Business Case

  In preparation for your submission of Business Case 1 assignment THIS WEEK, Week 3, begin to read on the following passage, Chick-Fil-A: Getting Better before Getting Bigger on pages 525-527 in your textbook. Business case Assignment #1: Read it carefully for at least three times, read the synopsis below, and answer the listed questions that have been posed here on the case. Your response should be presented as a short academic essay in narrative form with responses to the questions separated by paragraphs. Your narrative should be in word document, with a maximum of two (2) pages when you have not added your reference page or end of text references. In addition, it should have 1.5 spacing, 1-inch margins, Times New Roman, 12 point font size, and Full Harvard, Chicago or APA Referencing or OR ANY REFERNCING TYPE OF YOUR CHOICE are required. Remember to cite your sources of information appropriately in the text as well as at the end of the text. Most of the information needed to complete the case is available in the textbook; you are however free to perform additional research from outside sources should you wish to do so but make sure to cite all your sources of information. Business case Assignment #1: Chick-Fil-A: Getting Better before Getting Bigger Synopsis Chick-fil-A may not be the biggest fast-food chain. But the up and coming purveyor of poultry sells more food per store than any of its competition—even McDonald’s. Its annual growth rate blows away all other top-10 chains. How does it do it? By making customers the number one priority. Chick-fil-A has a great product in its breaded chicken sandwich. But its real secret is the exceptional way all its employees treat customers. Beyond the point-of-purchase customer experience, Chick-fil-A also places customer engagement at the core of its strategy. Discussion Questions 1. Give examples of needs, wants, and demands of Chick-fil-A customers, differentiating these three concepts. 2. Describe Chick-fil-A in terms of the value it provides customers. How does Chick-fil-A engage customers? 3. Evaluate Chick-fil-A’s performance relative to customer expectations. 4. Which of the five marketing management orientations best applies to Chick-fil-A? 5. Can Chick-fil-A continue to provide exceptional customer service and sustain the level of growth it now enjoys? Why or why not?