Harvard Case Study

BUOL 533 - Marketing Management

Your Name Here

University

Date

Introduction

Start your paper here. An introduction paragraph is a good idea. It should state the TOPIC of your paper and provide a roadmap for the reader. Indent five spaces the first sentence in each paragraph.

Chipotle’s Policy of Local Sourcing

Indent first sentence in each paragraph five spaces. Chipotle's model of local sourcing and delivering "food with integrity" challenged the traditional quick-service model of centralized preparation common at McDonald's and others.  How can Chipotle now balance the need to control critical operations through centralized preparation with the desire to differentiate itself in the competitive fast casual restaurant market?  Can Chipotle continue to compete effectively using its past positioning as "fresh and local"?

Chipotle Model for Operations & Processes

Indent first sentence in each paragraph five spaces. Some argue that Chipotle, like many growing firms, focused on growth over attention to store-level operations, which increased operational risk, as many processes were not standardized.  Which standardized processes, both in operations and sourcing, are important to the Chipotle model and need to be addressed to reduce risk?

Demonstrating & Communicating a Commitment to Safety

Indent first sentence in each paragraph five spaces. Chipotle's operations led to a reputational crisis that caused customers to become wary of eating its food.  Other companies in similar situations have made great efforts to communicate how the product was different and safer.  In Chipotle's case, its burrito looked no different after all of its food safety changes.  How could the product and process be altered to communicate the new focus on safety?  Could this change be demonstrated?

Chipotle Rebuilding Trust

Indent first sentence in each paragraph five spaces. Chipotle gave away millions of free meals to attract customers.  Was it enough to rebuild trust?  What other things would you recommend the company do to rebuild trust with customers?

Chipotle’s Competition

Indent first sentence in each paragraph five spaces. Discuss questions as outlined in assignment. Chipotle has inspired many copycats.  Given how sensitive restaurants are to notoriously fickle consumer tastes, how likely is it that the challenges facing Chipotle would drive consumers away from its menu to copycats offering other food types?

Chipotle’s Internet Response

Indent first sentence in each paragraph five spaces. In the Internet age, details about what Chipotle did and the narrative it created to explain its actions will be available forever.  What did the company do well and what could it have done better?

Conclusion

Your final paragraph should provide a summary of your paper. This reminds the reader of where you took them on your road trip. It is similar to reviewing your photographs after a vacation. There should be no new information included in the conclusion. Make sure you have FIVE pages minimum. The page count is only from the Introduction to Conclusion. Do not add any extra blank lines in your paper – deliver a tight double-spaced paper using the spacing provided in this template. No visuals allowed.

References

APA format please – second & subsequent lines must be indented five spaces