Business Development for Gregg's Bakery in Romania

This report focuses on the business development of Gregg's bakery in Romania, including the reasons for expansion, opportunities recognition, and the business development process and evaluation.

BUSINESS DEVELOPMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Business development idea of Gregg's bakery............................................................................3
Reason or justification for expanding business in Romania........................................................4
Opportunities recognition............................................................................................................6
Business development process and evaluation............................................................................7
Environmental Analysis...................................................................................................................9
PESTLE ANALYSIS................................................................................................................10
PORTER’s FIVE FORCES.......................................................................................................13
Ansoff Matrix............................................................................................................................15
REFERENCES..............................................................................................................................18

INTRODUCTION
Business Development deals in creating long-term value for the organisation from the
markets, customers and the relationships. This focuses on the activities which contribute in
developing the business in some way or the other (Petrişor and Petrişor, 2018). This report will
be mainly focused on the business development of Greggs bakery which aims at expanding itself
in Romania. The bakery deals in specialisation of savoury products like sandwiches, bakes and
sausage rolls along with the sweet items including the vanilla slices and doughnuts (Greggs plc,
2020). The report will lay emphasis on developing the business of Greggs bakery by using the
models like Porters 5 Forces, Pestle Analysis and Ansoff Matrix.
Business development idea of Gregg's bakery
In regard to Gregg British bakery chain it can be said that it wants to expand its business
in Romania and other countries. It specializes in savoury products like: sausage rolls,
sandwiches, bakes and others (Buana and Agristina, 2018). It focuses on market development for
expanding business. As per the market development, company focuses on new market and
expand business with its existing products. There are several other ways of business expansion
and developing business such as product development, diversification and others. In product
development, company focuses on developing its products or by making changes in features of
products, it expands business. In diversification, company take risk by developing new products
in new market. There are high risks for company if it chooses this strategy for business
expansion. But Gregg chooses market development because it is famous for its qualitative
products. So, there is no need to make changes in products and services and with continuous
development and maintaining quality, it can attract customers of new market. So, this business
development strategy or idea can help it out in meeting its all goals. Further analysis and
selection of strategies mainly depend on the type of strategy selected by it. So, it can be said that
it is the main key function that can either make company successful and fail. So, it is important
to select better strategy (Hacklin, Björkdahl and Wallin, 2018).
For successful developing business idea of expanding business, it will require analysing
competiive market and accordingly it can add value as well as build trust. Building trust can be
the main key of its success and can help it out in attracting customers and retaining them with the
company for the long run (Ardian and Syairudin, 2018). Quality, prices and taste are main keys
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that can help it out in developing its business idea of expanding business by market development.
It can make use of TQM, JIT and other approaches for maintaining or improving quality of
products and accomplishing goals that it has set.
Reason or justification for expanding business in Romania
The main reason behind expanding business in Romania is improved economy. It is
stated that Romania is a fast developing economy and people in this country are employed. It
means people in this country can invest in buying bake products that Gregg's bakery want to sell.
By expanding business and selling its all qualitative food bakery items in this country it can
increase market share. It can give it opportunity of increasing sales. Other main reason of
expanding business in this country and other is increasing demand by people. By providing
qualitative, tasty and nutritional values of bake items, it can take several advantages of external
opportunities. It can boost its confidence.
Local consumption growth and increasing purchasing power of people in this country is
other main fact that have been known. Other main thing that has been found about Romania is, it
is one of the main producers of wheat in Europe (Unguru, 2017). Bakery companies in this
country take advantages of increasing sale by exporting qualitative bakery items to Australia,
Hong Kong and others. So, according to this analysis, it can be said that Gregg has made better
decision regarding expanding business in this country.
4

From the above data, it is known that value of fresh bread products quantity has been
increased. Value of pastry and cake products have also been increased to the great extent and it is
also expected that this trend will be continued 2019 and 2020-2022. So, other main reason of
Gregg is increasing sales, revenue and making an effective position in the market. Decision of
expanding business in this country is being taken by this detailed analysis. But it is important for
this company to focus on quality management of products as competition intensity is high
already. It will require strive hard for making an effective position and attracting customers.
