SWOT Analysis of Chipotle Mexican Grill and its Competitors

Running Head: SWOT 1
SWOT
Name
Institution

SWOT 2
Strategy can be defined as the actions managers put in place to achieve the organizational
goals. In this case, Chipotle Mexican grill managers have adopted some measures which have
enabled them to increase in its market share and also meet their customers’ expectations.
According to Maria & Victoria (2014), Chipotle Mexican grill had opened more than 1793
branches by 2014. Although this company has been using unique strategies to attain an edge over
its competitors, it seems that some of the strategies have succeeded while others have not, and
this has been one of the reasons why its market share keeps fluctuating. The company competes
with different competitors which include McDonalds, KFC, Burger King, Starbuck MTY group
Inc. among others.
One of the strategies adopted by Chipotle Mexican grill is to use innovation and
expanding its line of production to attain its growth goals. To attain this goal, the company has
decided to introduce new products and also add fresh features to the existing ones. This strategy
has made chipotle Mexican grill digitize and update its restaurants hence making them more
convenient and enjoyable to the customers (Yung-lung & Shih-chieh, 2013). The strategy has
also enabled the company to open many restaurants with great hospitality and this has made the
brand image also to grow. This has also enabled chipotle Mexican grill to modify its products to
fit the culture of the people in which they have opened a branch hence making it culturally
relevant.
According to Sjoerd (2013), Chipotle Mexican grill has also strengthened on their ways
of marketing its products. This is whereby they have adopted the use of social media for products
awareness. Since most people are addicted to the use of social media, chipotle has taken this
advantage and reached many customers hence increasing its market share. The use of social
media has also assisted in improving its quality since they are able to get feedback about their