This is the Case: Case: Chipotle in China
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
The due date is the last day of this class and is listed in the Course Calendar and in the Assignment. No work will be accepted after the last day of the class.
Approach this Final Project Case Study as follows:
Produce the Final Project case study as follows:
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.
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 the 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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