Greggs plc

1.0         Executive Summary

Greggs plc intend to expand their operations into international markets in roam to satisfy their all overriding objective: to be Europes zero(prenominal) 1 Bakery.

        Germany has been selected as the host country and justification for this conclusion has been discussed.

        Moreover, Greggs result enter the German Bakery market with the employment of a Foreign Direct Investment method, more specifically a Sales and Production Subsidiary.

        This report outlines the blend of marketing mix components use to position the offering; the slaying method adopted to catch effective product and service delivery; and the control mechanisms use 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 offset in 2002. The company achieved revenues of £422.6 million, an increase of 11.9% on the previous fiscal. Its direct profit also witnessed an increase of 11.8% to £35.3 million in 2002. Their popularity has quick increased as consumers are seeking quick, convenient and effete 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 go-ahead of two outlets in Belgium. This strategy was pursued in order to fulfil the companys long-term objective of becoming a attraction 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 condense internal and environmental analysis for the home and host country

        To diagnose 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...

This is a very easy structured market entry report and the reference mention is quite good. I think the idea of putting Porters five dollar bill 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 news show limit. I wish I had seen this essay before.

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