Consumers of fresh Mexican food tend to be relatively young, urban or suburban, and they tend to be slightly more affluent than consumers of mainstream Mexican (i.e. Taco Bell). As such, Chipotle customers place more value on the quality of their food and are willing to pay more for freshly-prepared foods. For Chipotle, the objective is to have consumers perceive Chipotle as higher quality than its fresh competitors, so emphasis is placed on ethical meats, dairy without growth hormones, and on superior food quality as a distinguishing characteristic.
Right now, Chipotle is expanding by adding new stores in previously untapped areas. All of the firms against which it competes directly are relatively small by QSR standards, so there is something of a race to establish market dominance. The brand, however, is critical to establishing such dominance. Building new stores is a slow, expensive process and while it should remain a focal point for Chipotle's strategy, the company should also look at other means of building brand awareness.
One idea that I had was to sell its nacho chips and guacamole in grocery stores. The company makes its chips and guac a selling point, so it stands to reason that bringing these products to a wider audience will enhance the brand,...
Country and Company of Specialty Marketing Strategy Introduction about Singapore Introduction of Chipotle Mexican Grill, Inc. Background of Chipotle Mexican Grill, Inc. Global Macro Environment Macro Environment Analysis, PEST analysis Politics, Rules and Regulations Economy Society and culture Technology Opportunities and the threats Opportunities Threats Global Competition Analysis Competition Analysis Primary competition in the selected market Secondary competition Entry Strategies Discussion & Evaluation in the selected country Entry Strategy Selection and discussion in the selected country Target market analysis & segmentation Target market analysis Target market segmentation Global Marketing Mix Strategies Product Strategy Current
Case Analysis of Chipotle Introduction This case analysis of Chipotle (CMG) examines the industry in which the restaurant has risen and looks at the company’s background and core values. The problem that the company has encountered in the last five years is really one of the financial markets and not so much a matter of image, brand, or poor business decisions—at least in terms of what the business was doing prior to
SWOT Resource and Capability Ethics and Social Responsibility Fundamental principles of ethical leadership comprise of having honesty and integrity, taking note of all stakeholders, building community, and respecting the individual. Leaders ought to seek solutions to a sequence of significant questions prior to reaching a decision regarding an issue that is not clearly either ethical or unethical (DuBrin, 2016). The leader in question is Mary T. Barra, the Chairman and Chief Executive
Ethical and Socially Responsive Business Ethics in business has a human aspect and is directly related to the success of any business. This therefore means that corporate leaders in organizations have to be very careful about the ethical conduct of their business and how they address any ethical problem that comes up. This paper will look at the code of ethical conduct for a selected company.it will give a description of
Workplace discrimination leads to a mismatch between qualified workers and their jobs, and it carries significant economic consequences in the American workplace. Okechukwu, Souza, Davis and Castro (2014) define workplace discrimination as unfair rules and conditions that impair the ability of group members. It is motivated by inferiority and mistreatment of the disadvantaged group over the dominant group. It is based on races and even occurs among disadvantaged groups themselves. For
Personal Management Plan 1- The Juice Pharm My organization is called The Juice Pharm and is inspired by Clean Juice, a company that is a 100% certified organic juice bar. Every item and ingredient is organic. No GMO (genetically modified organisms), no contaminated food items, all-natural produce from all-natural farmers who believe in sustainability—that is the foundation of Clean Juice’s business. For my organization, I would base my business’s core values on
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