RUNNING HEAD: Individual Strategic Analysis
Senior Project Individual Strategic Analysis
Florida Memorial University
Dr. Kimberly Pellegrino
Elias Major
RUNNING HEAD: Individual Strategic Analysis 2
I. EXECUTIVE SUMMARY
Decisions rule the business world, from deciding what to sell, where to sell, how to sell
and most importantly which market to sell in. A fresh and rapid growing concept called fast
casual restaurant have emerged as a new trend. Fast casual restaurants is said to be a hybrid of
two concepts, fast food and casual dining. With this concept on the incline I would categorize
this industry as being in its growth stage. “Global market research company Euromonitor
International released new consumer foodservice industry data. According to the new research,
consumer foodservice sales grew 5.7 percent globally in 2015, improving on last year’s growth
rate of 5.3 percent. Fast-casual dining was the strongest growing segment across the industry at
10.4 percent, increasing USD $3.4 billion from 2014 to 2015. Fast casual grew at 10.4 percent,
increasing USD $3.4 billion from 2014 to 2015, according to Euromonitor.”
Consumers have become more health conscious in their food selection. Fast casual has
given consumers a new alternative when it comes to eating out while being health conscious by
providing a collection of healthy food to choice from. Fast casual restaurants can capitalize on
this by establishing to customers what is healthy fast food.
Chipotle Mexican Grill (CMG) generic business level strategy is integrated cost
leadership/differentiation. CMG gauges its focus to consumers who have interest of having a fast
casual dining experience at fierce prices. A strength of CMG is embraced in their vision “Food
with Integrity”. Chipotle provides their consumers with tasty dishes made by all – natural
ingredients while allowing fierce prices. A strength of CMG is embraced in their vision “Food
with Integrity”. Chipotle provides their consumers with tasty dishes made by all – natural
ingredients while allowing fierce prices.
RUNNING HEAD: Individual Strategic Analysis 3
II. INDUSTRY ANALYSIS
A. PRODUCT/INDUSTRY LIFE CYCLE
Decisions rule the business world, from deciding what to sell, where to sell, how to sell
and most importantly which market to sell in. A fresh and rapid growing concept called fast
casual restaurant have emerged as a new trend. Fast casual restaurants is said to be a hybrid of
two concepts, fast food and casual dining. With this concept on the incline I would categorize
this industry as being in its growth stage.
An industry is considered to be in growth when a mass market starts to develop for its
product. A mass market is one in which large numbers of customers enter a market. For a mass
market to occur three things has to happen (1) ongoing technology progress makes a product
easier to use, and increases its value for the consumer (2) complementary products are developed