5
Illustration 1: Bakery production in Romania
Sources: (Romania Bakery Sector, 2020)

On the basis of above data it can be said that Romania is the one that consume bread to
the great extent among all countries of EU. So, on the basis of this data, it can be said that reason
of Gregg of expanding business in this country is increasing profit margin and sales.
Opportunities recognition.
In regard to Romania where Gregg wants to expand its business it is found that it has
improved and effective economy. Demand for bake items is also high in this country. So, from
detailed analysis is being done regarding this country, it can be said that Gregg, bakery chain can
increase market share. It is also found that competition is increasing day by day in this industry
so, by attracting people and making aware them about its qualitative products it can improve its
image in the market (Radu, 2019). It can take advantages of competition. It is also believed that
once customers become loyal towards company then they are less likely to switch brand. So, by
providing them qualitative and tasty products as per the needs of Romania people, it can retain
them for the long run. This improved image can help it out in attracting and reaching to global
customers.
In addition, it can also be said that as per the analysis that it had 631.084 GDP Billion in
the year of 2016 and around 6 million population was employed. So, investment amount of
people in this country is high. Disposable amount ad investment amount in food products can
6
Illustration 1: Bread Consumption
Sources: (Characteristics of Bakery products Consumption in
Romania, 2018)

help this company in taking opportunities of improving productivity as well as increasing
revenue. By the area it is the 9th largest country of the European Union so, there are several
opportunities that it can take by expanding its business and providing healthy, qualitative bake
items (Frone and Frone, 2017). But some negative facts have also been known such as around 5
million people are living under poverty limit. It is affecting economy of the country and it can
create barriers to some extent. It cannot target all income of people and it is its limitation.
Business development process and evaluation
Business development can be defined as a process that can be used by organizations for
identifying opportunity to nurture and acquire new clients or customers and grab business
opportunities that can be used to drive profitability and growth of the organization. Business
development process can directly help an organization to develop a strategy that can be used to
accomplish and achieve business expansion or growth goals and objectives (Ungureanu, Pop and
Ungureanu, 2016). Here, business development plan will be developed for Gregg's bakery whose
main goal is to expand their business at global level by moving their bakery to abroad
internationally to different countries. So, the main business development goal for Gregg's bakery
is to expand their bakery in Romania with existing products. Business development process
differs from organization to organization. It further helps an organization to identify ways in
which business will be competing with new competitors in new market in which they are
expanding their business. It further helps in developing a business strategy through which they
can successfully expand their business in such a manner that needs and wants of their target
customers is fulfilled. Business development process for Gregg's bakery has been explained
below:
Growth opportunity: Expand Gregg's bakery internationally to abroad internationally in countries
like Romania by expanding their existing range of bakery products and services to new country.
In order to expand their business in Romania they will be focusing upon opening bricks and
mortar stores of their bakery in Romania. Today need and demand of organic and healthy
products is increasing as people are becoming more and more health conscious due to this,
Gregg's bakery has focused upon expanding their business abroad internationally with their
existing organic products and services (Opincaru, 2019). Their main goal is to provide expand
and provide their organic bakery products and services to people in competitive price. Their
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main target customers are middle class people who prefer having healthy organic bakery
products in lower price.
Funding plan: It is extremely important to identify ways in which business development plan
will be funded for expansion of business in new country (Vojtovic, Navickas and Gruzauskas,
2016). Identifying source of funding new of new bricks and mortar stores will directly help them
in planning their further expansion plan accordingly. Gregg's bakery will be focusing upon
taking term loan for expanding their business internationally and for opening more bricks and
motor bakery shops in Romania for growth of their business. They will also be using 40 percent
of their current capital and remaining 60 percent of funds required will be obtained from term
loan and sales of their existing products and services.
