Chick-Fil-A Essay

638 Words3 Pages
Chick-fil-A is affected by numerous external forces which can challenge upper management’s ability to make Chick-fil-A one of China’s best quick-service restaurant”. Through intense strategic planning, based upon their vision, mission and corporate values, Chick-fil-A will be able to establish a unique position in a very competitive industry in China. The corporate purpose of Chick-fil-A, “To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come into contact with Chick-fil-A”, their commitment to family and the community, and their sound business decisions, will make Chick-fil-A profitable and fast growing quick-service restaurants in China. The fast food restaurant industry, which includes fast-service and fast-relaxed restaurants, is highly pieced with the top 50 companies accounting for only 25% of the industry’s sales. The $120 billion industry includes over 200,000 restaurants with 50% of those specializing in hamburger entrees. (hoovers.com 2008) The major competitors in the industry include McDonald’s, Burger King, Taco Bell, and KFC, Chick-fil-A’s major competitor in chicken sales. Chick-fil-A’s position in the market, specializing in chicken-based entrées, will lead to a competitive advantage in which the company will be able to take advantage of. With Chick-fil-A’s marketing strategies and company initiatives, the company will try to stay distant from competitors, offering a fresh alternative to the China’s fast food restaurant. When it comes to Chick-fil-A’s social forces in China, Chick-fil-A can be described as a public industry, which has shared values that the company tries to protect and uphold. Chick-fil-A will still holds values regarding religion, helping the community, providing for those in needs, and promoting gentleness for all that come in contact with the company within
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