Pret a Manger

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Contents Page

Executive summary........................................................................................................1 (Jolly, Ivana)

Introduction to Prêt a manger and the type of international marketing..........................2 (Ivana, Micheal)

Prêt a manger’s 7P’s.......................................................................................................4 (Ivana, Michael)

SWOT analysis of the Prêt a manger.............................................................................7 (Jolly, Michael)

How does Prêt a manger do its international marketing?.............................................10 (Ade, Ivana)

What is the importance of international marketing to Prêt a manger?.........................12 (Ade, Jolly)

Problems in Prêt’s international marketing strategy....................................................13 (Micheal, Jolly)

Conclusion and Recommendation................................................................................14 (Ivana, Micheal, Jolly, Ade)

Bibliography.................................................................................................................15 (Ivana, Micheal, Jolly, Ade)

Executive summary

Prêt A Manger Ltd. was founded in 1986 in London, United Kingdom and its key executives are Mr. Andrew Walker and Mr. Julian Metcalfe. The name ‘Prêt A Manger’ (French for "ready to eat") was borrowed at £50 from a boarded-up shop ??? was bought for £50 in 19… Prêt A Manger (later Prêt only) started with a £17,000 loan and now college friends who founded Prêt have global ambitions. Prêt operates a bit like a café/restaurant and its success derives from its fresh philosophy. Most of the product are produced daily and throughout the day in the premises and those products that are not produced within the premises are prepared in different sites which operate in strict high standards that are exclusively designed for Prêt A Manger. In 2007 there were over 150 branches in the UK, ten in New York and eight in Hong Kong with joint partnership going live in that year in Singapore. At present date, Prêt has been taken over by an international company known as Bridgepoint. At the moment Prêt is looking to expand its market in the USA. Introduction to Prêt a manger and the type of international marketing

The type of the marketing and marketing communication depands very much on the corporate strategy and key aspects and attributes that company wishes to communicate to its audience. For example marketing messages and entry mode of Primark, which strategy is to offer low cost fashionable clothes will differ widely to Prêt, which sells high quality, nuitritional food. To achieve better consistency in marketing communication and reassuring that the customer understand what the brand stands for, Prêt follows the standardisation approach. This is to offer one product, with one message using integrated marketing communication (Yeshin, 2006). A good example of that is the last Christmas (Christmas 2007), where Prêt integrated its marketing communication across whole UK by using exactly the same essence, tone and visual style in their marketing communication (Weissberg, 2008). However, the standardise approach can not be transformed into international marketing as easily as into national. Standardise approach suggests, that the Prêt’s products should be and taste exactly same in the UK, New York, Hong Kong and Singapore. Lee and Cater (2005) argue that the more complex the product (aero engines, life insurances) the easier it is to adapt standardisation, however it is still very difficult to find a completely standardise product or service.

The strongest of Prêt a manger marketing strategy is centred on its core acknowledgement to people, culture and what the company called the ‘DNA’. Prêt a manger employs people that suit its geographical location. They fit into the culture of the country they operate in rather than force...
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