International Marketing: A Case Study of Pret A Manager

This report examines the international marketing strategies of Pret A Manager, a UK-based sandwich shop chain. It explores the rationale behind their international expansion, the key criteria for selecting international markets, and the various market entry strategies available. The report also delves into the global versus local debate, analyzing how Pret A Manager can adapt its marketing mix to different international contexts. Finally, it evaluates different international marketing approaches and competitor analysis, providing recommendations on how Pret A Manager can operate successfully in an international context.

UNIT 40 INTERNATIONAL MARKETING
1

Table of Contents
INTRODUCTION..........................................................................................................4
LO1...............................................................................................................................5
P1 SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING...............5
P2 EXPLAIN THE RATIONALE FOR PRET A MANAGER TO WANT TO MARKET
INTERNATIONALLY AND DESCRIBE THE VARIOUS ROUTES TO MARKET
THE ORGANISATION CAN ADOPT........................................................................7
M1 EVALUATE THE OPPORTUNITIES AND CHALLENGES THAT MARKETING
INTERNATIONALLY PRESENTS TO YOUR CHOSEN CLIENT ORGANISATION
..................................................................................................................................8
LO2...............................................................................................................................9
P3 EVALUATE THE KEY CRITERIA AND SELECTION PROCESS TO USE
WHEN CONSIDERING WHICH INTERNATIONAL MARKET TO ENTER..............9
P4 USING EXAMPLES, THE DIFFERENT MARKET ENTRY STRATEGIES,
INCLUDING THE ADVANTAGES AND DISADVANTAGES OF EACH.................11
M2 APPLY THE MARKET EVALUATION CRITERIA AND ENTRY STRATEGIES,
AND MAKE RECOMMENDATIONS FOR YOUR CHOSEN CLIENT
ORGANISATION.....................................................................................................12
LO3.............................................................................................................................13
P5 AN OVERVIEW OF THE KEY ARGUMENTS IN THE GLOBAL VERSUS
LOCAL DEBATE.....................................................................................................13
P6 INVESTIGATE HOW THE PRODUCT, PLACE, PRICING AND
PROMOTIONAL DISTRIBUTION APPROACH DIFFERS IN A VARIETY OF
INTERNATIONAL CONTEXTS...............................................................................15
M3 EVALUATE THE CONTEXT AND CIRCUMSTANCES IN WHICH YOUR
CLIENT ORGANIZATION SHOULD ADOPT A GLOBAL OR LOCAL APPROACH,
HIGHLIGHTING THE IMPLICATIONS OF DOING SO..........................................17
2

M4 YOU SHOULD DETERMINE AND ARTICULATE IN DETAIL HOW TO ADAPT
THE MARKETING MIX OF YOUR CLIENT ORGANIZATION IN DIFFERENT
INTERNATIONAL MARKETS.................................................................................18
LO4.............................................................................................................................19
P7 EXPLAIN AND ANALYSE THE VARIOUS INTERNATIONAL MARKETING
APPROACHES YOUR CLIENT ORGANISATION CAN ADOPT...........................19
P8 COMPARE HOME AND INTERNATIONAL ORIENTATION AND WAYS TO
ASSESS COMPETITORS, OUTLINING THE IMPLICATIONS OF EACH
APPROACH............................................................................................................22
M5 EVALUATE VARIOUS MARKETING APPROACHES AND COMPETITOR
ANALYSIS IN RELATION TO AN ORGANIZATION AND MAKE
RECOMMENDATIONS ON HOW THEY SHOULD OPERATE IN AN
INTERNATIONAL CONTEXT.................................................................................25
CONCLUSION............................................................................................................26
REFERENCES...........................................................................................................27
3

