Mmgp - Positioning/Competition/Branding of Chickfila

MMGP - Positioning/Competition/Branding

Student

Liberty University

Abstract

This paper will provide a look into Positioning, Competition and Branding of Chick-Fil-A. The research discusses the company’s attributes and benefits in relation to its target market; and how it’s packaging and labeling support its brand image.

Attributes and Benefits

Chick-fil-A has many attributes and benefits as a company. Their philosophy is built around service. They believe in treating every person with honor, dignity and respect (“Customer stories, 2013).The service you receive from Chick-Fil-A always comes from a happy employee with a smile. They create an atmosphere that attracts great people. Chick-fil-A restaurants are clean. In the fast food industry some companies don’t place a priory on sanitation and cleanliness. Chick-fil-A is not only renowned for its cleanliness of its restaurant but their restrooms as well. Chick-fil-A has a great ambiance as well. Their restaurants are warm and attractive. They have photos of employees, quotes on the wall and even paintings from local children (Sheridan, 2010).

Chick-fil-A remains involved in the community. They are committed to serving beyond restaurant doors. They give food for those in need each year. Thousands of sandwiches are given to organizations treating sick or special needs children, such as the Children's Hospital of Atlanta, Camp Hope, Nathaniel's Hope in Florida and the East Tennessee Children's hospital (“Social responsibility”, 2013). Chick-Fil-A provides disaster relief to victims and relief workers. They also show appreciation to the Military. Since 2010, more than 80 Chick-fil-A restaurants have served 35,000 Chick-fil-A Sandwiches at 23 PGA TOUR events. Chick-fil-A’s founder and owner S. Truett Cathy is also the financial resource behind the national "Core Essentials" character education initiative based in Georgia. Through his financing, Chick-fil-A sponsors the teacher's guides sent to...