Chapter 15 Assignment Kavya Shah



Illinois Institute Of Technology *

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Feb 20, 2024





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CHAPTER 15 ASSIGNMENT Name: Kavya Shah Section: 01 Date: 14 November 2023 Chapter 15 covered the marketing environment and how forces in the environment affect a brand’s successes or struggles. The external environmental forces include PESTLE (political, economic, social, technological, legal, and environment/natural). You are tasked with scanning the environment yourself. Consider the most popular restaurant in your town (or your favorite restaurant in town). Look through current events and trends for each of the PESTLE categories. There are resource links in the chapter for each of the categories as well. In the chart on the next page, list at least one example in each of the boxes below of something that might affect the restaurant in the upcoming year. This could be a trend, an event, or something that might happen. Also, state whether each will be an opportunity for the restaurant or a threat. Restaurant name: Chipotle Mexican Grill Brief description: This is among my favorite Mexican restaurants. Their menu offers a variety of dishes and snacks with all the authentic flavors of authentic Mexican cuisine, that includes vegetarian options for tacos, burritos, quesadillas and salad plates that are always delicious to the taste. My personal favorite item to order here are the burrito bowls. Target market(s): Their target market is people who are connoisseurs of the authentic Mexican food. They attract all people from all age groups and genders.
ENVIRONMENTAL FORCE List an example of an event or trend that might affect the restaurant in the upcoming year. Do you think it is an opportunity or a threat for the restaurant? Political and Legal Legislation, political stability, taxes, permits One current trend involves changes in the choices of new competitors and business partners, influenced by the distribution of strategic resources. For instance, Taco Bell is a restaurant with a similar concept has emerged as a significant competitor for them. Economic Employment, income, inflation, interest rates, productivity, wealth The employment rate has the potential to be a significant factor with future implications. I have even noticed an increasing number of the "Hiring Now" signs every time I drive by. If the restaurant doesn't prioritize the well-being of their staff, they could gradually lose business at each location. It's crucial for them to continue hiring, but they should also place equal importance on caring for their employees, just as they do for their customers. Social Demographic characteristics, culture, population values Individual values play a role, especially considering this restaurant heavily relies on meat. There's also a growing trend among individuals who prioritize environmental sustainability and green living, leaning towards vegan food. As this audience expands, the restaurant should consider making adjustments to cater to this changing preference. Technological Innovation, automation, digital currencies, apps, mobile use There's a notable technological advantage at play, where customers can conveniently place orders through their phones. The restaurant's partnership with delivery services like Doordash and Uber Eats, enhances this process, ensuring swift and hassle-free home deliveries. Such a technological integration allows orders to be efficiently served, providing customers the convenience of enjoying their favorite dishes from the comfort of their homes. Environment / Natural Climate, weather, natural resources Nature indeed has a significant impact, especially during Chicago summers. Chipotle stands out by offering refreshing desserts and ice- cold drinks that provide a welcome relief from the heat. It had purchased more than 37 million pounds of produce from local farmers through its Local Growers Program in 2021. Also, 100% of new restaurant openings participated in Chipotle's Harvest Program, which donates excess food to local food banks.
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