Chipotle Mexican Grill Harvard Case Study Solution

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Chipotle Mexican Grill Case Study Solution & Analysis


Historically, the company's core clients include the Original Equipment Manufacturers (OEMs), which used to offer Chipotle Mexican Grill Case Study Help products withtheir own brand name. Its customer circle includes Original Equipment Manufacturers (OEMs), who utilized to sell Corporation products with their own brand name. He rearranged Org as a global brand name and informed his divisional managers to comprehend marketing and its importance.

Issue Statement

Venture's transition from a product based to a marketing company is not going as smoothly as planned.Overcoming the hesitation of divisional managers to incorporate marketing effectively is still a significant obstacle. Producing a constant brand identity across the entire world and using marketing methods that best fits the regional culture is no easy job.
Executive Summary
Situational Analysis

Yun had a rather clear photo in his mind about how Chipotle Mexican Grill Case Study Analysis can transform from a low end to a high end product provider. He knew that improvement can only be done through positioning Corporation as a business offering high-end products and this could just be done through high level of marketing.

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

Among the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They thought about 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 wider and to fill this space with incorrect perceptions about marketing was rather tough for Yun.

As mentioned above, marketing focus was extremely low in previous practices, therefore there were no appropriate marketing budgets for each of the product on the portfolio. There was no marketing preparation provided for the existing items. Together with it the item variety of the business was increasing with the ripening of new item concepts by the R&D sector of Org. Yun had a challenge to perform marketing preparation and to develop marketing spending plans for existing along with for brand-new products from the very beginning, and this would take a big time.

A big shift would be needed in present marketing expenses to construct the Chipotle Mexican Grill Case Study Solution brand. This would result in increased marketing expenditures for Enterprise and could disrupt the administration concerning increased costs, as they hesitated to marketing expenses formerly and an abrupt big shiftwould make them disrupt. This might result in decreasing executive assistance for global marketing. In this situation, Yun deals with a challenge for justifying increased marketing costs by showing the long term value of big marketing expenses.

Internal Analysis
SWOT Analysis

Chipotle Mexican Grill Case Study Help strengths lie in its huge item portfolio. Company has largest number of patents in the market with total number of 15499 patents granted in United States( USP).

Another strength of Chipotle Mexican Grill Case Study Analysis is its capability to establish ingenious items at a continuous rate. It significant proves for the innovation and product developing of Corporation is that the business has actually received a lot of awards for its innovation and item style.

Unlike Apple and other rivals, Enterprise is concentrated on producing gadgets which can be quickly integrated with any type of open source Os (OS) and software. This offers Corp an edge over Apple devices.
Porter's 5 Forces Analysis
Corporation's capability to produce high-end products at low expense of production is also one of the significant strength of Business as it makes it possible for the business to capture more market by supplying quality items with expense control.


Enterprise's weaknesses are hidden in the business's dependence on outsourcing software application for its gadgets due to business's failure in developing software application, unlike Sony. Chipotle Mexican Grill Case Study Help also has low revenue margins as compare to Apple due to huge difference in the rates of Apple and Org with a much lesser difference in quality.


Opportunities for Chipotle Mexican Grill Case Study Solution lie in the growing Smartphone market and the business's efficiency in the market. Venture presently 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 market environment of innovation industry present a severe hazard on Corp's survival and require the business to spend much of its profits share on R&D in order to endure in the long run. The marketplace saturation in developed countries i.e. saturation of mobile company is likewise a big danger for the company's development in the existence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Enterprise uses quality items and has a quite abundant portfolio which caters to various sectors. LCD and mobile phones are the biggest products of Organization, whereas DRAM is likewise not far behind in comparison of them.

• Laptops.
• Cellphone.
• Air conditioning unit.
• Personal computers.
• Hard disks.
• Washer.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.


Chipotle Mexican Grill Case Study Solution utilizes both market competitive and market skimming prices techniques for its variety of items. In competitive pricing it changes the price according to the competition in order to acquire advantage, whereas, it uses market skimming method where the product has an added value and by selling a few items it can reach break-even.


It has among 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 customers straight in case of online order.

Vrio Analysis
It utilizes both offline & online channels of promo to market their products. Paid product ads, social promotion and digital advertisements are utilizes to produce awareness about Enterprise items.

Value Chain Analysis.

It's an analytical framework for determining company activities that add worth or competitive advantage for the business.

Inbound Logistics.

