick-fil-A continue to provide exceptional customer service and sustain the level of growth it now enjoys? Why or why not?

Let's assume that Chick-fil-A does just that, there's no reason to suspect it won't be able to continue doing that in the future. The main obstacle to holding fast to a strategic pillar as a firm grows rapidly is being able to keep up with such execution. Chick-fil-A places a lot of emphasis on customer training and every new restaurant has the same customer focus as the existing ones.

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