Chipotle Company Assessment

16 Pages Posted: 27 Nov 2018

Date Written: January 5, 2017

Abstract

Chipotle is a chain of multinational restaurant that specializes in Mexican cuisine. This marketing plan provides the strategy that the company should utilize in the market. A situation analysis of the company shows that Chipotle has sufficient resources, with a marketing budget of $69, 257, 000 for the year 2015, its core competencies of providing food with integrity, as well as its capability to operate strategically in the corporate scene give it an advantage. Analysis of the external environment showed that Chipotle lost some of its market share due to health and safety code violation. As such, the company, today, has to adhere to strict legal, political, and socio-cultural concepts of ensuring health and food safety. The plan in the market is to improve awareness, increase revenue, and recapture lost market share. This would be achieved by targeting the baby boomers and millennials. The main marketing strategy would entail advertisement using traditional and digital media.

Keywords: Chipotle, Situation Analysis, SWOT

Suggested Citation

Abwanzo, Benjamin, Chipotle Company Assessment (January 5, 2017). Available at SSRN: https://ssrn.com/abstract=3278492 or http://dx.doi.org/10.2139/ssrn.3278492

Register to save articles to
your library

Register

Paper statistics

Downloads
37
Abstract Views
166
PlumX Metrics
!

Under construction: SSRN citations while be offline until July when we will launch a brand new and improved citations service, check here for more details.

For more information