For its incoming logistics it owns different logistics companies as it subsidiaries. It looks after its providers and produces an unified relationship with them and even lowered their payment cycles to enhance this relationship further which adds worth to their chain network.


Organization's core competency is its mass making it produces 90% of its items in-house. Divided into three various divisions its operations are specifically IT & Mobile Communications, Gadget Solutions and Customer Electronics. It is keeping operation hubs worldwide to further include worth to its worth chain network.

Outbound Logistics.

Its outgoing logistics system performance is among the main reasons Chipotle Mexican Grill Case Study Analysis is able to take on Apple. Organization's own Electronic Logitec system plays a significant function in the outgoing logistics operations. It even carries out the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Enterprise.

Marketing and Sales.

Bring in target customer attention towards the product is done through marketing and sales to communicate with them the value and competitive advantage the item provides. Chipotle Mexican Grill Case Study Analysis advertising budget is continuously rising because they started their repositioning internationally and will continue to do so as they are continually wanting to expand and invest in high potential growth markets. The budget plan is spent on events, print and media ads, public relations etc.

Venture Service. Venture put their consumers at the top and constantly aim to deliver unmatchable customer care standards. As after sales service is becoming very crucial to keep clients delighted and engaged, they even perform studies through third parties to discover their customer's feedback and implement it in the positive way to minimize or if possible entirely eliminate their customer concerns. By adding a direct assistance line to contact them 24 hr they have further increased the added worth of Chipotle Mexican Grill Case Study Solution service.


Chipotle Mexican Grill Case Study Help has actually diversified market division, based upon its arrangement of large range of products to a great deal of customers. Corporation target client sections can be divided into 3 classifications i.e. Chipotle Mexican Grill Case Study Solution IT and Mobile Communications, Corporation Consumer Electronics and Corp Device services.


Chipotle Mexican Grill Case Study Solution geographical segmentation is based upon 2 criteria i.e. region and density. Company serves about 80 nations worldwide with its items provided to Urban as well as Backwoods of the nation. The Business is likewise growing its international existence and the company's flexibility in finding its plants motivates global growth of Organization.


Enterprise produces products that can be used by both males and females. The target customers for Organization IT and mobile interaction items have an age range of 18-65 with bulk at a young or newly married life cycle phase. Apart from it, Corporation Customer Electronic devices are targeted to a consumer segment with an age range of 25-65.


The psychographic division of Chipotle Mexican Grill Case Study Analysis s based upon the social class and the life style of the consumer. Corp target consumers on the basis of social class are primarily upper middle, middle and working class clients, as Company sell items like cell phones very little less expensive i.e. Motorola along with not much costly i.e. Apple. It offers quality items to middle level customers at a somewhat high cost than others targeting the same sector.


Chipotle Mexican Grill Case Study Help bulk target consumers have unique behavioural attributes. They are drawn in towards Business since of its moderate costs with an extent of quality.

Quantitative analysis.

Sales of Company has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. It has actually likewise lowered its financial obligation from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Company with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Incomes/ sales are increasing however net revenue is not increasing accordingly because of the high overhead cost. New expansions and working with's were the main factor of the increase in the overhead costs, with china currently not supplying any revenue to Corporation, but there is a lot capacity in the current market with 75 % yet to be explored.

Qualitative analysis.

Yes, this decision is based upon the objective of Kim to target the more youthful audience and produce an international brand name picture of the company. Whereas, the core strength of the company is presently making but long gone are those days when great items were offering themselves. In the current age marketing is very crucial and business can not be successful without it. Kim has already started to strengthen the marketing activities of Organization and very soon it will become one of its core strength like producing if not much better.



Organization operates styles, manufactures and sell a large portfolio of customer electronic devices. It runs in an exceptionally competitive environment and has actually effectively placed itself as the maker of quality products. The answer is yes.


As, said previously that Chipotle Mexican Grill Case Study Analysis runs in an extremely competitive environment, which indicates all the business have comparable products. So, the answer for rarity is no.


Due to the nature of the market, it is very easy for rivals to comprehend the performance of the items and quickly make their own designs. Yes, Corp is only behind IBM in registering new patents each year, however the advantage is very short-term in this industry.


Chairman Lee has totally turn-around Business, from going practically bankrupt during the Asian monetary crisis of 1997 to the top 25 company in the world. Definitely yes there is proper company in the business and the outcomes promote themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand spread nearly in every nation worldwide, bulk of the environments like USA, Europe, China etc., are extremely conductive for its operations. However, it faces some political pressures in less industrialized nations where order circumstance is bad. Latin American, African and some Asian nations fall in this category, where political instability do have an impact on Chipotle Mexican Grill Case Study Help operations.


