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Research Paper
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Topic:

Brand Comparison between Chick-Fil-A and Kentucky Fried Chicken

Research Paper Instructions:

Per professors instructions:
You are writing a small report to explain the marketing differences between two leading fast-food retailers.
Chick-fil-A has annual sales of more than $3 million per store while Kentucky Fried Chicken as per-store annual sales of only $1 million. Your paper will explain possible reasons for this dramatic difference.
Each paper will have: (a) Cover Page, (b) Table of Contents, (c) Executive Summary, (d) manuscript, and (e) References. You are producing a

Research Paper Sample Content Preview:

Brand Comparison between Chick-Fil-A and Kentucky Fried Chicken
Student’s Name
Institutional Affiliation
Contents TOC \o "1-3" \h \z \u Executive summary PAGEREF _Toc499810618 \h 3Reasons for the difference in sales PAGEREF _Toc499810619 \h 3Quality of customer service PAGEREF _Toc499810620 \h 3Pricing strategies PAGEREF _Toc499810621 \h 4Amount of available stock PAGEREF _Toc499810622 \h 4Issuance of incentives PAGEREF _Toc499810623 \h 5Marketing effort PAGEREF _Toc499810624 \h 5Product and quality services PAGEREF _Toc499810625 \h 6Poor hiring PAGEREF _Toc499810626 \h 7Conclusion PAGEREF _Toc499810627 \h 7
Executive summary
People engage in the world of business with the aim of making profits. Such profits depend on the difference between the production cost and the amount of the sales that the company makes. Given the fact that different companies and individuals use different strategies in the business world, then this means that the amount of profit made will vary. The amount of sales volume of a given company depends on many factors and, therefore, different companies display different amounts of sales volume (Reichheld, 2001). A good example is the case of Chick-Fil-A whereby it makes a total sale of 3$million for every store while on the other hand, the Kentucky Fried Chicken makes a sales volume of $1 million for each of the stores. This difference has been brought about by different factors such as the quality of customer service, pricing strategies, amount of available stock, issuance of incentives, marketing effort and product and quality services.
Reasons for the difference in sales
Quality of customer service
Customer service includes in the manner in which the sales representatives and the managers of a given company relate to their customers. To attract many customers as well as maintain the old ones, the workers of a company have the obligation of ensuring that their customers are fully satisfied with their services. Among such services is the speed and effectiveness through which the company's' employees responds to the needs and complaints of their customers. A good response plays a substantial role in ensuring that customers are fully satisfied with the company's services and qualities and, can, in turn, give a positive word of mouth hence influencing other people to purchase the products. In the case of Chick-Fil-A, the amount of advertising that is done through word of mouth is responsible for the number of new customers that purchase the company's products from day to day. On the other hand, customers rarely give a positive word of mouth regarding the products of Kentucky Fried Chicken, and this explains he reason as to why they have a small number of sales volume because the amount of sales volume is directly proportional to the number of people aware and interested in the product. Therefore, this brings the accumulative effect of the fact that Chick-Fill-A makes more sales as compared to Kentucky Fried Chicken.
Pricing strategies
As well, the pricing of products has a substantial effect in the manner in which the products sale in the market. In the current world, the amount of competition in the food industry has grown at an alarming rate due to the existence of different recipes. Therefore, in the case whereby a company prices its commodities with respect to the competitor prices, the price has to be lower to attract more clients. However, pricing commodities too high as compared to other companies can lead to a case whereby consumers prefer to purchase the cheap commodities. In this case, it seems that Chick-Fill-A has priced its product at a lower price as compared to its competitors. This explains the reason as to why it has a large sale volume because most of the products customers find it cheap to purchase the company's products as compared to other companies. As well, in the case of Kentucky Fried Chicken, it seems that they have priced their commodities at a higher price as compared to their competitors. As a result, this brings about the general effect that most of the customers prefer to purchase cheap products hence keeping the company at a strong competitive edge because they have to implement other strategies that promote their products (Roach, 2016).
Amount of available stock
In addition, the amount of stock available to the company is a major contributing factor to the number of sales that the same company makes. However, companies need to have enough money to cater for the production cost and, in turn, ensure that they have sufficient stock. The world of business is very competitive and the more the demand increase, then the more the need to have more products to meet the demands (Paesbrugghe, Rangarajan, Sharma, Syam & Jha, 2017). Without sufficient stock, then a company will not make a lot of sales. This is evident in the case of Kentucky Fried Chicken whereby they made fewer sales as compared to Chick-Fil-A. This means that Chick-Fil-A had sufficient amount of stock to meet the demand in the market while Kentucky Fried Chicken did not have sufficient stock.
Issuance of incentives
Incentives are the extra amounts that employees are paid by a company as an appreciation of the good work that they have done regarding accomplishing the goals of ...
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