Strategic Marketing Plan for Pret A Manger: Market Share Growth

This report presents a comprehensive marketing plan for Pret A Manger, focusing on strategies to enhance market share and drive growth from 2022 to 2025. It begins by summarizing issues identified in a previous assessment, setting specific, measurable, attainable, realistic, and time-bound (SMART) objectives. The marketing strategy leverages the Ansoff Matrix, exploring market penetration, market development, product development, and diversification. The plan also delves into the marketing mix, analyzing product, price, place, and promotion, alongside a customer-driven strategy employing STP analysis (Segmentation, Targeting, Positioning). The report concludes by emphasizing the importance of customer-centric approaches and continuous improvement to achieve sustainable growth and competitive advantage for Pret A Manger.

Pret A Manger
individual report

Table of Contents
Introduction..........................................................................................................................................3
Main Body............................................................................................................................................3
TASK...............................................................................................................................................3
CONCLUSION....................................................................................................................................7
References............................................................................................................................................8

Introduction
The process of marketing is a very complex act that involves number of persons. The
process of marketing ensures to retain the existing customers and attract the potential customers
towards the organisation. The marketing process aims to increase the sell of goods and services to
the customers of the company. The marketing provides a way to increase the profits for the
company. The process of marketing involves various steps in it. These steps are the investigation,
selling, promoting and dispersing the services and goods of the company(Ferrell, et.al, 2021). There
must be a good knowledge of marketing in order to increase the sell of the products that are
produced by the company. Moreover, the main aspect of increased production is marketing.
Therefore, the marketing manager of the company must have good marking as well as the
communication skills in order to increase the sell of the company. Further more, the marketing
techniques used by the manager plays an important role in increasing the profits of an organisation.
This also involves better understanding and knowledge of the competitor company. There fore,
these marketing process are very huge and complex process that needs special attention by the
organisation. This report would explain about the company Pret A Manger. This is an international
sandwich brand all over the globe. This report would cover the strategies that are used in marketing
mix by the Pret A Manger. Further more, a marketing plan would be framed under this report for
the company.
Main Body
Objectives-
·Specific- It has improved the services of the customers and their experiences also.
·Measurable- This responds to all the queries and issues within 12-24 hours with reference to
advance the NPS score to 98.
·Attainable- The responsive times as well as the NPS score shows the additive enhancement versus
an year ago.
·Realistic- The customer experience would show the ability to develop and grow.
·Time- This is measured by every quarter metrics for times of responses and NPS scores(Katsikeas,
et.al, 2019).
TASK
Develop a marketing strategy.
The Anosff matrix is also known as the product expansion grid method. The marketing
strategy is the strategy that provides for the steps that is to be followed at the time of marketing by
the company. The marketing strategy provides for the stake holders to make a strategy for the
company that involves the expansion of the business. Moreover, with respect to the Pret Manger the

strategy as per the Anosff matrix are as follows-
Market penetration: The process of market penetration is used in the company along with the
strategy. Moreover, it is the part of strategy under which there is very less risk involved as well as
less uncertainties are involved. Moreover, the company can use its available resources in order to
grow and develop under this. This is basically used when the company tries to develop with the
resources that it already has in the market. The main objective of this is that to upgrade the
marketing share of the company by using the potential customers of the company. It can moreover
be done by the promoting efforts done by the management of the company(Lahtinen, et.al, 2020).
·Market development: The market development is the second strategy under the quadrant through
which the company uses its offerings and the available resources of the company in order to grow
and develop in the market. Moreover, this strategy is used by the businesses when they tend to grow
more in national or international market. It also covers the regions and the area for the marketing.
Moreover, whenever a company desire to prosper its business with this method acting in which it
does not present. Moreover, the new place could be the market development expansion strategy. It
would also cover little more danger than the above given strategy. It also involves a more chance of
attainment if organisation could advance its output without the negatively influenced dispersion and
the funds. Further more, the marketplace they are incoming is moreover related to one it has
already has attainment. Further more, the goods and service is different enough to stand-out in
new market place. Moreover, the company could grow by the appeals into the international markets
or by specifying the diverse section for its consumers(Lim, 2021).
·Product development: This is one of the option in matrix under which a company creates new
goods and services for its current market. It is more risky as compare to the above stated strategies.
Moreover, by this method of enlargement, the chosen arrangement could boom the portfolio of its
product which the customer can opt from. For this strategy, Pret Manger can do partner ship with
the other company to provide an extra good or creates the dispersion.
Diversification: This is the final method of the Anosff matrix which carries the most risks to
institutions. It may also include an arrangement that is willing to come in the new market along
with the brand new goods or services. It moreover also covers the untried products in new market
that it do not have any experience in.

