Principles of Marketing: Pret a Manger Expansion Plan in Netherlands

This presentation provides an overview of the marketing principles and practices relevant to Pret a Manger's expansion into the Netherlands. It discusses the use of franchising as a key strategy and elaborates on the marketing mix (product, price, place, and promotion) tactics the company will employ. The presentation emphasizes adapting the marketing mix to suit the new market, including standardization of prices and distribution strategies like franchising and licensing to extend market reach. Traditional and modern marketing tools will be used for promotion. The presentation concludes that a careful consideration of the marketing mix elements and strategic planning are crucial for successful expansion into new markets. Desklib offers similar solved assignments and study tools for students.

PRINCIPLES AND PRACTISES OF
MARKETING

TABLE OF CONTENTS
 Introduction
 Strategy
 Tactics
 Conclusion
 References

INTRODUCTION
 Principles and practices of marketing refers to the set of actions which help a company in promoting and marketing
the products in new market.
 The present report is based on Pret a Manger which is a UK based Coffee brand.

Strategy for the purpose of expansion
 The company Pret a Manger will use franchising as a strategy for the
purpose of expanding the business in Netherlands.
 Franchising is a strategy of marketing used by organization in order to
expand their businesses overseas.

Tactics
 The marketing mix with respect to strategies used by Pret a manger into new
market have been explained below:
 Product
 Currently, the products that Pret a manger serves includes sandwiches, salads,
sushi, soups coffee and snacks.
 Prices
 Though, the prices offered by the brand within the market of UK are not same.
 But the company will try to adopt a strategy of standardisation before launching
its brand within the boundaries of Netherlands.
 Place
 In order to expand the market of the company, Pret a Manger will use the
strategy of distribution.
 Pret a Manger will need to use methods such as franchising and licensing in
order to extend its reach in the marketplace of the Netherlands.
 Promotion
 Pret a Manger will make use of tradition tools of marketing as well as the
modern tools of marketing in order to promote the brand within the boundaries
of Netherlands.

CONCLUSION
 From the above presentation, it can be concluded that it is important for the brand to consider the elements of
marketing mix and formulate strategies for the purpose expansion before proceeding in new market.

References
 Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic Marketing, 29(5),
pp.453-469.
 Mahmoud, T.O., 2018. Impact of green marketing mix on purchase intention. International Journal of Advanced and
applied sciences, 5(2), pp.127-135.
 Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance right. In Social
Marketing (pp. 29-43). Psychology Press.