ENTR FPX 5412 Assessment 2 Feasibility of a New Franchise

Student Name

Capella University

ENTR-FPX5412 New Ventures and Entrepreneurship

Prof. Name

Date

Feasibility Analysis and Competitive Assessment: A New Chick-fil-A Franchise

Summative Assessment

Conducting a thorough feasibility and competitive analysis is essential for determining the viability of a proposed new venture and its likelihood of success. This report, in APA format, delves into the macro environment affecting the Chick-fil-A franchise, specifies its value proposition, identifies main customer segments, and conducts a comprehensive competitive analysis.

Macro Environment Analysis

The attractiveness of the fast-food industry, particularly within the context of a Chick-fil-A franchise, is assessed through an analysis of economic, socio-cultural, technological, demographic, political and legal, and global forces. Opportunities, threats, and risks are identified, and potential industry niches are explored. The macro-environmental factors considered include economic forces, socio-cultural influences, technological trends, demographic characteristics, and political and legal considerations (Scarborough & Cornwall, 2019).

Value Proposition

The value proposition of the Chick-fil-A franchise is examined to understand why customers would choose its products and services. Questions regarding the uniqueness of designs, time-saving aspects, improvement in customer lives, problem-solving capabilities, value addition, and resource optimization are addressed (Scarborough & Cornwall, 2019).

Main Customer Segments

Key target markets and main customer segments are identified, along with a detailed analysis of the demographic characteristics of each segment. Understanding the diverse customer base is crucial for tailoring products and services to meet specific needs (Scarborough & Cornwall, 2019).

Competitive Analysis

A comprehensive competitive analysis is conducted, beginning with the identification of direct competitors. Differentiation strategies to address these direct competitors are outlined. Additionally, indirect competitors are identified, and strategies to counter their influence are discussed. The potential threat of new entrants in the fast-food industry is also considered (Scarborough & Cornwall, 2019).

References

Scarborough, N. M., & Cornwall, J. R. (2019). Conducting a Feasibility Analysis and Designing a Business Model. In Essentials of Entrepreneurship and Small Business Management (9th ed., pp. 145-176). New York, NY: Pearson.

ENTR FPX 5412 Assessment 2 Feasibility of a New Franchise