Chipotle Mexican Grill Harvard Case Study Solution

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Chipotle Mexican Grill Case Study Solution and Analysis


Historically, the business's core clients include the Original Devices Manufacturers (OEMs), which utilized to sell Chipotle Mexican Grill Case Study Solution items withtheir own brand name. Its client circle includes Original Devices Manufacturers (OEMs), who utilized to offer Samsung products with their own brand name. He repositioned Samsung as a worldwide brand name and informed his divisional managers to comprehend marketing and its value.

Problem Statement

Samsung's transition from an item based to a marketing business is not going as efficiently as planned.Overcoming the hesitation of divisional supervisors to include marketing successfully is still a major obstacle. Creating a consistent brand identity throughout the entire world and employing marketing strategies that best fits the regional culture is no easy job. The M-net program analysis have been truly practical in figuring out the high and less possible development locations, but allocation of resources accordingly is not well received amongst the supervisors. There is no agreement among the hierarchy concerning the very best matched future technique.

Situational Analysis

Chipotle Mexican Grill Case Study Solution efforts for developing its brand name throughout the world was begun after presenting the "brand-new management effort" by Chairman Lee in 1993. The objective was to change Samsung from a cheap OEM to a high value-added item service provider. To make the vision of Samsung a truth, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a rather clear photo in his mind about how Samsung can transform from a low end to a luxury item service provider. He knew that transformation can only be done through positioning Samsung as a business offering high-end items and this might only be done through high level of marketing.

In spite of having a clear vision about how to develop Samsung brand, with a prospective support of its executives, Yun faced several marketing difficulties in early years of its efforts.

Among the marketing challenges for Yun was the understandings of executives about the worth of marketing. They considered marketing and selling as very same tools and thought that quality items do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous company practices, and the present marketing requirement was excessive high, the gap was too larger and to fill this space with wrong perceptions about marketing was quite challenging for Yun.

As specified above, marketing focus was extremely low in previous practices, therefore there were no correct marketing spending plans for each of the product on the portfolio. There was no marketing planning done for the existing items. In addition to it the item series of the company was increasing with the ripening of brand-new item ideas by the R&D sector of Samsung. Yun had a difficulty to carry out marketing planning and to produce marketing budget plans for existing as well as for brand-new items from the very beginning, and this would take a huge time.

A substantial shift would be required in existing marketing expenses to construct the Samsung brand. This would result in increased marketing expenditures for Samsung and could disturb the administration regarding increased expenses, as they were unwilling to marketing expenses formerly and an abrupt big shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Chipotle Mexican Grill Case Study Help strengths lie in its big product portfolio. Samsung has largest number of patents in the market with overall number of 15499 patents approved in United States( USP).

Another strength of Chipotle Mexican Grill Case Study Help is its ability to establish innovative items at a continuous rate. It significant shows for the development and item creating of Samsung is that the company has gotten a lot of awards for its development and item style.

Unlike Apple and other competitors, Samsung is focused on producing gadgets which can be quickly integrated with any kind of open source Os (OS) and software. This provides Samsung an edge over Apple gadgets.

Samsung's ability to produce luxury items at low expense of production is also one of the major strength of Samsung as it enables the company to record more market by providing quality items with expense control.


Samsung's weak points are hidden in the company's dependence on outsourcing software application for its devices due to business's failure in developing software application, unlike Sony. Chipotle Mexican Grill Case Study Solution also has low profit margins as compare to Apple due to substantial distinction in the prices of Apple and Samsung with a much lesser distinction in quality.


Opportunities for Chipotle Mexican Grill Case Study Help lie in the growing Mobile phone market and the business's effectiveness in the market. Samsung currently runs in about 80 countries and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia.


The vibrant industry environment of technology industry posture a severe hazard on Samsung's survival and require the company to spend much of its incomes share on R&D in order to survive in the long run. The market saturation in industrialized nations i.e. saturation of mobile company is also a huge danger for the company's growth in the existence of strong rivals like Apple.

4 P's of Marketing


Chipotle Mexican Grill Case Study Help provides quality products and has a quite abundant portfolio which caters to various segments. The majority of the items are in the leading 3 of their particular industries. LCD and cellphones are the greatest items of Samsung, whereas DRAM is also not far behind in contrast of them. Following is the product line of Samsung:

• Laptops.
• Cellphone.
• Air conditioning unit.
• Personal computers.
• Hard disk drives.
• Washer.
• Refrigerators.
• Electronic cameras.
• Microwaves.
• Flash memory.


