BUSI 520 Final Project Market Segment.pdf - Running Head CHICK-FIL-A 1 Chick-fil-A BUSI 520 \u2013 D10 Liberty University CHICK-FIL-A 2 Chick-fil-A Market

BUSI 520 Final Project Market Segment.pdf - Running Head...

This preview shows page 1 - 4 out of 9 pages.

Running Head: CHICK-FIL-A 1 Chick-fil-A BUSI 520 D10 Liberty University
Image of page 1
CHICK-FIL-A 2 Chick-fil-A Market Segment Generational Segments. Chick-fil-A aims to please just about everyone. Although their primary goal is to keep everyone satisfied, the millennials and gen Z generations tend to be the most attractive markets right now. With all of these technological and digital advancements, it would be hard for Chick-fil-A to maintain this large segment of its customers if they did not join in on these as well. One thing that these two generations look forward to the most when eating out is convenience. Technology has made convenience even easier. Chick-fil-A has made it very convenient is several ways. These innovations consist of taking orders on tablets when the drive- thru gets too long, be able to place an order through their app and to have it ready for pick up. They are also apart of local delivery companies such as Door Dash. Race and Culture Segments. Chick-fil-A is proud to serve any and every race and culture. “Understanding ethnicity gives marketers insight into different consumption patterns” (Strivastava, 2015). While Chick-fil-A does not make their product to be sold solely to only one race or one cultural, they are very vocal about their anti-LGBTQ views. They stand very strong with their Christian values and aim to please that segment of their customers. They have gotten backlash from stating their opinions on multiple occasions as one may have seen in the past. Target Markets/Needs Addressed Chick-fil-A tends to strategize selling their products to certain markets, or demographics. These markets are usually made up of millennial, the middle class, and young parents. Meeting the needs of these markets has been challenging, but Chick-fil-A has managed to satisfy their target market’s needs by providing good food with good customer service. According to the text,
Image of page 2