Buying power of customers is important for business like Enterprise to be successful and grow. Emerging markets like India, middle-eastern nations etc. supply growth chances, whereas, due to recession even the customers of developed nations suffer badly. Thus it is extremely essential for the business to watch on the continuous economic circumstance of the country before entering the market.


Multinational companies have to face numerous social and cultural issues during its operations in a foreign nation. Corporation has actually likewise faced lots of issues but have embraced to the local environments of most of the nations extremely well. It has tailored its products, practices, policies etc. accordingly in order to succeed.


With a yearly expense of 2.4 billion dollars in Research & Advancement, and with constant innovative product launches, Chipotle Mexican Grill Case Study Analysis is among the leading ingenious business of the world. With a clear mission to be ahead of the rest when it pertains to technological advancements, Corporation has risen to the no 25 of the top effective companies of the world.


Each nation has their own laws and policies, being an international business Org need to strictly follow those laws in their jurisdictions. Failure to do so, will result in severe legal consequences. It has to study or employ a regional law specialist prior to beginning its operations in a specific country.


With the increasing awareness amongst customers about the ethical & environmental infractions of companies, Company has to ensure that it follows all the security standards. Environmental damages, ethical misconducts are not appropriate and in some nations the effects can be extremely severe. On the other hand it needs to do some Corporate Social Duty practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Hazard of Alternative

Danger of substitution for Org's each product category is quite substantial. Running in a very vibrant market lead the company to face a high risk of substitution. Factors for high hazard of substitution for Chipotle Mexican Grill Case Study Analysis Smartphone include the presence of high number of suppliers and Market saturation in industrialized nations, which make the cost of changing for customers almost absolutely no. Replacement threats for Company visual screen lie in the altering life style of customers. Clients can switch to enjoying visuals in your home towards outdoor activities. Along with it, Enterprise printing services items are threatened by the increasing attraction of customers towards cloud storage.

Competition Among Existing Companies:

The rivaly among Enterprise and its close rivals is intense. The major reason behind this is the method of market saturation in different variety of product categories, forcing Org to introduce more innovative features in existing products and new ingenious products to preserve its development. Other aspect for the extreme rivalry amongst the rivals is the little product differentiation amongst the products. The popular gamers in the innovation market are rather aware of the importance of R&D spending for their survival and are encountering a race of marketing and R&D spending, to catch the marketplace. The significant rivals for Chipotle Mexican Grill Case Study Solution samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry results in the fluctuating market shares which can be seen in Exhibit F.

Bargaining Power of Providers:

( Company Sustainability Report, 2016) Supplier's bargaining power for Organization is low as Corp runs economies of scale and its orders are of possible size and worth. Due to incapability of Chipotle Mexican Grill Case Study Solution to build its own software application, it has to outsource its software development to Google, which ends up being a possible provider of software for Corporation, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Market saturation in most of the item categories likewise make the bargaining power of purchasers more intense in for Company. In spite of igh bargaining power Corporation is quite capable of offering its items at a greater price than much of its rivals, due to high end quality item and a fair brand name image.

Hazard of New Entrants:

Risk of brand-new entrants for Corporation is quite low. One of the significant aspect for low danger of brand-new entrants is the high competitors in the market. The requirement of big quantity of capital to go into in the marketplace is also one of the possible barrier to entry. In addition to it, requirement of big proficiency and research and development expenditures for survival in the market likewise make brand-new entrants hesitant to enter in the marketplace. Market saturation is also one of the barrier of entry in technology market. High bargaining power of suppliers force the gamers in the industry to charge as low costs as possible and this can just be achieved by production efficiency. New companies, in majority cases, lack the production performance, hence increasing the risks for entryway in the innovation market.

Competitive Analysis

Org's high item diversification supplies it differentiation from its competitors. It is one of the three leading brands by market share. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus majority on a single item classification with Sony focusing on consumer electronic devices, Nokia on mobile phone and Intel on chips, Corp had a big R&D costs on all of its item categories which enable the company to earn potential profits from sales of almost all of its items. (See Exhibition) Nevertheless, due to the wide item variety the company deals with high variety of rivals.

The company ranks initially in 4 product categories i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave, in terms of international market share, among 8 different item classifications. Enterprise was the global leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Venture incomes from chips was less than Intel however its profits from chips was growing faster than Intel and has actually grown close to the revenue levels of Intel, as given in the case Display 2.