INTRODUCTION
As a marketing consultant of Pret A Manager this report will lay emphasis on the
international marketing concepts and the different routes that it can undertake to
expand internationally. This will also cover the key criteria and the selection process
that wit will undergo while moving to international market. Different market entry
strategies will also be undermined with the advantages and disadvantages of each.
Pret a manager is an international sandwich shop chain that is based in the UK since
1983. It has approximately 500 shops in nine different countries and is
headquartered at London, England. This local company of UK utilizes natural
ingredients of the sandwiches at every location and it sends the unsold food to the
charities at end of the day. The 67% of its total trade is conducted in London. This
company has nearly 1400 people working out of which nearly 19% are from the UK
and 60% are from the European Union Countries. The sandwich chains are spread
in other locations too such as China, France, US, Hong Kong, Dubai and many
more. Its key products include salads, sandwiches, sushi, coffees, snacks and soups
(Alexander, 2015).
4

LO1
P1 SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING
International marketing is termed as the application of the marketing principles in
many other countries too. It is termed as the multinational process when the planning
and execution of the marketing processes is carried out so as to render satisfaction
to the individuals as well as organisations (Alexander, 2015).
Rationale behind international expansion of Pret A Manager
Pret A Manager is seeking to expand in other international markets too be expanding
its food chains so as to capture larger market areas. In order to gather information
about the international market it will go through the scope and the key concepts
involved in the international context. International expansion will render it access to
the non-captured markets too and will help to become competitive enough by
capturing international recognition (Alexander, 2015).
Key differences between international and domestic marketing
In the domestic marketing all the activities are carried out on a small scale and
utilises domestic marketing mix according to the local needs of the people. There are
less governmental interventions in the domestic marketing as compared to the
international marketing. In the international marketing the activities are accrued out
according to the international needs of the people and are carried out in more than
one country (Johanson and Mattsson, 2015).
Through globalisation the scope of international marketing has been broadened
through the exports, imports, joint ventures, contractual agreements and the other
methods.
Exports
This renders an opportunity for the international marketing of the products by direct
selling the products and services to another country that helps in earning better
revenues and thus helps in the growth of the company (Alexander, 2015).
5

Imports
Through this mode the company gain access to the products and services from the
foreign market which it lacks in and thus fulfils the needs of the local people through
importing (Alexander, 2015).
Joint ventures
The joint ventures are the mode that helps in expanding the international marketing
scope for companies as through the joint ventures strategic alliances are made
which reduces the scope of the competition for the companies going global and thus
leads to better access to the innovation (Armstrong, et al. 2015).
Contractual agreements
This is another scope covered under international marketing which aims to get into
contracts based on time or other conditions which helps to render the required
assistance in terms of the resources and the technology by less cost involved
(Johanson and Mattsson, 2015).
Factors affecting the scope of international marketing involve the advent of the
regional free trade areas and the World trade organisation advent. Through the
trends of the free market system the international marketing is gaining popularity.
6

P2 EXPLAIN THE RATIONALE FOR PRET A MANAGER TO WANT TO MARKET
INTERNATIONALLY AND DESCRIBE THE VARIOUS ROUTES TO MARKET THE
ORGANISATION CAN ADOPT
Pret A Manager is seeking to go international for acquiring the opportunities over the
other countries too so as to enhance its market share and build its brand reputation
in other countries too. Pret A Manager is a sandwich chain of the UK based which is
seeking to expand globally (Hoppner and Griffith, 2015).
Some of the key rationales behind its expansion includes the maturity of the market
in which its operating and the rate of growth in the global market which will help it in
delivering it several opportunities. Through the global expansion it can be able to
boost its reputation and compete successfully in the domestic market as well. As the
growth rate of the domestic market of the UK is quite slow which leads to
unattractive cost structure in the global market (Johanson and Mattsson, 2015).
For Pret A Manager to go international there are different routes to market which it
can adopt. These routes include the following:
Franchising
The best route to international market is through franchising which can be adopted
by it to open new chains of the same in other countries too through rendering
permissions to the franchisees in return of fees. Through this it can utilise its brand
name in other countries too (Armstrong, et al. 2015).
Joint ventures
In order to cut the competitiveness and enter the international market Pret A
Manager can opt for joint ventures through which it can work in collaboration with its
competitors or acquire them so that the competitiveness can be reduced and it can
gain access to their customers as well.
Strategic alliances
Through strategic alliances it can also expand in the international market which will
help it to achieve its objectives of going global (Hoppner and Griffith, 2015).
7

