major fixing and writing Interdiction and conclusion

Chipotle has been operating in restaurants industry. It was founded in July 13,1993 by Steve Ells who has been serving Chipotle in capacity of Co-CEO and Chairman. Its headquarters based in Denver, CO United States.

Strengths

•    Strong brand reputation among consumers for being ethical and quality food provider.

•    High quality foods; healthy and tasty foods.

•    All the chipotle restaurants are under the ownership of company. Therefore, it has strong ownership on all the Chipotle restaurants.

•    Strong organizational  structure; people in higher management are skillful and have strong strategic plan for company growth.

•    It has approx. 38,000 employees serving in 1500 restaurants at different locations.

•    International presence in UK, Canada and France.

•    Better standing in financial statements; percentage of assets are much higher than liabilities.

•    Strong relations with supplier.

•    Low marketing and advertising cost.

•    Offers online ordering facility to customers.

•    Pay high to employees as compared to managers and give incentives to managers for inducting quality human resources in company.

•    It has no franchises thus, they can easily maintain the quality benchmark.

•    Active involvement in CSR by sponsoring different events.

Weaknesses

•    High prices of food products as compared to competitors.

•    It offers limited menu to customers.

•    High dependency on word of mouth.

Opportunities

•    Market penetration in US and Canada by increasing number of restaurants locations.

•    Market development by entering into International markets.

•    Adopt franchising model for global expansion.

•    Increase variety of foods.

Threats

•    Strong direct competitors; Panda Restaurant Group, Inc ,Qdoba Restaurant Corporation and Taco Bell Corp.

•    Facing fierce indirect competition from McDonalds, Starbucks, Yum! Brands, and Sodexho.

•    Competitors cost are lower than Chipotle that might be the reason they have been offering food on lower prices.

•    Substitutes can easily fetch market share.

•    Economic slowdown.

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