Chipotle Company Assessment

16 Pages Posted: 27 Nov 2018

Date Written: January 5, 2017


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: or

Here is the Coronavirus
related research on SSRN

Paper statistics

Abstract Views
PlumX Metrics