Marketing Management Research Project: Chipotle Mexican Grill
Assume the role of a Marketing Consultant.After completing your work in Part 1 of this assignment, you now have a chance to recommend changes and address the information previously submitted from the perspective of a Marketing Consultant. You will combine both Parts 1 & 2 for this assignment. Please add the Marketing Consultant's view in a separate paragraph under the same section heading.
Please continue to apply your critical thinking skills in Part 2 and address the following in your paper:
1. Based on what you have discovered about the organization you are researching, how well have they lived up to their Mission and Vision Statements? What recommendations would you make for this organization relative to their Mission and Vision Statements?
2. Based on what you have learned about your organization, what recommendations do you have with regards toMarket Segmentation?
3. Based on the Target Market described in Part 1, is there a group of customers that are underserved? If so, what actions would you recommend the organization take to capture that segment of customers?
4. Based on the SWOT Analysis conducted in Part 1, list two ways you would address the Threats and Opportunities going forward for your selected organization?
5. Explain an alternative marketing strategy you would use for the product/serviceyou identified in the Four P's (Product, Price, Promotion, and Place). Please use one strategy not identified in the Case Study or one you are not aware of.
6. Based on the organizations current market share, what would you recommend they do to increase their position?
7. What recommendations would you give your selected organization as it relates to Customer Relationship Management (CRM)? What would you recommend they do to implement or improve in this area?
8. Regarding Ethics, what recommendation would you make to Senior Management that would support or improve Corporate Social Responsibility?
Your final paper should contain Parts 1 & 2 and must meet the following criteria:
1. Must cite ALL sources in APA format throughout the paper.
2. Must include an APA Style Title Page
3. Must begin with an introductory paragraph that has a succinct thesis statement.
4. Must address the topic of the paper with critical thought.
5. Must end with a final conclusion that reaffirms your thesis to include both views of the Marketing Manager and Marketing Consultant. (5-7 sentences).
6. Must use at least 5-7 References of which two should be scholarly. References must beformatted according to APA style as outlined in the Baker College - My eLibrary.
7. Must be at least eight- to ten- double-spaced pages in length, and formatted according to APA style as outlined in the Baker College - My eLibrary (not including the title and reference pages).