Greggs

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  • Topic: Strategic management, United Kingdom, Marketing
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  • Published : May 10, 2011
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International Marketing Strategy
Laura Klinke
BAMBA 2010
Assignment

Table of Content

I. Executive Summary3
II. List of Figures4
III. List of Appendices4
1. Introduction5
2. About Greggs 5
3.1. The History5
3.2. Greggs in Numbers6
3.3. Greggs Foundation6
3.4. SWOT-Analyse7
3. PESTEL – Analyses8
4.5. Australia8
4.6. Canada9
4.7. India9
4.8. Ireland10
4.9. PESTEL-Evaluation11
4. Market Entrance Strategy Ireland12
5. Marketing Mix13
6. Conclusion13
7. Bibliography15
8. Appendix

I. Executive Summary

This report is an assignment in the course International Marketing Strategy. It is about the British company Greggs, a well-known bakery retailer in the United Kingdom. Greggs wants to expand its business into a foreign market. The author had the choice between for countries – Ireland, Canada, Australia and India. In the report it is the task to find the best country to invest in.

With the help of the SWOT analyse the author was able to find out the strength and weaknesses as well the opportunities and threats of Greggs. This will help to choose the suitable country. After this, the author was able to find the optimal country with the aid of the PESTEL framework.

After finding the right country to expand to the author will describe the ideal market entrance strategy and a optimal marketing mix to be successful.

II. List of Figures
Figure 1: Greggs Logo: Greggs (2010) Home [Online] www.greggs.co.uk [Accessed: 02/11/2010] Figure 2: SWOT-Analyse (own figure)
Figure 3: Flag of Australia: Wikipedia (2010) Australia [Online] http://en.wikipedia.org/wiki/Australia [Accessed: 07/11/2010] Figure 4: Map of Australia: Wikipedia (2010) Australia [Online] http://en.wikipedia.org/wiki/Australia [Accessed: 07/11/2010] Figure 5: Flag of Canada: Wikipedia (2010) Canada [Online] http://en.wikipedia.org/wiki/Canada [Accessed: 07/11/2010] Figure 6: Map of Canada: Wikipedia (2010) Canada [Online] http://en.wikipedia.org/wiki/Canada [Accessed: 07/11/2010] Figure 7: Flag of India: Wikipedia (2010) India [Online] http://en.wikipedia.org/wiki/India [Accessed: 07/11/2010] Figure 8: Map of India: Wikipedia (2010) India [Online] http://en.wikipedia.org/wiki/India [Accessed: 07/11/2010] Figure 9: Flag of Ireland: Wikipedia (2010) Ireland [Online] http://en.wikipedia.org/wiki/Ireland [Accessed: 08/11/2010] Figure 10: Map of Ireland: Wikipedia (2010) Ireland [Online] http://en.wikipedia.org/wiki/Ireland [Accessed: 08/11/2010]

III. List of Appendix

1. Introduction
Greggs is a famous family bakery founded in 1951 and is nowadays the largest bakery chain in the United Kingdom. Because of its continued growing Greggs is interest to expand its business into foreign markets to increase sales and to reach new target groups. This assignment is about the strengths and weaknesses and of course the opportunities and threats of Greggs in order to evaluate them. The results should help to decide in which of the four given countries Greggs should expand to. To find the right choice it is important to support the strengths and opportunities and to reduce the weaknesses and threats to survive in the new market against its competitors. 2. About Greggs plc.

2.1 History
Greggs is a United Kingdom based bakery products retailing company. Greggs was founded as a family bakery in the late 1930s by John Gregg. Figure 1: Greggs Logo Logo
He started to deliver yeast, eggs and confectionary. In 1951 he opened his first small shops in Newcastle Upon Tyne.

After the death of John Gregg in 1964 his son Ian Gregg took the business over. Under the leadership of Ian the company grows fast and opened new shops in Yorkshire, North West and Scotland. In 1984 the business enters on the Stock...
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