M1 EVALUATE THE OPPORTUNITIES AND CHALLENGES THAT MARKETING
INTERNATIONALLY PRESENTS TO YOUR CHOSEN CLIENT ORGANISATION
There is a wide range of opportunities and the challenges that is present with Pret A
Manager when it markets internationally. Some of the opportunities and challenges
are mentioned as under:
Opportunities for Pret A Manager
 Pret A Manager has a food-on-the-go success story as it has managed to
exceed the average spending of the British workers on daily lunch by £4.58
with an increase in the average basket size of 2.2 products (Armstrong, et al.
2015).
 It can gain opportunities by raising its brand awareness in the cities like
Bristol, Liverpool and Manchester by opening new shops over there.
 It can grab over other countries of the UK as well as other Asian markets will
give it an upper hand to capture the non-captured markets.
 Marketing internationally will help Pret A Manager to enhance its brand name
and to enhance its profitability.
 It can create its multinational brand by expanding its branches in other
countries too (Hoppner and Griffith, 2015).
Challenges for Pret A Manager
 While marketing internationally it may face challenges of advertising in
different languages
 There may lead to the issues and barriers like of the duties and the tariff
barriers which will be charged on the import and export of the materials from
one country to another (Johanson and Mattsson, 2015).
 It may involve the risk and the challenges of the authenticity and the taste of
the products offered by it which should be same as it is known for.
 There may be challenges in meeting the taste and the preferences of the
customers in the other country by designing the marketing mix in accordance
to the international context (Armstrong, et al. 2015).
8

LO2
P3 EVALUATE THE KEY CRITERIA AND SELECTION PROCESS TO USE WHEN
CONSIDERING WHICH INTERNATIONAL MARKET TO ENTER
For the international market selection some key criteria should be undertaken by
Pret A Manager so that the international markets can be effectively entered into. So
some key criteria and selection process will be evaluated as under. Some of the key
criteria forming part of the evaluation process of the international market selection
will fall under the trade barriers, market demand and economic scenarios.
Market demand
According to the needs and the specifications of the customers in the market of
international boundary the market research should be conducted so as to meet the
market demand before taking decision to expand internationally (Surdu, et al. 2018).
Economic and political scenario
In accordance to the prevalence of the economic and the political situations in the
international market where Pret A Manager is seeking to expand in the selection
process will be guided by these criteria.
Trade barriers
While going for selection of international market the trade barriers will be duly taken
into key criteria which will help in analysing the presence of the quotas, trade
barriers, and other non-tariff barriers which Pret A Manager will have to pay
(Armstrong, et al. 2015).
Thus these factors will be duly considered by Pret A Manager so as to identify the
potential markets for its expansion in international market so that it can take
advantages from international expansion.
9

Selection process used by Pret A Manager
In order to identify a potential international market by Pret A Manager it will undergo
a selection process which will involve series of steps to select a potential market and
then target it for expansion:
Country identification
In the first stage Pret A Manager will go for country identification where plans will be
made related to the expansion. The attractiveness of the potential markets will be
examined by analysing various aspects of that country (Cavusgil, et al. 2014).
Screening
Then comes the preliminary screening where Pret A Manager will render more
focused and concentrated emphasis on the factors that will be preferred for different
market selection which will seem to be best fit for expansion decision. Then after
preliminary screening the in depth screening will be conducted that will eliminate the
country that seems to be challenging for Pret A Manager in any aspect.
Making the selection
After going through the in-depth analysis of the different market alternatives, on the
basis of the attractiveness of the market the final selection will be made by the Pret A
Manager where it can expand (Cavusgil, et al. 2014).
Thus after paying special attention to these selection process stages Pret A Manager
can go for selecting the most appropriate market for expansion.
10

