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Marketing Plan of Chipotle Mexican Grill Restaurant in Ohio NAME: AFFILIATION: UNIVERSITY: COURSE TITLE: DATE OF SUBMISSION: 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.
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. ...
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