Fast Food Chicfila Strategic Choices Outline


Fast Food: Chicfila
Students will be expected to post their first initial discussion board posting by Friday of each week.
Note: The Key Assignment is listed in the Unit 5 Individual Project task description.
Your first task is to post a detailed outline of your Unit 5 IP to the discussion area so that other students will be able to review your work. Attach your document to your main discussion post, and include any notes that you feel are appropriate in the post. The purpose of this assignment is to help improve the quality of your Key Assignment.
Here is the Unit 5: information to create the outline need for Unit 4 for ChickFila
Mission and Vision Statements (Simply copying from an existing real company is unacceptable.)
Specific, Measurable, Achievable, Realistic, and Time-Bound (SMART) Goals and Objectives
Industry Analysis
Strengths, Weaknesses, Opportunities, Threats, and Trends (SWOTT) Analysis
A Perceptual Map
Choose any criteria that you think are important to plot.
Explain why you picked the criteria.

Sample paper

Strategic Choices Outline

Mission Statement

Chick-fil-A mission is dedication to serve quality and delicious foods to customers with a sense of friendliness and warmth that makes them feel at home.

Vision Statement

Chick-fil-A vision is to become the largest fast-food chain in the United States by offering quality and healthy foods and snacks to all customers in exchange for long-term relationships.

Goals and Objectives

  • Achieve the highest possible levels of customer satisfaction each year
  • Improve on nutritional value of the food without compromising its delicacy
  • To introduce a new and healthy foods to out menu each year
  • Ensure shareholders get high returns
  • To embrace corporate social responsibility with regard to the community by reducing the environmental footprint
  • Influence the lives of the employees positively by giving them a chance to grow and by offering them better wages.

Industry Analysis


  • Strong brand presence in the U.S.
  • High growth
  • The most popular for chicken sandwiches which differentiates it from other fast-food outlets
  • Strong market share
  • Successful promotional and advertising campaigns, for instance, the slogan ‘Eat morchickin’ (Fitzpatrick, 2015)


  • Concentrates operations in the U.S.
  • Limited menu items mainly having chicken as an ingredient
  • Closed on Sundays which affects business leading to lower profits
  • Negative image due to hard stance of its management over same-sex marriages (Fitzpatrick, 2015)


  • Opportunity to expand into the international market
  • Diversifying the menu items to include variety
  • Ability to take advantage of franchising to open more outlets in the U.S. (Caldwell, 2014).


  • Strong competition from the many fast-food outlets such as KFC
  • Possibility of recession affecting business
  • High cost of raw materials such as white meat poultry

Trends (SWOTT) Analysis

  • Diversifying the menu to include healthier items due to rising health consciousness among consumers
  • The fast-casual dining restaurant concept (Caldwell, 2014).

A Perceptual Map

Choose any criteria that you think are important to plot.

This criterial helps to identify easily how Chick-fil-A can improve its brand presence and improve competitiveness.


Caldwell, C. (2014). Report: Chick-fil-A tops KFC again in annual sales. Retrieved from         again-in-annual-sales.html

Fitzpatrick, H. (2015, July 14). Meet the cows behind Chick-fil-A’s most successful campaign.    Business Insider. Retrieved from        chick-fil-as-most-successful-campaign-2015-7?IR=T

Related: Competitive Advantage-Fast-food franchise