Chipotle Mexican Grill Harvard Case Study Analysis

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Chipotle Mexican Grill Case Study Solution & Analysis


Historically, the business's core consumers include the Original Equipment Manufacturers (OEMs), which utilized to offer Chipotle Mexican Grill Case Study Analysis products withtheir own brand name. Its customer circle consists of Original Devices Manufacturers (OEMs), who utilized to offer Business products with their own brand name. He repositioned Org as an international brand name and informed his divisional managers to understand marketing and its importance.

Issue Statement

Corporation's transition from an item based to a marketing business is not going as efficiently as planned.Overcoming the hesitation of divisional supervisors to incorporate marketing efficiently is still a major obstacle. Developing a consistent brand identity throughout the entire world and employing marketing strategies that finest fits the local culture is no simple job. The M-net program analysis have actually been really useful in figuring out the high and less potential growth locations, but allowance of resources accordingly is not well gotten amongst the managers. There is no consensus amongst the hierarchy concerning the very best suited future strategy.
Executive Summary
Situational Analysis

Yun had a quite clear image in his mind about how Chipotle Mexican Grill Case Study Solution can transform from a low end to a high end item supplier. He understood that change can just be done through placing Company as a business providing high-end products and this might just be done through high level of marketing.

In spite of having a clear vision about how to develop Business brand, with a possible support of its executives, Yun dealt with a number of marketing challenges in early years of its efforts.

One of the marketing difficulties for Yun was the understandings of executives about the worth of marketing. They thought about marketing and selling as same tools and thought that quality products do not needed marketing for increasing sales. As their focus towards marketing was rather low in their previous organisation practices, and the existing marketing requirement was excessive high, the space was too broader and to fill this gap with incorrect perceptions about marketing was rather tough for Yun.

Along with it the product variety of the business was increasing with the ripening of new item concepts by the R&D sector of Company. Yun had an obstacle to carry out marketing planning and to develop marketing spending plans for existing as well as for new items from the very start, and this would take a substantial time.

A substantial shift would be needed in present marketing expenses to build the Chipotle Mexican Grill Case Study Solution brand name. This would result in increased marketing expenditures for Business and might interrupt the administration regarding increased expenditures, as they were reluctant to marketing expenditures formerly and a sudden huge shiftwould make them disturb. This might result in declining executive support for global marketing. In this scenario, Yun deals with a difficulty for validating increased marketing expenses by demonstrating the long term value of substantial marketing expenditures.

Internal Analysis
SWOT Analysis

Business strengths lie in its huge item portfolio. Venture has largest number of patents in the industry with total variety of 15499 patents granted in United States( USP). Large amount of R&D costs has enabled the company to grow its product portfolio at a higher rate than its competitors. Chipotle Mexican Grill Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total revenues.

Another strength of Chipotle Mexican Grill Case Study Solution is its ability to establish innovative items at a constant rate. It major shows for the innovation and item creating of Venture is that the business has received a lot of awards for its innovation and item design.

Unlike Apple and other competitors, Venture is focused on producing devices which can be easily integrated with any kind of open source Os (OS) and software. This supplies Business an edge over Apple devices.
Porter's 5 Forces Analysis
Org's ability to produce high-end items at low cost of production is also among the significant strength of Enterprise as it makes it possible for the business to record more market by offering quality products with expense control.

Weak points

Chipotle Mexican Grill Case Study Analysis weaknesses are concealed in the business's reliance on outsourcing software application for its devices due to business's failure in developing software application, unlike Sony. Venture also has low revenue margins as compare to Apple due to big distinction in the rates of Apple and Org with a much lower difference in quality. The diverse focus of the company due to a great deal of products in its portfolio, lead to the less effective production and make the company not able to charge greater costs like Apple. The business is likewise inefficient in handling its patents and often deals with the issue of patent violation.


Opportunities for Organization lie in the growing Mobile phone market and the business's effectiveness in the market. It can increase its market share and profits from mobile phone as the business is quite effective in mobile phone market. Corp presently runs in about 80 nations and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia. Corp can move towards acquisitions to get patents. It would allow the business to increase its item portfolio with an increase in its wealth.


The vibrant industry environment of innovation market posture a severe hazard on Venture's survival and require the business to invest much of its revenues share on R&D in order to make it through in the long run. The market saturation in industrialized nations i.e. saturation of mobile business is likewise a huge hazard for the business's development in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Chipotle Mexican Grill Case Study Analysis provides quality products and has a rather rich portfolio which deals with various sections. Most of the products remain in the leading 3 of their particular industries. LCD and cellphones are the biggest items of Venture, whereas DRAM is likewise not far behind in comparison of them. Following is the product line of Corporation:

• Laptops.
• Mobile phones.
• Air conditioning unit.
• Personal computers.
• Hard disks.
• Washer.
• Refrigerators.
• Video cameras.
• Microwaves.
• Flash memory.