By these analysing steps, the company Pret Marker could use the change strategy under which they
could execute the research about capable markets. This is because through this they can change in
a more better way along with its new subject matter and services. Moreover, along with the current
substance as the organisation is liable to serve its customers and also increase their contentment. In
addition to this, it could also intensify the current portfolio of the company by adding new features
or creating entirely. Moreover, the new change would also aid in getting the new customers base at
the new place. Further more, it can establish agents to increase their knowledge about customers of
the definite country. Hence, their new subject matter could be served properly by the company. In
addition to this, those agents who would also help in informing the taste and the preferences of new
customer base. Therefore, it could develop in accordance with it. The prices would also be fit in
accordance with it. Although, it could involve in the advanced risks among all in the market. But,
at the same time it would also help in increasing the remunerative amount for business(Montacute,
2018).
l
lDiscuss the marketing Mix
The term marketing mix can be defined as the group of practices that is performed by the
management in order to increase the profits of the company. It also helps in promoting the brand of
the company. Moreover, the major objective of marketing mix is to make the best marketing

policies in order to increase the profit of the company. Further more, the marketing mix also helps
in analysing the strategies that are used by the comp0etitiors in the market. These policies are
further investigated by the management and the new policies for marketing is framed by this data by
the company. This is done in order to compete with the other companies selling same product of the
company. Moreover, there are four P's that are the price, product, production and the place. These
four P plays a very crucial role while formulating the policy for the company. Moreover, it also
helps the management in making the strategies by the company. Moreover, these provides for the
better developmental goals for the company in this competitive market(Morgan, et.al, 2019).
These four P's are discussed below that would help the company Pret Marker in the making the
strategies for the organisation.· Product- the term product means the goods that are offered by the company to its customers
through sell process. The product is a very vital ingredient in the marketing mix of the
company. The product is basically the item that is solely made for the sell to the customers
of the company. Generally the product is made to satisfy the wants and the needs of the
consumers who wants to buy that goods and services in the market. Pret a Manger is the
multinational shop of sandwich which is dealing with the several food and beverage items
which include sandwich, coffee, hot breakfast, frapped, organic coffee and many more. The
products which are being offered by the respective restaurant are fresh and they are made up
of with natural and organic products.· Price- the price is the amount that is payable for the desired product that is produced by the
company. Moreover, the price plays an important role in the market. This is because if there
are two products with the same quality. Moreover if the one product is more expensive then

the other product, then the customer would buy the product which has the less value in the
market. Therefore, it would impact the sell of the products of the company that is selling the
product at the higher price value in the company. Moreover, the company would also face
difficulty in selling its products in the market at the higher level. The pricing strategy which
is being adopted by the Pret a Manger is Value Based pricing. It is defined as the strategy
under which the prices of products are decided on the basis of perceived value of a product
or service of consumers. This pricing strategy of Pret a Manger is helping the management
in taking the benefits of the value pricing model than companies(Mothers baugh ,et.al,
2020).· Place- The place is refereed to the area where the products are sold by the company. This
means that these places plays a very important role in selling the products to the existing
customers of the company. This could also be understood as if the place of selling is in the
market area, then it would attract more customers as compare to the non market place. Pret a
Manger is an international company or it can be said as the franchise chain of food
restaurant. This organisation is providing its products to the customers of several countries.
There are several offline stores which are available in different countries through which the
Pret a Manger is offering their products to their customers. Mainly, the stores of Pret a
Manger are available in United Kingdom, United States, Denmark, Germany, Dubai,
Singapore, Switzerland and many more.· Promotion- The term promotion is derived from the word promote. This means that the
promotion of the goods and the services that are produced by the company. This includes the
promoting acts done by the management such as the advertisements, commission, news
articles and the press reports of the company. The management of Pret a Manger is using
several promotional tools in order to promote their offerings among the customers. Majorly,
the organisation is adopting digital technology for the promotion of products. The
organisation is also using several social media platforms through which they are displaying
their products to the customers(Roberts, 2018).
·Discuss the customer driven strategy
This has been found a necessary step in an business organisation in order to create the
efficient and the effective strategies related to the marketing process in an organisation. The
management of Pret Manger is required to create the customer motivated strategy in order to
activate an effective and efficient manner. This has also lead to gain in the profitability and
productiveness of an organisation. In order to give the customised, it is essential to make target
tailored. The management of Pret Manger is using the STP analysis model in order to driving force
the customers. This would also help the administration in examining the product contribution along

