Executive Summary Chipotle Mexican Grill Restaurant has been present in the market since 1993 and has been successfully meeting the needs and demands of its customers. It went public in 2006 when McDonald’s divested its non-core business restaurants and Chipotle was one of them. Since then, it has been following a focused marketing strategy for expanding into various regions locally and internationally. It has competitive edge in the market as it is the only company that is offering healthy and nutritious food items along with fast-casual dining experience; the main target market of the company is young generation aged in between 16-30 years who are looking for delicious meals at economical prices. Although it has successfully earned a good reputation in the market but there are many avenues that are unexploited by the company. One attractive segment is of old people aged above forty years who are looking for healthy food along with a pleasurable dining experience. The marketing plan for this target market is designed especially for Columbus, Ohio region where no fast-food restaurant is targeting this segment. In order to reach and satisfy this market, the marketing strategy along with implementation and evaluation plan is discussed so that the company can easily implement it. The most effective way of fulfilling the needs of old people is to offer them affordable meals by marketing them on the online mediums as these people are technologically savvy. If the plan is properly implemented, then there are high chances that the company can successfully penetrate in this market. II. Situation Analysis Brief Introduction of Chipotle Mexican Grill Restaurant Chipotle Mexican Grill was started by Steve Ells in 1993 in Colorado with the aim of providing exceptionally high quality fast-food items that are made from fresh and premium ingredients. Presently, Chipotle Mexican Grill Inc. is a chain of restaurants that are located in Canada, United Kingdom and United States. The name of the restaurant was derived from chipotle which is the Mexican Spanish name of smoked and dried jalapeno chili pepper (“Unique Corporate Culture drives results”, 2008) The specialty of the chain is in the burritos and tacos offered to the customers along with use of natural and organic ingredients and assembly-line production. The company is listed on the New York Stock Exchange and it went public in 2006 when McDonald’s divested all of its non-core business restaurants (“About Us”, 2012). The mission of Chipotle Mexican Grill Restaurant is defined as Food with Integrity that highlights its focus on using only pure and organic ingredients and serves the customers with naturally raised meat; it gives the restaurant a competitive edge over all other restaurants present in the market (“Food with integrity”, 2012). It is among the pioneers who developed the concept of fast-casual dining restaurants. Currently, it is present in more than 1200 locations in about 43 states including France, Ontario, England, Washington and Toronto. According to Brandau (2012), the chain earned net income of US$215 million in the year 2011 and had a workforce of about 30,940 employees. The chain is run by a board that comprises of four directors along with a chairman (Steve Ells) and is headquartered in Denver, Colorado (“
Marketing Plan of Chipotle Mexican Grill Restaurant in Ohio NAME: AFFILIATION: UNIVERSITY: Table of Contents Table of Contents 2 Marketing Plan of Chipotle Mexican Grill Restaurant in Ohio 3 I.Executive Summary 3 II.Situation Analysis 4 III.Market-Product Focus 6 IV.Marketing Program Strategy and Focus 7 V.Financial Projections 9 VI.Implementation Plan 10 VII.Evaluation 11 References 12 I…
This research entails market summary, demographics of the target market, market requirements, trends and market growth. Additionally a SWOT analysis is also presented in order to enable the management to identify the strengths, weaknesses, opportunities and threats that Daimler will be facing in India.
Marketing plan: designated drivers
Environment and industry
The business will have designated drivers operating around the clock in giving their services to people from place to place. The initial capital is $ 1, 000, 000, which is sufficient for the business.
Marketing strategies and implementation plan have been developed after conducting market analysis including market competition, SWOT analysis and consumer behaviour analysis. This market plan also induces future scenario and action plan. Key findings from environmental analysis, market analysis, consumer behaviour analysis in the target market and detailed strategies and implementation plan have been summarised as follows.
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However, prior to the generation of a marketing communication plan, there are important data or ideas that will also have to be taken into account. Thus, the need to understand customers’ needs and preferences and anlyse the market are important moves prior to the actual marketing communication plan.
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In the part of marketing objectives describe Strategic Thrust and Strategic Objectives. Core Strategy has been discussed Target Market, Competitor Targets and competitive advantage. Integrated mix plan of marketing plan, four P’s like Product, Promotion, Price and Place. Marketing budget has also been discussed in which staff requirement.
In a 2007 survey conducted by Nielsen on both the sexes in EMEA (Europe, Middle East and Africa), 74% of the people are into buying grooming products; 75% of the people feel that the social pressure to look good in their lives is greater
For Baby Boomers and N-white collar professionals, they prefer work stations installed with high-tech equipment since most of them were born in the technology era.
In that perspective, these generations relate differently in the services that would be provided
strategic changes, the company has evolved in terms of brand development and diversification to become the third largest telecommunication company in the US. Today, the company offers a wide range of services including voice, broadband and messaging services with the US. The
16 pages (4000 words)Research Paper
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