Justification: The Strategic Changes To Improve Performance: Case Study
Justification
The Strategic Changes to Improve Performance While CFA has strong growth with a loyal customer base, it continues to innovate and make strategic change to sustain its competitive advantages.
Changes in marketing. After more than 22 years working with The Richards Group, CFA ended its relationship with the agency to reposition its current brand image. The Richards Group introduced the “Eat Mor Chikin” ad campaign in 1995, helping CFA grow to become the top chicken chain in the U.S. and the country’s 8th-largest U.S. restaurant chain (Sutton, 2016; Wohl, 2016). Along with the billboards, the cows have appeared in everything from TV commercials to the annual CFA calendars and as toys in its kids' meals, and have more than 34,000 …show more content…
To better support CFA’s growth nationwide, it is moving to a new advertising model moving its campaign to McCann New York and hiring a roster of agencies for other marketing that will not use its iconic cows. The new agency is tasked with bringing the "Eat Mor Chickin" tagline to life (Wohl, 2016).
Focus on core competencies. The new “Cow-plus” strategy enables the brand to focus on its core competencies and promote its best-in-class products and services, leveraging the institutional knowledge and creative spirit behind the cows but focusing on telling the right stories that are simple, clear, and well aligned to the brand, the strategy, and the systems (Sutton, 2016).
Customer value. The new marketing effort will highlight the quality of food and customer service, things that deliver more value to its customers (Sutton, 2016). By charging the right price and focus on delivering actual value through personalized customer experiences, the customers will come more often and tell other people about the brand (Sutton, …show more content…
Not offering discounts or limited-time offers set CFA apart from most seveother fast food restaurants. Through brand awareness as its marketing strategy and running interesting promotions, CFA has managed to keep expanding and building up their reputation year after year as a innovator in the fast food industry (“The Chick-fil-a marketing strategy,” 2013). Though operating only six days a week, estimated to cost approximately $500 million annually, it achieves more sales than what other chains earn in seven days (Hitt, Ireland, & Hoshisson, 2015).
The company is known for its focus on people and its corporate culture, yet it is willing to be flexible, even when taking an unpopular stand. These character traits align nicely with the founder Cathy’s business philosophy that emphasize principles and people before profits. CFA is leading the consumers into a brave, more environmentally and ethically aware future for fast food (Gagliardi,
The Strategic Changes to Improve Performance While CFA has strong growth with a loyal customer base, it continues to innovate and make strategic change to sustain its competitive advantages.
Changes in marketing. After more than 22 years working with The Richards Group, CFA ended its relationship with the agency to reposition its current brand image. The Richards Group introduced the “Eat Mor Chikin” ad campaign in 1995, helping CFA grow to become the top chicken chain in the U.S. and the country’s 8th-largest U.S. restaurant chain (Sutton, 2016; Wohl, 2016). Along with the billboards, the cows have appeared in everything from TV commercials to the annual CFA calendars and as toys in its kids' meals, and have more than 34,000 …show more content…
To better support CFA’s growth nationwide, it is moving to a new advertising model moving its campaign to McCann New York and hiring a roster of agencies for other marketing that will not use its iconic cows. The new agency is tasked with bringing the "Eat Mor Chickin" tagline to life (Wohl, 2016).
Focus on core competencies. The new “Cow-plus” strategy enables the brand to focus on its core competencies and promote its best-in-class products and services, leveraging the institutional knowledge and creative spirit behind the cows but focusing on telling the right stories that are simple, clear, and well aligned to the brand, the strategy, and the systems (Sutton, 2016).
Customer value. The new marketing effort will highlight the quality of food and customer service, things that deliver more value to its customers (Sutton, 2016). By charging the right price and focus on delivering actual value through personalized customer experiences, the customers will come more often and tell other people about the brand (Sutton, …show more content…
Not offering discounts or limited-time offers set CFA apart from most seveother fast food restaurants. Through brand awareness as its marketing strategy and running interesting promotions, CFA has managed to keep expanding and building up their reputation year after year as a innovator in the fast food industry (“The Chick-fil-a marketing strategy,” 2013). Though operating only six days a week, estimated to cost approximately $500 million annually, it achieves more sales than what other chains earn in seven days (Hitt, Ireland, & Hoshisson, 2015).
The company is known for its focus on people and its corporate culture, yet it is willing to be flexible, even when taking an unpopular stand. These character traits align nicely with the founder Cathy’s business philosophy that emphasize principles and people before profits. CFA is leading the consumers into a brave, more environmentally and ethically aware future for fast food (Gagliardi,