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 …showed first 75 words of 1632 total…

…showed last 75 words of 1632 total…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.