SWOT

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SWOT

  1. 1.  Strengths      • Chick-­‐fil-­‐A  is  the  nations  second-­‐  largest  quick-­‐service  chicken  restaurant  chain    • Well  known  &  successful  advertising  campaign  featuring  the  Chick-­‐fil-­‐A  cow  and  slogans,  ‘We  Didnt  Invent  the  Chicken,  Just  the  Chicken  Sandwich’  and  ‘Eat  morchikin’    • Strong  online  presence      • Chick-­‐Fil-­‐A  has  had  a  continuous  increase  in  annual  sales  over  its  entire  lifespan.    Weaknesses      • Only  available  in  the  US    • Chick-­‐fil-­‐A  has  fewer  number  of  locations  compared  to  top  competitors.  While  they  are  highly  concentrated  in  their  origin  of  the  South,  Chick-­‐fil-­‐A’s  presence  in  the  western  and  mid-­‐western  regions  is  very  little  to  none  at  all.      • The  Chick-­‐fil-­‐A  tradition  requires  all  locations  to  be  closed  on  Sundays.  This  guarantees  that  they  are  closed  for  52  days  out  of  the  year  in  addition  to  observed  holidays.  This  affects  sales,  and  potentially  can  decrease  brand  recognition  and  acceptance.      Opportunities      •  Chick-­‐Fil-­‐A  has  franchising  opportunities.  Individuals  in  every  part  of  the  nation  can  open  new  restaurants.  This  will  increase  reach  and  frequency.      •  Chick-­‐Fil-­‐A’s  franchises  are  run  under  certain  rules  and  restrictions  set  by  Chick-­‐Fil-­‐A,  the  consistency  and  quality  of  the  products  can  help  build  brand  acceptance  and  attract  new  customers.    •    After  recently  making  the  first                  adjustment  to  the  menu  by  adding  the  spicy  chicken  sandwich,  the  Chick-­‐fil-­‐A  menu  has  opportunity  to  expand  further.      •  Chick-­‐Fil-­‐A  is  heavily  involved  with  the  sponsorship  of  college  athletics,  especially  college  football.  The  Peach  Bowl  was  recently  renamed  the  Chick-­‐Fil-­‐  A  Bowl.  Chick-­‐Fil-­‐A  will  have  many  successful  advertising  opportunities  during  the  college  football  bowl  season.    Threats      The  2012  anti-­‐gay  remarks  from  president  Cathy  resulted  in  protests,  decreased  sales,  declined  building  permits,  and  employee  harassment.      Strong  competition  with  KFC,  Popeyes,  and  other  fast  food  chains.    
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