Sales and marketing activities: Another important aspect of business development plan is to
identify appropriate sales channels and marketing activities for promotion of their new bakery
stores in new country (Havenvid and La Rocca, 2017). It helps the organization in effectively
promoting their growth and efforts and also helps them to reach to their new target customers in
an effective manner so that they can support their new business opportunity in an effective
manner. Sales channels that will be used by Gregg's bakery for sales of their organic bakery
products are: Brick and motor bakery stores, their website where customers will be able to order
online on their website and can get home delivery as well. it is important to focus upon providing
online delivery option to their customers. This sales channel is important for them to be
developed because in current Covid-19 situation most of the people prefer ordering food or other
products or services online and prefer getting online delivery of those products and services.
Other than this, in order to enhance sales of their organic products in new countries for reaching
their new target customers Gregg's bakery need to focus upon identifying marketing activities
that can helps them in successfully expanding their business abroad internationally. Main
marketing activities that will be focused upon by Gregg's bakery for successful expansion of
their bakery in new country abroad internationally for reaching their new targeted customers are
Search engine marketing so that users searching for new bakery that offers online services for
delivery of organic bakery products and services in chosen new country in lowest possible price
with high quality then their bakery name should be displayed first. They will also focus upon
social media marketing as today more than 90 percent of people uses social media marketing for
remaining in touch with others (Budzianowski, 2017). They will also be focusing upon
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promotional activities by providing various kinds of promotional offers such as 10 percent
discount on all products, free sample testing and many more.
Business expansion approach: there are various kinds of business expansion approaches that cab
be used by Gregg's bakery for growth of their business globally in new country. one of the
approaches they can be adopted by Gregg's bakery for expansion of their bakery aboard
internationally is by focusing upon merger of their bakery in new country with a local bakery.
This will directly help them to acquire more assets, expand their product offering and most
importantly it will help them to reach their target customers easily without much investment. It
will help them to easily establish their new bakery in new market and will help them to increase
awareness about their business, organic bakery products and services offered by them in an
effective manner (Boeriu and Calefariu, 2019).
Business operations: In order to expand a business at international level it is important to identify
major business operations for running new store in new country. major business operations that
will be required to be focused upon by Gregg's bakery for offering their products and services
effectively in new country to their new targeted customer base are: marketing, sales, IT for
maintenance of website and online sales, baking etc.
Business development tactics: in order to attract their target customers, they will be providing
free Wi-Fi to their customers who visit their store, they will also be provided with personal
sanitized cabin so that they feel safe while having their preferred food or beverage.
Environmental Analysis
Analysing the environment is considered as the strategic tool which helps in identifying
the internal as well as external elements which mainly affects the performance of the
organisations. This also helps to assess the threat or opportunity which can be faced by the
companies. This later helps the companies in developing and implementing strategies
accordingly so that the objectives and the goals of the companies can be achieved (Özçakmak,
2019).
The main objective of the Greggs bakery is to expand its products and services in
Romania. In order to achieve this objective, the company has to analyse the environment,
external and internal in order to develop and implement certain strategies which can help the
company to get long term success and increased productivity.
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There are 3 analyses which are used by the companies especially when they decide to
expand themselves and their products and services to increase their customer base as well as the
profitability. These are macro, meso and micro. Macro-level analysis helps in looking at the
societies at large whereas the meso-level analysis helps in studying the communities, groups and
the institutions and on the other hand the micro-level analysis mainly lays emphasis on the social
interactions of the small groups as well as the individuals (Crisan and et.al., 2019). Various
models such as Pestle, Porter, Ansoff Matrix etc. can be used for analysing the environment of
the country in which the Greggs bakery wanted to expand itself, its products and services which
is Romania.
PESTLE ANALYSIS
Pestle Analysis is basically a tool or a framework which helps in analysing and
monitoring the macro-environmental factors which have great impact on the operations as well
as the overall performance of the organisations. This is useful especially when a company starts a
new business or decides to enter a new foreign market. This can be used by the Greggs bakery
which is basically a British bakery chain which is known for its products of Savoury such as
sandwiches, sausage rolls along with the sweet items such as vanilla slices, doughnuts etc. in
England (Izvolskaya, 2017). PESTLE analysis will help the company to analyse the impact of
the political, economical, social, technological, legal and environmental factors existing in
Romania and will affect the company.