Chipotle Mexican Grill Case Study Solution utilizes both market competitive and market skimming prices strategies for its variety of products. In competitive prices it adjusts the rate according to the competition in order to get advantage, whereas, it utilizes market skimming technique where the product has actually an included worth 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 and so on. All its products are prompt provided to the selling place/ provided to the customers directly in case of online order.

Vrio Analysis
It wasn't a well-known company outside of Korea till 1993. But the management initiative taken by their CEO has pushed them to market more effectively outside the borders and now it has actually gone into the league of top 25 companies in the world in simply 9 years. This is an impressive accomplishment in spite of the continuous arguments amongst the supervisors about embracing marketing practices. It utilizes both offline & online channels of promo to market their products. Paid product advertisements, social promotion and digital ads are utilizes to produce awareness about Company items.

Value Chain Analysis.

It's an analytical structure for identifying service activities that include value or competitive benefit for the company.

Incoming Logistics.

For its inbound logistics it owns various logistics companies as it subsidiaries. It looks after its providers and creates an unified relationship with them and even lowered their payment cycles to boost this relationship further which includes value to their chain network.


Organization's core proficiency is its mass making it produces 90% of its products in-house. Divided into 3 different divisions its operations are particularly IT & Mobile Communications, Gadget Solutions and Consumer Electronics. It is maintaining operation hubs worldwide to even more include worth to its value chain network.

Outbound Logistics.

Its outgoing logistics system performance is among the primary reasons Chipotle Mexican Grill Case Study Analysis has the ability to take on Apple. Enterprise's own Electronic Logitec system plays a major function in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Venture.

Marketing and Sales.

Bring in target consumer attention towards the product is done through marketing and sales to communicate with them the value and competitive advantage the product uses. Chipotle Mexican Grill Case Study Solution advertising budget plan is continually rising given that they began their repositioning globally and will continue to do so as they are constantly aiming to invest and expand in high possible growth markets. The budget plan is invested in events, print and media ads, public relations etc.

Corp Service. Corporation put their consumers on top and continually strive to deliver unmatchable customer care standards. As after sales service is becoming incredibly essential to keep clients pleased and engaged, they even carry out studies through 3rd parties to find out their customer's feedback and implement it in the favorable method to minimize or if possible entirely remove their customer problems. By including a direct support line to call them 24 hr they have even more increased the added worth of Chipotle Mexican Grill Case Study Solution service.


Chipotle Mexican Grill Case Study Analysis has diversified market segmentation, based upon its provision of vast array of products to a great deal of customers. Business target client segments can be divided into 3 classifications i.e. Chipotle Mexican Grill Case Study Solution IT and Mobile Communications, Corporation Consumer Electronics and Organization Device solutions.


Chipotle Mexican Grill Case Study Help geographic segmentation is based upon 2 criteria i.e. area and density. Venture serves about 80 nations worldwide with its items provided to Urban in addition to Backwoods of the country. The Org is likewise growing its global presence and the company's flexibility in finding its plants motivates worldwide growth of Org.


The market division of Chipotle Mexican Grill Case Study Help is based upon gender, age, life-cycle phase and occupation. Enterprise produces products that can be utilized by both males and women. The target consumers for Corp IT and mobile interaction items have an age series of 18-65 with majority at a young or recently married life cycle stage. They are primarily trainees, experts and workers. Apart from it, Organization Consumer Electronic devices are targeted to a client segment with an age series of 25-65. They are mostly workers and professionals. However Chipotle Mexican Grill Case Study Help Gadget Solutions are targeted at students, employees and experts with an age series of 25-65.


The psychographic division of Chipotle Mexican Grill Case Study Solution s based upon the social class and the lifestyle of the customer. Company target consumers on the basis of social class are generally upper middle, middle and working class consumers, as Corporation offer items like cell phones not much less expensive i.e. Motorola in addition to very little pricey i.e. Apple. It provides quality products to middle level customers at a slightly high cost than others targeting the same segment.


Chipotle Mexican Grill Case Study Help bulk target clients have unique behavioural attributes. It has clients with an enthusiastic, fashionable and identified character with moderate level of commitment towards the brand name. Its consumers have some degree of shift towards other popular brands i.e. Apple. The majority of Corporation customers want quality along with cost control. Due to the fact that of its moderate prices with a degree of quality, they are drawn in towards Org.

Quantitative analysis.

Sales of Corp has actually increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. It has also reduced its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the largest selling classification of Corporation with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Profits/ sales are increasing however net revenue is not increasing appropriately since of the high overhead cost. New expansions and hiring's were the primary factor of the boost in the overhead expenses, with china currently not offering any revenue to Enterprise, but there is so much potential in the existing market with 75 % yet to be checked out.

