Marketing Plan for Pret A Manger: A Case Study in UK Market

Desklib provides solved marketing assignments and past papers to help students succeed.

Marketing Essentials
1

Table of Contents
Introduction...................................................................................................................... 3
LO1.................................................................................................................................. 4
P1 Explain the key roles and responsibilities of the marketing function.......................4
P2 Explain how roles and responsibilities of marketing relate to the wider
organizational context...................................................................................................6
M1 Analyze the roles and responsibilities of marketing in the context of the
marketing environment............................................................................................. 8
M2 Analyze the significance of interrelationships between marketing and other
functional units of the organization............................................................................9
D1 Critically analyze and evaluate the key elements of the marketing function and
how they interrelate with other functional units of an organization..........................10
LO2................................................................................................................................ 11
P3 Compare the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives......................................11
P4 Produce and evaluate a basic marketing plan for an organization........................14
M3 Evaluate different tactics applied by organizations to demonstrate how business
objectives have been achieved...............................................................................16
M4 Produce a detailed, coherent evidence-based marketing plan for an
organization............................................................................................................ 16
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to
achieve overall marketing objectives......................................................................17
Conclusion..................................................................................................................... 19
References.....................................................................................................................20
2

Introduction
Marketing is known as an essential aspect of business organizations and it includes
customers demand, marketplace understanding, and strategy for consumer-driven
market, making relations for-profit and offering quality to the consumers. There is very
much essentiality of relationships with consumers and so they are trying to apply
innovative methods for business market strategy. Marketing essentials awareness is
very high in the present scenario of the market worldwide. This assignment is based on
a private organization “Pret A Manger” that is situated in the UK. It deals with products
such as salads, sandwiches, soups, sushi, snack, and coffee. It is conducted by the
JAB holding company and has a turnover of £776 million. As a marketing manager of
this organization, there should be knowledge of marketing essentials that belongs to
globalization in the modern era. In this report, there will be also described the
consumer-focused methods towards the market. It depicts the marketing roles along
with the marketing functions role and their interrelations with other roles of business
organization. 7Ps of marketing essential will also be defined as these affect the success
and growth of the organization.
3

LO1
P1 Explain the key roles and responsibilities of the marketing function.
The marketing function has an essential role in a business organization for defining
roles and responsibilities that is helpful in analyzing productivity and promotion. This
function includes some key roles and responsibilities such as selling, buying &
assembling, transportation, storage, grading, financing, risk taking, market information,
and selling. These functions also have different business responsibilities like marketing
research, strategy management, product developments, sales support system,
distribution systems, finance team, and human resource department, etc. All these have
different roles in “Pret A Manger” for enhancing and promoting business growth. These
marketing functions have an important role in the company. These marketing functions
also share a bond with other organizational functions (Martin et. al., 2018). Here are
details of these marketing function’s key responsibilities and roles as mentioned-
Figure 1: Marketing functions
Source: (tutorialspoint, N.D.)
4

Selling- It is the core of marketing for “Pret A Manger”. Through this, prospective
buyers can be convinced of accomplishing product purchasing. It consists of ownership
transfer of products to the purchaser. Selling realizes the organization about its ultimate
goal of gaining profit. It can be enhanced by advertising, personal selling, sales, and
publicity promotion. Efficiency and effectiveness are selling the lead to the profitability of
the firm.
Transportation- It refers to the way through which goods and food products are carried
from one place to another that means from the place they are manufactured to the place
they are required for use that leads to locational efficacy. It is essential for raw material
procurement to finished product’s delivery to the place of the consumer. It totally
depends on trucks, railroads, airways, and waterways (Hajli et. al., 2017).
Buying and Assembling- It involves what to buy, of what cost and whom, of what
quality, at how much and when, etc. It is all about purchasing for decreasing cost or
increasing sales. Agents of purchasing are tempted through services, quality, and price.
Assembling refers to purchasing essential parts and collecting them for building a
product. Like making a food product by much different food product’s parts.
Market information- Many decisions are dependent on market information. There is
two important marketing function such as correct and timely market data and
information.
Storage- It involves holding of products in appropriate i.e. saleable or usable conditions
from the time of production until the need of them by the customers in case of stores
and raw materials.
Financing- It includes the capital applications of accomplishing the financial needs of
agencies that are dealing with different marketing activities. These make sure that
money and credit required and merchandise cost are referred to as the marketing
finance function.
Standardization and grading- Standardization refers to set up of specification and
standards of products dependent on item’s essential physical qualities. It can involve
5

