Marketing Plan of Pret A Manger: A Comprehensive Analysis

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MARKETING PLAN OF PRET A MANGER
Name of the student
Name of the university
Author’s note

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Executive summary
The report has been generated in order to understand the marketing plan of the mentioned
organisation, Pret A Manger. Therefore, the concepts have been developed according to the plan.
The mission stated that the organisation aims to “create handmade natural food avoiding obscure
chemicals and preservatives” and vision of the organisation stated that they want to develop the
sustainability by providing the organic foods and beverages to their consumers.
The environmental analysis of the organisation has been developed by conducting the SWOT
and PESTEL analysis of the company. Thus, they generated data that are helpful to understand
the environmental traits of the organisation.
By conducting the STP analysis, it will be found that the organisation have targeted the
consumers that belong to the mostly urban areas. People that belong to the comparatively young
age groups are the target consumers of the company. The sustainable strategy has been
developed in order to attract the people of the middle-income group and working professionals.
The marketing mix strategy has been developed in order to understand importance of the
product, price, promotion and place for the business of the organisation.
The budget, monitoring and control would also be developed in the organisation according to the
marketing plan of the organisation.

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Table of Contents
Introduction......................................................................................................................................4
The marketing planning process......................................................................................................4
Diagnosis.....................................................................................................................................4
Prognosis......................................................................................................................................7
SWOT analysis............................................................................................................................8
Marketing objectives...................................................................................................................9
Marketing-mix programme........................................................................................................10
Marketing budget.......................................................................................................................10
Monitoring, evaluation and control...........................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
In terms of addressing the business and customer needs and satisfaction, the marketing
management helps the business executives and developments of the business. The co-ordination
of the marketing factors are needed to be developed by the help of the identification of the
product, determining the price of the products, defining the distribution channel, setting the
target market and promoting the products according to the strategy of the marketing.
In this particular report, the marketing strategy and the marketing plan of the mentioned
organisation, Pret A Manger, UK has been analysed. The mentioned organisation deals with the
products such as the organic coffee and other organic food products. However, it started as an
international sandwich shop in the UK in 1983 where the organisation developed over time and
started serving their customers with a number of dishes. They have more than 450 shops in nine
countries of the world. The specialization of the organisation is that they use only the organic
products for serving their dishes to their consumers. Not only the foods, but also in terms of
beverage, the organisation uses the organic elements. It helped them to increase their consumer
base also.
In this particular study, the report has been generated in order to develop the marketing plan for
the mentioned organisation. The objective of developing the marketing plan is to make a plan
that would be effective for promoting the products and the services by the organisation to their
potential consumers and develop an effective place in the concerned market by achieving
competitive advantage.
The marketing planning process
Diagnosis
Current market: By analyzing the current market of the organisation, it can be stated that
within the whole UK and in the other European countries of the world, the mentioned
organisation has been able to develop their stores. It proves that the business of the organisation
is developing along with time and they can expand their business into the other countries of the

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world. At the same time, it can also be stated that the revenue of the organisation is about £776
Million in a fiscal year. However, in the international market, they have some significant
competitors such as Chipotle that also deals in the organic foods and beverages (Paley, 2017).
Consumer behavior and satisfaction: The organisation is able to develop their products and
services to their potential and existing consumer base as they are providing the organic and
healthy foods and beverages to them. as the demand of the consumers are developing towards the
organic food products due to the health consciousness, mostly the young people that are fond of
the junk foods like sandwich is preferring the products from this organisation.
Product trends: The trend of using the organic products has been developing along with time.
People, mostly the young age groups are developing this trend due to their health consciousness..
Therefore, most of the organisations are trying to add something organic into their product list.
The mentioned organisation is not an exceptional; rather they are producing a number of
sandwich and burgers that are made of the organic products (Meyer, 2016).
For identifying the external factors that are affecting the development of the product portfolio of
the organisation, it is required that the PESTEL analysis must be done.
Political factors:
•Government stability: The stability of the UK government cannot be questioned as the
government changes every five years according to the votes casted by the people of the country.
However, recently the impact of Brexit affected the country.
•Type of government: The democratic government off the country is there for stabling the
economic condition of the organisation (McDONALD, 2016).
•Incidence of strikes: Only a few numbers of the incidents regarding strikes are evident in the
political history of the country. People do not really want to conduct a strike until there are some
unfathomable problems.
•Attitude of government officials: The governments’ officials are treated as the public servants
and they are well aware of the fact that they can be punished in case of any misconduct with the
common people (Baverstock, 2015).

