個案資料
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Chipotle: Mexican Grill, Inc.: Food with Integrity
內容大綱
<p style="color: rgb(197, 183, 131);"><strong> AWARD WINNER - Oikos Sustainability Case Writing Competition</strong></p><br>Chipotle Mexican Grill, Inc. competes in the fast casual segment of the restaurant industry. Its founder and current co-CEO has always emphasized not only good tasting food but also a commitment to sustainability through the mission statement: “Food with Integrity.” The company has positioned itself as a differentiator, using both food quality and a commitment to sustainability as factors that isolate it from its competitors. However, in 2012, the company faces a number of challenges from increased competition and rising food costs. As a result, a hedge fund investor has recently called for shorting the company’s stock. The co-CEOs must decide on the best course to confront these challenges as the company’s stock price is in a free fall.
學習目標
<ul><li>Examine how a company can position itself in the competitive market space.</li><li>Identify drivers of differentiation.</li><li>Examine the value of using sustainability as a differentiator.</li><li>Identify the resources that sustain a company’s competitive position.</li><li>Understand the choices that managers have to make with respect to a company’s market position.</li></ul>