Political
These factors impact the chances of survival of the company as well as its profitability.
These are mainly the risks which are based on the decisions of the government. The opinions of
the political parties also affect the operations especially the trade operations of the company. The
situation of Romanian politics is very tense. These factors mainly include the policies of the
government, labour law, tax policy, trade restrictions and the environmental law (Masih and
et.al., 2019). Greggs bakery must also focus on the policies of IP protection before investing in
the same to ensure that the intellectual property of the company is protected or not. Romania also
possesses some trade barriers which restrict various operations of the company. Greggs bakery
needs to carry out the trade operations in order to supply its products to the customers in
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different areas as well as to get the materials from various different suppliers from other
countries. The laws enforced by the country regarding the business for example the contract law
dictates that the company is allowed to do some things while they are not allowed to do some
other things. The country also imposes high level of taxation on the companies trying to expand
them which de-motivates them from increasing their profits and revenue.
Economical
These factors basically focus on the economy of the country including the foreign
exchange rate, inflation rate, interest rate, current stage of economic cycle and the gross domestic
product. These not only affects the profitability of the company but also the aggregate
investment, demand and the climate of the business. This can be said that these factors have the
potential to make the Greggs bakery extremely likely for incurring the loss. These also decide the
financial stability of the company. This can be also observed in the Romanian market since last
many years that the major stock exchange indexes have a positive evolution. The rate of GDP in
Romania is also high which affects the rate of the growth of the company in the country
(Buzoianu, Troacă and Badea, 2017). The interest rates in the country are also high which
decides the amount which needs to be borrowed or invested. High interest rates would lead to
greater investments of Greggs bakery. The company can also raise the capital at comparatively
fair price as the financial markets efficiently perform the operations in the country. The currency
is also stable in the country so Greggs bakery will not have to be discouraged. Not only this, the
level of unemployment is also high in the country. This means that there is more supply of jobs
as compared to the demand. The people will like to work at lower wages in Greggs bakery
according to the level of unemployment in Romania.
Social
This is basically the direct reflection of the society in which the company operates. This
focuses on the belief, culture, values and the attitudes regarding the majority of the population
which is considered as the community. This not only decides the operations of the company but
also the marketing activities carried out by the organisation (Loizia and et.al., 2021). Greggs
bakery can be easily established in Romania if the people of the country will demand more for
the products and services of the bakery. It needs proper observation of the customers, their taste,
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preferences and level of education, lifestyle and the beliefs of the society (Stoica, 2020). The
people of Romania shows interest in the products of the bakery which are provided by Greggs
bakery. This will help the company to expand its products and services. Especially, the people
between the age group 10 to 30 are more interested in the products of Greggs bakery. The society
also needs hygienic as well as organic products which force the company to provide organic
products to the customers as they are more diet-conscious. The people of Romania are
completely aware of the health standards so they expect the same products from the company
which met all the health standards.
Technological
These decide the advancement of the company in terms of technology. This basically
affects the price structure and the competitive situation of the industry. Greggs bakery needs to
innovate itself continuously in order to survive in the competitive markets of food industry of
Romania. This does not only help the company to maximize its profits but also will help in
becoming the market leader of the country. The company can bring technological innovation in
the products and its services (Christodoulou and Cullinane, 2019). The competitors also strive
hard to make use of advanced technologies so it is must for the Greggs bakery to innovate itself
and lead them. The technological factors also impact the pricing strategies of the company as in
order to innovate themselves, the companies need greater capital to be invested. The company
must also monitor all the technological changes made in the other companies so that they can
bring something new technologically as compared to the other companies (Erdely and et.al.,
2020).
Environmental
These factors decide the goodwill and the customer base of the company. Every industry
holds different environmental standards for protection as the norm. This decides the aim of the
company and also the target of the boycotts and pressure group because of the environmental
conscientiousness (Abylkhani and et.al., 2020). For example, the environmental standards for the
oil industry and the textile industry are different. The customers of Romania prefer to buy the
products from those companies who are ethical regarding the environment. The changing
weather conditions impacts the transportation of the resources as well as the finished products.
