Formulating the Marketing Strategy

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Marketing Strategy

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FORMULATING THE MARKETING STRATEGY: 5.2.1. Selecting the Target Market – Shifted from world-wide positioning of drive-in convenience and speedy-service. This world-class strategy is the latest element of overall plan to continue revitalizing Chipotle for customers through compelling food choices, great service and restaurant operations, motivating value and exciting new restaurant decors.  Segment: Each company identifies the parts of the market that it can serve best and most profitably, which is called the segment of the market it wants to serve. Market segmentation allows to divide a market into smaller groups of buyers with distinct needs, characteristics, or behaviors who might require separate product or marketing mixes. In Our research we identifies Chipotle could identified certain segment based on its geographical and demographic segments.

 Geographic Segmentation – Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, countries, cities, or neighbor hoods. We as Chipotle planners divided the country into different zones based on directions and concentrated particularly on North and West zone as its first market segment to attract on.  Demographic Segmentation – Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. We as Chipotle planners would target primarily different age groups specifically teens to adults up to age less than 30 years. Like its other worldwide locations, we would target young professionals as our main clientele in India. Teens and young professionals are an enormously powerful medium for relationship building in India. They not only influence markets in terms of parental decision-making to buy certain kinds of products, they are also future consumers. We decide to attract many jean-clad teenagers, who use the outlet as a venue to meet their friends circle, still a tricky issue among Indian middle-class families. Income segmentation was done to attract consumers from high income groups. Also, Chipotle huge factor that everyone can boast is serving healthier food than most fast food places. The meat is of higher quality and there is a big variety to choose from, vegetarians and others that have unique food preferences can customize our product to their individual pallet. The menu at Chipotle will offer consumers a quick meal that is brought to them by an environmentally friendly company within the same time span that they could get a burger and fries. We hope that our consumer will be an individual along with his/her family that eats out a significant number of times a week. The changes in cultural acceptance globally have taken on a life of their own in recent years since the influx of restaurants globalizing. 
 Target: A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. In an attempt to penetrate the Indian market Chipotle will target different populations. While taking chipotle to India We would

primary target young adults and professionals and focus on attract them through strategic planning techniques. The possible target market we decided is only from the metropolitan city Delhi. First, the company will target specifically people in the age groups of students equivalent to American high school students, all the way to young married couples starting their own families and young IT professionals. This specific age group is attractive because the company hopes there will be a spill over to other age groups that are directly connected with this segment. Second, we assume that in some way or another these age groups have access to their own income or their parent’s income. This assumption is made for the most part because worldwide people with an education tend to be higher up on the socio economic scale. Our product will target individuals that are willing to pay on the higher end of the fast food market.
The targeting strategy that Chipotle will use in India will be differential global marking because its efforts will be concentrated in Delhi and different segments within it. The target market in the beginning will be limited to people that frequent the city most often. Those that live within the city boundaries will be the ideal consumer because they will have easy access to our restaurant since in the beginning there will be only one. The location of the only Chipotle in India will be centralized to be in easy access to schools and corporations with a significant amount of employees. Also, In the future once the establishment of additional Chipotles has occurred there may be a need to modify our targeting strategy. When the amount of consumers that the company can reach changes, and there are more restaurants available then the time will be perfect to move into niche markets by diversifying our product even more.

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