Qualitative analysis.

Whereas, the core strength of the company is presently producing but long gone are those days when excellent products were selling themselves. Kim has currently begun to enhance the marketing activities of Org and extremely soon it will end up being one of its core strength like manufacturing if not much better.



Organization runs styles, manufactures and offer a huge portfolio of consumer electronic devices. It runs in an exceptionally competitive environment and has successfully positioned itself as the maker of quality items. The answer is yes.


As, said previously that Chipotle Mexican Grill Case Study Analysis operates in an extremely competitive environment, which indicates all the companies have similar items. So, the response for rarity is no.


Due to the nature of the market, it is extremely simple for competitors to understand the functionality of the products and easily make their own designs. Yes, Company is only behind IBM in registering new patents yearly, however the advantage is very short term in this market.


Chairman Lee has totally turn-around Org, from going almost insolvent throughout the Asian financial crisis of 1997 to the top 25 business on the planet. Definitely yes there appertains organization in the company and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread nearly in every nation worldwide, majority of the environments like U.S.A., Europe, China etc., are extremely conductive for its operations. It deals with some political pressures in less developed nations where law and order situation is not excellent. Latin American, African and some Asian countries fall in this classification, where political instability do have an effect on Chipotle Mexican Grill Case Study Analysis operations.


Purchasing power of consumers is crucial for companies like Organization to grow and succeed. Emerging markets like India, middle-eastern nations and so on supply growth opportunities, whereas, due to recession even the consumers of developed nations suffer severely. For this reason it is really crucial for the business to watch on the continuous economic situation of the nation prior to entering the marketplace.


International business need to deal with different social and cultural issues during its operations in a foreign nation. Company has actually also dealt with lots of issues however have embraced to the local environments of most of the nations incredibly well. It has customized its items, practices, policies etc. accordingly in order to succeed.


With a yearly expenditure of 2.4 billion dollars in Research & Development, and with continuous ingenious product launches, Chipotle Mexican Grill Case Study Solution is one of the leading innovative companies of the world. With a clear mission to be ahead of the rest when it comes to technological developments, Corp has risen to the no 25 of the leading effective business of the world.


Each country has their own laws and policies, being a multinational company Organization need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to severe legal effects. So, it has to study or employ a regional law specialist prior to starting its operations in a particular country.


With the rising awareness amongst consumers about the ethical & ecological offenses of companies, Company needs to guarantee that it follows all the security standards. Ecological damages, ethical misbehaviors are not acceptable and in some nations the effects can be very extreme. On the other hand it has to do some Business Social Responsibility practices to show the residents that it cares about their environment and individuals.

Porter's 5 Forces

Threat of Substitution

Risk of alternative for Organization's each item classification is quite substantial. Elements for high risk of substitution for Chipotle Mexican Grill Case Study Help Mobile phone include the presence of high number of suppliers and Market saturation in developed nations, which make the cost of changing for customers nearly absolutely no. Along with it, Corporation printing services products are threatened by the increasing destination of customers towards cloud storage.

Competition Among Existing Companies:

The rivaly amongst Venture and its close competitors is intense. The major factor behind this is the method of market saturation in various number of item categories, requiring Org to present more innovative functions in existing items and brand-new ingenious products to keep its development. Other factor for the extreme rivalry among the rivals is the little item distinction among the items. The popular players in the technology industry are quite familiar with the significance of R&D costs for their survival and are running into a race of marketing and R&D spending, to catch the market. The significant competitors for Chipotle Mexican Grill Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competition rivalry results in the varying market shares which can be seen in Exhibit F.

Bargaining Power of Providers:

( Venture Sustainability Report, 2016) Provider's bargaining power for Organization is low as Business runs economies of scale and its orders are of potential size and worth. Due to incapability of Chipotle Mexican Grill Case Study Solution to construct its own software, it has to outsource its software advancement to Google, which ends up being a prospective provider of software application for Org, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

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

Hazard of New Entrants:

Risk of new entrants for Company is rather low. One of the major factor for low hazard of new entrants is the high competitors in the market. The requirement of big quantity of capital to enter in the market is likewise one of the possible barrier to entry. Along with it, requirement of big competence and research and development expenditures for survival in the industry also make brand-new entrants reluctant to enter in the marketplace. Market saturation is also one of the barrier of entry in innovation market. High bargaining power of suppliers require the gamers in the industry to charge as low rates as possible and this can just be achieved by production efficiency. Brand-new companies, in majority cases, lack the production performance, thus increasing the threats for entryway in the technology industry.

