Chipotle Mexican Grill Expansion in India

6498 Words26 Pages
Swapnil Patel MRKT 605 Chipotle Mexican Grill Expansion in India April 14, 2013 Product Line: Chipotle Mexican Grill (CMG) is in fast food industry. CMG provides tacos, burritos, rice bowls, quesadillas, salad, salsa, guacamole, and corn chips. Target Market: Looking at the growing economy and acceptance of foreign foods in India, I would propose to expand our international operations to India while starting out with metropolitan cities such as Delhi Mumbai and Bangalore. Company Description: CMG is based out of Denver, Colorado, and opened its first doors in 1993. CMG operates as a fast food using natural ingredients in assembly-line production. CMG’s mission statement is “Food with Integrity”, which means to serve food which is organic. CMG offers burrito, burrito bowl, crispy tacos, soft tacos, chips & guacamole and in kids menu. They also offer rice, beans, chips, and other assorted items. All of the mentioned products have a choice of cilantro-lime rice (white or brown), pinto or vegetarian black beans, lettuce, meat (braised carnitas or barbacoa, adobo-marinated and grilled chicken or steak), corn, fajita vegetables, guacamole, salsa (mild, hot, fire), cheese and sour cream. Currently CMG has stores in USA, Canada, England, and France. Executive Summary In our competitive world, an important aspect of any flourishing business is to establish a clear marketing strategy which will help the business in expanding its successful business in other countries through different strategies. Fast food industry is on the rise throughout the world. This marketing profile will look at different factors to consider expanding CMG’s international business in a country of large population and growing economy, India. This marketing proposal will talk about the in depth analysis of market entry analysis, modification to product line, competition, and
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