Group report: case study analysis

Case number 10: Chipotle Mexican Grill 2012: Can it hit a Second Home Run?

Group number: 3

Group members: * Vu Thanh Loc – accounting * Dang Hoai Nam – accounting * Tran Dieu Linh – accounting * Nguyen Thi Ngoc Diep – accounting * Phan Dang Mai Anh – accounting * Thach Dieu Huong – accounting * Pham Thien Trang – accounting * Dao Khanh Ly – accounting

EXECUTIVE SUMMARY

This case study is about Chipotle, a young fast food company. In 2012, Chipotle has shown a successful performance with its Grills. Following the path, Chipotle is building a new project which is the ShopHouse. The ShopHouse predicated on much the same strategy with the Grill but it had
Therefore, the company will continue to target the same customer segment for both products. Essentially such as a strategy could lead to some product cannibalism as customer may choose one restaurant over another for given meal. On the other hand, Chipotle is likely to increase it sales volume per customer by offering tow different products. Due to the fact that customer prefer variety and do not frequent Chipotle for every meal, ShopHouse will not be perceived as a replacement but rather than it will be seen as an addition option to be consider amongst other competition.
Question 2 SWOT Analysis

Strengths | Weaknesses | - Serving a focused menu that includes dishes which they cook best.- Using high-quality raw ingredients and classic cooking methods to create great tasting, reasonably priced dishes.- Serving orders quickly by various ordering methods.- Customized dishes.- Creating an operationally efficient restaurant with an aesthetically pleasing and distinctive interior setting.- Friendly people who take care of each customer.- Health awareness and environment respect by using organic products and naturally raised meats.- The limited menu