Chipotle Case Analysis | Research

Running head: CHIPOTLE CASE ANALSYSIS
Chipotle case analysis
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1CHIPOTLE CASE ANALSYSIS
Executive summary
The purpose of this research is to analyse the strategic environment of the company
Chipotle. The flowing report is the analysis of the strength and weakness of the company and it
has been found from the macro and microenvironment analysis that Chipotle comes under the
top Quick service restaurants. From porter’s five forces analysis, it also has been found that
threat of competitors and threat of buyers are more. Further, the report contains the discussion
core competencies of having top services and regarded as front line operative organisation. The
quick pickup services for food has become popular that implementation of this has become
viable to serve customers. Increase in the variety of menu and international expansion can also
be recommended for the company.

2CHIPOTLE CASE ANALSYSIS
Table of Contents
Define the industry that the company is working on.......................................................................3
Attractiveness of the Industry..........................................................................................................3
Porter’s five forces analysis.............................................................................................................3
Core competencies...........................................................................................................................5
PEST analysis..................................................................................................................................6
Political factors............................................................................................................................6
Economic Factors........................................................................................................................6
Social-cultural factors..................................................................................................................6
Technological factors...................................................................................................................6
SWOT analysis................................................................................................................................8
Do Chipotle possess core competencies that they can continue to leverage?.................................8
Strategies to overcome the challenges.............................................................................................9
References......................................................................................................................................11

3CHIPOTLE CASE ANALSYSIS
Define the industry that the company is working on
Chipotle organisation comes under the quick services restaurant industry. The company
operate in this new emerging industry. The main feature of these companies under this industry
is possibility of saving expense and reduces cost in operations. In addition, the speedy services
and customer expectations serves well for these companies (Wheelen and Hunger 2017). The
quick pickup services for food has become popular that the implementation process of this has
become viable to serve customers. The menus are prepared on centralised suppliers (Getz and
Page 2016). The most efficient part is placing orders and payment system of the companies,
which can be done smoothly without interaction. There is also efficiency of having no outlet and
saving ambience expense (Chipotle.com, 2017).
Attractiveness of the Industry
The key attractive features of QSRs are to maintain growth. The marketing and brand
recognition of the Chipotle and locations are the key success factor of the industry. As a twenty
first century company, the consumers have adapted according their own convenience. Therefore,
the attractiveness increases with the acceptance of the services (Wheelen and Hunger 2017).
Porter’s five forces analysis
To analyse the industry Porter has divided five factors
 Threat of competitors – As an exclusive quick service restaurant Chipotle in USA has
many threats of competitors. Fast food restaurant chains and fast casual restaurant chains
are also competition with the restaurant chain (Getz and Page 2016). Though it has
dominated the full service restaurants, the bakeries, fast casual segments are a success in