P4 USING EXAMPLES, THE DIFFERENT MARKET ENTRY STRATEGIES,
INCLUDING THE ADVANTAGES AND DISADVANTAGES OF EACH
There are different market entry strategies that Pret A Manager can adopt but every
strategy has some benefits and demerits associated with which needs to be
analysed by Pret A Manager before choosing them.
Strategic alliances
It is a market entry strategy where Pret A Manager can enter into contractual
agreements with the companies so as to override the competitors. It helps in
mitigating the risks of the investment and renders more cost savings. The demerit of
this method is that it can lead to conflicts which can negatively impact the whole
business of Pret A Manager (Surdu, et al. 2018).
Exporting
Under this strategy Pret A Manager can go for selling the products and services in
another country. But this method has limitation of lack of knowledge of the local
market which will lead the negative impacts. The transportation expenses will also be
incurred. Through the sales via exporting the risk can be minimised and market entry
process will become easy (Cavusgil, et al. 2014).
Licensing and franchising
Licencing and franchising will be the best suited market entry strategy for Pret A
Manager as it will give another company copyrights and the patents rights to adopt
and then sell the products in other country under the same name and brand. Thus
will boost the brand awareness and will cut the cost (Eteokleous, et al. 2016).
Greenfield venture
Under this strategy Pret A Manager will have an opportunity to launch a new and
wholly owned subsidiary which will allow it to capture the international market
effectively. There exist some demerits of this method as it will attract huge cost for
Pret A Manager and will suffer from the lack of attractiveness amongst the unknown
people (Ahi, et al. 2017).
11

M2 APPLY THE MARKET EVALUATION CRITERIA AND ENTRY STRATEGIES,
AND MAKE RECOMMENDATIONS FOR YOUR CHOSEN CLIENT
ORGANISATION
The different factors that can be applied in the market evaluation criteria include the
market size which will involve screening of the number of the potential customers in
the country which are willing to buy its products and services.
The pricing factor will be applied in the potential market like as to what amount is
likely to be spent by the people in the particular market and what can influence their
profitability (Eteokleous, et al. 2016).
Next competitive analysis will be conducted that will help Pret A Manager to develop
effective pricing and other strategies which will help it to override the competitors.
According to the market evaluation performed various criteria and factors will be
undertaken by Pret A Manager to choose the market where it can expand. Through
effective market evaluation the most attractive market will be selected by Pret A
Manager and the market entry that is most suited for Pret A Manager emerge as the
franchising strategy which will help it to save cost and expand easily. It will open up
its branches in other countries too and thus will expand globally (Skarmeas, et al.
2016).
12

LO3
P5 AN OVERVIEW OF THE KEY ARGUMENTS IN THE GLOBAL VERSUS LOCAL
DEBATE
Some of the key arguments that Pret A Manager will face in a local versus global
debate before going for expansion will be discussed as under:
Basis Local marketing Global marketing
Meaning Local marketing is the one
that is applied to a
marketing context in the
domestic market in
accordance to the needs
and demands of the local
community within a
country to sell products
and services (Mathews, et
al. 2016).
Global marketing is the
one that applies the
marketing principles in the
global context like carries
out business activities in
other countries in
accordance to the
international needs and
changes.
Uses of the marketing
mix
While adopting local
marketing Pret A Manager
will have to design the
marketing mix elements in
accordance to the
domestic market where it
is operating so as to cater
to the needs of the local
market effectively.
Similarly if goes out for
international marketing it
will alter its marketing mix
elements in accordance to
the needs of the foreign
country so that it can
establish itself there and
cater to their needs
(Skarmeas, et al. 2016).
Governmental
interventions
If Pret A Manager goes for
local marketing it will face
fewer governmental
While Pret A Manager
goes for international
marketing then the
13

interventions governmental
interventions will be more
which it would have to
comply with so as to fulfil
the security concerns
Technology Local and already
acquired technology will
be used.
Modern technology is
available (Mathews, et al.
2016)
Culture and other
factors
While marketing locally it
is not difficult to capture
the beliefs and the cultural
values of the local
customers so the
marketing is one in
accordance to it
(Skarmeas, et al. 2016)
If Pret A Manager decides
to go internationally then it
should design its
marketing and promotion
tactics in such a way that it
should not offend the
culture and beliefs of the
local people out there in
the foreign country.
14