Competitive Analysis

Corp's high product diversity offers it differentiation from its competitors. It is among the 3 top brands by market share. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single item classification with Sony focusing on consumer electronic devices, Nokia on cellular phone and Intel on chips, Business had a substantial R&D spending on all of its product categories which allow the business to earn possible profits from sales of practically all of its items. (See Exhibition) Nevertheless, due to the large product variety the company faces high number of competitors.

The company ranks first in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in terms of international market share, among 8 different item categories. Business was the global leader in making DRAM, SRAM and NAND flash chips. Although, Business profits from chips was less than Intel however its incomes from chips was growing quicker than Intel and has actually grown close to the profits levels of Intel, as given up the case Exhibition 2.

Along with the chips Enterprise mobile market was likewise growing at a high rate than its competitors i.e. Motorola and Nokia. Enterprise's cellular phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with no sales development. The significant reson behind Business's high growth despite of higher rates than Nokia and Motorola was the company's high-end quality mobile phone.

Organization was likewise profiting from increasing market share of high end LCDs as given up case Exhibition 3. The major factor, making the business allow to get the chance is its mass production at low cost. Sony was the most significant competitor for Chipotle Mexican Grill Case Study Solution in LCD market, however, it had likewise started joint venture with Enterprise in 2003 for LCD producing, reducing the competition for Org.

Porter's Competitive Method

Low Cost Leadership strategy of porter is completely carried out by Org the method they accomplish economies of scale by reinforcing their core proficiencies of production. Even to the point that their rival SONY chose to form an alliance with them to make for them, because they were unable to take on them on low expense. Distinction is another strategy well carried out by Venture by continuous financial investment in the R&D and staying ahead of the competitors. They always bring something innovative and new whether it's a service or a product.


Alternative Option 1

The Chief Marketing Officer (CMO) of Chipotle Mexican Grill Case Study Analysis would create a new brand image by targeting the more youthful generation of the particular country. As, specifically smart phones of Enterprise are popular among the more youthful group.


1. It is the best method to build Customer Lifetime Value (CLV) by producing a long-lasting relationship with customers. Build loyalty through providing value and profit for long-lasting, as research has revealed it is much cheaper to maintain present customers than to bring in brand-new ones.
2. Another pro of this option is that word of mouth spread quicker among more youthful individuals and which in turn will bring in new customers for my items.


1. Old consumers who were connected with Corp before may not like this new image the company is trying to depict.
2 It will incur further expenditures to rearrange some items and it might not even bring success as the patterns alter really rapidly among the younger group.

Alternative option 2.

Business has actually made manufacturing its core competency for the many part of their business and due to which its managers are not afraid to completely step out of their comfort zone. It would be done by arranging training workshops throughout which importance of marketing will be taught and numbers will be offered. Failure to get the passing scores will get benched. Marketing environment must be created internally initially as genuine marketing begins inside the corporation.


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


2. Its con can produce a very unhealthy environment in the workplace, as individuals typically withstand change due to the fact that they fear it.

Identify the very best alternative

Very first alternative is the best as it plainly has more pros due to the fact that as soon as a Customer Lifetime Worth is constructed the company will benefit from it till that customer lives and has buying power too. Plus, our target customers are the more youthful generation which are bound to live longer than the current aging people. Organization's primary goal is to develop commitment among its customers and make them redeemed it from them and even purchase their various items.

Application Strategy

• Targeting more youthful generation through social marketing, developing a relate to them like Pepsi finish with music. And set the expectations practical and attainable.
• A group including finest marketing and sales professionals should be assemble, and both views need to be taken into consideration prior to protecting the resources needed to execute the strategy.
• Thorough communication of the plan must be done as it is very crucial for everyone to be on the exact same page to make it work.
• Jobs and timelines should be develop and communicated appropriately to each individual responsible.
• The supervisor ought to use a control panel which reveals the progress of all the jobs which have been done or about to be done and by whom.
• The supervisor ought to keep track of and keep a consistent examine the specific and total performance.
Due to the fact that any brand-new pattern or policy might come in due to which all the things already prepared have actually to be changed, • Everyone must be willing to adjust midway. It's better to have contingency plans currently prepared.
• At the end of the project the manager should interact the results and if successful need to celebrate with the group.


This change the budget allotment of different countries and numerous managers were unhappy and argued but the analysis done by the program was precise and revealed figures like North America and Russia growth possible merited a 35% allowance while they were getting 45%. It actually helped to fairly disperse the resources and record more clients by investing more on advertisements on the high growth capacity areas of the world.

Its continuous financial investment in R&D and innovative practices have propelled them to brand-new heights however for them its' just the start and they want to be amongst the top 3 brands in the world. Their marketing efforts must be directed towards more youthful demographic in the middle of the internal arguments about marketing and should develop Customer Lifetime Worth as it will not just give them benefits now but will continue to reap it till the customer life time. As the cost of retaining the customer is much cheaper than bring in a brand-new one.