Chipotle Mexican Grill Case Study Solution uses both market competitive and market skimming rates methods for its wide range of items. In competitive rates it changes the cost according to the competition in order to gain advantage, whereas, it utilizes market skimming technique where the item has an added value and by selling a few products it can reach break-even.


It has one of the very best supply chain networks, with retail distributors, their own sole suppliers, E commerce channels like Amazon etc. All its items are timely provided to the selling location/ delivered to the clients straight in case of online order.


It uses both offline & online channels of promo to market their products. Paid product advertisements, social promo and digital advertisements are uses to produce awareness about Samsung products.

Value Chain Analysis.

It's an analytical framework for determining business activities that include worth or competitive benefit for the business.

Inbound Logistics.

For its inbound logistics it owns different logistics firms as it subsidiaries. It looks after its providers and produces an unified relationship with them and even lowered their payment cycles to boost this relationship even more which adds value to their chain network.


Samsung's core proficiency is its mass producing it produces 90% of its products in-house. Divided into three different divisions its operations are specifically IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is keeping operation centers worldwide to further add value to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is one of the primary factors Chipotle Mexican Grill Case Study Help is able to take on Apple. Samsung's own Electronic Logitec system plays a significant role in the outbound logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Drawing in target customer attention towards the product is done through marketing and sales to communicate with them the worth and competitive advantage the item uses. Chipotle Mexican Grill Case Study Analysis advertising budget is continuously rising since they started their rearranging internationally and will continue to do so as they are continually seeking to expand and invest in high prospective growth markets. The budget is spent on events, print and media advertisements, public relations and so on.

Samsung put their consumers at the leading and continually strive to deliver unmatchable customer service requirements. By including a direct support line to contact them 24 hours they have actually further increased the added value of Samsung service.


Chipotle Mexican Grill Case Study Help has actually diversified market segmentation, based upon its arrangement of wide range of products to a great deal of customers. Samsung target consumer sectors can be divided into 3 classifications i.e. Chipotle Mexican Grill Case Study Solution IT and Mobile Communications, Samsung Customer Electronic Devices and Samsung Device services.


Chipotle Mexican Grill Case Study Analysis geographical segmentation is based upon 2 criteria i.e. region and density. Samsung serves about 80 nations worldwide with its products offered to Urban as well as Backwoods of the country. The Samsung is also growing its global presence and the business's versatility in locating its plants encourages global growth of Samsung.


Samsung produces products that can be utilized by both males and women. The target customers for Samsung IT and mobile communication products have an age variety of 18-65 with bulk at a young or newly wed life cycle phase. Apart from it, Samsung Customer Electronics are targeted to a customer section with an age variety of 25-65.


The psychographic division of Chipotle Mexican Grill Case Study Analysis s based upon the social class and the lifestyle of the consumer. Samsung target customers on the basis of social class are primarily upper middle, middle and working class clients, as Samsung offer products like mobile phone not much cheaper i.e. Motorola along with not much expensive i.e. Apple. It offers quality items to middle level customers at a somewhat high rate than others targeting the same section.


Chipotle Mexican Grill Case Study Solution majority target clients have unique behavioural attributes. They are brought in towards Samsung since of its moderate costs with a level of quality.

Quantitative analysis.

Sales of Samsung has increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has also decreased its debt from 15 billion $ to 4.6 billion $. Digital media is the largest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Due to the fact that of the high overhead cost, incomes/ sales are increasing however net profit is not increasing accordingly. New growths and working with's were the primary factor of the boost in the overhead expenses, with china presently not offering any revenue to Samsung, but there is a lot potential in the existing market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this decision is based on the objective of Kim to target the younger audience and produce a global brand name image of the business. Whereas, the core strength of the business is presently manufacturing however long gone are those days when great products were selling themselves. In the existing age marketing is extremely important and companies can not be successful without it. Kim has currently started to reinforce the marketing activities of Samsung and very soon it will become one of its core strength like making if not better.



Samsung operates designs, makes and offer a large portfolio of customer electronics. It operates in a very competitive environment and has actually effectively placed itself as the maker of quality products. So, the answer is yes.