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This also affects the delivery dates of the products (Vintilă and et.al., 2017). The changes in the
climate also leave some products useless due to mild weather. There are many environmental
laws which will be imposed on the Greggs bakery as it performs its operations in the Food and
beverage industry. The company needs to follow all the environmental laws so that the goodwill
and the image of the company can be maintained and the operations of the bakery can contribute
in saving the environment.
Legal
The laws which are made by the government institutions and the frameworks in the
country like Romania decides the progress of the company like Greggs bakery. These are also
decided by the political party which mainly holds the majority in the government body. The
policies of the company are not enough for protecting the employees and the workers and in
retaining the talented and skilled employees (Hadjitchoneva and Georgiev, 2017). There is a
need of the governmental laws. There are various intellectual property laws and the data
protection laws helps in protecting the patents and ideas of the company. If the personal data or
information of the company is stolen there is a loss of the competitive edge and the chances of
failure increases. Also, the discrimination laws are also made by the government for protection
of the employees along with ensuring that all the employees are treated fairly and are provided
the same opportunities irrespective of the age, disability, religion, gender, sexual orientation etc.
Health and safety laws are also placed by the government for ensuring the health and safety of
the employees (Todoruţ, Denisa Coman and Camelia Iacob, 2020). Various laws are placed to
ensure the quality and the price of the products for keeping the customers safe and the Greggs
bakery needs to follow all the laws placed by the Romanian government.
This is how; the PESTLE analysis of Greggs bakery can be done which will help the company in
monitoring the external factors of Romania for expanding its products and services to Romania.
PORTER’s FIVE FORCES
The model of Porter’s 5 Forces is basically a tool for strategic management for
understanding the industry as well as the profitability’s underlying levers (Weiß, 2017). The
managers of the company mainly used the Porter’s 5 Forces for understanding the influence of
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the competitive forces which helps in developing the strategies to enhance the competitive
advantage of the company as well as its profitability (Wiana and Inggriantara, 2017). The
following are the Porter’s five forces which affects the Greggs bakery during expansion in
Romania:
Threat of new entrants
This power is high as there are many bakeries which can establish a bakery in less
capital. The new companies establishing in the food industry brings in new methods of doing
things through innovation and also creates pressure on the Greggs bakery as it forces the
company to lower the prices, reduce the costs and provide the new value propositions to the
customers (Adžić, 2020). Greggs bakery needs to focus on managing the challenges and building
the effective barriers for safeguarding its competitive edge. The company must also spend money
on the research and development so that the company can be aware of the policies of the new
entrants and also it can define the standards regularly (Thornton, 2018). This helps in
discouraging the new players in the industry.
Bargaining Power of Suppliers
This power of bargaining in the food industry is high in Romania as the suppliers are
considered to be in dominant position which gives them the chance to decrease the margins. The
companies in the food industry buy various raw materials from various suppliers (Oroian and
et.al., 2017). They use their power of negotiation for extracting high prices from the firms. This
may lower the overall profitability of the Greggs bakery. The company must build efficient
supply chain with the different suppliers. If the price of the raw material increases due to
advanced designs then the company can also shift to the other suppliers. Greggs bakery can also
develop dedicated suppliers whose business is depended more on the firms.
Bargaining power of buyers
This power regarding the bargaining power of buyers is high because the customers
always want the best offerings from the companies at lower prices (Andrei and Lianu, 2019).
The bargaining power increases when the customer base is less and it decreases when the
customer base is higher. The higher buying power increases the ability to seek more offers and
14

discounts (Haleem and Jehangir, 2017). Greggs bakery must build large customer base. This not
only reduces the bargaining power of the buyers but also helps in providing the opportunity in
streamlining the production process. The company can also innovate the products because it the
customers find that the company is continuously innovating its products then the buying power
can be limited.
