Using the work you completed for Parts, I, II, and III with your CLC group to inform your analysis for the following in a paper (500 words). Summarize how the various bu
Using the work you completed for Parts, I, II, and III with your CLC group to inform your analysis for the following in a paper (500 words).
- Summarize how the various business reports for Parts I, II, and III of the CLC assignment were influenced by the analysis prepared in previous assignments your CLC group has completed in the course.
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Marketing Expenses Vs. Rivals
Gregory Dayes, Chelsea Krems, Jodie Lockwood, and Jackson Speece
Grand Canyon University
MGT 660
Dr. Richard Henderson
June 18, 2023
Marketing Expenses Vs. Rivals
Comparative Data Table
|
Companies |
Chick-fil-A |
McDonald's |
Popeyes |
|
National TV |
$2 M |
$334.5 M |
$130 M |
|
Digital Ads |
$4 M |
$63.8 M |
$31.3 M |
|
Total Spent |
$6 M |
$398.3 M |
$161.3 M |
Report
Chick-fil-A has less advertising spend than its rivals, McDonald's and Popeyes. Less than 1% of Chick-fil-A's $5.8 billion in yearly revenue, or $6 million, was spent on advertising in 2021. The business primarily uses national TV and digital advertisements to promote its brand, goods, and services. It is clear from a comparison of the three businesses that McDonald's devotes a substantially higher proportion of its resources to advertising. McDonald's spent $398.3 million on advertising in 2022, much more than Chick-fil-A and Popeyes combined. Although McDonald's advertising spending has fallen recently, it is significant to remember that $702 million will be spent in 2020.
Popeyes, on the other hand, has increased its marketing initiatives to compete in the fiercely competitive fast-food industry, sometimes known as the "Chicken Wars." Over the years, Popeyes has grown its advertising spending, which as of year-to-date (YTD) in 2021, was $31.3 million on national TV ads, a 32% increase over the same period in 2020—a few crucial things to consider while analyzing the effects on Chick-fil-A's future marketing and advertising expenditures.
First, Chick-fil-A's current advertising expenditure appears relatively small compared to other fast-food franchises. The company has established a solid brand and client base, but it might increase its reach and market share by raising its advertising budget. With expected revenue of $5.8 billion in 2021, Chick-fil-A has plenty of room to expand its marketing and advertising efforts. Second, Chick-fil-A may be able to appeal to a wider audience through digital advertising. The company has invested in digital advertising, but it may invest more in the future to boost its online presence. Chick-fil-A can effectively reach its crucial target demographics of Gen Z and millennials using social media, online video platforms, and targeted display advertising.
Chick-fil-A can increase its brand awareness and get new consumers by working with influential people and content producers. Marketing films shared on social media platforms like Instagram and TikTok can go viral and increase brand awareness. Finally, Chick-fil-A can maintain its commitment to advertising that sticks out in people's minds. The Chick-fil-A cows have become an instantly recognizable symbol of the company's "Eat Mor Chikin" advertising campaign. Chick-fil-A can stay at the top of its fast-food sector game if it keeps releasing creative and exciting marketing strategies.
In conclusion, Chick-fil-A has room to grow by increasing its marketing and advertising budget, even though it currently spends a tiny amount on advertising compared to its competitors. Chick-fil-A can retain its success in the cutthroat fast food industry by emphasizing digital advertising, the appropriate demographics, and keeping a creative approach to promotions.
