development and growth he case study will give a brief overview of the c

he case study will give a brief overview of the company and provides a summary of the situation analysis relevant to the development and growth of Chipotle. In PART 1; (2000 words) – you are required to develop a marketing plan for Chipotle with a new objectives and strategy that will support the organisation’s vision / mission. The marketing plan should follow the following structure: Executive Summary- to include a brief summary of the report’s findings and analysis. Introduction 200 words ( to include a brief overview of the company taken from the case study and inclusive of new findings). Main Body 1600 word ( comprises of the following; Situation Analysis- External analysis such as; Macro (e.g. PESTLE) , Macro (e.g. Porter’s five Forces). Internal analysis – using the porters Value Chain framework model to scrutinize the company’s Resources, Capabilities, Core competencies, etc. SWOT analysis- the strengths and weaknesses should relate to the internal factors of the company. While, opportunities and threats should relate to the External factors i.e. the sector. OBJECTIVES- in reviewing the situation analysis suggest a new objectives for Chipotle using the SMART framework model. STRATEGY- having evaluated the situation analysis and considered the objective, you must then develop a strategy to achieve the objectives set using the Ansoff Matrix framework model. Segmentation, targeting and positioning (STP)- state clearly the criteria, targeting strategy and positioning adapted by the organisation. Tactics / Action- using the 7Ps framework model discuss how the company can achieve the new strategy and explain what will be done, when it will be done, and who is responsible for doing it. BUDGET- give a brief outline of the proposed spending to achieve objective, you can use a table to illustrate the proposal. CONTROL- explain what the company’s KPIs (Key Performance Indicators) are, how progress will be monitored, and how the successful achievement of the objectives will be recognised. CONCLUSION 200 words ( to include a brief summary of what was contained in the report). BIBLIOGRAHY- not included in word counts APPENDIX- not included in word count (to include research findings, diagrams, graphs, and all other relevant data). In PART 2: (500 words)- in order to communicate the new strategy developed in part 1, relating to the company’s vision, you are required to prepare ; 1. A visual illustration (an A4 poster supported by texts and images) following the guide below: a). the content of the poster must be appealing to both internal and external stakeholders (i.e. employees, and customers). b). the content must include image/s and brief written message/s that communicate the proposed strategy and capture the attention of the intended audience. 2. A rational to support the communication campaign (poster) which should: a). include an explanation of how the promotional mix theory can generally be used to decide selection of a communication channel. b). describe the target audience and the response sought in relation to the new strategy. c). Apply / use a marketing theory such as ‘AIDA’ (Attention, Interest, Desire, Action) or ‘DRIP’ (Differentiate, Reinforce, Inform, Persuade) to explain how the poster created will achieve the objectives set. d). Academic references must be included in the rational.

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