with its manner under which they are communicated. Moreover, there are also some application of
STP analysis in the context of Pret Manger as follows-
Segmentation: The market Segmentation is used by administration of the business organisation to
categorize the customers under various groups that includes the people with same interest or any
other feature as per the guidelines of the company. This also aid the administration in meeting all
the necessitate regarding the customers. The arrangement is playing their business dealings in
international market that states that it is needed to support the categorization basis effectual. So
that, it could efficaciously sale its products to its targeted customers.
Targetting: The target plays a vital role in the marketing. The company Pret Marker has to first
target the group which it can take as a customer. Then, the company has to make the efforts in order
to sell the goods that are produced by the company. Moreover, the factors that would effect the
targeting done by the Pret Manger is basically targeting the high income groups of the society. This
is because the products made by the company is expensive and the the lower income group would
not be able to purchase the same(Sheth, 2021).
Positioning: This step of STP analysis that is used by the management of an organisation have to
point their commodity in front of its target customers. Moreover, this could only be possible just
after devising the selection of an effective section of customers(Thabit and Raewf ,2018).

The Pret Manger is providing their products in all over the world and they are providing clothes
from all class like men, women and children of different age groups. Moreover, the stages of STP
analysis that is being native by management of Pret Manger while analysing its target customers.
Through this analysing its targeted customers, the administration can efficaciously present their pro
ducts to its target customers that would increase the profitability and productivity of the specific
organisation(Voola, et.al, 2022).
CONCLUSION
The above given report concludes that the marketing is a necessary function in a business
organisation. This is because it has lead to addition in brand consciousness along with the creation
of the higher profits for the company. The marketing mix can also be considered as an important
element that aids the business organisation while processing an effective strategies in the market. It
could also be found that it is needed for selling function to thrust the impressive strategy to attract
the customers of the targeted market. While developing an effective marketing strategy, the
administration is applying the Ansoff matrix through which the administration would analyse the
several situations through which it can make maximal amount of profits. The marketing managers
also develops the smart objectives that would help them in processing an effective marketing
scheme. Moreover, it can attain the structural goals and objectives.

References
Books and Journals
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Katsikeas, C., et.al , 2019. Revisiting international marketing strategy in a digital era:
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Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing, 29(5), pp.453-469.
Montacute, R., 2018. Internships: Unpaid, unadvertised, unfair.
Morgan, N.A.,et.al , 2019. Research in marketing strategy. Journal of the Academy of Marketing
Science, 47(1), pp.4-29.
Mothersbaugh, D.L., et.al , 2020. Consumer behavior: Building marketing strategy. New York, NY,
USA: McGraw-Hill Education.
Roberts, G., 2018. Fatal anaphylaxis to food allergens: learning from tragedies. Clinical &
Experimental Allergy, 48(11), pp.1376-1377.
Sheth, J., 2021. New areas of research in marketing strategy, consumer behavior, and marketing
analytics: the future is bright. Journal of Marketing Theory and Practice, 29(1), pp.3-12.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Voola, R., et.al ., 2022. How are consumer behavior and marketing strategy researchers
incorporating the SDGs? A review and opportunities for future research. Australasian
Marketing Journal, 30(2), pp.119-130.