From: Group 4
J. Bernardo & C. Boussard & C. Couton & L. Tomuta & M. L. Touré
To: Dr Jovana Stanisljevic
Place of origin: London, UK
Date: October 2014
I. About PRET A MANGER 1
Brief overview of the organization 1
The company’s current international operations and strategy 3
II. Three potential target markets 5
Why this country? 5
Which issues in the economic, cultural and political environment will the company have to consider when entering this market? How are those issues likely to impact? 6
Why this country? 9
Which issues in the economic, cultural and political environment will the company have to consider when entering this market? How are those issues likely to impact? 13
Germany…show more content… (Jane Ellison MP, 2013)
Economic As a consequence of the crisis, the purchase power decreased so people changed their consumer habits and focused on cheaper take-away options, which, therefore, became more popular.
Social Pret matched the population’s awareness of the importance to have a healthy way of life, as the growing concern of the population about ethics and sustainability.
Technology Pret updated its services by offering delivery options. The use of the Internet and therefore of the technologies to promote, communicate about the brand and enable online orders was a very efficient strategy.
The company’s current international operations and strategy
Currently, Pret A Manger is settled in the United Kingdom, in France, in the United States and in Hong Kong. Pret also tried to enter the Japanese market but it happened to be a failure.
Pret A Manger decided to go abroad for several reasons. The main one is the dangerous expansion of strong and already global brands, such as Subways or Starbucks – Starbucks is already implemented in 55 countries- that threatened Pret market shares. Secondly, it is naturally a profit-driven decision. By looking abroad, Pret identified promising market opportunities that the United States, China