IPO Project –Chipotle Mexican Grill, About company Chipotle Mexican Grill, Inc. and its subsidiaries has operated 1,084 restaurants in the United States, two in Toronto, Canada and one in London, England till December 31, 2010.Over the past five years, company has experienced grown up greatly and substantially, and expect to their big rally of 2011, new openings between 135 and 145 restaurants are expected to operate in 2011. Chipotle is working to change the way people think about and eat fast food by looking to fine-dining restaurants for inspiration. Chipotle use high quality ingredients, classic cooking methods to make good tasting food, have top performing people to take care of each customer, and make restaurants operationally
Experience an increase in new customers who are turned into long-term customers. 4. Realize a growth strategy of one store per year. Marketing Strategy The goal of the marketing strategy will be to raise awareness levels regarding Kona-Q and the offerings and value. The message will be that Kona-Q is a convenient, healthy fast-casual alternative restaurant.
Each team member will include one alternative and recommend a single strategy that Kudler Fine Foods may implement. The alternatives discussed will be (1) expansion by horizontal integration (2) expansion by adopting generic competitive strategies (3) expansion by product development (4) expansion by recruiting new management team, and (5) expansion by identifying a specific plan for new location. Expansion by Horizontal Integration To maintain and increase its competitive edge, an alternative strategy KFF will consider is to realize growth and increase productivity through horizontal integration. Horizontal integration will increase KFF’s economies of scale and scope, marketing power and reduce the cost of international trade when this opportunity arises (University of Phoenix, 2007). To increase its scale and scope, KFF will expand geographicaly first through acquiring similar stores so as to sell more of the same product.
Each team member will include one alternative and recommend a single strategy that Kudler Fine Foods may implement. The alternatives discussed will be (1) expansion by horizontal integration (2) expansion by adopting generic competitive strategies (3) expansion by product development (4) expansion by recruiting new management team, and (5) expansion by identifying a specific plan for new location. Expansion by Horizontal Integration To maintain and increase its competitive edge, an alternative strategy KFF will consider is to realize growth and increase productivity through horizontal integration. Horizontal integration will increase KFF’s economies of scale and scope, marketing power and reduce the cost of international trade when this opportunity arises (University of Phoenix, 2007). To increase its scale and scope, KFF will expand geographicaly first through acquiring similar stores so as to sell more of the same product.
We must also expand sales to our newer customers by utilizing public relations activities, trade shows, brand development, and sales force promotions. These changes and implementing our recipes to reach our goals will help us reach our goals on a steadier track. Sixty percent of our incremental sales will come from our existing customers by the end of the year. We must take a consultative sales approach to understand the current needs of our customers and anticipate their future needs as well to satisfy and keep our existing customers. The other forty percent of our sales will come through new customers, therefore we must reach these new customer through trade shows and leverage market research reports.
Critical Issues In order for Alidia Solomon to succeed she needs to address: how to build awareness so that Tutti Matti establishes a consistent customer base. She also needs to avoid problems caused by the SARS outbreak while continuing to expand the business. Due to her time constraint, she needs address how to make better use of her time and resources. Analysis During the 6 months Tutti Matti has been open, the restaurant has been profitable earning sales of $210,000. Solomon plans to finish the year with a minimum of $500,000 in sales.
Introduction Kudler Fine Foods is known for it’s operations, management, and marketing prowess. During the past few years, Kudler has experienced considerable growth within its respected market and is now looking to branch out into other markets where they can be competitive. The establishment of competitiveness in other markets will be triggered by how well Kudler can market itself in a struggling economy. It is important to analyze areas in which more marketing research is needed and to keep a watchful eye out on the competition. Strengthening areas of weakness that have little or no research will help Kudler stay ahead of the game in the months and quarters to come.
* Introduce new product range every 3 months by researching competitive suppliers. * Customer incentive to increase sales e.g free delivery for orders over £50. * Increase profit by 15% in the next 2 years. * Increase amount of customer by 5% in the next year. I will gather market research for example through online feedback; this means we can improve customer service through feedback areas.
When looking at the sales, Kathy seen that sales increased two times of the year and this was based of the past information. With that information Kudler Fine Foods continued promoting in local print to mid-scale restaurants and to local radio stations. Kudler was trying to increase the knowledge of what they provided. Even after all of that, Kudler took it a step further and created tri-fold brochures and business cards that would be laid out during catering events. This helped Kudler reach out to
Wendy’s International and Burger King HRM587 Managing Organizational Change With the fast food industry being one of the most competitive industries in the world, companies must be in a constant state of change if they wish to stay competitive. With McDonald’s being the king of the fast food business and constantly changing how it run its business, others in the industry must be constantly changing also. Wendy’s International and Burger King are two of the other fast food restaurants that are in direct competition with McDonalds and in order to stay competitive with them, must be changing also. This could be from Wendy’s changing the company logo for the first time since 1983[i] or Burger King changing from chicken tenders and going to chicken nuggets[ii]. There are many other changes that both companies are doing to stay competitive with not only each other but with McDonald’s.