Chipotle International Expansion

Chipotle Mexican Grill: a Market Expansion Strategy Berlin, Germany

Table of Contents Section 1 Executive Summary……………………………………………………………………....2 Section 2 Introduction……………………………………………………………………………….3 Section 3 Company Situation Analysis……………………………………………………………...3 3.1 Company History…………………………………………………………………….....4 3.2 Company Mission Statement (“Food with Integrity”)………………………………….4 3.3 Company Background…………………………………………………………………..5 Section 4 Country Situation Analysis………………………………………………………………..6 4.1A Demographics……………………………………………………………………….....6 4.1B History (Agriculture: Part of Political Infrastructure)………………………………....7 4.1C Culture/Lifestyle ……………………………………………………………………....7 4.2C1 Fast Casual Demand………………………………………………………....7 4.2C2 Sustainable Food Consumption……………………………………………...7 4.2C3 Price vs. Quality……………………………………………………………...7 4.1D Infrastructure…………………………………………………………………………...8 4.2E Economic Freedom / Business Freedom…………………………………………….....8 4.3 Country and City Expansion Decision…………………………………………………...8 Section 5 Internal / External SWOT Analysis………………………………………………………...9 5.1 SWOT Analysis………………………………………………………………………......9 5.1A Converting Threats into Opportunities…………………………………….......10 Section 6 Marketing Planning and Strategy…………………………………………………………...10 6.1 Entry Mode………………………………………………………………………………..10 6.2 Target Market…………………………………………………………………………......11 6.3 Positioning/Competition…………………………………………………………………..11 6.4 Action Program 7P Strategies (Including Innovations)…………………….......................12 6.4A Product………………………………………………………………………….12 6.4B Price……………………………………………………………………………..13 6.4C Place……………………………………………………………………………..13 6.4D Promotion………………………………………………………………………..13 6.4E People……………………………………………………………………….........14 6.4F Processes…………………………………………………………………….........15 6.4G Physical Evidence…………………………………………………………… …..15 Section 7 Objectives / Goals (Monitors and Controls)………………………………...............................15 Section 8...