In addition to the chips Venture mobile market was also flourishing at a high rate than its competitors i.e. Motorola and Nokia. Enterprise's cell phone's sales development was 51% as compare to Motorola with only 4% and Nokia with no sales growth. The major reson behind Org's high growth despite of greater rates than Nokia and Motorola was the company's high-end quality mobile phone.

Venture was also profiting from increasing market share of high end LCDs as given up case Exhibit 3. The significant reason, making the company enable to avail the chance is its mass production at low expense. Sony was the greatest rival for Chipotle Mexican Grill Case Study Solution in LCD market, however, it had actually also started joint venture with Org in 2003 for LCD making, minimizing the competitors for Business.

Porter's Competitive Strategy

Low Cost Leadership method of porter is totally carried out by Organization the method they accomplish economies of scale by enhancing their core proficiencies of manufacturing. They always bring something brand-new and innovative whether it's a product or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Chipotle Mexican Grill Case Study Analysis would create a brand-new brand image by targeting the more youthful generation of the specific nation. As, especially mobile phones of Enterprise are incredibly popular among the more youthful group.


1. It is the very best strategy to build Client Life time Value (CLV) by creating a long-lasting relationship with consumers. Construct loyalty through providing value and profit for long-term, as research has showed it is much cheaper to keep existing consumers than to attract brand-new ones.
2. Another pro of this alternative is that word of mouth spread more quickly amongst more youthful individuals and which in turn will bring in new clients for my products.


1. Old clients who were associated with Corp before may not like this new image the company is trying to portray.
2 It will incur more expenditures to rearrange some products and it might not even bring success as the trends change very quickly amongst the more youthful market.

Alternative solution 2.

It would be done by organizing training workshops throughout which value of marketing will be taught and numbers will be provided. Marketing environment must be created internally first as real marketing begins inside the corporation.


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


2. Its con can develop an extremely unhealthy environment in the work environment, as people frequently resist modification since they fear it.

Determine the best alternative

Very first option is the best as it plainly has more pros because when a Customer Lifetime Value is constructed the business will benefit from it till that consumer is alive and has buying power as well. Plus, our target customers are the younger generation which are bound to live longer than the present aging individuals. Business's main goal is to develop commitment among its clients and make them bought it from them and even purchase their different items.

Application Plan

• Targeting more youthful generation through social marketing, developing a relate to them like Pepsi do with music. And set the expectations practical and achievable.
• A group including best marketing and sales experts should be put together, and both views ought to be considered before securing the resources required to execute the strategy.
• Thorough communication of the plan must be done as it is extremely important for everyone to be on the exact same page to make it work.
• Tasks and timelines ought to be construct and communicated appropriately to each individual accountable.
• The supervisor ought to utilize a control panel which shows the development of all the jobs which have been done or about to be done and by whom.
• The manager ought to keep track of and keep a constant examine the total and individual performance.
• Everybody must want to adapt midway due to the fact that any brand-new trend or policy may come in due to which all the things already planned have to be changed. It's better to have contingency plans already prepared.
• At the end of the campaign the supervisor ought to communicate the results and if successful should commemorate with the team.


The M-net program revealed compelling analysis about the low and high development possible areas and how much marketing budget plan must be assigned appropriately. This modification the budget plan allotment of various nations and numerous supervisors were dissatisfied and argued but the analysis done by the program was accurate and revealed figures like North America and Russia growth potential merited a 35% allowance while they were getting 45%. Whereas, China and Europe need to be getting 42% but were instead given 31%. It really assisted to relatively distribute the resources and capture more clients by investing more on advertisements on the high development capacity areas of the world.

Chipotle Mexican Grill Case Study Help is a top 25 company in the world now and plans to get ahead of Sony who sits presently at no. 20. Its consistent financial investment in R&D and innovative practices have moved them to brand-new heights however for them its' only the start and they want to be among the top 3 brand names on the planet. They totally turn-around from almost declaring bankruptcy during the Asian Financial Crisis to a world popular brand name, known for quality and development. Their value chain and their core proficiency their production ability, along-with global brand name image structure have actually seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With further expansion in China and other emerging markets those numbers will only increase further in the future. Their marketing efforts ought to be directed towards more youthful demographic amid the internal arguments about marketing and ought to develop Client Life time Value as it will not only give them benefits now but will continue to gain it till the consumer lifetime. As the cost of keeping the consumer is much cheaper than attracting a new one.