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Chick-fil-A uses life stage as a demographic to segment their market. Their target marketis families and college age students. Families, especially children, will connect with the cows in their marketing campaign. With the sponsorship of college football, Chick-fil-A is able to target the college student demographic. A psychographic segmentation of the market segment for Chick-fil-A are people of Christian faith. People of Christian faith have a tendency to support Christian businesses. This has been seen in the controversial comments made by Dan Cathy concerning his traditional view of marriage. With this comment he opened a firestorm of criticism on Chick-fil-A as a company (Peters et al., 2013). Christians across the United States took part in “Chick-fil-A Appreciation Day” in 2012 to show their support of the company. This has also been proven with support of Hobby Lobby after the controversy over health insurance and birth control.Chick-fil-A has built brand loyalty with its customers. As above with the controversy over comments made by Dan Cathy, Chick-fil-A customers flocked to the restaurants to show their support of the brand. With the opening of a new restaurant Chick-fil-A offers free food for ayear to the first 100 customers; people will campout in the parking lot to be one of the first 100 customers (Bachelder, 2013). Chick-fil-A employees “go the second-mile” with their service to the customers. This means more than just serving quality food. It also means ensuring that fresh
9flowers are on the tables, fresh ground pepper is available and employees that are always willing to refresh drinks (Bachelder, 2013). Should the firm pursue full market coverage, multiple segment specialization, single-segment concentration, or individual marketing? (Choose one and omit the others)Chick-fil-A should pursue multiple segment specialization. Chick-fil-A as a quick-service restaurant has the capability to reach across several segments to gain customers. They can build on the loyalty of their customers to reach into areas where there is a need for a new restaurant. They can also build on their target markets of family and college students by creatingmarketing programs specifically geared toward their needs and wants. Explain how the product/service is positioned in the market. Create a positioning statementfor the product/service and explain its rationale.Chick-fil-A has positioned themselves as a leader in customer service in the quick-servicerestaurant industry. Customers are the focus for Chick-fil-A. They want to make sure that all customers are treated with respect and in the same way. The owner operators and restaurant employees go out of their way to ensure that customers have everything they need in every order.They are always courteous, respectful, and have a smile on their face ready to greet customers.