This is the Case: Case: Chipotle in China
This is the Case: Case: Chipotle in China
Cite as:
DeMicco, F., Parsa, H., Gao, J. & Narapareddy, V., (2018). Chipotle Mexican grill: A sustainability champion going global with China. In SAGE Business Cases. 2020. 10.4135/9781529717617
Approach this Project Case Study as follows:
- Read the case for the first time early in the semester.
- Read the case over a second time, minimally, prior to beginning your writing.
- Conduct external research on the issues for relevance to support your opinions. Seek out counterarguments to ensure your opinions are well grounded or to modify your opinions.
- Do not focus on the history of the company. Focus on the global marketing challenge and how to solve it.
Produce the case study as follows:
- Create it in MS PowerPoint software.
- Adhere to the APA academic style. This is used in business.
- Employ the use of external sources and case authors to defend arguments or provide counterarguments.
- Generate at least the minimum number of slides as suggested below, but feel free to use as many slides as you feel appropriate to communicate your case study content.
- Demonstrate professionally prepared slide presentation work, free of typos and grammatical errors.
- Suggested Microsoft PowerPoint Presentation Outline
Prepare your slide deck following this suggested outlined. Use as many slides as you may need to effectively but efficiently cover the topic.
- Cover Slide: Name, section number, etc.
- Title slide: Section 1— The Problem
- Topic 1.a: Statement of the marketing challenge
- Topic 1.b: Evidence in support of your statement of the marketing challenge
- Title slide: Section 2—Analysis of the current situation
- Topic 2.a: Macro-environmental factors affecting the case
- Topic 2.b: Economic considerations
- Topic 2.c: Political, regulatory considerations
- Topic 2.d: Cultural/social considerations
- Topic 2.e: Product review
- Topic 2.f: Price review
- Topic 2.g: Distribution review
- Topic 2.h: Marketing communications review
- Topic 2.i: Competitive analysis (focus on direct competitors)
- Topic 2.j: Product/market analysis (country markets and/or consumer markets)
- Topic 2.k: SWOT analysis
- Topic 2.l: Conclusions regarding the current situation
- Title slide: Section 3—Alternative strategic marketing solutions
- Topic 3.a: Alternative 1 with pros and cons
- Topic 3.b: Alternative 2 with pros and cons
- Topic 3.c: Alternative 3 with pros and cons
- Title slide: Section 4—Recommendation
- Topic 4.a: Recommended marketing strategy from one of three alternatives
- Topic 4.b: Product suggestions
- Topic 4.c: Pricing suggestions
- Topic 4.d: Distribution suggestions
- Topic 4.e: Marketing communication suggestions
- Topic 4.f: Any additional comments, if appropriate
- Topic 4.g: Ongoing issues to monitor in the implementation
- References
- Exhibits
Additional details for each section are as follows:
Section 1—Statement of the marketing challenge
Read the case carefully, several times if needed, to determine the primary global marketing challenge. Once identified, provide evidence from the case as to why you believe this is the most important challenge facing marketing management of this company. Even though the case may discuss financial, operational, or other issues, be sure this statement is framed as a global marketing challenge. The other concerns will be important in your analysis, but not as the statement of the challenge. Do not summarize the case; only point out those case facts that support your opinion. Be sure your choice is strategic, not tactical.
Section 2—Analysis of the current situation
Think of this as a snapshot of the situation, or what is true at this point in time. Follow the outline above, which should conclude with a SWOT analysis and relevant conclusions. This sets the stage for your recommended strategies. Verify your findings as much as possible within the case or through your research. But, do not get bogged down if research cannot answer every question. Make educated guesses and note when they are approximations and when they are facts.
Section 3—Identification of at least three strategic alternative solutions
Based on your analysis, identify at least three possible marketing strategies that you would recommend for this unique global marketing situation. Each of your three alternative marketing strategies should include a discussion of the advantages and disadvantages of each alternative marketing strategy. They should be strategic alternatives and include possible product/markets, mode of entry, country markets, pricing and distribution strategies, and a product/marketing communication strategy. Do not discuss marketing tactics; rather, conclude each alternative with an assessment of how that strategic alternative might solve the marketing challenge.
Section 4—Recommendation of a specific marketing strategy
From your list of strategic alternatives, select the one alternative you believe is best suited to the situation. Be sure to state your rationale for your choice and some approaches to implementing the marketing mix.
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