Assignment Content

1. Read “Case 12: Chipotle Mexican Grill’s Strategy in 2018: Will the New CEO Be Able to Rebuild Customer Trust and Revive Sales Growth?” in your Connect textbook.

   Write a 350- to 700-word response that addresses the following questions:

   • What factors contributed to the loss of confidence in the Chipotle brand?
   • Do the actions taken to-date present a strategy that would improve consumer trust? Why or why not?
   • Consider Chipotle’s competitors. How does Chipotle’s internal environment compare to the internal environment of one of its competitors? Based on this analysis, what is the probability that the strategic moves implemented by Chipotle would lead to a sustainable competitive advantage? Explain.
   • What additional recommendations would you make for Chipotle to gain consumer trust and reclaim a leadership role in the fast-food industry? Provide justification for your response.
   • Based on the information presented in this case study, what kind of business strategy would you suggest to help Chipotle achieve a competitive advantage?