Part I – Marketing Plan (50%) - 2000 words (+/- 10%) 1. Executive Summary (not included in word count) 2. Company Overview This is an overview of Chipotle - the company in the case study 3. Situation Analysis 3.1 External Analysis: a. Macro (e.g. PESTLE), b. Micro ( e.g. 5 Michael Porter five forces – substitute, supplier, customer, competitor, new entrant) 3.2 Internal Analysis: a. Organisation Resources, Capabilities, Core competencies etc.. (e.g. Porters Value Chain) 3.3 SWOT Analysis: Based on the external and internal analysis students should then present their SWOT analysis. The strengths and weaknesses should relate to the Internal factors (of Chipotle) and the Opportunities and threats should relate to the External factors i.e. the sector (e.g. the economic situation, spending power of potential customer, social trends, technological changes that might affect the restaurant). 4. Objectives In reviewing the situation analysis suggest a new objective for Chipotle using the SMART objectives technique (Specific, Measurable, Achievable, Time bound). 5. Strategy Having evaluated the situation and considered the objective, the marketing plan could then progress to developing a strategy to achieve the objective set, using techniques such as Ansoff Matrix to identify best strategy (e.g. product development, diversification, market penetration, market development). 6. Segmentation, targeting and positioning (STP) Segmentation should clearly identify the segmentation criteria used by the organisation according to the objectives set(e.g. geographic, demographic, psychographic, and behavioural). Targeting should include targeting strategy (differentiated, undifferentiated, etc.) And positioning should clearly explain the main aspects for differentiation (quality, premium price, etc) used by the organisation 7. Tactics / Action Here consider the different ways Chipotle can utilise the marketing mix (7Ps) to achieve the new strategy and explain what will be done, when it will be done, who is responsible for doing it. You need to use the Marketing Mix (7Ps) to discuss the proposed tactics. Apply the 7P’s 8. Budget Brief outline of proposed spending to achieve objective, you can use a table to illustrate proposal. 9. Control a. What are your KPIs (key performance indicators)? b. How will you monitor progress? c. How will you recognise successful achievement of objectives? 10. Conclusion 11. References (not included in word count) 12. Appendix (not included in word count)