International marketing consultant

Hired as an international marketing consultant, you have been asked by Chipotle Mexican Grill, Inc. to carry out a thorough analysis of the market and recommend one (from Japan, India, Singapore and China.) international growth market for it to enter in year 2019. 

You should analyse the global market, recommend a target market/country, decide a mode of entry and develop appropriate international marketing strategy.

You should analyse the global market, recommend a target market/country, decide a suitable mode of entry and develop appropriate international marketing mix strategy.

You should prepare a report for the board of directors addressing your consultancy brief, this should answer the following questions. 

Assignment Questions

Question1: Analyse the macro and competitive factors that impact global Fast-food Industry. [LO1, LO2]

Question 2: Analyse internal business environment of Chipotle Mexican Grill, Inc. using Porter’s Value Chain. [LO1, LO2]

Note: questions 1 and 2 require you to research and analyse:
• Global macro-Fast food industry 
• Global Competitive factors – Chipotle Mexican Grill, Inc.
• Internal business environment of Chipotle Mexican Grill, Inc. 
• SWOT 
• Summary of findings 
Question 3: Evaluate the potential target markets of Japan, India, Singapore and China using the 12 Cs framework and then select ONE of the target markets and justify choice. [LO2, LO1]

Note: Question 3 requires you to evaluate market attractiveness of the 4 potential markets (Japan, India, Singapore and China), using 12Cs framework, compare the market attractiveness, and decide ONE country / market to target.

Question 4. Recommend to Chipotle Mexican Grill, Inc. an appropriate mode of entering the chosen country and justify your choice based on your analysis and theory. [LO3, LO1]

Task 5: Analyse the targeted country’s socio-cultural factors. Develop appropriate marketing mix for Chipotle Mexican Grill, Inc. to succeed in your selected target market. You must link your proposed marketing mix to the company’s SWOT and external cultural factors and Justify your answer. [LO3, LO1]
Your main report should have well developed arguments, properly underpinned with theory and facts along with critical analysis, synthesis, evaluation and suitable recommendations. The purpose of appendices is to support the report. Your grade is highly dependent on your main report.

Additional analysis should be developed and placed in the appendix of your report, with summaries of analysis in the main body of the report cross-referencing to the appendix.

Additional information will be available on the portal to support your research but you will need to conduct your own research into macro and micro factors using the online library.

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