Presentation

On
Case Analysis
Chipotle Mexican Grill
Presented To
Mrs. Sultana Razia Chy.
Assistant Professor Of Marketing
Premier University Chittagong

PRESENTED BY
GROUP MEMBERS :

ID NO.

Shovan Chowdhury

14-019-2-08-01603

Md. Jahedul Islam

Md. Numanul Islam

14-019-2-08-01576
14-019-2-08-01637

Case Analysis On
Chipotle Mexican grill &
Nokia

AT GLANCE Of CHIPOTLE MAXICAN GRILL

BELONGING INDUSTRY :
FOUNDED IN
FOUNDER
AREA SERVED
GERMANY.

:
:
:

RESTAURANTS.
JULY, 1993.
STEVE ELLS.
USA, CANADA, UK, FRANCE AND

HEAD OFFICE
:
DENVER - COLORADO, US.
NUMBER OF LOCATION :
1800 TILL THE YEAR 2015.
NUMBER OF EMPLOYEE :
45200 TILL THE YEAR 2013.
BUSINESS TYPE
:
PUBLIC.
KEY PEOPLE
: STEVE ELLS
( CHAIRMAN AND CEO OF THE COMPANY)

In the year 1993, Steve ells opened the

first Chipotle in Denver, Colorado , in a
former Dolly Madison Ice Cream Store
near the University of Denver campus
using an $85,000 loan from his father.

In 1998, the first restaurant outside of Colorado opened in Kansas City,

Missouri. The company opened its first location in Minnesota by opening
near the campus of the University of Minnesota in Minneapolis in March
1999. In 1998, McDonald's made an initial minority investment in the
company. By 2001, the company had grown to be Chipotle's largest
investor. The investment from McDonald's allowed the firm to quickly
expand, from 16 restaurants in 1998 to over 500 by 2005. On January 26,
2006, Chipotle made its initial public offering (IPO) after increasing the
share price twice due to high pre-IPO demand. In its first day as a public
company, the stock rose exactly 100%, resulting in the best U.S.-based IPO
in six years, and the second-best IPO for a restaurant after Boston Market.
The money from the offering was then used to fund new store growth.

Few outlet of chipotle mexican grill

After analyses of the case we can say lot of things with lot
of reason but here we enclosed by few questions now are
trying to reach the solution of these question

If you were advising Steve ells, what could

he have done to evaluate the all organic
concept?
If we were in that position we will obviously go with his all
organic concept, because in contemporary business world
everyone should gather some competitive advantages and this
concept is really fruit full. And now the question how he have
done evaluate the concept ? there could have taken several
initiatives like

Through establishing a strong division of quality control: Is the product

is really belong organic ingredient? The department of quality control is there
Maintaining All time controlling process through modern technology, and
different test report.
Through maintaining proper customer feedback: Customer is our ultimate
judge. We have to collect every customers requirements, suggestion,
complain. How they feel about our food and taste and its quality we have to
bring out the answer.

Through maintaining some special seminar: Steve can arrange

seminar to all chipotle branches around the world through different time,
He also can manage it by a seminar team where it contain with different
functional expert. In these seminar it will ensure that dont do anything
which is oppose to our concept. Make to people know what is actually
organic food. In house employee -like, cook or chef, waiter, executive
and all other stuff need to mentally trained up with this.
Through arranging open auditing of internal and external
agencies:
Can do regular auditing by internal body or govt. body chipotle
mexican grill can evaluate its all organic concept.
These all are some major way how Steve Ells can evaluate its all
organic concept.

 As we think this YESthe concept is really viable. Tasty

food, healthy food, delicious food these all other concept

are orthodox concept with compare to all organic food
concept. Modern world is very conscious about premium
food.

If steve have strong financial analyst, research

and development team he will forecast the
trends of price elasticity.

Given the fierce competition in this industry, is his

concept pleasant but unrealistic?
In this fierce competition of restaurant business Steve s concept is really fantastic
and fruitful. As well as pleasant and realistic but to bring out the result of concept
is somewhere very hard. But not impossible

Does the organic position provide

Chipotle with sustainable competitive
advantage?
We are going to say YES. Through this organic position
chipotle would get ultimate competitive advantage.
Almost in every organization a core competency make
it better position as we can say if CHIPOTLE MEXICAN
GRILL can ensure their organic food concept they will
take a competitive advantage.