Chipotle in Morocco Research Paper Example | Topics and Well Written Essays - 3000 words

Chipotle in Morocco - Research Paper Example The company will to borrow best practice of Mexican grills in US, Canada, France and England which have had longstanding performance and reputation. It is a demand for chipotle dishes that will be determined by the level of advertising and the quality of the service compared to its sale price. The government of Mexico, US and Morocco are in good working relationship hence no trade barriers will be expected to challenge the entry process. The brand should move to the coastal towns in northern morocco like Casablanca which have big clientele and bargaining power. This will raise the income streams and quickly move the breakeven sales to a shorter duration than was expected. The company should not overlook the role and impact of other competitors as they may be misjudged and consequently the firm closes shop due to myopic marketing intelligence. The concept of chipotle emanates from  chilpoctli  word  which is a  smoke-dried  jalapeà ±o referring to "smoked chili pepper". The chili  is principally  Mexican  going alongside other Mexican-inspired cuisines like Tex-Mex and Mexican-American (Anderson 123). Jalapeà ±o in  Mexico is also referred as the  gordo and  cuaresmeà ±o. Until lately, chipotles were mainly found in the central and southern Mexican markets. These Mexican foods became more admired abroad, particularly in North America, production and processing of jalapeà ±o started to extend to northern Mexico to supply the southwestern United States, and ultimately processing took place in the United States (US) and other countries like Morocco and Morocco. The purpose of this study is to find out whether it is economically viable to establish a Chipotle franchise in Morocco. These involves finding out the situational or feasibility studies of the host country, strengths and weaknesses of the co mpany and suitability of the culinary supplier to customers in Morocco. 3 The ordinary chipotle restaurant is known for