Taco Bell - HBR Case Study

Executive Summary: In 1983, Taco Bell Inc. was suffering from a problem of identity. In order to be a successful company, Taco Bell needed to clearly identify what type of business it wanted to be in: Mexican food business or fast-food business. In this case study we will review the company and industry background, where the fast-food market was an upcoming industry in the 1960s and 1970s. In addition we will review how in the early …

…Bell established a testing site where new technologies, innovations and ideas could be developed and tested. John Martin was successful in transforming Taco Bell into a profitable and successful fast-food company. First he identified what type of business the company wanted to be in (fast-food or Mexican food). Then he successfully implemented several initiatives aimed at transforming the company and its culture in order to be successful. I consider John Martin's plan was a success.