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Efas, Ifas, Sfas

Chipotle Mexican Grill conducted external, internal, and strategic factor analyses in 2013. The external factors analysis identified opportunities for international expansion and growing consumer awareness of natural/high-quality food, as well as threats from changing customer preferences and new competitors. The internal factors analysis highlighted strengths in food quality and brand image, but also weaknesses in slow expansion and limited global presence. Finally, the strategic factors analysis showed strategies around custom promotions and capitalizing on healthy eating trends in the short term, while maintaining food integrity and controlled operations in the long term.

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Jon Christian Miranda
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385 views3 pages

Efas, Ifas, Sfas

Chipotle Mexican Grill conducted external, internal, and strategic factor analyses in 2013. The external factors analysis identified opportunities for international expansion and growing consumer awareness of natural/high-quality food, as well as threats from changing customer preferences and new competitors. The internal factors analysis highlighted strengths in food quality and brand image, but also weaknesses in slow expansion and limited global presence. Finally, the strategic factors analysis showed strategies around custom promotions and capitalizing on healthy eating trends in the short term, while maintaining food integrity and controlled operations in the long term.

Uploaded by

Jon Christian Miranda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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EFAS Table for Chipotle Mexican Grill, Inc.

2013

External Factors Weight Rating Weighted Comments


Score
Opportunities
▪ Expansion into international market 0.06 4 0.24 Low Global Presence
▪ Growing awareness of consumers to 0.12 4 0.48 Growing awareness
natural and high-quality products
▪ Wider network for natural and high-quality 0.06 4 0.24 Involvement in community events and
ingredients charities, and with local farmers and
business owners through marketing
outreach

▪ Healthy Kids Menu 0.05 4 0.20 Parent's growing awareness


▪ Customize promotions from information 0.11 4 0.44 Integrated information system
from database

Threats
▪ Change in customer preferences 0.12 4 0.48 Inevitable
▪ Effect of U.S. healthcare Laws 0.06 3 0.18 Inevitable
▪ Instances of food-borne or localized 0.06 3 0.18 Inevitable
illnesses
▪ Failure to receive frequent deliveries of 0.10 3 0.30 Inevitable
higher-quality food ingredients and other
supplies

▪ Changes in food and supply costs could 0.06 3 0.18 Inevitable


adversely affect our results of operations
▪ Emergence of food trucks as substitute to 0.10 4 0.40 Substitute
fast-casual restaurant segment
▪ Many new players in the fast-casual 0.10 4 0.40 Rivals
restaurant segment
Total Scores 1.00 3.72
IFAS Table for Chipotle Mexican Grill, Inc. 2013

Internal Factors Weight Rating Weighted Comments


Score
Strengths
▪ Food with integrity 0.14 4 0.56 appeal to its socially responsible customers
only deepened as those customers became
more aware of the sustainable way
Chipotle sourced its ingredients

▪ Few things, thousands of ways 0.17 4 0.68 customers could create unique and exciting
food selections each time they visited,
enhancing their overall Chipotle experience

▪ A "Cool" Brand 0.08 4 0.32 highlighting its focus on social


responsibility.
▪ Upgraded network for mobile payments 0.08 3 0.24 Well-positioned
▪ CMG's restaurants are all company owned 0.17 4 0.68 All restaurants are controlled

Weaknesses
▪ Slow expansion because of declining grant 0.14 4 0.56 Restricted pool of capital
of franchise
▪ Distribution Channels 0.08 3 0.24 Only available in restaurants
▪ Global Positioning 0.14 4 0.56 1600 in US, only 11 international
restaurants
Total Scores 1.00 3.84
SFAS Matrix for Chipotle Mexican Grill, Inc. 2013

Strategic Factors Weight Rating Weighted Short Intermediate Long Comments


Score Duration Duration Duration
▪ O2 Growing awareness of consumers to 0.12 4 0.48 X X Growing awareness
natural and high-quality products
▪ O5 Customize promotions from 0.06 4 0.25 X Integrated information system
information from database
▪ T1 Change in customer preferences 0.13 4 0.50 X Inevitable
▪ T6 Emergence of food trucks as substitute 0.13 4 0.52 X Substitute
to fast-casual restaurant segment
▪ T7 Many new players in the fast-casual 0.06 4 0.25 X Rivals
restaurant segment
▪ S1 Food with integrity 0.13 4 0.50 X appeal to its socially responsible
customers only deepened as those
customers became more aware of the
sustainable way Chipotle sourced its
ingredients

▪ S2 Few things, thousands of ways 0.13 4 0.50 X customers could create unique and
exciting food selections each time they
visited, enhancing their overall Chipotle
experience

▪ S5 CMG's restaurants are all company 0.13 4 0.50 X All restaurants are controlled
owned
▪ W1 Slow expansion because of declining 0.06 4 0.25 X X Restricted pool of capital
grant of franchise
▪ W3 Global Positioning (O + W) 0.06 4 0.25 X X 1600 in US, only 11 international
restaurants
Total Scores 1.00 4.00

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