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Running head: STRATEGIC PLAN CHICK-FIL-A
Final Project – Chick-Fil-A Strategic Plan
Jeffrey Noyes
MGT 450 Strategic Planning for Organizations
Ashford University
Dr. Melissa Fireside
21 May 2019
, 2
STRATEGIC PLAN CHICK-FIL-A
Introduction
Put simply; strategic management is a roadmap set to successfully steer a company from
point A to point B (Abraham, 2012). It is important to understand that there may be many point
B's to achieve depending on the goal to achieve and the time limit to achieve that goal. There are
some entities within a company will be focused on short term goals of three to five years, while
the CEO and other top managers will focus on the future of the company many years out. The
challenges that many managers face is, what is point B, what is the benefit of getting to point B,
how do we get to point B, how many competitors have already arrived or are heading toward
point B, what are the obstacles along the way, and is point B really where we want to go? These
are critical questions that can leave managers scratching their heads.
Fortunately, there are tools which are proven to help a company determine the best point
B to steer towards through strategic thinking and to formulate a roadmap using internal analysis,
strategic planning and implementation (Abraham, 2012). Some of the essential tools for
strategic planning are; having a compelling company vision and mission statement, performing a
SWOT analysis or a value chain analysis, understanding Porter’s Five Forces model,
benchmarking and determining the proper metrics to measure company performance (Abraham,
2012).
This paper will utilize some of these tools to prepare a short-term strategic plan to
increase the number of Chick-Fil-A customers over the next three years by expanding the menu
options to cater to different customer desires, open locations in other countries to pilfer foreign
market share from competitors, and to increase customer loyalty which should guarantee return
customers. This strategic plan will include a history of the company, its current situation in the
market, the products the company provides, an analysis of major competitors, a SWOT analysis
Running head: STRATEGIC PLAN CHICK-FIL-A
Final Project – Chick-Fil-A Strategic Plan
Jeffrey Noyes
MGT 450 Strategic Planning for Organizations
Ashford University
Dr. Melissa Fireside
21 May 2019
, 2
STRATEGIC PLAN CHICK-FIL-A
Introduction
Put simply; strategic management is a roadmap set to successfully steer a company from
point A to point B (Abraham, 2012). It is important to understand that there may be many point
B's to achieve depending on the goal to achieve and the time limit to achieve that goal. There are
some entities within a company will be focused on short term goals of three to five years, while
the CEO and other top managers will focus on the future of the company many years out. The
challenges that many managers face is, what is point B, what is the benefit of getting to point B,
how do we get to point B, how many competitors have already arrived or are heading toward
point B, what are the obstacles along the way, and is point B really where we want to go? These
are critical questions that can leave managers scratching their heads.
Fortunately, there are tools which are proven to help a company determine the best point
B to steer towards through strategic thinking and to formulate a roadmap using internal analysis,
strategic planning and implementation (Abraham, 2012). Some of the essential tools for
strategic planning are; having a compelling company vision and mission statement, performing a
SWOT analysis or a value chain analysis, understanding Porter’s Five Forces model,
benchmarking and determining the proper metrics to measure company performance (Abraham,
2012).
This paper will utilize some of these tools to prepare a short-term strategic plan to
increase the number of Chick-Fil-A customers over the next three years by expanding the menu
options to cater to different customer desires, open locations in other countries to pilfer foreign
market share from competitors, and to increase customer loyalty which should guarantee return
customers. This strategic plan will include a history of the company, its current situation in the
market, the products the company provides, an analysis of major competitors, a SWOT analysis
