Published on September 16, 2014
Principles of Business: Stage 2 Marketing Seminar: Cultivating a better world: Chipotle Topic Number:2
Overview Over the last few years Chipotle has undergone a significant transformation in its approach to marketing. From its product centric marketing strategy where the key features in its communication strategy comprised of highlighting their burritos to a vision led approach. Today, Chipotle has not only highlighted key issues relating to animal farming but have taken key steps within their organisation to adopt more eco friendly practices. In this seminar, we will look at how Chipotle moved to this vision lead approach and how they have lived and breathed their vision. We will initially look to understand the rationale of their change of approach and impact it has had. Thereafter, we will look at the steps they took to realise their vision. Finally, we will then go on to evaluate two of their adverts and analyse how they communicated their new approach.
3 Learning outcomes of this seminar • Critically evaluate and articulate Chipotle’s vision and mission. • Understand and be able to describe how and why Chipotle changed its marketing approach. • Utilise the marketing mix to describe the key steps Chipotle took to implement their marketing strategy. • Be able to evaluate an advert to be able to determine and describe an overall marketing strategy.
Agenda for this seminar What are the key issues Chipotle is standing up against? Provide a brief overview of Chipotle, the company, strategy and vision Critically evaluate the marketing communications approach Review the two adverts and articulate the strategic thinking behind them
Structure for the session You will have 15 minutes to discuss each question. We will have a debrief at the end of each 15 minutes to hear your thoughts on each area. Feel free to ask questions but please do not have separate conversations ‘we are all in this together’!
How it all began? View Video: https://www.youtube.com/watch?v=wmH73Diqf5Q#t=58
What are the key issues that Chipotle is standing up against?
Provide a brief overview of Chipotle, the company, strategy and vision
Critically evaluate their marketing communications approach
Review the two adverts and articulate the strategic thinking behind them
End of Seminar Note: This recording is for your personal use only and not for further distribution or wider review. © Pearson College 2013
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