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…
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 (“ ...
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