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Individual – Marketing Plan (2000 words) Case: Real Marketing 3.1 – Chipotles Environmental Sustainability Mission: Food With Integrity (Kotler and Armstrong, 2016 sixteenth editionp.109-10 accessible via dawsonera too) The case above gives a brief overview of the company and provides a summary of the situation analysis relevant to the development and growth of Chipotle. Students are required to develop a marketing plan for Chipotle with a new objective and strategy that will support the organisations vision/mission. The marketing plan should follow the following structure:
1. Executive Summary 2. Company Overview (very brief taken from the case and inclusive of new findings) 3. Current Marketing Situation Analysis (SWOT accompanied by summary) 4. Objectives (one new objective) 5. Strategy & Segmentation, Targeting and Positioning (STP) 6. Tactics & Action 7. Budget 8. Control 9. Conclusion / Recommendation 10. References 11. Appendix (Meets LO1, 2, & 3)
End of Assignment Brief
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