P6 INVESTIGATE HOW THE PRODUCT, PLACE, PRICING AND PROMOTIONAL
DISTRIBUTION APPROACH DIFFERS IN A VARIETY OF INTERNATIONAL
CONTEXTS
Approach Description
Product Pret A Manager will understand the
needs of the local market where it will
expand as the products and services will
be catered accordingly and will help in
meeting the customer’s needs. The
products will be rendered such that the
behaviour of the customers is monitored
and the income level is undertaken so as
to design products accordingly (Kotabe
and Helsen, 2014).
Place Choosing the right place to cater the
products of the Pret A Manager in
international market is vital decision as it
will affect the customer attraction power
and will help in reaching the wide
customers if right place is chosen to
open the outlet of Pret A Manager in
international market.
Price In international context while thinking for
expanding in international market Pret A
Manager will plan its pricing strategy
such that the customers of the foreign
market are easily bale to pay that price
for their products and services (Mathews,
et al. 2016). The income level and the
purchasing power will help to design the
pricing strategy for Pret A Manager in
international market.
Promotion Pret A Manager will apply several tactics
15

and methods to undertake promotion and
advertisements undertaking the cultural
values and the beliefs of the customers
so that the desired message is reached
to the audience in effective manner (Ahi,
et al. 2017).
16

M3 EVALUATE THE CONTEXT AND CIRCUMSTANCES IN WHICH YOUR
CLIENT ORGANIZATION SHOULD ADOPT A GLOBAL OR LOCAL APPROACH,
HIGHLIGHTING THE IMPLICATIONS OF DOING SO
It is thus recommended for Pret A Manager to adopt the global as well as local
approach so as to effectively fit with the demands and needs of the customers in the
foreign country. As it can go with the local approach to sell the products by injecting
in its products the local and the desired taste while using the technologies and the
equipment of the global level which will help to align with the local as well as global
approach (De Mooij, 2015).
In the circumstances of the changing tastes and preferences of the customers from
one country to other it can changes its tastes and the ingredients so that the
customers can be satisfied. Similarly the cultural values can be also undertaken so
as to better understand the approach which it can adopt while serving the
international market (Leonidou, et al. 2017).
17

M4 YOU SHOULD DETERMINE AND ARTICULATE IN DETAIL HOW TO ADAPT
THE MARKETING MIX OF YOUR CLIENT ORGANIZATION IN DIFFERENT
INTERNATIONAL MARKETS
In order to effectively adopt the marketing mix in international context, Pret A
Manager will have to rationally determine the marketing mix elements in accordance
of the needs and the conditions of the foreign market (Johanson and Mattsson,
2015). This will help it in designing effectively the products range and the varieties
which will be guided by the taste of the local customers out there. The prices of the
products and services will be set similar to the capacity of them to pay for the
products and services according to their purchasing capabilities. Effective choosing
of the pricing strategy will help in capturing wide customer base and ensure success.
It can adopt the penetration pricing strategy as to it will offer low prices in beginning
and then will capture the wide market and customers. Through effective online and
print promotions by using effective taglines Pret A Manager can reach wide
customers and attract them towards their products and services. Promotion strategy
will be the main element which will help to promote its business in the international
market (Leonidou, et al. 2017).
18

