Problem statement: In order to secure and promote Chipotle’s market share in the restaurant industry, kate is in the position of seeking competitive strategies with feasible implementations.
* External Environment: 1. General environment: Having global economic downturn, most of the businesses performed declining. 2. Industry environment: However, QSR outperformed and even expanded in USA. Obviously, consumers are heading for lower costs but higher quality dining which entail somewhat ethnic cuisine choices. 3. Competitor environment: Although ranked as fastest growing US restaurant chains, Chipotle’s market share in restaurant is quite slight. Moreover, the business