Directions: You need to select a retailer with a physical store who sells a phys
ID: 360052 • Letter: D
Question
Directions: You need to select a retailer with a physical store who sells a physical product e.g., ski shop, music store, pizza place, furniture store, apparel boutique, hardware store, etc.
Chipotle Mexican Grill is the retail store I chose to examine. Answer the following questions below about Chipotle:
Retailer Name and Type
Chipotle Mexican Grill
Retailer history
How has their business changed over the years?
Do they plan to expand, penetrate, diversify or change their retail format in the near future?
Retailer Strategy
Define their customer according to demographics (age, gender, income level, education etc.)
Where do most of their customers come from (trading area)?
What are the major brands they carry?
Do they have private brands?
Where does this retailer's merchandise fit on the category life cycle?
Why do you think they chose this stage of the life cycle?
Does this retailer carry convenience goods, shopping goods or specialty goods?
How does this store prepare and train their sales people?
Are they paid on commission, salary or hourly wage?
Are the sales people allowed to cross sell? (if there are separate departments)
Do they outsource any activities in their business?
Where is this retail store located? (Central business district, Shopping Center, Specialty Center)?
Why do you think they chose this location?
Is this site accessible for the customer?
What is this stores pricing policy? (Everyday Low Pricing, High/Low Pricing)?
What other practices do they use to compete with price? (Coupons, Rebates, Price Bundling)?
Is there a frequent shopper program?
Communication Mix
How does this retailer communicate with its customers (advertising, publicity, sales force, sales promotion)?
What type of design layout does this store use? (Grid, Racetrack, Free Form etc.)
Is it effective for customer flow?
What type of fixtures do they use?
What type of lighting are they using?
Is music constantly playing? What type?
What type of scent is in the store? Does it detract or attract?
What type of services does this store offer? (Alterations, gift wrapping etc.)
How does this store handle customer complaints?
Competitive Advantage
Does this retailer have a competitive advantage over similar stores?
How can they retain this advantage or achieve an advantage over their competition?
Conclusion
List the factors that play a role in your decision to purchase an item from this retailer. Which factor is most important to you? If you would not purchase the item at that store, why not?
Retailer Name and Type
Chipotle Mexican Grill
Retailer history
How has their business changed over the years?
Do they plan to expand, penetrate, diversify or change their retail format in the near future?
Retailer Strategy
Who is their Target Market?Define their customer according to demographics (age, gender, income level, education etc.)
Where do most of their customers come from (trading area)?
Merchandise AssortmentWhat are the major brands they carry?
Do they have private brands?
Where does this retailer's merchandise fit on the category life cycle?
Why do you think they chose this stage of the life cycle?
Does this retailer carry convenience goods, shopping goods or specialty goods?
Human ResourcesHow does this store prepare and train their sales people?
Are they paid on commission, salary or hourly wage?
Are the sales people allowed to cross sell? (if there are separate departments)
Do they outsource any activities in their business?
Store LocationWhere is this retail store located? (Central business district, Shopping Center, Specialty Center)?
Why do you think they chose this location?
Is this site accessible for the customer?
PricingWhat is this stores pricing policy? (Everyday Low Pricing, High/Low Pricing)?
What other practices do they use to compete with price? (Coupons, Rebates, Price Bundling)?
Is there a frequent shopper program?
Communication Mix
How does this retailer communicate with its customers (advertising, publicity, sales force, sales promotion)?
Store LayoutWhat type of design layout does this store use? (Grid, Racetrack, Free Form etc.)
Is it effective for customer flow?
What type of fixtures do they use?
What type of lighting are they using?
Is music constantly playing? What type?
What type of scent is in the store? Does it detract or attract?
Customer ServiceWhat type of services does this store offer? (Alterations, gift wrapping etc.)
How does this store handle customer complaints?
Competitive Advantage
Does this retailer have a competitive advantage over similar stores?
How can they retain this advantage or achieve an advantage over their competition?
Conclusion
List the factors that play a role in your decision to purchase an item from this retailer. Which factor is most important to you? If you would not purchase the item at that store, why not?
Explanation / Answer
The information given below provides the detail of the Chipotle Mexican Grill
Retailer Name and Type
Chipotle Mexican Grill and Food Industry (Restaurant)
Retailer history
Retailer Strategy
Age- 18 to 35
Gender- no bar
income level- targets upper middle class with income above $75,000
education- graduates, school going students, job holders etc
Merchandise Assortment
Human Resources
Store Location
Pricing
Communication Mix
Retailers communicate with its customers through social media, scarecrow campaigns with Youtube, proper communication with timing.
Store Layout
Customer Service
Competitive Advantage
Conclusion
The factors that play a role in my decision to purchase an item from this retailer are cleanliness, transparency, quality of food and restaurant, hygiene, the price of food, discounts etc. I would not purchase any product if the taste is not good or I feel uneasy after eating may be from my prior experience.
Retailer Name and Type
Chipotle Mexican Grill and Food Industry (Restaurant)
Retailer history
- From 1993, usage of high-quality ingredients, classic cooking, awesome interior decoration, fine-dining are the distinct characteristics.
- They have expanded in USA, CANADA, FRANCE, GERMANY, UK and they are expanding with different product line with Tasty Made and Pizzeria Locale.
Retailer Strategy
- Their target market is young people from 18 to 35 years.
- Their customer according to demographics
Age- 18 to 35
Gender- no bar
income level- targets upper middle class with income above $75,000
education- graduates, school going students, job holders etc
- Most of their customers come from families as per US Census.
Merchandise Assortment
- Major brands are Tasty Made and Pizzeria Locale
- Yes, they have private brands.
- The retailer's merchandise fits in the growth stage of the category life cycle.
- They chose this stage of the life cycle as they want to remain as a learning organization with innovation and creativity
- This retailer carries specialty goods like salsa, burritos, tacos etc.
Human Resources
- This store prepares and train their salespeople by simplicity, easy to learn based on budget, authority, need and timing (BANT).
- They are paid on salary.
- Yes, the sales people allowed to cross-sell.
- Yes, Chipotle outsource their business like carnitas to the UK.
Store Location
- Retail stores are in prime locations in shopping malls.
- To attract more customers, they chose these locations.
- Yes, this site accessible for the customer.
Pricing
- Stores pricing policy by charging premium amount, less than competitors, total meal under $10.
- Other practices that they use to compete with the price like coupons, rebates on the total meal, Reverse Freemium strategy, first level upgrades free of cost.
- Yes, there is a frequent shopper program.
Communication Mix
Retailers communicate with its customers through social media, scarecrow campaigns with Youtube, proper communication with timing.
Store Layout
- The type of design layout this store use is industrial design.
- Yes, it is effective for customer flow.
- Type of fixtures they use is simple, clean, fresh plywood, stainless steel, and exposed piping.
- They use bright lighting.
- Yes, music plays constantly, and it is relaxing type music.
- It is the food scent in the store, it attracts customer because of transparency in making food with good ingredients.
Customer Service
- This store offers gift cards with wrapping just like burritos.
- The store handles customer complaints by settling complains and providing financial settlements.
Competitive Advantage
- Yes, this retailer has a competitive advantage over a similar store.
- They can retain this advantage or achieve an advantage over their competition by following the innovative approaches of pricing, advertising, keeping everything transparent.
Conclusion
The factors that play a role in my decision to purchase an item from this retailer are cleanliness, transparency, quality of food and restaurant, hygiene, the price of food, discounts etc. I would not purchase any product if the taste is not good or I feel uneasy after eating may be from my prior experience.
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