American chain of casual restaurants

Running Head: MARKETING MANAGEMENT
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MARKETING MANAGEMENT

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Executive summary
This report has the objective to expand the business of Chipotle Mexican Grill casual dining
restaurant in UAE. The organization will grow within the UAE by delivering a quality product
and consistent services. The organization has a successful strategy to differentiate the business
within the new market through unique services It has effective advertisement strategies to
promote business by offering the quality ingredients within products. Chipotle Mexican Grill
generates excitement for customers through many quality promotional methods. This report will
explain the competition and target market for the organization in the UAE. It will explain the
segmentation, SWOT analysis, with the research of the market for Chipotle Mexican Grill in
UAE. The market research will be effective for Chipotle Mexican Grill to prepare the product,
place, prices, and promotion strategies for the organization in the market of UAE.

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Table of Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................3
Current status of organization......................................................................................................3
Product life cycle.........................................................................................................................5
Competition overview.....................................................................................................................6
Target market...................................................................................................................................7
Segmentation...................................................................................................................................8
Demographic................................................................................................................................8
Behavior.......................................................................................................................................8
Psychographic..............................................................................................................................9
SWOT analysis................................................................................................................................9
Strengths.......................................................................................................................................9
Weaknesses................................................................................................................................11
Opportunities..............................................................................................................................12
Threats........................................................................................................................................14
Market research.............................................................................................................................15
Product.......................................................................................................................................15
BCG matrix............................................................................................................................16
Place...........................................................................................................................................18
Price...........................................................................................................................................19
Promotion...................................................................................................................................19
Conclusion & recommendations....................................................................................................19
Bibliography..................................................................................................................................21

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Introduction
Chipotle Mexican Grill is known as the American chain of casual restaurants in the USA, UK,
Canada, Germany, and many nations around the globe. In 1993, Steve Ells founded the
organization in Denver, Colorado. The Chipotle name derives from Mexican name for smoked,
dried jalapeno chili pepper. He has attended the culinary institute of America within Hyde Park,
New York. After that became a line cook within the Jeremiah Tower at Stars within the San
Francisco, California. Ells opened the first restaurant in Denver Colorado, near Denver
university campus with a useful loan of $85000 from his father (Chipotle Mexican Grill,
2020).
This has been estimated by Ells and his father that it is important to sell 107 burritos every day
for becoming profitable. This business has gotten success and the original sale of the
organization has reached 1000 burritos every day. After that, he planned to open a fine restaurant
for dining but suddenly has focused on the Chipotle Mexican Grill business. This presents the
potential regarding success in the future. It is currently trading within the New York Stock
Exchange (Forbes, 2020).
McDonald’s known as the very big brand that made an initial minority investment within the
organization in 1998. This organization had grown to become the biggest investor of Chipotle.
This kind of investment from McDonald's has enabled the Chipotle to expand to more than 500
outlets by 2005 (Daszkowski, 2019).
The founder and CEO of Chipotle Steve Ells, in November 2017, has announced that he would
be stepping down from the position. This position was filled by Taco Bell CEO Brian Niccol.
The Ells will hold his position as the organization chairman. The stock price of the company has
grown by 12 percent after the change within leadership (Bustle, 2014).
Current status of the organization
 Market

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The organization is placed at number 3 in the top five best restaurants in the USA. The
organization is gaining regularly high profits and applying many strategies to improve the
position within the present market and new markets.
(Withers, 2020)
 Revenue
The customer likes to return and use the services due to the good facilities and tastes. It has
increased the revenue of the organization.

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(Withers, 2020)
 Digital ordering growth
Digital order is a growth engine for the company. This organization is regularly driving
improvement with the digital and rolled out long-awaited reward program. Management of the
organization is regularly focusing on possible digital efforts. This is also effective for the
organization to attract more investors.