Threats of Substitute products
The food industry mainly suffers when the new product or service is introduced for
meeting the customer needs in different ways. This power or the threat of the substitute product
is higher when the value proposition is offered which is completely different from the present
offerings. The company must become service oriented instead of becoming product oriented
(Tătar-Vîstraş, 2017). The company must understand the need of the customers instead of what
the customers is buying. Greggs bakery must increase the switching cost of the customers. This
will help the company to expand its products and services in Romania. The company must strive
hard to differentiate the products so that the threat of the substitute products becomes less.
Competitive Rivalry
The competitive rivalry is the highest in the food and beverage industry. The increasing
of the competitive rivalry forces the Greggs Bakery to reduce the costs of the products as in
order to compete with the competitors, the companies can attract larger number of customers
through reduced prices of the same products which the other companies give at comparatively
higher prices (Code-switching, 2019). The food and beverage industry is highly competitive in
Romania as the people of Romania are foodie and prefers trying different types of food varieties.
But if the company reduce the prices of its products greatly then this decreases the overall
profitability of the company. The company must build a sustainable differentiation (Allen,
Piecyk and Piotrowska, 2018). It can also collaborate with the competitors for increasing the
market size instead of competition for a small market.
Ansoff Matrix
It is also known as the product/market expansion grid which is considered as a tool by the
companies for analysing and planning their growth strategies. There are many options available
15

for a company for increasing the profits as well as reaching new customers. Ansoff matrix helps
in choosing one from those options. This grid helps in showing strategies which can help the
companies to grow (Zavalniuk, 2017). It also represents the risks which are associated with each
strategy.
Market Penetration
This mainly deals in promoting the existing products in the existing markets. Greggs
bakery can acquire the competitors for increasing the market share and minimizing the
competition. This also helps in driving out the competitors. The company can also motivate its
customers so that they can purchase more products from it (Csapó and Schobert, 2017). This can
be done by conveying the benefits to the customers regarding the taste of the products and its
services. As the people of Romania are diet conscious so the company can improve the products
by reducing the sugar content and sugar free variants along with maintaining the taste. These
market penetration strategies can help the company for increasing the sales and earning greater
profits.
Market Development
This is promoting existing products in the new markets. Greggs bakery can make use of
this strategy by opening the bakeries in those areas where there are no bakeries. The company
can expand itself geographically into other countries and further the brand can be promoted. The
company can also provide various variants of the product for attracting the market segments of
Romania. The market segment in which people are health conscious and suffering from diabetes
can be attracted by sugar-free items. This is how the company can increase its dominance in the
market.
Product Development
This strategy deals in introducing new products in the existing markets. The best way in
which the Greggs bakery can make use of this strategy can be done by launching the new bakery
items. The new products or the new flavours can be used for existing products. For example, the
new flavours of doughnuts or new type of sandwiches can be provided as the strategies for
product development (Abeck, 2017). The products can be made healthier; quality of them can be
16

improved etc. For this, the thorough marketing analysis should be done for determining the
customer requirements and the desired flavours. The feedback of the customers can be taken for
developing new products.
Diversification
This is the most risky strategy and this mainly deals in launching new products in new
markets (Mueller-Ost, 2017). The new bakeries can be opened and the new products can be
launched in it. The Greggs bakery can also diversify into coffee chains, restaurants, hospitality
etc. The brand name can also be used and diversified into cereals, processed food etc. But this
can have financial impact on the bakery.
By focussing on the above strategies, the Greggs bakery can use the strategy of market
development by promoting its existing products in the new country like Romania and others.
This will help the company to increase its share of market and enhancing its dominance in the
market.
CONCLUSION
The report focussed on the Greggs bakery which is an established bakery in England,
UK. It laid emphasis by describing the business development idea of expanding the company in
Romania. This was followed by giving the justification by using facts and figures. Then the
opportunities were recognised and highlighted which can be faced by the company while
implementing the idea of expansion of company to Romania. Furthermore, the business
development process was described and evaluated. Lastly, the report was finalized by performing
the Macro, Micro and Meso analysis which were demonstrated by using the models like Pestle,
Porter and Ansoff Matrix. Various strategies were suggested which can be used by Greggs
bakery to enhance its profitability.
17

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