Posted: December 20th, 2014

Report: Pret A Manger international markets expansion (4400 words)

Report: Pret A Manger international markets expansion (4400 words)
•    Following Pret A Manger success in its current international markets, the company is considering further international expansion. Countries that you have to further explain and compare in this report are as follow :
1.    Italy  2 . Belgium  3. Poland  4. Switzerland (based on our group research  we found out that Switzerland is for sure the country that Pret A manger needs to expand to. Therefore, in this report you must focus, explain, and  clarify why we are choosing  Switzerland as well as explain why we are not choosing the others. My university group found that in Switzerland : There is Increasing demand for Cafés/Bars , Sales are expected to increase, Stable political environment , High level of infrastructure etc. . This is the reason why we chose Switzerland as the main country Pret needs to expand to.

•    Report Instructions : In your capacity as international marketing consultant you must prepare a report of (4400 words) which contains:

1.    Introduction (what the report is about , brief back ground on Pret A manger , what they are looking for ?, their strategy , their target market  such as: office works ,healthy conscious consumers and middle class consumers etc.) 300 words
2.    Your recommendations and justifications for country selection. 1,300 words
3.    Your recommended market entry mode strategy(s) for the chosen country. This must be the country that the group chose and recommended. (Which is Switzerland) 1,200 words
4.    Your recommended marketing mix strategies for Pret a Manager in the chosen market. ( for Switzerland)  1,300 words
5.    Conclusions/recommendations  300 words
6.    Bibliography ( Harvard style)

•    Further Report Instructions that will clarify each section above which must be included:
1.    Introduction as mentioned above

2.    Country Selection ( you must choose Switzerland)

a.    Explain the process, and justify the choice of variables and methodology you used to compare countries, using theory, and also considering the relevance to the case company.
b.    Clearly present, discuss and analyse the data on all 4 countries considering the implications of your findings for Pret a Manager.
Note : (Ensure you compare all 4 countries which can be done by comparing the PESTEL analysis , Cultural and food preference as well as a good comparison will consider both Macro (country) and Micro (industry & consumer) level factors for all 4 countries . Make sure you add tables or graphs or charts in this section where you think it’s more appropriate, as its highly important and they should be explained, related, and properly cited).
( some website that might help you in this section : Euromonitor , United Nations Development Programme, World Bank , The world Factbook , Trading Economics , GOV.UK ,etc.)

c.    Ensure all sources of data are clearly cited.
d.    Ensure your final decision is clearly stated and justified. (where you have to discuss why your choosing Switzerland and not the other countries)

3.    Market Entry Mode Strategies – for Switzerland
a.    Consider the appropriateness options of different entry modes for Pret a Manager in the chosen country (Switzerland) (i.e. direct investment, Joint venture, Licensing ,export etc.) (They do not franchise)
b.    In particular, consider the implications of external and internal influences on the appropriateness of different entry modes.
c.    Clearly justify your recommendation(s) by considering the environment in the chosen country (as discussed in the country selection section), as well as the activities and entry modes used by competitors.

4.    Marketing Strategies – for Switzerland
a.    Devise realistic recommendations for each element of the marketing mix. (What Pret can do in terms of using the marketing mix in order to help them reach their target consumers in Switzerland as well as influencing them)
b.    Consider reasons for adapting and/or standardising different elements of the marketing mix.
c.    Ensure the recommendations are well argued by considering the current marketing activities of Pret a Manager.
d.    Ensure the recommendations are well argued by recognising the links between marketing mix strategies and other elements of the marketing plan. For example, ensure your strategies are developed with regard to the target market and the findings of the situation review (internal and external). You should also ensure they make sense in light of the chosen market entry strategy.

5.    Conclusions/recommendations
6.    Bibliography ( Harvard style)

Note:

•    Kindly use more academic sources such journal, articles, and books. As well as please include theories, tables and charts where appropriate in order to support the arguments in this report.

•    Dear writer,  it is highly important to take into account the issue of “plagiarism”( copy and pasting work from other ready sources including printed material and the internet ) as the University has its own system (Turnitin) to find out the copied  work , Kindly write this report in your own words to avoid any problems regarding my study. Much appreciated and good luck ?

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