LO4
P7 EXPLAIN AND ANALYSE THE VARIOUS INTERNATIONAL MARKETING
APPROACHES YOUR CLIENT ORGANISATION CAN ADOPT
There are some international marketing approached based on different factors which
Pret A Manager can adopt. But the most common approaches that are present
before Pret A Manager to choose from includes the decentralised approach and the
centralised approach of international marketing (Rached, et al. 2016).
Decentralised approach of international marketing
Under this approach Pret A Manager can go for having small distributors of its
services by laying outlets in other countries. This approach will help in rendering the
products in localised approach so that the strong market base can be captured. The
local language and the local sales connection are easy in this method. This
approach will be undertaken by Pret A Manager as it can motivate the local
marketing staff and representatives that will maintain the close working relationships
and will help to ensure the success. This approach does not have enough of control
in the home country but it decentralises he power of decisions and control over its
branches (Thomas, et al. 2016).
Fig: Decentralised international marketing approach
Source: http://www.tradeready.ca/2014/global_trade_tales/two-approaches-smarter-
international-marketing-centralized-vs-decentralized/
19

Centralised approach of international marketing
Under the centralised approach of international marketing there is sole responsibility
of control and management on the marketing team and the management department
at the home country. The decisions are run from the central office and the other
branches and units in other countries are dependent upon this central unit for all their
decisions. The pricing and the other decisions are also passed from the single unit.
Country experts will help the marketing team to localise their materials to the right
level. This approach is applicable for the one that directly exports in the subsidiaries
of another country. This approach will help to ensure the enough control over the
marketing activities and will increase the win rates (Rached, et al. 2016).
Fig: Centralised approach of international marketing
Source: http://www.tradeready.ca/2014/global_trade_tales/two-approaches-smarter-
international-marketing-centralized-vs-decentralized/
EPRG model can also be used by Pret A Manager in order to adopt an international
marketing approach which will ensure the success in the international market. This
approach is based on the level of orientation which may fall under ethnocentric,
polycentric, Regiocentric and the geocentric approaches (Hoppner and Griffith,
2015).
20

Ethnocentric
Under this approach the default standards for the subsidiaries are applied as the
policies and practises of the headquarters of the operating company. The price,
place, promotion and the product specification are not changed in this approach
(Johanson and Mattsson, 2015).
Polycentric
Under this approach Pret A Manager will render equal importance to the domestic
market and the individual’s strategy will be carried out. There is no need of sending
the skilled managers outside so as to maintain the centralised policies.
Regiocentric
Under this approach Pret A Manager will find cultural, economic similarities and will
undertake them so as to satisfy the needs of the potential customers (Hoppner and
Griffith, 2015).
Geocentric
Under this approach the global marketing is encourages which is undertaken
irrespective of nationality.
Fig: EPRG framework
Source:
https://www.tutorialspoint.com/international_marketing/international_marketing_eprg
_framework.htm
21

P8 COMPARE HOME AND INTERNATIONAL ORIENTATION AND WAYS TO
ASSESS COMPETITORS, OUTLINING THE IMPLICATIONS OF EACH
APPROACH
HOME ORIENTATION
The marketing strategy of the organization that helps in selling off their domestics
products and services to the international market and also conducting their business
operations at the global level by extending their local functioning is known as home
orientation. The operations at the international level are considered secondary and
they are also seen as the approach to extend the production in the domestics
market. It has been evident that the primary orientation is focused on the domestic
market while the sales at the foreign market are considered as the extension of the
sales of the domestic market (Huang and Sarigöllü, 2014). The marketing style
which is applied by the organization towards the foreign consumers is similar to the
local customers and the organization is also focusing on the market where the
demand and requirements are similar to the pattern of domestic demands.
INTERNATIONAL ORIENTATION
The organizations conduct an attempt towards the homogenization of the market
such that they focus on manufacturing the similar products and services for several
countries which are known as international orientation. The major reason for
implementing this approach is that the normal price of the products and services will
be lowered down in order to accomplish the desired economies of scale. The
products are manufactured by the organization in their factories at huge scale such
that the huge scale production further influences the price and they get lowered. The
organizations effectively design the marketing and promotion campaigns such that
through messages and taglines in order to maintain healthy communication with the
customers at different countries. Usually, this approach could be executed through
the translation of the tagline in different languages.
METHODS TO ASSESS THE COMPETITORS
A complete analysis of the competition and competitor is helpful for the organization
in assessing the current situation of the market at international level. In addition to
this, the strength and weaknesses of the organization are also assessed which helps
22

