Video Case Study 1 – Chick-fil-A

The following video summarizes the marketing strategy of Chick-fil-A®, the second largest quick-service chicken restaurant chain in the United States, based on sales ($1.975 billion in 2005). It operates over 1,250 restaurants in 37 states and Washington, D.C. Its 2005 performance marks the 38th consecutive year of system-wide sales gain. Video:
After watching the video please, answer the following case questions: 1. Describe Chick-fil-Ns marketing strategy (Target market and the marketing mix)? 2. How would you describe Chick-fil-As positioning strategy? 3. Is Sunday closing a competitive advantage for Chick-fil-A? Explain. 4. Should other retailers consider closing on Sunday? Why? Why not? 5. Describe the company’s strengths.