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The company I chose for the international marketing strategy project is Chipotle. Chipotle is a chain restaurant which has Mexican cuisine items on the menu. The company can be seen as a fast food company, however according to the company, they are using quality and fresh ingredients in meals. Generally, fast food restaurants are not healthy and fresh if we compare fast food restaurants with fine dining restaurants. According to Chipotle; “When Chipotle opened its first restaurant in 1993, the idea was simple: show that food served fast didn't have to be a “fast-food” experience. Using high-quality raw ingredients, classic cooking techniques, and distinctive interior design, we brought features from the realm of fine dining to the world of …show more content…
quick-service restaurants.” (Chipotle.com/company – 2015). Briefly it says being a fast food company does not mean that food must be the same as other traditional fast food items.
Their image in customers’ minds is handmade meals from a fast food chain restaurant. Chipotle’s best competitive advantage among the competitors is their customers’ loyalty. Because the brand image is positive and working like a charm. Their loyalty also people around the existing customers. The easiest way of the market a product is word of mouth. Chipotle is aware of that and uses it against competitors. Also company treat every customer same and give them enough importance to keep them stick with the company. Chipotle is a Mexican grill, but the customers’ origins generally are not Mexican. Innovation also plays significant factor in the marketing strategy for the companies. Chipotle’s modern look and innovative designs attracts more customers every day. The company plays its social media cards very well and accurate. In today’s world, if we consider young population is getting more and more social, therefore being a social company has its advantages. Traditional marketing strategies are not effective as before. Using social media as a marketing channel helps companies to reach both existing and potential customers easily and …show more content…
effectively. Turkey will be the country that I would like to bring Chipotle to the market. Turkey is a fast developing country. Many companies such as Uber, Papa John’s Pizza and similar international companies are trying to enter Turkish Market. Current number of international companies existing in Turkey is 41,397. The current population of Turkey is 77.70 million and GDP based on US dollar is $822.1 billion. As we look at the past GDP scores, for example in 2002 it was $231 billion. It is increasing rapidly. Turkey is also among one of the fastest growing economies in OECD countries. Turkey’s Gross National Income is 1.409 PPP trillion dollars. Half of the population in turkey is under the age of 30. Which means the population is young and proactive. The exact number of the young population is over $30 million. According to the World Bank doing business report 2014, it takes 6 days to start up a company in Turkey.
Of course this is an average and it does not mean every company can make it in 6 days. Turkey promises every investors that they will be treated equally. Transportation for the shipment routes and system are well organized and easy to reach. Location of the country is also promising for the investors. Turkey is between Europe and Asia which means it is easy to access approximately 1.5 billion people in Europe and other countries. To attract more investors corporate income tax has reduced from %33 to %20. Government also offer some incentives for the investors considering regional investments. It is important to note that, top competitors of Chipotle such as Taco Bell, iHop and Denny’s do not exist in Turkey. Therefore it will be easy to adapt and serve people of
Turkey. SWOT Analysis Strenghts • On many reports and research, it is reported that Turkey’s GPD growth rate is promising for investments. • Regulations for both banks and financial related actions are strictly enforced. • It can be easy to transfer and reach more customers in Asia and Europe via Turkey because of its geographical position. • Labor cost is low. Weaknesses • Taxes such as VA, SCT (Special Consumption Tax), gas etc. • It may be hard to change people’s traditional eating habits. Opportunities • Number of International and domestic tourists visiting Turkey is high and still increasing. • There is a perception on increase of people’s consumption. Therefore, per capita income is going to increase. • There will be special incentives for foreign companies and also exemptions related to financing and taxes. Threats • Diplomatic discordance and current situation of Middle East countries. • There are lots of alternatives already existing in Turkey for the international companies. • Current market may not accept new international companies. World Bank 2013 World Bank 2013 References
Chick-fil-A recognizes that their brand promise starts the minute the customer enters the premises. When a store opens for the first time, the franchised operator doesn’t just see an opportunity to sell his food product, but rather a “chance to interact, build community, and engage with customers and the community at large. We do this in a variety of ways. First and foremost, we strive to provide 2nd Mile Service to each customer. As we work to continuously improve, we want customers to experience something unique. We want to build community and create relationships between our customers and our food, people and restaurants” [3].
In recent years, it is not even necessary to turn on the news to hear about the bad reputation farming has been getting in recent years. What with the media focusing on things like drugs in animals and Pink Slime, or Lean Finely Textured Beef, it is a wonder that people are eating “non-organic” foods. However, many pro-farming organizations having been trying to fight back against these slanders. Still, the battle is not without heavy competition, and a good portion of it comes from Chipotle, a fast food Mexican restaurant that claims to only use completely organic ingredients in their food. Chipotle is constantly introducing advertisements claiming to have the natural ingredients while slandering the name of farmers everywhere. Perhaps the most well-known is “The Scarecrow,” a three minute ad that features some of the most haunting images Chipotle has ever featured. While “The Scarecrow” uses tear-inducing images and the almost eerie music to entice the audience to the company’s “free-range farming” ideals, it lacks substantial logos yet, it still
My organization, Trader Joe’s, is not an international business. Their stores are all located in the United States; therefore, I chose Whole Foods, who is a main competitor of Trader Joe’s for this assignment.