in conducting the business operations effectively in the international market
(Meissner, 2012). The Porter Five Force analysis has been conducted in order to
conduct the analysis of competitiveness:
Porter Five Forces Analysis for Pret A
 Threats of New Entrants
It has been evident that the new entrant is a high threat for Pret A because
the food industry possesses a huge potential and the growth and profit margin
is also high. In addition, the capital investment for starting a food business
related to sandwiches and beverages is quite low. The low barriers in the
business entry turn the huge number of entrants which is quite a high threat
but the organization has maintained a strong reputation in the market and the
quality of their products is also high which provides a huge competitive edge
for the organization in the market.
 Threats of Substitutes
The threat of substitute level is moderate because the price range of the food
products of Pret A is affordable and possesses the high quality that helps in
possessing the huge competitive edge in the market in terms of their products
and services (Terpstra, et al. 2012). In addition to this, the organization has
enhanced the quality of their products and also introduce new products in the
international market which helps them in gaining effectiveness in the global
market.
 Power of Consumers
It has been evident that the bargaining power of the consumers is quite high.
It is difficult to manage the consumer base in the food industry because there
are different competitive organizations who provide discounts and coupons to
the customers that affect the consumer base of Pret A.
 Power of Suppliers
The supplier power is moderate in the business as the relationship of Pret A
with their suppliers is healthy which helps them in gaining fresh raw material
like vegetables, breads, dairy products, grains, fish and seafood, meat and
poultry, etc. It has been observed that the supplier power increases when
there is the low number of suppliers who provide quality resources to the
organizations.
23

 Industry Rivalry
The industry rivalry threat is high for the organization. There are various
competitors in the industry which possess a huge influence on the business
operations of Pret A (Papadopoulos and Heslop, 2014). It is essential for Pret
A to effectively develop new products and services in the food market for
gaining huge market share so that they could easily expand their business at
international level.
24

M5 EVALUATE VARIOUS MARKETING APPROACHES AND COMPETITOR
ANALYSIS IN RELATION TO AN ORGANIZATION AND MAKE
RECOMMENDATIONS ON HOW THEY SHOULD OPERATE IN AN
INTERNATIONAL CONTEXT
The development of appropriate marketing plan for Pret A could be done through two
methods of the international marketing such as centralized and decentralized. The
most suitable method for the business of Pret A is centralized marketing approach as
the marketing in the business of food requires effective monitoring and supervision in
order to maintain the high quality of the products which could not be possible with
the decentralized marketing (Akaka, et al. 2013). In the decentralized approach, the
decisions are taken by the local managers who have the responsibility.
In addition to this, the competitive environment of Pret A could be effectively
assessed with the help of Porter five forces analysis. This tool is highly effective and
appropriate for assessing the forces which possess the capability of affecting the
competitive edge of the organization in the industry. After the analysis of those
forces, Pret A could effectively assess the current market situation and also their
strengths and weaknesses in order to develop appropriate strategies and techniques
for effectively conducting the business operations at international level.
25

CONCLUSION
The aforementioned report has been helpful in gaining a deep insight into
international marketing. There are several aspects and factors which need to be
considered by the organization before expanding the business operation at
international level. In the recent time, the businesses are expanding at international
level due to the globalization and huge growth opportunities. The current study helps
in assessing the factors which affect the business operations of the organization at
global level such that it could be managed through the application of appropriate
tools and techniques. The knowledge and information which have been acquired
from the study will be utilized in future.
26

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