I need it urgently thanks 78 Part 1 Marketing Strategy These brands appeal to th
ID: 421007 • Letter: I
Question
I need it urgently thanks
78 Part 1 Marketing Strategy These brands appeal to their customers with very different philosophies.Indeed, on the surface,they ape have little in common, other than their sector Case Discussion Questions 1. Characterize these companies' positions in the marketplace from your best estimates as to the customer perceptions. In which cell does each exist in the positioning matrix? 2. Would the two chains see each other as competitive threats? 3. What could either do to make its business (profitability) even stronger?Explanation / Answer
1. In consumers' perception the chipotle is synonymous with quality, freshness, a supply chain centered at customer wellness, honesty, ethics, social cause and environmentally friendly business, all with a great taste and customer service. The view with Mcdonalds is convenience, value fo money food, freshness, delight, fun, satisfaction, on the go delight, popularity, great service, omnipresence and customisation.
The positioning of chipotle is in first quadrant, somewhat expensive and full service, while that McDonalds is in quadrant three, less expensive and specialised.
2. The two chains have certain features such as freshness and customer delight as common, but the target segments for both are different, given the way they operate. Thus, one may not be a threat to the other in entirety, as the customers of the both are not exactly the same, with some being common.
3. Chipotle can continue to focus on the unique modus operandi and brand perception of being the most honest and ethical organisation in the segment, broadening the customer offerings in terms of variety, while Mcdonalds can focus on cost effectiveness and customisation according to different customer needs with the same level of uniformity throught the globe.