quantity also such as size or weight and quality such as appearance, shape, color,
sweetness, taste or material, etc. (Išoraitė 2016)
Grading refers to the standardized item’s classification into selected and defined groups
or classes. It is essential for food products in “Pret A Manger”.
Risk-taking- Risk refers to loss because of some suddenly occurred situations.
Marketing risk bearing means the risk devoted to good’s ownership demand with the all
possible losses due to falling in product’s prices (Skarmeas et. al., 2016).
Marketing functions are the aspects that are helpful for “Pret A Manger” to recognize the
prosperous and potential products for the marketplace and endorse them by comparing
with other products.
P2 Explain how roles and responsibilities of marketing relate to the wider
organizational context.
The interrelationship between functions of marketing and other functions of the
organization can be defined as a part of a business organization. Marketing functions
are required for taking backup through the company’s other operational departments
and for performing well. For example- if “Pret A Manger” wants to implement a
marketing plan then they need the support of the company’s financial department, sales
department, human resource department, and production department. Additionally, if
marketing team of “Pret A Manger” want to offer some discount on the bulk purchase of
food products like buy 1 get 1 free type of scheme, then marketing team have to
communicate with the production and finance department of the company initially
(Zahay et. al., 2018). Marketing functions are known as different entities in the company
but they are linked with the other function for enhancing the company’s profitability.
Marketing’s main function is increasing the profit through sale increment of organization.
It can be achieved with all the department’s participation in the company
simultaneously. Department of finance gives a proper budget to the department of
marketing for implementation of the marketing plan. The department of production
discusses with the logistics department for accomplishing the supply and demand of
services and products. Policies of human resources are produced as per the target and
6

sales customers and market trends. This is how the company’s all functional units
correlate with others for implementing a successful plan of marketing among the
company (Okumus and Cetin 2018). Here are marketing’s some roles and
responsibilities in the context of the organization “Pret A Manger” in different ways-
Figure 2: Marketing functions the wider organization
Source: (Author, 2019)
Creating internal communication- For an organization, a good working environment
and proper communication should be the main priority. The company “Pret A Manger”
wants that their employees should have great bond and communication with each other
for the growth and profit of the company. Without a good bond between employees,
there is the possibility of poor performance and decreased profit of the company
(Chatterjee and Chatterjee 2019).
Producing promotional and marketing materials- The marketing department should
produce a good promotional plan that should be attractive and innovative for people so
that they will buy the services and products. Marketing strategy of “Pret A Manger”
should be tempting to customers for enhancing the company’s sale. This approach is a
little bit expensive however it provides better results in sale and sale can also recover
7
Creating internal
communication
Producing
promotional and
marketing
materials
Generating market
and customer
research
Managing and
monitoring social
media
Defining and
managing the
brand

through the earned profit. This is used by many organizations as a strategy of
marketing. Promotional activities also can be applied by companies for a positive effect.
Generating market and customer research- This market and customer research will
help in analyzing the chances of the broad market and it also provide benefits to the
company for analyzing how amenities and product are declared.
Managing and monitoring social media- People are more attracted nowadays
towards social media such as Facebook, Instagram, twitter, etc. they get to know about
each new thing or trend through social media. This also helps the company to get a
review about them and their products. This is the cheapest and easiest method of
marketing and advertising. Companies should update their social media pages and
account timely and post latest updates regularly for making a good image among the
customers (Eletxigerra et. al., 2018).
Defining and managing the brand- It is essential to improve, manage and upholding
the image of the brand. “Pret A Manger” is famous because of the name of the brand. It
takes a lot of time to become a brand, it is not a task of 1-2 days. The brand is owned
by only one organization as it is a unique name that can be kept by a company. A name
becomes a brand when people trust them for buying the products. “Pret A Manger” can
enhance their brand image by advertising about the products and by giving some offers.
This marketing approach is used by many wider organizations.
M1 Analyze the roles and responsibilities of marketing in the context of the
marketing environment
The roles and responsibilities of marketing can be defined as mentioned below
regarding market environment-
Marketing management is explained as a procedure of execution and planning of
different marketing concepts. These concepts of marketing include promotion, pricing,
sales, distribution, etc. The marketing roles can be explained further-
Marketing information system- The MIS provides the data about different factors like
planning, product, execution, and marketing strategies control. For example- It depicts
8

