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Running Head: INDIVIAUAL CASE STUDY 1Individual Case Study: Chipotle Mexican GrillRoger J. Howard-RobinsonLiberty University – BUSI 690September 29, 2019
CHIPOTLEChipotle Mexican GrillExisting Mission, Objectives, and StrategiesChipotle Mexican Grill operates under a mission to offer “Food with Integrity” (Roberts, 2009). Chipotle is committed to sourcing the finest ingredients and preparing them in the best possible manner, while taking into consideration the farmers, and animals involved in the ingredients and the individuals that will prepare the food (Roberts, 2009). The current strategy of Chipotle focuses on differentiation that can be seen through the company’s focus on the quality of its products (Paiz, 2011). Chipotle currently engages in the provision of sustainable, organic, locally sourced ingredients, and animal welfare through the selection of animals that are raised in a free-range environment and hormone-free (Paiz, 2011). Chipotle wishes to change the way their customers think about food by offering high quality food at reasonable prices, through this philosophy Chipotle prepares fresh ingredients by hand, and spends time understanding where their ingredients are coming from (Paiz, 2011). Chipotle operates with minimal marketing and instead utilizes a word-of-mouth marketing strategy where they rely on their customers to spread word of their business instead of spending money on excessive marketing (Paiz, 2011). Also, the company currently has a strategy to improve their overall image rating following the E. Coli outbreak the company faced in previous years, and to further their market share within the fast food industry, accomplishing both by continuing to meet FDA regulations and being a leader in food safety and increasing supplier-buyer relationships to increase overall organizational profits (Wohl, 2016). Chipotle is a purpose-driven organization with a value proposition that seeks to cultivate a healthy rapport and instill customer loyalty, deepen customer 11
CHIPOTLErelations, and expand their reach in the fast-casual restaurant industry (Daszkowski, 2018).New Mission StatementThe suggested new mission statement for Chipotle should be “To prepare extraordinary and healthy meals, from fresh ingredients, for all people, and provide friendly and fast service for the on-the-go individual.” This new mission statement wouldcover the 9 components of a successful mission statement, that Chipotle’s current missionstatement does not. (1) Addresses the organizations customers by stating what they are offering to the consumer and the targeted individual. (2) Addresses the products offered by Chipotle, healthy and quality meals made from fresh ingredients. (3) Geographically Chipotle does not have a specific operating location so leaving this vague by stating “all people” addresses that Chipotle can operate successfully anywhere. (4) Offering fast service requires the organization to be technologically current. (5) Concern for survival,

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