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Taco Bell--1994 (Spanish version)

Schlesinger, Leonard A. ; Votroubek, Dena

Reference: HBS-616S03
Year: Event Year Start:1991
Number of pages: 23
Geographic Setting: Geographic Setting:United States
Publication Date: May 2, 1994
Fecha de edición: Jul 13, 1995
Source: HBSP (USA)
Type of Document: Case
Industry Setting: Beverages;Fast food;Food;Retail trade

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Description

Taco Bell CEO, John Martin, boldly proclaims a growth goal of 200,000 points of access by the year 2000 (the company had approximately 3,600 in 1991). To realize such growth, Martin embraces a philosophy of continual change. The implications for Taco Bell are dramatic changes in organizational structure, culture, human resources, technology, and communications. In redefining its market and "thinking outside the box" in all aspects of its business, Taco Bell hopes to become a "super brand"--transcending not only categories but industries as well.

Keywords

Analytics Branding Brands Business communication Business growth Change management Communication Expansion Goals Growth Market analysis Market definition Organizational change Organizational culture Organizational design Organizational structure Service management Technology