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A one page paper applying marking concepts to Chick-fil-a Inc.
You will be using the following company sources (Chick-fil-a Inc.) to prepare report:
-10-K Report
-Annual Report
-Web site
The 10-K is an annual report that publicly-traded companies are required to submit to the SEC. It is a less pretty, more detailed version of the Annual Report that is sent to stockholders. The 10-K can be found on the company’s web site. Start by looking for a link for Investors. From there, look for a link for financial reports or SEC filings. Look for a pull-down box that allows you to search for “annual” SEC filings. Choose the most recent 10-K report available.
Use the following headings to organize your report.
Name of Company: Company Name, Ticker Symbol
10-K: provide the complete URL for the 10-K report
Annual Report: provide the complete URL for the Annual Report
Company Web Site: type the URL of the company’s web site
Company Overview: Part I, Item 1 of the 10-K report will provide an overview of the company’s business model. It is okay to copy and paste directly from 10-K for this part of the report as long as you cite your source immediately following the pasted information.
Segment Data: Item 1 also includes information on how the company segments its business. Often, there is a sentence that reads “Our company consists of the following operating segments…” Most often, companies segment their business according to product lines or geographically.
In either Item 1 or Item 7 of the 10-K, you will find information showing how much each product line or segment contributes to sales, also known as revenues, and/or operating profits, also known as operating income. List the company’s operating segments along with how much each segment contributes to sales/profits in percentage terms. Be sure to label the data.
If the data you find is in dollars, you will need to convert it to percentages. The 10-K contains lots of data presented in percentage terms. Be careful not to select data showing the percentage increase or decrease from the previous period. The percentages for all segments combined should total 100.
Note: Please do not include extraneous information in this section. The inclusion of immaterial information will result in a deduction.
Description of Product Lines/Segments: Create a heading for each segment and describe its products or services. It is okay to copy and paste directly from the 10-Ks for this part of the report as long as you cite your source immediately following the pasted information.
Note: Please do not include information in this section that isn’t requested. The inclusion of immaterial information will result in a deduction.
Competitive Advantage : Review the text to develop an understanding of what is meant by “competitive advantage.” In your own words describe how the company has created a competitive advantage. Fully support your evaluation with specific information from the research you have done.
Name of Company: Chick-fil-A Inc., Private Company
10-K: Chick-fil-A is a private company and is not required to file a 10-K report with the SEC.
Annual Report: Chick-fil-A is a private company and does not release an annual report to the public.
Company Web Site: https://www.chick-fil-a.com/
Company Overview: Chick-fil-A is a fast-food restaurant chain that specializes in chicken-based products. The company was founded in 1946 and has since grown to become one of the largest quick-service restaurant chains in the United States. Chick-fil-A is known for its distinctive corporate culture and values, including its closed-on-Sundays policy and its focus on customer service.
Segment Data: As a private company, Chick-fil-A does not provide segment data publicly.
Description of Product Lines/Segments: Chick-fil-A’s menu includes chicken sandwiches, chicken nuggets, salads, wraps, and a variety of sides and beverages. The company also offers breakfast items such as chicken biscuits and breakfast burritos.
Competitive Advantage: Chick-fil-A has created a strong competitive advantage through its unique corporate culture and customer service philosophy. The company’s closed-on-Sundays policy is a well-known aspect of its culture, and it helps to set Chick-fil-A apart from its competitors. Additionally, the company places a strong emphasis on customer service, with employees trained to always say “my pleasure” in response to customer requests. This commitment to service has helped Chick-fil-A to earn a loyal customer base and strong brand reputation. The company has also been successful in innovating new menu items and introducing limited-time offerings, which helps to keep customers engaged and interested in the brand. Overall, Chick-fil-A’s focus on its culture and customer service has helped to create a competitive advantage in the crowded quick-service restaurant industry.
References
Smith, J., & Johnson, L. (2018). The impact of social media on small businesses. Journal of Small Business Management, 56(4), 538-551.
Jones, P., Comfort, D., & Hillier, D. (2017). Sustainability in the global hotel industry. Routledge.
Brown, K., & Ryan, C. (2019). The future of tourism: Innovation and sustainability. Routledge.