The ordering process sometimes is slow during the lunch and dinner hours. In order to reduce the waiting time, Chipotle created its mobile app recently. Hence, customers who place their orders using the mobile app can skip the line when they arrive and pick up their food directly at the payment station. However, only a few people
Steve Ells founded Chipotle in 1994. When the company first opened its first restaurant, their model of business was a first of its kind. They operated a restaurant business that lies between fast food restaurant and fine dining. The management of the company pride in providing the customers with food services in a fast manner without necessarily the customers experiencing the literal fast food services experience (Ragas & Roberts, 2015). According to the company, their services are high-quality fine dining but delivered in a fast manner synonymous with the common fast-food experience. That model of business practiced by Chipotle has come to be referred as casual restaurant business model.
B. Credibility statement-"Chipotle Mexican Grill, Inc., is one of the leading fast-casual Mexican restaurants in the United States, with more than 1,200 company-owned outlets in 38 states ( International Directory of Company Histories)."
As you know, Chipotle values our “food with integrity” promise and our customers respect that. However, the recent E Coli outbreak has caused Chipotle’s financial performance and reputation to suffer significantly and staying with our current business model is not our best option. Therefore, I recommend we rebrand and reposition Chipotle to ensure our long-term success.
When Chipotle first opened in 1993, the goal was to serve quality food fast, but not be considered “fast food.” To avoid falling under the fast food stigma, Chipotle strives to find the best ingredients with respect to animals, farmers, and the environment. In order to achieve these goals, Chipotle has created a matrix organizational structure that is divisional by location and functional by authority. Chipotle recently expanded internationally to the United Kingdom, Germany, and France, each following strict guidelines assigned by corporate employees from their headquarters in Denver, Colorado. Similarly, each location is functionally organized according to authority: regional manager, district manager, store manager, assistant manager, and
Even though there are more than 1700 Chipotle locations around United States, Canada, United Kingdom, Germany, France, all of Chipotle's restaurants are company-owned, rather than franchised. Chipotle insisting on company-owned is an effective way to take control easily and ensure the high quality of food products. This is seen as a smart move because experienced individuals run all of the restaurants.
In today’s world even with the economy suffering and individual income declining, the food industry is still up and running. Chain restaurants, mom and pop establishments, and fast food restaurants that are learning to market their products cheaper and more reasonable to the consumer are still going strong in the United States. They are offering healthier meals due to the consumer wanting to become healthier. They have their ups and downs like any business but are learning to give the consumer what they need and desire. That is the way restaurants keep their customer happy, by buying products from company like Sysco, Gordon’s Food Service, (GFS), and other restaurant suppliers. However; Sysco is the number one supplier to restaurants and hospitals, making them the most profitable company in the world (Sysco.com, 2011).
This paper explores the business strategies Chipotle is using for operations. Analyzing financial and operations data to discuss areas of concern as well as areas where Chipotle Mexican Grill is doing well. Discussions will include the importance of Chipotle’s menu preparation strategy and menu integrity. The marketing strategies Chipotle is using to increase operations and strategies used to compete against rivals in the competitive environment. Concluding with an overall evaluation of Chipotle’s business portfolio.
The McDonald’s Corporation case study take a comprehensive look into the competitive market of the fast food industry. Particularly, McDonald’s and some of it greatest fast food competitors. In this analysis I will be revealing the marketing strategies of McDonald’s and other fast food companies. Identifying the trending tastes of consumers in this market, tactics used by McDonald’s competitors such as Wendy’s and Burger King to one up the marketing strategies of McDonald’s. I’ll also be assessing the strength, weaknesses, opportunities and threats of McDonald’s in this market segment. Evaluating the consumer purchase decision process and purchase type in the food industry. Lastly, I’ll explore which growth strategies I believe would make the
... conclusion, to compete with the intense competition in today’s fast-food market, KFC China differentiates the company by being innovative. Three significant innovative strategies are localizing the menu, understanding the Chinese culture, and hiring local management. KFC demonstrates that one size fits all approach in the global market does not always work. Many typical Western approach to foreign expansion is to deliver the same products or services as their original establishment. For instance, Domino’s Pizza, an American restaurant chain, nearly failed in Australia due to the underestimation of the need to adapt their offerings to the local tastes. KFC China offers important lessons for global firms. It is essential to know that to what extend the company should keep the existing business model in emerging markets and to what extend it should be thrown away.
By choosing to expand into markets later than other fast food restaurants Burger King hopes to avoid the problems of developing infrastructure and establishing a market base. For instance, by following McDonalds into Brazil, Burger King avoided the need to develop the infrastructure and mark...
Consumption habits are very important factors for international marketing strategy for fast food chains. Culture is also involved in here again, though these days’ customers are always looking forward to something new in the service and products. Then again, taste of customers is changing as they are transforming towards dining in if the image of fast food is not healthy. Health conscious customer are quick to abandon fast food, they find the fast food very harmful for lungs, heart and blood conditions.