As, stated previously that Chipotle Mexican Grill Case Study Solution runs in an extremely competitive environment, which suggests all the business have comparable products. So, the response for rarity is no.


Due to the nature of the industry, it is very simple for competitors to understand the functionality of the items and easily make their own designs. Yes, Samsung is only behind IBM in signing up new patents every year, however the advantage is extremely short term in this industry.


Chairman Lee has completely turnaround Samsung, from going almost bankrupt throughout the Asian monetary crisis of 1997 to the leading 25 business on the planet. Absolutely yes there appertains company in the company and the results speak for themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand name spread practically in every nation worldwide, bulk of the environments like U.S.A., Europe, China and so on, are very conductive for its operations. Nevertheless, it deals with some political pressures in less industrialized nations where order situation is bad. Latin American, African and some Asian countries fall in this category, where political instability do have an impact on Chipotle Mexican Grill Case Study Solution operations.


Purchasing power of clients is essential for business like Samsung to be successful and grow. Emerging markets like India, middle-eastern nations and so on provide growth opportunities, whereas, due to recession even the clients of developed countries suffer terribly. Thus it is very essential for the business to keep an eye on the continuous financial situation of the country prior to going into the marketplace.


Multinational business have to deal with different social and cultural issues throughout its operations in a foreign country. Samsung has likewise faced lots of issues however have adopted to the regional environments of the majority of the nations incredibly well. It has actually tailored its products, practices, policies and so on accordingly in order to be successful.


With an annual expenditure of 2.4 billion dollars in Research study & Development, and with constant innovative product launches, Chipotle Mexican Grill Case Study Solution is one of the top innovative companies of the world. With a clear objective to be ahead of the rest when it comes to technological advancements, Samsung has actually risen to the no 25 of the leading effective companies of the world.


Each country has their own laws and policies, being a multinational business Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will result in major legal effects. So, it has to study or hire a local law expert before starting its operations in a specific country.


With the rising awareness among customers about the ecological & ethical violations of business, Samsung needs to guarantee that it follows all the safety standards. Environmental damages, ethical misconducts are not acceptable and in some countries the effects can be really severe. On the other hand it has to do some Business Social Responsibility practices to reveal the residents that it cares about their environment and individuals.

Porter's Five Forces

Hazard of Alternative

Hazard of replacement for Samsung's each item classification is rather significant. Running in an incredibly vibrant industry lead the company to face a high risk of replacement. Aspects for high danger of alternative for Chipotle Mexican Grill Case Study Analysis Mobile phone consist of the presence of high variety of suppliers and Market saturation in industrialized nations, which make the cost of switching for consumers nearly zero. Replacement dangers for Samsung visual display screen lie in the changing lifestyle of clients. Clients can change to enjoying visuals in your home towards outdoor activities. Together with it, Samsung printing services products are threatened by the increasing destination of clients towards cloud storage.

Competition Among Existing Firms:

The rivaly among Samsung and its close rivals is intense. The significant reason behind this is the technique of market saturation in various number of item categories, requiring Samsung to present more ingenious features in existing products and brand-new ingenious items to keep its growth. The major rivals for Chipotle Mexican Grill Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

Chipotle Mexican Grill Case Study Solution has a vast supply chain consisting of about 2700 suppliers across the world.( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of possible size and worth. These substantial orders enable Samsung to negotiate prices with its suppliers. Due to incapability of Samsung to build its own software, it has to outsource its software application advancement to Google, which becomes a prospective supplier of software for Samsung, resulting in high bargaining power of Google. Although, in most of cases Samsung has a power to work out rates, however it supply substantial costs to its providers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Buyers:

Market saturation in most of the item classifications also make the bargaining power of buyers more extreme in for Samsung. In spite of igh bargaining power Samsung is rather capable of offering its products at a higher price than much of its rivals, due to high end quality item and a reasonable brand image.

Hazard of New Entrants:

Hazard of brand-new entrants for Chipotle Mexican Grill Case Study Help is quite low. Along with it, requirement of huge knowledge and research study and development expenditures for survival in the market also make brand-new entrants reluctant to enter in the market. Market saturation is also one of the barrier of entry in technology market.

Competitive Analysis

Samsung's high item diversification offers it differentiation from its rivals. It is one of the 3 top brand names by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single product classification with Sony concentrating on customer electronic devices, Nokia on cellular phone and Intel on chips, Samsung had a substantial R&D spending on all of its item classifications which allow the business to make potential revenue from sales of almost all of its products. (See Exhibition) Nevertheless, due to the broad product range the company deals with high variety of competitors.

