Chipotle Mexican Grill in 2012- Can it hit a second home run?

CONTENTS.

Executive summary……………………………………………………………………………3

Introduction………………………………………………………………………………………4

Analysis…………………………………………………………………………………………….4 1. Core competences………………………………………………………………...4 2. SWOT analysis………………………………………………………………………..4 3. Value chain…………………………………………………………………………...6 4. the chief components of strategy…………………………………………….7 5. the generic competitive strategies…………………………………………..8 6. strategy analysis…………………………………………………………………....8 a. the general comparison………………………………………………...8 b. financial and operating performance analysis…………….......9 c. competitive strength comparison…………………………………..9
Fast service: order by fax, online, or via an iPhone…
6. Alcohol serving: beers, margaritas…

II.2. SWOT ANALYSIS.

Strength:- Quality of product.- Social responsibilities exceeding.- Domestic growth.- Customer service.- Ability to order online.-Customer loyalty (marketing via word of mouth).-New age, modern, convenient casual dining. | Weakness:-No franchised stores.-More expensive (due to high quality of product).-Limited menu size.-Growth abroad.-Lack of marketing campaigns.-Small company size. | Opportunities:-Societal move towards more health conscious fast-food establishments.-Increase in demand for convenience.-Availability of technological advancement.-Increase in American households with people living alone or with unrelated people (this has caused a decrease in number of families eating dinner together on a daily basis, thus increasing convenient fast food type of dinning.-Potential for franchising growth.-Demand for an increase in menu options. | Threats:-Potential growth of competitors.-Price-wars with competitors.-Increasing number of smaller similar offshoot restaurants.-Increase in health conscious individuals.-Government regulation on food products.-Decline in marginal propensity to consume. |

From the SWOT above, besides the weaknesses that need to be improved and the threats should be avoided, the strength and