1.0 Executive Summary
Greggs plc intend to expand their operations into international markets in order to satisfy their overriding objective: 'to be Europe's No. 1 Bakery'.
Germany has been selected as the host country and justification for this decision has been discussed.
Moreover, Greggs will enter the German Bakery market through the employment of a 'Foreign Direct Investment' method, more specifically a 'Sales and Production Subsidiary'.
This report outlines the blend of marketing mix components used to position the offering; the implementation method adopted to ensure effective product and service delivery; and the control mechanisms utilised to make sure that objectives are achieved.
2.0 Introduction
Greggs is the currently the leading UK retailer in the bakery market having experienced high levels of growth in 2002. The company achieved revenues of ã422.6 million, an increase of 11.9% on the previous fiscal. Its operating profit also witnessed an increase of 11.8% to ã35.3
million in 2002. Their popularity has rapidly increased as consumers are seeking quick, convenient and indulgent foods to complement their fast-paced lifestyles .
Greggs is actively expanding their operations and have over 1,200 retail outlets under the Greggs and Bakers Oven brands . They entered into the international arena in 2003 with the opening of two outlets in Belgium. This strategy was pursued in order to fulfil the company's long-term objective of becoming a leader in the European market place.
Further international expansion will therefore satisfy their current objectives and enhance their presence in the European bakery market.
2.1 Report Objectives
To justify market choice
To undertake internal and environmental analysis for the home and host country
To identify the most appropriate foreign entry strategy
To tailor a services marketing mix to requirements of the host market
To suggest methods of implementation to allow successful market penetration
To monitor...
Effective use of appendices
This is a very well structured market entry report and the reference list is quite good. I think the idea of putting Porter's five forces in the appendix was a great idea - I did a similar report like this for IB last semester (on a bakery too - a coincidence!) and we struggled with the low word limit. I wish I had seen this essay before.
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