Read the following excerpt and complete the task below: In July 2015, the E coli outbreaks started for Chipotle and lasted through January 2016. It began in the Northwest and spread across dozens of states. The result was an 82% decrease in profits over the course of a year and Chipotle stock down 15%. 2016 also saw an executive arrested for cocaine possession and 10,000 workers suing the company for unpaid compensation. Having been appointed as Marketing Manager of Chipotle, you are required to advise the board on the most appropriate brand crisis management and provide a revised marketing strategy going forward to restore confidence in the brand and prevent any further negative impact on the brand. You are required to conduct further research on this incident and the company in detail. You may use the following link to commence your research: https://brandfolder.com/blog/crisis-management You are required to focus on the following issues: 1. Situation analysis: assess the current situation that Chipotle is facing 2. The impact the incident had on the brand 3. Chipotles positioning strategy before and after the incident and assess how this situation has affected the positioning of the brand in the mind of the consumers. 4. Public Relations steps and approach to be taken. 5. Revised Marketing strategy GOING FORWARD Your report must adhere to the format below: i. Title page ii. Table of Contents 1. Problem statement (5) 2. Situation analysis (20) 3. Impact on the Chipotle equity (15) 4. Positioning of the brand (15) 5. Revised Marketing strategy GOING FORWARD (25) 6. Your comment on how Chipotle handled the decline in sales and recommendations to improve consumer confidence. (10) 7. References and presentation (10)

Rubic:

Problem statement well developed & engages the reader contains detailed background information & both sides of the argument own position clearly stated outlines the purpose of the report for the reader. Draws on all of the theories/ frameworks & concepts that were stipulated. Situation analysis well-developed with four or five sub-claims. Fully developed arguments and evaluations. The situation analysis contains a PESTEL analysis SWOT analysis Gap analysis Customer analysis and is aligned to Michael Porters 5 forces framework. The impact that the incident had on brand equity is well organised & logically sequenced ideas are fully developed. All information is expressed with clarity. D e f i n i t i o n o f P o s i t i o n i n g Positioning strategy before and a f t e r t h e i n c i d e n t i s w e l l o r g a n i s e d & l o g i c a l l y sequenced draws from theory ideas are fully developed. All information is expressed with clarity. Revised marketing strategy wellarticulated discussion on how the corporate objectives will be met- clearly explained corporate strategies clearly outlined evaluation and control measures well defined. Well organised & logically sequenced. Excellent commentary and recommendations

Note, this is s 100 mark Question. Please provide in-text references. and at least 15 references. Thanks.