FORMATIVE ASSESSMENT 2 [100 MARKS] Answer ALL the questions in this section. Question 1 (100 Marks) 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 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