1-18
Needs are the state of feeling deprivation and are a basic part of human nature. In this case, the customer’s needs are eating and drinking. They have several options to satisfy their needs, but they choose Chick-fil-A. This is a want. ´Wants´are shaped by one’s society and personality. When customers are ordering a chicken sandwich, it means that they have the power to buy what they want, this is called a demand.
1-19
Chick-fil-A founders have said that the best way to run a business is providing good customer service and that is their main value. Their objective is to make sure their customers have the best eating experience they have ever had and this philosophy works. They always greet their customers and treat them in a very friendly way. They introduced new strategies to make the ordering process much faster so that customers do not need to wait for a long period of time to get their food. They also limited the menu, focusing on the famous chicken sandwich that represents them, which allowed them to ensure high-quality products.
1-20
In my opinion, Chick-fil-A’s performance meets all customer expectations. They not only offer high-quality products, but also provide a great serving experience. The company is constantly improving and introducing new tactics to keep the customers engaged with the brand. For example, they take orders at the drive-thru while the customers are waiting in line and then when they get inside the restaurant, their order is ready. Thanks to this strategy, the ordering and serving process is incredibly fast and that is an important factor to get a pleasant experience. Also, the staff is very attentive and always trying to satisfy all the customers´ needs. Therefore, Chick-fil-A has made it clear that if customers choose them, they will have a great experience.
1-21
The five marketing orientations include production concept, product concept, selling concept, marketing concept and the social marketing concept. I think the orientation that applies the best to Chick-fil-A is the product concept. Consumers will favor products that offer the best in quality, performance, and innovative features (Kotler & Armstrong, 2018). This company does just that. They discovered a more effective way to make their products in the least amount of time, and by limiting the menu, they were able to focus on those products and aim for the best quality possible. They also used innovative strategies such as using the cow to promote their chicken products. This move helped them increase their sales and became part of their brand.
1-22
I think they will be able to keep providing exceptional customer service and sustain the level of growth because that’s their goal and it is what they have been doing since the beginning. Chick-fil-A has grown a lot over the years. They opened in the late 1960s and since then, the main focus of the company has been the customers and their needs. They have been constantly improving every aspect of the company to have a positive impact on their customers. They introduced innovative ways of attracting customers and keeping them engaged, and if they continue using these strategies they will continue growing in more effective and efficient ways.
References
- Kotler, P.T. & Armstrong, G. (2018) Principles of marketing. Hoboken, NJ: Pearson Higher Education.
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