Chipotle Market Potential Analysis Part 1

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One of the projects in my International Marketing class was to take a domestic company and turn it into an international corporation. My group decided on Chipotle as our company. Everyone in the group worked on this project together but I was specifically focused on the criteria charts on slides 6-12.

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Chipotle Market Potential Analysis Part 1

  1. 1. Market Potential Analysis<br />Shawna Jones, Mollye Peters, Jessica Otterman, Erica Steele<br />
  2. 2. Company Background<br /><ul><li> Fastest growing U.S. restaurant</li></ul> chain (% increase in foodservice<br /> revenue)<br /><ul><li> Started in 1993
  3. 3. Denver, Colorado
  4. 4. Found and CEO: Steve</li></ul> Ells<br /><ul><li> “Food With Integrity”
  5. 5. 837 locations
  6. 6. 33 states, District of</li></ul>Columbia, and <br /> Toronto, Canada<br />(Basham, 2009) <br />(Chipotle Mexican Grill, 2009)<br />
  7. 7. SWOT Analysis<br /> (Chipotle Mexican Grill, 2009) <br />
  8. 8. Macroscreening<br /><ul><li> Positive attitude towards dining out
  9. 9. Eating out as a convenience or social pastime</li></ul>Four Promising Nations<br /><ul><li> Australia
  10. 10. Ireland
  11. 11. United Kingdom
  12. 12. Japan</li></li></ul><li>Criteria and Weights<br />
  13. 13. Urban Population<br />(Central Intelligence Agency, 2009)<br />
  14. 14. % Growth of Import of<br />Food and Beverage Industry<br />(CenTradeX, 2007)<br />
  15. 15. Ease of Doing Business<br />(CenTradeX, 2009)<br />
  16. 16. Population Growth Rate<br />(Central Intelligence Agency, 2009)<br />
  17. 17. PPP Per Capita<br />(Central Intelligence Agency, 2009)<br />
  18. 18. Likelihood of Dining Out<br />(Euromonitor International, 2009)<br />
  19. 19. Model<br />
  20. 20. Selection<br />Australia<br />
  21. 21. Rationale<br /><ul><li> Economy has seen over 17 years of continuous growth
  22. 22. High affinity towards American products
  23. 23. Tendency towards healthy and active lifestyle
  24. 24. Egalitarian and values relationships
  25. 25. Voted 2nd most ethical nation to conduct business with
  26. 26. Population is approximately 21,262,641 (July 2009)</li></ul>(Global Road Warrior, 2009)<br />
  27. 27. Prospective Cities<br />Sydney<br /><ul><li> 4,193,500 urban population
  28. 28. wealthiest city in Australia
  29. 29. possesses many tourist </li></ul> attractions<br />Melbourne<br /><ul><li> 3,698,200 urban population
  30. 30. cultural capital of Australia
  31. 31. center of business</li></ul>Brisbane<br /><ul><li> 1,849,500 urban population
  32. 32. largest city in the world in </li></ul> terms of land mass<br /><ul><li> night life</li></ul>(Global Road Warrior, 2009)<br />
  33. 33. Sales Forecast - Industry<br /> Food Service Industry Sales for 2010 in Australia<br /><ul><li> Method 1:
  34. 34. Approximately $1.24 billion
  35. 35. U.S. and Australian urban populations
  36. 36. Projected U.S. Food Service Industry Sales for 2010
  37. 37. Method 2:
  38. 38. Approximately $781 million
  39. 39. Australian Foodservice Market Volume
  40. 40. Australian Market Segmentation for Fast Food</li></ul>(World Fact Book - Australia & US, 2009) <br />(Basham, 2009) <br />(Datamonitor Industry Market Research, 2009)<br />
  41. 41. Sales Forecast - Brand<br /><ul><li> Method 1:
  42. 42. Approximately $1.8 million for 3 locations in 2010</li></ul> ($607,343 per store) <br /><ul><li> Approximately $2.1 million in 2011 </li></ul> ($732,000 per store)<br /><ul><li> Chipotle restaurant sales for 2007 and 2008
  43. 43. Total number of locations for U.S.
  44. 44. Urban population of U.S. compared to Australia</li></ul>(Chipotle Mexican Grill, April 2009)<br />(World Fact Book - Australia & US, 2009) <br />
  45. 45. Sales Forecast - Brand<br /><ul><li> Method 2:
  46. 46. Approximately $6.4 million for 3 locations in 2010</li></ul> ($2.1 million per store)<br /><ul><li> Approximately $6.6 million in 2011</li></ul> ($2.2 million per store)<br /><ul><li> Total sales, number of restaurants, and growth </li></ul> rate for McDonald’s<br />(McDonald's Australia - A case study of a multinational operating within the Australian Economy, 2007)<br />(Datamonitor Industry Market Research, 2009)<br />(McDonald's (Australia), 2009)<br />
  47. 47. Works Cited<br />Basham, M. (2009, September 3). Industry Surveys: Restaurants. Retrieved October 6, 2009, from Market Insight Database.<br />CenTradeX. (2009). Country Comparator - Tools & Games - globalEDGE. Retrieved October 6, 2009, from globalEDGE: http://globaledge.msu.edu/countries/countryrank.asp?Year=2008&Statistic=12465<br />CenTradeX. (2007, March). Food and Beverage Industry Trade Statistics - globalEDGE. Retrieved October 6, 2009, from globalEDGE: http://globaledge.msu.edu/industries/Food-and-Beverage/tradestats/<br />Central Intelligence Agency. (2009, October). World Fact Book. Retrieved October 4, 2009, from CIA - The World Fact Book: https://www.cia.gov/library/publications/the-world-factbook/<br />Chipotle Mexican Grill. (2009, April). 2008 Annual Report and Proxy Statement. Retrieved October 6, 2009, from Chipotle.com: http://phx.corporate-ir.net<br />Chipotle Mexican Grill. (2009). Chipotle: Gourmet Burritos and Tacos. Retrieved October 6, 2009, from Chipotle Mexican Grill: http://www.chipotle.com/#/land<br />Datamonitor Industry Market Research. (2009, August 15). Australia-Foodservice. (Industry overview). Retrieved October 5, 2009, from Business and Company Resource Center: http://galenet.galegroup.com<br />
  48. 48. Works Cited<br />"Eating Places." Encyclopedia of American Industries. Online Edition. Gale, 2009. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.:Gale Group. 2009. http://ezproxy.butler.edu:2133/servlet/BCRC<br />Euromonitor International. (2009). Country Reports: Australia. Retrieved October 7, 2009, From Global Market Information Database.<br />Global Road Warrior, The (2008). Australia: Business Culture: Business Ethic and Framework. Retrieved 10/11/2009, from www.globalroadwarrior.com/ContentInfo.asp?nid=13.03&cid=7&next_nid=13.04&ctry=Australia&parent=Business%20Culture<br />Global Road Warrior, The (2009). Welcome to Australia. Retrieved October 7, 2009, from Global Road Warrior: http://globalroadwarrior.com/welcome/asp?cid=7<br />McDonald's (Australia). (2009). Our Story. Retrieved October 8, 2009, from McDonald's (Australia): www.mcdonalds.com.au/about-us/our-story<br />McDonald's Australia - A case study of a multinational operating within the Australian Economy. (2007, February 21). Retrieved October 8, 2009, from Australian Trade Comission: www.austrade.gov.au/ArticleDocuments/1454/EFF_mcdonaldscasestudy.pdf.aspx<br />World Fact Book - Australia & US. (2009). Retrieved October 7, 2009, from World Fact Book.<br />
  49. 49. Questions?<br />

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