Marketing wants and needs, the more profit a

Marketing orientation is an operating philosophy
that has two main focuses and three concepts. Being market oriented means that
a firm has a focus to the customer and their profits. This means that marketers
will try to satisfy customer needs and wants while also understanding the
importance of still turning a profit. In layman’s term, it is how a firm
operates with a balanced diet. Marketers are constantly trying to improve their
products for their customers. In doing so, they are also focusing on their profits
because customers will buy more products that are catered for them. The more a
product is catered to the customers’ wants and needs, the more profit a firm
will make. Having a focus on the customer, one concept in market orientation is
customer orientation. This allows the company to monitor customer satisfaction
in order to continuously improve their products that are catered toward the customer’s
wants and needs. Another concept that relates to improving the product
internally is the competitive orientation in market orientation. A firm will
constantly reassess the strengths and weaknesses of their products, services,
productivity, efficiency, etc. compared to their competition. By being aware of
the competition, a company can continuously grow their customer satisfaction
and profits. Finally, the last behavioral component in market orientation is
interfunctional coordination. This is the internal coordination of all company activities
to increase the company’s performance.

A marketing mix is a company’s market strategy
to promote its products or services. The “4Ps” or the main components of a
marketing mix are product, place, promotion, and price. The product component can
be a physical item or service that satisfies the customer’s wants and needs.
This is a vital aspect to the marketing mix because providing a product that doesn’t
satisfy the targeted audience means that the company will not make money in
many cases. The place component is the act of moving the products or services
from the production facilities to a point where the customer can purchase it.
Place is also referred to as delivering. The promotional component is any form
of marketing communication that is geared toward the targeted customer. This
can include advertisements on all media channels and coupons. The price component
is not only the monetary amount that is exchanged for the products or services,
but it also refers to the value that is put into the products and services by
the company and its customers.

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The restaurant I will be analyzing is Chick-fil-A.
I decided on this fast food chain because I have had both the experience of
being a customer and an employee there. This American fast food chain is famous
for its chicken based menu and always being closed on Sundays. Chick-fil-A has
over 2,000 restaurants nationwide and offers a breakfast menu, lunch/dinner
menu, and catering options. Chick-fil-A is known for having outstanding customer
service such as always saying “my pleasure” after the customer thanks them.
This restaurant chain is an example of a company that has almost perfected a market
orientation that pleases its customers while also making profits.

Chick-fil-A adheres to the marketing mix very
successfully considering it is able to turn an average of three million in
sales per restaurant in 2014 according to the Business Insider website. Being a
restaurant, Chick-fil-A offers a physical product. Their product is the widely
ranging menu that manages to be distinct from other fast food chains by only
serving one type of meat. Chick-fil-A is able to cater towards several customer’s
tastes by offering various menu items. Their products range from a fried chicken
sandwich to healthier options such as their grilled chicken salads. Chick-fil-A
has mastered reaching their southeastern customer palate. Even though
Chick-fil-A has mastered the fast food industry in serving chicken, their
products lack a variety of meat beyond chicken. Chick-fil-A released a fish
sandwich that did not capture the customer satisfaction that their regular menu
items do. According to the Impulsive Buy Website, many people complained that
the sandwich lacked the southern flavor that they were used to when eating
Chick-fil-A, and that the overall product was simply boring. Chick-fil-A has
the comparative advantage in the market by serving exclusively chicken items,
but also loses out on some profits for this because not everyone can eat
chicken or enjoys eating chicken. While this can be bad, it is not a significant
issue that would affect the overall profits that the company earns.

Chick-fil-A exceeds in the freshness expectation
of their products. The chicken breasts are filleted and marinated in the store
location to provide a better taste. Chick-fil-A serves their customers the freshest
options while also being efficient in transporting their products to stores
across the nation. Another way they excel in the place component is through
their focus on customer satisfaction. Chick-fil-A always makes specialty orders
fresh. For example, a customer may request a chicken sandwich with no pickles.
One of the cooks will take a fresh chicken breast and make a sandwich for the
customer rather than just removing the pickles from a premade sandwich. Even
though their chicken is filleted and marinated in the stores, their chicken
comes to the store frozen. Several fast food chains promote a never frozen
policy for their meats, but Chick-fil-A does not follow this trend. By doing
so, the place component lacks in comparison to other chains. However, this does
not appear to be a huge issue because the chicken does not come pre-marinated
and battered.

Chick-fil-A’s pro non-beef marketing strategy
is almost as famous as their chicken sandwiches. The “Eat more chicken” slogan
is a marketing strategy that even further distinguishes the chain amongst its
competitors. Chick-fil-A exceeds in promoting its products through the use of
the cow mascot and their famous slogan. Chick-fil-A’s advertisements are commonly
seen on giant billboards all over the southeast. This company also excels in
the promotion of coupons. Many Chick-fil-A franchises give out coupons in store
and online, and most stores will accept expired coupons. However, Chick-fil-A’s
promotional component does not excel in making content filled ads. For example,
Chick-fil-A has a variety of free sauces with a food purchase. This is a
commonly known thing, but Chick-fil-A never advertises on this. Many fast food
chains will charge the customer for extra sauce, but Chick-fil-A will provide
as many sauce packets as the customer wants for free. The company could benefit
by making their ads more informative about the products and services they
offer.

Chick-fil-A offers a variety of menu items that
are all reasonably priced. Compared to other fast food chains, Chick-fil-A does
have a higher price for their products. Although the price component is more,
customers are still attracted to the business because the prices are not
unreasonable considering the service is still fast, convenient, and known for having
excellent customer relationships. Chick-fil-A does not have a need for the
popular dollar menu because customers value the service that is provided with
the product. Chick-fil-A puts an emphasis on its employee training in customer
service that contributes to the overall price value of their products.
Employees are taught to always smile and greet customers as they come into the
store. These small gestures not only add tremendously to the product value, but
in turn add to the efficiency of the work flow. While providing a good store
front, the food is still delivered at a fast food pace and makes the customers
feel a difference in service between Chick-fil-A and competing chains. The only
bad aspect of the slightly higher prices, is simply the higher price. Some
customers prefer having dollar menu options. While the slightly higher prices
can be bad, the effort put into the products makes it well worth the price
difference.

Having both the customer and employee experience
at Chick-fil-A, I would have to say that I am overall satisfied with the
company. If I were a marketing consultant, I believe the biggest change I would
advocate for is the content of the advertisements in the promotional component.
As stated earlier, many of their ads lack product content. The ads normally
focus on the cow mascot promoting the audience to eat more chicken. This is not
necessarily bad, but to someone who is not familiar with this company, the ads
could be a little confusing. The company could benefit by putting more focus on
the variety of chicken items on their menu or even by advertising their variety
of sauces. The chicken only based menu is a huge selling point to some
customers who have dietary restrictions, and the sauces are another huge
selling point that I feel like Chick-fil-A passively ignores in its promotional
strategies. By putting more focus on the products rather than the mascot,
Chick-fil-A could benefit by informing its customers more and by attracting a
niche demographic.