Part I – Marketing Plan (50%) – 2000 words (+/- 10%)
This is an overview of Chipotle – the company in the case study
3.1 External Analysis:
3.2 Internal Analysis:
3.3 SWOT Analysis:
Based on the external and internal analysis students should then present their SWOT analysis. The strengths and weaknesses should relate to the Internal factors (of your chosen supermarket) and the Opportunities and threats should relate to the External factors i.e. the sector (e.g. the economic situation, spending power of potential customer, social trends, technological changes that might affect the supermarket).
In reviewing the situation analysis suggest a new objective for Chipotle using the SMART objectives technique (Specific, Measurable, Achievable, Time bound).
Having evaluated the situation and considered the objective, the marketing plan could then progress to developing a strategy to achieve the objective set, using techniques such as Ansoff Matrix to identify best strategy (e.g. product development, diversification, market penetration, market development).
Segmentation should clearly identify the segmentation criteria used by the organisation according to the objectives set(e.g. geographic, demographic, psychographic, and behavioural). Targeting should include targeting strategy (differentiated, undifferentiated, etc.) And positioning should clearly explain the main aspects for differentiation (quality, premium price, etc) used by the organisation
Here consider the different ways Chipotle can utilise the marketing mix (7Ps) to achieve the new strategy and explain what will be done, when it will be done, who is responsible for doing it. You need to use the Marketing Mix (7Ps) to discuss the proposed tactics. Apply the 7P’s
Brief outline of proposed spending to achieve objective, you can use a table to illustrate proposal.