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•Taxation policies: The current corporation tax for the people is around 18%.
Economic factors
Interest rates: The organisations developing their business in the country are required to provide
7.8% of the interest rate to the banks in case of the business loans.
Employment levels: In terms of GDP, the UK is the fifth largest countries of the world and the
employability rate of the country is about 3.8% as measured in December 2018 (Scott and Scott,
2016).
Inflation rates: The inflation rate in the organisation is about 3.1% as stated in the last economic
year 2017- 2018.
Disposable incomes: 2.3% as measured in the previous fiscal year, 2017- 2018.
Energy availability and cost business cycles: Apart from the usual sources of energy, the other
sources of energy such as the solar energy have been used by the organisations in order to
develop energy portfolio (Wong et al. 2016).
Socio-cultural factors
Population: The total population of the country was measured as 65.6 million in 2016 and it is
expected that the population of the country would reach around 74 million by the end of the
2020.
Demographics: The number of aging population is increasing in the country and it is measured
that almost 49% of the total population of the country belong to the age group of 50-75 years
(Chaffey and Ellis-Chadwick, 2019).
Life styles: People from the all classes are evident in the societal situation of the country
Levels of education: almost 89% of the people are educated in the primary section in the country
Religion: Christianity is the most popular religion here, though Islam and Buddhism are evident
here.
Language: English is the primary language of the country.

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Technological factors
Government spending on research: Government spends a huge amount of money every year n
the research and development of the latest technology
Government and industry focus on technology: The government provides fund for technological
development and using the latest technology for the development of the people (McDonald and
Wilson, 2016).
Communication infrastructure: The UK attracted £28bn in technology investment in terms of
communication infrastructure. For the communication, the use of optic fibre has been used
Legal factors
Foreign trade regulation: for trading with the other countries, the trade policy of the country has
been developed however; it changed due to the impact of Brexit in 2017.
Employment law: The employment law developed in 1996 has been adapted in the organisation
Health and safety laws: the Equality and the health and safety law, 2002, ensures that the
employees working in the organisation would be provided with all the required resources in case
of any issues (Kennedy, 2017).
Prognosis
According to the development of the information and data that has been explored in the previous
section in accordance to the marketing development of the organisation mentioned here it could
be stated that the development of products and the services of the organisation should be
developed according to the development of the national factors. It can also be stated that the
organisation is maintaining all the legal factors such as the employment law, equality law and the
health and safety law for their employees. For marketing of their products, this information of
the organisation would also be beneficial (Kenny and Dyson, 2016). The organisation is
developing their product portfolio according to the demand and needs of the younger generation.
However, from the external environment exploration, it can be stated that the aging population of
the country is increasing with time. Thus, the organisation needs to develop their products and

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services according to the taste of the aging population. Thus, the marketing plan would help
them in this regard (Chernev, 2018).
SWOT analysis
The SWOT analysis of the organisation would analyze the internal factors that are present in the
business environment of the organisation and influence them both in the positive and negative
way.
Strength Weakness
 Established business in the UK and
beyond
 Loyal followers of the organisation in
the local and international market
 Health conscious foods suitable for the
people of all ages
 Good quality of the organic products
used
 A number of stores sharing the same
product portfolio
 Comparatively high price of the
products
 Not many variations in the menu
Opportunities Threats
 Entering on to the mainstream market
of the privileged areas such as New
York
 Organic and better quality of the
products
 Many loyal and retaining consumers
 Intense competition in the countries of
the USA
 Comparison with the competitive
brands like Subway and Chipotle
Table 1: SWOT Analysis
(Source: Learner)