The company ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave ovens, in terms of international market share, amongst 8 various product categories. Samsung was the worldwide leader in producing DRAM, SRAM and NAND flash chips. Samsung profits from chips was less than Intel however its profits from chips was growing much faster than Intel and has grown close to the revenue levels of Intel, as provided in the case Exhibition 2.

Along with the chips Samsung mobile market was likewise growing at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cell phone's sales development was 51% as compare to Motorola with only 4% and Nokia with zero sales growth. The significant reson behind Samsung's high growth despite of higher rates than Nokia and Motorola was the business's high-end quality cellular phone.

Samsung was also profiting from increasing market share of high-end LCDs as given in case Exhibition 3. The major reason, making the business allow to obtain the opportunity is its mass production at low cost. Sony was the biggest rival for Chipotle Mexican Grill Case Study Solution in LCD market, however, it had actually also started joint venture with Samsung in 2003 for LCD manufacturing, decreasing the competitors for Samsung.

Porter's Competitive Technique

Low Expense Leadership technique of porter is completely implemented by Samsung the method they attain economies of scale by strengthening their core competencies of production. They always bring something new and ingenious whether it's an item or a service.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Chipotle Mexican Grill Case Study Analysis would create a new brand name image by targeting the more youthful generation of the specific country. As, especially cellphones of Samsung are popular among the more youthful group.


1. It is the best strategy to build Consumer Life time Value (CLV) by developing a long-lasting relationship with consumers. Construct loyalty through providing worth and reap the benefits for long-lasting, as research has revealed it is more affordable to retain existing customers than to bring in new ones.
2. Another pro of this option is that word of mouth spread faster among more youthful people and which in turn will generate new customers for my products.


1. Old clients who were related to Samsung prior to may not like this brand-new image the business is attempting to represent.
2 It will sustain additional expenses to reposition some products and it might not even bring success as the trends change very quickly amongst the more youthful market.

Alternative option 2.

It would be done by organizing training workshops during which importance of marketing will be taught and numbers will be offered. Marketing environment should be created internally initially as real marketing begins inside the corporation.


1. Its pro will be that all the marketing method supporters will come out and also the opposite ones.


2. Its con can develop a very unhealthy environment in the office, as individuals typically resist change due to the fact that they fear it.

Determine the best option

Very first alternative is the best as it plainly has more pros due to the fact that as soon as a Client Life time Value is built the business will profit from it till that customer lives and has acquiring power also. Plus, our target clients are the younger generation which are bound to live longer than the current old age people. However, Samsung's primary objective is to develop loyalty amongst its consumers and make them bought it from them and even buy their different items as well.

Implementation Plan

• Targeting more youthful generation through social marketing, developing a relate to them like Pepsi finish with music. And set the expectations sensible and achievable.
• A team consisting of best marketing and sales specialists should be put together, and both views must be taken into consideration before securing the resources needed to implement the plan.
• Thorough interaction of the strategy ought to be done as it is very essential for everyone to be on the exact same page to make it work.
• Tasks and timelines need to be develop and interacted accordingly to each person responsible.
• The supervisor ought to use a dashboard which shows the development of all the tasks which have actually been done or about to be done and by whom.
• The supervisor should keep an eye on and keep a constant look at the private and overall performance.
Because any brand-new trend or policy might come in due to which all the things currently prepared have actually to be adjusted, • Everybody must be ready to adjust midway. It's better to have contingency strategies currently prepared.
• At the end of the campaign the supervisor must interact the results and if successful need to commemorate with the group.


This modification the budget allowance of various countries and many managers were dissatisfied and argued but the analysis done by the program was accurate and showed figures like North America and Russia development possible warranted a 35% allowance while they were getting 45%. It really assisted to fairly disperse the resources and capture more consumers by spending more on advertisements on the high development capacity regions of the world.


Its constant financial investment in R&D and ingenious practices have propelled them to new heights but for them its' only the start and they want to be among the leading 3 brand names in the world. Their marketing efforts ought to be directed towards younger market amidst the internal arguments about marketing and ought to create Client Life time Worth as it will not just offer them advantages now however will continue to enjoy it till the customer lifetime. As the cost of keeping the customer is much cheaper than drawing in a new one.