Primary data is often initially gathered to meet a specific research goal or objective as well. Secondary data is a term often used to define information, intelligence and research that has been completed and published. Like primary data, the original goals of the research are reflected in how the original methodology is constructed as are the presentation of the data itself and analysis. Secondary research often needs to be interpolated to a given situation as its goals are often not directly aligned to the needs of a given situation. Question 4: Analysis of Chick-fil -- a Strategies

Year

Campaign Name

Explain what the campaign is about?

What do you think the "Positioning Strategy" was/is about? Explain?

2012

Nutritious Kids Program

Thought leadership of making fast food healthier and better-tasting for children

Very effective, shows significant potential to connect with the company's core customer base of families.

2011

Cow Appreciation Days

Further underscoring the unique value proposition of the chain, this campaign put the cow mascot into unique sand humorous situations to further underscore why customers needed to eat more chicken.

Strong use of humor and shows the quirky nature of the chain's ability to differentiate itself very well. A core part of their messaging.

2010

Spicy Chicken

Unique approach to differentiating their core product offering with spicy chicken -- to further differentiate itself from competitors.

Excellent execution of core marketing concepts of differentiation, opening up new markets in the process.

Question 5 Chick-fil-a: "Eat Mor Chikin" (Except on Sunday)

Maybe helpfully for you: http://www.slcreativemedia.com/yahoo_site_admin/assets/docs/chick-fil-a.281223617.html

http://vimeo.com/29936471

1. What types of marketing strategies is Chick-fil -- a following?

Chick-fil -- a is following several different...

First, the focus on quality is very strong and pervades their supply chain, down to the individual meals delivered to customers. Second, this focus on quality is giving the company an opportunity also differentiate on the entire customer experience. When the core product of a business is quality-driven, the entire customer experience has significant potential to be differentiated from competitors. Chick-fil -- a does this exceptionally well. In addition to these strategies, Chick-fil -- a also is focused on creating a very strong social statement of its commitment to its core values, which also resonate with its core customer base.
2. How would you describe Chick-fil-a's positioning strategy?

The goal of their positioning strategy is to deliver high quality food and an excellent customer experience that has an element of fun in it too. The focus of the positioning strategy is on the family and providing children with highly nutritious meals that are packaged in educational, attractive packaging.

3. Is Sunday closing a competitive advantage for Chick-fil-a? Explain.

This decision further galvanizes the company's market positioning with its customer bases' core values. The core customer segments that sustain Chick-fil -- a are focused on families and strong Christian values, which is exactly what the founder's family and CEO belief. It is a very strong fit between the company's core values and those of their customers.

4. Should other retailers consider closing on Sunday? Why? Why not?

Not unless there is a shared value set with their customer base, and they are willing to internalize and make this commitment real. It would be disastrous to attempt to do this without focusing on how to make the values real; conversely it would also be very bad to close on Sundays if the core customer base of a business didn't care. There must be a strong level of authenticity and honesty in this decision. Anything less will be more harmful than valuable. Above all, it must align to the customer's preferences and needs.