Chipotle Mexican Grill

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Replicating Massive Success

Let’s discuss internationalization through an example, Chipotle Mexican Grill: Can Chipotle replicate its massive success within the US in overseas markets? We will find out, please be sure to review the following case in order to support this discussion:

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  • Chipotle Mexican Grill, Inc.: The International Challenge pp. 639-645 Course Text: R. M. Grant, Contemporary Strategy Analysis, 9th ed., Wiley, 2016

Once you have reviewed the cases answer the following questions:

  • To what extent is the Chipotle restaurant concept, its strategy, and its business system suited to overseas markets? Do overseas consumers have fundamentally different preferences from those in North America?
  • Can Chipotle recreate in overseas markets the resources and capabilities that make it so successful in the US?
  • If overseas opportunities are attractive to Chipotle, how should the company adapt its US strategy and organizational model to meet the circumstances of foreign markets, and what mode of entry should it adopt?

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