References
Chick-fil-A 10k Report
McDonald's 10k Report
Popeyes 10k Report
,
Chick fil A Current Org Chart
| Executive Titles | 1 | ||||||||||||||||||
| 1 | Chairman of the Board | ||||||||||||||||||
| 2 | Executive Vice President, Chief Financial Officer | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | ||||||||||
| 3 | President, Chief Operations Officer and Director | 10 | 13 | 19 | 22 | ||||||||||||||
| 4 | Executive Vice President, Chief Marketing Officer | 11 | 14 | 20 | 23 | ||||||||||||||
| 5 | Executive Vice President, Chief People Officer | 12 | 15 | 21 | 24 | ||||||||||||||
| 6 | Executive Vice President, Chief Digital Officer | 16 | |||||||||||||||||
| 7 | Executive Vice President, General Counsel | 17 | |||||||||||||||||
| 8 | Executive Vice President, International | 18 | |||||||||||||||||
| 9 | Executive Vice President, Restaurant Development | ||||||||||||||||||
| 10 | President, Accounting and Finance | ||||||||||||||||||
| 11 | Vice President, Enterprise Visibility | ||||||||||||||||||
| 12 | Vice President, Restaurant Finance Services | ||||||||||||||||||
| 13 | Senior Director, Restaurant Design | ||||||||||||||||||
| 14 | Vice President, Existing Restaurants | ||||||||||||||||||
| 15 | Vice President, Innovation and New Ventures | ||||||||||||||||||
| 16 | Vice President, New Restaurants | ||||||||||||||||||
| 17 | Vice President, Restaurant Development Services | ||||||||||||||||||
| 18 | Vice President, Supply Chain | ||||||||||||||||||
| 19 | Seniot Direct, Corporate Social Responsibility | ||||||||||||||||||
| 20 | Senior Vice President, Brand Strategy, Advertising and Media | ||||||||||||||||||
| 21 | Vice President, Public Relations | ||||||||||||||||||
| 22 | Vice President, Learning and Development | ||||||||||||||||||
| 23 | Vice President, Talent | ||||||||||||||||||
| 24 | Vice Presidentm High Performance Leadership |
Chick fil A Proposed Org Chart
| Executive Titles | 1 | ||||||||||||
| 1 | Chairman of the Board | ||||||||||||
| 2 | Executive Vice President, Chief Financial Officer | 2 | 3 | 4 | 5 | 7 | |||||||
| 3 | President, Chief Operations Officer and Director | 10 | 13 | 19 | 22 | ||||||||
| 4 | Executive Vice President, Chief Marketing Officer | 11 | 14 | 20 | 23 | ||||||||
| 5 | Executive Vice President, Chief People Officer | 12 | 15 | 21 | 24 | ||||||||
| 6 | Executive Vice President, Chief Digital Officer | 16 | 6 | 25 | |||||||||
| 7 | Executive Vice President, General Counsel | 17 | |||||||||||
| 8 | Vice President, International | 18 | |||||||||||
| 9 | Vice President, Restaurant Development | 9 | |||||||||||
| 10 | Vice President, Accounting and Finance | 8 | |||||||||||
| 11 | Vice President, Enterprise Visibility | ||||||||||||
| 12 | Vice President, Restaurant Finance Services | ||||||||||||
| 13 | Vice President, Restaurant Design | ||||||||||||
| 14 | Vice President, Existing Restaurants | ||||||||||||
| 15 | Vice President, Innovation and New Ventures | Represents Title Changes for Alignment | |||||||||||
| 16 | Vice President, New Restaurants | ||||||||||||
| 17 | Vice President, Restaurant Development Services | ||||||||||||
| 18 | Vice President, Supply Chain | Proposed Position | |||||||||||
| 19 | Vice President, Corporate Social Responsibility | ||||||||||||
| 20 | Vice President, Brand Strategy, Advertising and Media | ||||||||||||
| 21 | Vice President, Public Relations | ||||||||||||
| 22 | Vice President, Learning and Development | ||||||||||||
| 23 | Vice President, Talent | ||||||||||||
| 24 | Vice President, High Performance Leadership | ||||||||||||
| 24 | Vice President, Diversity, Equity and Inclusion |
Resources
| chick fil a organizational chart – Search (bing.com) |
| David, F. R., & David, M. E. (2020). Strategic management concepts and cases: A competitive advantage approach (17th ed.). Pearson. |
| ***Chapter 7 |
| Dabke, D. (2016). Impact of leader's emotional intelligence and transformational behavior on perceived leadership effectiveness: A multiple source view. . Business Perspectives and Research, 4(1),, 27-40. |
| Chick-Fil-A Restaurant's Operations Management – 4399 Words | Research Paper Example (ivypanda.com) |
| What We Do | DISD (un.org) |
,
|
high price |
|||||||||
|
excellent customer service |
poor customer service |
||||||||
|
low price |
Perceptual Map Resources:
Bondareko, V. (2022). People Still Value Chick-Fil-A's Service Above All Other Chains. The
Street. https://www.thestreet.com/investing/chick-fil-best-service-survey
Cutolo, M. (2022). This Fast-Food Chain Has the Best Customer Service in America. Reader’s
Digest. https://www.rd.com/article/chick-fil-a-best-customer-service/
Comparably. (2023). KFC vs Popeyes Louisiana Kitchen.
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