Marketing activities for chipotle corporate

Assignment Help Operation Management

Reference no: EM132160167

As a Marketing Coordinator working at Chipotle, you are responsible for coming up with marketing activities for Chipotle corporate as well as individual Chipotle franchisees. Recently, Chipotle's brand equity has been eroding, and you have been asked to develop a strategy to reverse this trend. However, you are uncomfortable putting together a strategy without doing some research first. Therefore, you must create a research request very similar to the research request discussed in Chapter 3. For this assignment, the research request will be outlining several key areas. The key areas are as follows:

Background

In this section, you will provide a brief background of Chipotle and then describe the origin of the problem. You have free reign in this section, which means you can be creative and "invent" some things about Chipotle's problem. However, the research questions that follow should line up with this section. Two paragraphs should suffice for this section.

Decision Problem

In this section, you should succinctly state what the overarching decision problem you have. This section should only be one to two sentences.

Research Questions

In this section, you should state five research questions you hope to address with this research. Each research question should be a short paragraph explaining the question, why it is important to know, and the type of information you hope to get to answer the question. The research questions in this section are broad questions. For example, "Understand the demographics of Chipotle's loyal customers" is a broad research question, while "What is your age" is a specific question that may be asked in a survey, but should not be part of the research request.

Research Questions Priority

In the event resources are limited, you need to prioritize your research questions in this section and provide rationale for the way they are prioritized.

Populations and Subgroups

In this section, you will clearly define who will be participating in the research. In other words, who is the target population for this research. If there are any subgroups you want to ensure are represented, you should indicate that as well. Provide reasoning for why the selected population (and subgroups, if applicable) is important.

Reference no: EM132160167

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