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Marketing objectives
The marketing objectives of the organisation need to be developed according to the SMART
approaches.
Therefore, by analyzing the marketing objectives of the organisation, it can be stated that the
organisation is aiming to develop a strong business in the market of the UK and in the other
countries of the world (Koskinen, 2016). In terms of competition, they have been targeting to
achieve the competitive advantage in comparisons with the other multinational brands such as
Subway and Chipotle. The organisation also aims to develop themselves as the most prized
organisation for their consumers.
Specific Measurable Attainable Relevant Time based
 A strong
business in
the market
of the UK
 Achieve
the
competitiv
e
advantage
in
compariso
ns with the
other
multinatio
nal brands
such as
Subway
and
Chipotle
 From the
business
revenue
of the
organisat
ion, it
can be
stated
 The
competit
ive
advantag
e can be
understo
od from
the total
revenue
of the
company
 The
organisat
ion can
attain the
objective
s by
developi
ng their
business
I the
countries
if the
USA
 They
should
increase
their
product
portfolio
for
 It is related
to the
business
development
of the
organisation
 Achieving
the
competitive
advantage
would help
the
organisation
increasing
their
business
revenue
 2 years
 8
months

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achievin
g
competit
ive
advantag
e
Table 2: Element of Marketing Objectives
(Source: Learner)
Marketing-mix programme
The marketing mix of the mentioned organisation, PretAManger, needs to be developed for
understanding the business advancements of the organisations.
Product: Numerous types and styles of sandwich and warps are available in the organisation. for
the topping and filling for the, the organisation offers a number of veg and nonveg options such
as chicken, lamb, fish and egg. Apart from that, they also serve different dips and beverages for
the consumers.
Price: As the organisation produces strict organic resources for their products, the prices of their
products range are high than the other competitive companies such as Chipotle and Subway. In
general, a vegetable sandwich or a wrap in the organisation costs about £2.95 each. The price of
the organic coffee is about £5.55 for each cup (Baker, 2016).
Promotion: The direct marketing method has been accepted by the organisation for reaching
their potential and the existing consumers. They have also adopted a distribution channel that
helped the company to reach their consumers, fulfil their demands, and reach their satisfaction
level.
Place: However, the organisation belong originally in to the UK, they have their stores in to the
other countries of the world. More than 450 stores of the organisation are there in 9 countries of
the world and one of the most popular stores beyond the geographical areas of the UK is their

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store in New York (McDonald and Wilson, 2016). Other than their physical stores in the UK and
in the other countries of the world, the online stores are there that helps the organisation their
consumers serve effectively and efficiently.
Marketing budget
Performance - Budgetary
Each Quarter
Activity Increase Decrease % ( + or -)
demand for services
Sales Brand 1:
sandwich
Sales Brand 2: wrap
Sales Brand 3: organic
coffee
Return/Cancellation
Table 3: Budget
(Source: Learner)
Monitoring, evaluation and control
For monitoring the growth of the business in the UK and in the other international areas of the
world, the marketing plan should be monitored and evaluated in terms of their objectives.
Sales analysis: The sales analysis report of the organisation is needed to be developed in order to
monitor the changes and growth of the business. The trend of sales volume can be used in order
to make decisions regarding the business development in the organisation. New sales records are
to be generated and analyzed for the sales analysis of the organisation.

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Market share analysis: For understanding the growth of the business analysis, the market share
analysis of the mentioned organisation, PretAManger can be developed. The share of the market
holds by the organisation is needed to be analyzed (Camilleri, 2018). In order to develop this
analysis, the organisation must use the formula: Market Share = (revenue/total market size) x
100. Comparability of financial information of the organisation would be measured by it.
Cost-profitability ratio: Ability of the mentioned organisation to generate revenue in
comparison to its expenses can be measured by the cost profitability ratio. The implementation
of the cost profitability ratio can be beneficial for the measurement of the net and gross profits of
the organisation and it helped them to measure the annual turnover of the organisation.
Moreover, it is considered as the most effective tools for monitoring and control the cost of the
organisation.
Conclusion
For sum up the study, it is required that the marketing plan of the organisation should be
evaluated in terms of developing the new products and services in the mentioned organisation,
PretAManger. The organisation has been invested for developing their marketing plan so that
they can earn competitive advantage and develop their business in the international markets. A
number of companies such as Chipotle and Subway are there in the international market that can
affect the business and their competitive advantage as well. Thus, the marketing plan has been
developed for making the way of the organisation to their profits.