International Marketing Analysis of Chipotle Mexican Grill Authors

Running head: INTERNATIONAL MARKETING ANALYSIS
International Marketing Analysis of Chipotle Mexican Grill
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1INTERNATIONAL MARKETING ANALYSIS
Table of Contents
1. Introduction......................................................................................................................2
2. Situation Analysis............................................................................................................2
2.1. PESTEL Analysis.....................................................................................................2
2.2. Porters Five Forces Analysis....................................................................................3
3. Internal Environment Analysis........................................................................................4
3.1. Porters Value Chain Analysis...................................................................................4
4. SWOT Analysis...............................................................................................................5
5. Market Attractiveness- 12C Framework Analysis..........................................................6
6. Strategic Options- Ansoff Matrix Analysis.....................................................................7
7. Market Selection and Entry Strategy...............................................................................8
8. Marketing Mix.................................................................................................................8
9. Risk Factors...................................................................................................................10
10. Conclusion and Recommendations..............................................................................10
References..........................................................................................................................12

2INTERNATIONAL MARKETING ANALYSIS
1. Introduction
Chipotle Mexican Grill is an American chain of fast foods situated in US, Canada, France
and Germany. The food chain is specialised in making tacos and mission style burritos and this
food chain is situated in more than 2000 locations (Akaka, Vargo and Lusch 2013). International
marketing considers that a company is making more than one marketing mix decisions all
through national boundaries. The objective of this paper is to analyze international marketing
strategies and global market position of Chipotle Mexican Grill. The paper will also focus on
conducting internal environmental analysis, marketing mix, ansoff matrix and risk factors
evaluation of the selected company.
2. Situation Analysis
2.1. PESTEL Analysis
PEST analysis has a considerable role in explaining factors that pose operating challenges
for Chipotle Mexican Grill.

3INTERNATIONAL MARKETING ANALYSIS
Figure 1: PEST Analysis
(Source: Armstrong et al. 2015)
 Political- There is a threat of military invasion that is to be monitored by the restaurant
along with other political factors before entering a market that includes trade regulations
and tariffs associated with services, important employee benefits and industrial safety
regulations (Armstrong et al. 2015).
 Economical- The restaurant might use a nation’s economic factor like inflation, growth
rate and economic indicators of the industry like restaurant growth rate and consumer
spending in order to forecast growth trajectory. While operating in a nation, the food
chain must be aware of economic growth rate, education level within economy and
economic growth rate.
 Social- Shares beliefs and attitudes of consumer group have a considerable role in a way
the marketers of Chipotle Mexican Grill understand consumers of a particular market and