data about the logistic based on real-time that is helpful for an effective distribution
network (Uncles 2018).
Market strategies- Marketing’s initial role portrays marketing strategies development
and planning for the company. Company’s manager requires to recognize the
requirements of target customers and offering the services and products. It gives a
balance between the company’s objectives and market opportunities.
Marketing research- It has a major role in marketing. It includes particular knowledge of
price, product, and customers for communicating with the best services and products of
“Pret A Manger”.
Brand equity- customers tend to be motivated over company or brands that offer value
to the services or products. That is how marketing gives value and reputation to the
company among the people. This procedure is helpful in business organization for
enhancing the volume of sales (Sharma 2019).
M2 Analyze the significance of interrelationships between marketing and other
functional units of the organization
The marketing functions are closely related to other organizational functions. For
example-
Marketing and Sales Department- It has close relation as good marketing enhances
the sale of the company. There should be proper communication between marketing
and sales team so that better advertising can be done with products.
Marketing and Finance Department- The marketing functions need economic
resources for planning, implementation, evaluation, and research of marketing planning
and strategies among companies. It is offered by the finance department. They provide
expense for activities of the market (Arslanagic-Kalajdzic et. al., 2019).
Marketing and HR Department- HR policies should be matched the department of
marketing for enhancing the sales and it is the role of the HR team to recruit people for
enhancing productivity.
9

Marketing and Production Department- Production team convey the data about the
services or products for making an exact plan for the organization. There should be
information about the inventory of production or raw material capacity of the
organization.
The main role of marketing functions is to enhance the profitability of the organization
and for this, they have to coordinate with every department of the company. It needs the
support of each department for organizational growth.
D1 Critically analyze and evaluate the key elements of the marketing function and
how they interrelate with other functional units of an organization.
Marketing function’s key elements consist of research, development, promotion and
service & support. These are very essential for marketing success and they work as the
backbone of advertising for the organization. Here they are mentioned as below-
(Source: Author, 2019)
Research- If “Pret A Manger” want to launch some new food products they have to do
market research first as this is the main marketing function. It will decide the need of the
market. It is also necessary for the time period of the product that will be suitable for the
market or not. It will also help in collecting the data for action and analysis (Nirschl and
Steinberg 2018).
10
Research Development
Promotion Service and Support
The Four Ps of
Marketing

Development- Research is the primary action that is done for the development of new
services or products that are provided to improve or modify the existing products. The
services of “Pret A Manger” should be generated after some time for adding some value
to the products.
Promotion- “Pret A Manger” promotes its product on the social media platform. They
upload the pictures for advertisement on such social websites as nowadays every
person is using and active on social media. They post something new regularly for
better results.
Service & support- Promotion, research and development all attract consumers and
make them ready to buy the product. It is a service element that supports the
advertising that is helpful for the company for producing retaining and collect customer’s
loyalty (Malhotra and Burgess 2018).
LO2
P3 Compare the ways in which different organizations apply the marketing
mix to the marketing planning process to achieve business objectives.
A marketing mix is a tool which is used by the organization so that they analyze their
performance in the market and also can make further strategies that can help them in
improving their market place. Pret a Manger is one of the biggest food chains in the UK
which is very much popular for their sandwiches. There are different aspects of the
marketing mix which are used by them for making their strategies (Pater and Cristea,
2018). This also helps them in making their marketing plans so that they can achieve
their goals and objectives. Beneath is a marketing mix of Pret a Manger and Subway,
which is one of the biggest competitors of Pret a Manger in the market of the place of
UK and world. The table given below will help in identifying the way in which both of the
organizations use to implement the marketing mix in their planning -
Marketing Mix Pret a Manger Subway
Place Pret a Manger uses to
provide their products in
different parts of the world.
Subway also has its outlets
in different parts of the
world and has most of the
11

But the most preferred
locations are near a public
place like stations.
stores at a location like the
main city.
Product Pret a Manger uses to
provide different fast food
products to their
customers, but majorly
famous for their
sandwiches.
Subway also has a wide
range of products, but the
most loved product of them
by people is their
sandwiches and puffs
(Brown, 2016).
Price The pricing strategy used
by them is low cost, which
is based on Value pricing
strategy.
The pricing strategy which
is used by Subway is
moderate pricing strategy,
in which they use to
provide some products is
low cost and some at a
moderate price.
Process The process which is used
by Pret a Manger in their
stores for producing food
and serving their customer
is standardized service
level (Pantano, et. al.,
2018).
Whereas Subway uses a
very moderate style of food
production and customer
servicing. For this, they
have professional cooks,
which use to cook food
according to given orders.
Promotion Pret a Manger uses
different promotional
strategies, which help them
in attracting a huge
number of customers
towards the products and
services offered by them.
In this, they use to provide
While on the other hand,
Subway use makes huge
expenses on their
promotional activities, and
also use different media
like television, social
media, off store
advertisement techniques
12