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STR581 Strategic Planning And Implementation
Task:
The salmonella outbreak in was the most important factor that contributed to the dismantlement of confidence of the consumers about the Chipotle brand. Starting with the Minnesota salmonella poisoning that have tarnished the name of the brand. The incident of hundreds of people fallen sick after consuming fast-food form Chipotle created fear among the people of the US and Mexico from Chipotle. Thus, there has been a massive fall in their sales margin out of fear and stigma in the name of their brand
The establishment attempt of new branding value and market respect will surely impact on the marketing of the Chipotle brand. The sick leave practices are changed and are provide to the sick employees with full salary i.e. paid sick leave. Additional hygiene and safety measures regarding the safety and quality of the foods. Also, the company has agreed to double down its value proposition
The main competitors are Qdoba Mexican Eats, Baja Fresh Mexican Grill, Moe’s Southwest Grill and Rubio’s Coastal Grill. In spite of the bad media and public image of Chipotle, they have somehow managed to keep their global presence and first mover advantage. Moreover, the documentary that they have published has been able to retain their public image that was tarnished owing to the salmonella outbreak
For Chipotle to regain trust, have to work more on building the brand value. Merchandise is a real game changer over here. I think that the company must focus on reward and give special purchase option benefits to their permanent customers. They will further promote the brand to their relatives and friends, which will make their product more market value. Media must be taken along with them so that, better favor is also taken into consideration
Keeping the social media in their favor would make a good difference in the marketing standards of the company. Freely promote their merchandise T-shirts, wrist brands and additional benefits for premium and permanent users would make the customers feel more attached with the company, I have been consuming their foods after the outbreak, it’s of high quality and very much savory.
I recommended some of my friends on Facebook and then also got to know about their special discount coupons and weekend variety of foods for all age groups. Competitive advantage will be achieved by breaking the unsavory menus and innovating them with new sensation options for new consumers. Existing menus will also be maintained with addition of top-quality and faster delivery. Digital marketing must be more innovative, not only refrain to e-mail marketing, but also to generate lead and offering exclusive offers to attract new consumers. Home-delivery options must also be incorporated within the near vicinity to reach their foods to percolate into larger areas
STR581 Strategic Planning And Implementation
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