greggs presentation 2

8/3/2019 Greggs Presentation 2

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Presented By

Leonard

Jaspal Singh

Salman Habib

Jahanzeb Tareen

Jason Jose


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Global Marketing - Insight

In Hong Kong, a German business person is driving aLexus; hes wearing Bruno Magli shoes, Irish cashmeresocks, Calvin Klein underwear, an Armani suit, with aGucci belt. He has a Mont Blanc pen, in his Italian shirt.

Hes going to meet an American investor at a KFCrestaurant, for a Coke. After lunch, they stop for a Baskins-Robbins (actually a foreign firm) ice cream sundae. --- OK,thats a stretch.

When he gets home, sitting on an ottoman, he has anAbsolut vodka nightcap, while listening to Americancountry western music.


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Global Marketing - Insight

This is the process of conceptualizing and thenconveying final products and services worldwidewith the help of reading the international marketing

community. Source; G. Albuum, J. Strandskov, E. Duerr (2002).


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FACTORS THAT HAVE FAVOURED

GLOBAL MARKETING

Lower Trade barriers and investments (WTO)

Improved transport and logistics (cost).

Entrepreneurial innovations and technologicalimprovements

Source: R. Bennett and J. Blythe (2002)


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GREGGS

INTRODUCTION

Formed in the 1930s by John

Greggs.

First shop opened in 1951.

1970s expanded to scotland,

Yorkshire and North West. Floatedon the stoke exchange.

1990 it was a national business.

Over 1,480 shops, 10 bakeries

and employees over 19,000

serving 6 million customer/week.

Sales sandwiches, bread, rolls,

savouries etc.

source: www.greggs.co.uk


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GREGGS CURRENT STRATEGY

Organic growth

600 new stores

Creating 6000 new jobs Caring for the environment


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SLEPT ANALYSIS

Social Analysis

Legal Analysis

Economic Analysis Political Analysis

Technological Analysis


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Social Analysis

INDIA

Over 800 languages

Hindu Religion (80%Hindu)

Cluster basedBusiness culture

UK

English is mainlanguage

Christian Religion

Widespread businessculture


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Legal Analysis

INDIA

Import-Export barrier

Investment benefits

Health & Safetydepartment

UK

Foreign trade barriers

Foreign investmentrules are hard


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Economical Analysis

INDIA

Developing (higherGDP 9.3%)

Week currency

Exchange rate (lowerinitial investment cost)

Cheap raw material

UK

Developed (lower GDP2%)

Strong currency

Higher initialinvestment cost

Expensive to buy rawmaterial


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Political Analysis

INDIA

Pure Democraticnation

Two nationwidepolitical parties (INCand BJP) State level

parties

UK

Democratic Monarchy

Only three mainpolitical parties(Conservative party,Labour party and

Liberal Democrats).


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Technology

A powerful force drives the world

toward a converging commonality, andthat force is technology

(Prof. Ted Levitt, HBS, 1983)


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Technological Analysis

INDIA

Promotion resource (TV,Radio, Newspaper, Brand

endorsement, ad agencies)

Affordable (cheap)workforce

Less trust on internetmarketing because of lackof infrastructure,information and security

UK

Promotion resource (TV,Newspaper, Brand

endorsement, ad agencies)

Higher cost of technicalworkforce

People prefer to buy online


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Market Entry Strategy

Vision and Mission

Positioning

Value Proposition Brand

Target Segments


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Market Entry Strategy (cont.)

Indirect Export-Thru export and thru others.

Direct Export-Handle own exports.

Licensing-License a foreign company to usetrademark, manufacturing process, tradesecret, or other item for a fee or royalty.

Direct Investment- Direct ownership. Joint Ventures- Join with local investors


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Market Entry Strategy (cont.)

Joint Ventures -- Join with local investors tocreate venture.

Advantage Low investment cost

Ease of Access of Market

Better Market Understanding

Best use of Resources (Local)


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MARKETING MIX

Product

UK

Halloween (bat biscuitsand cup cakes)

Breads and rolls

Savories (pasties &sausages)

Sandwiches Hot drinks

For Indian Market

Vegetarian products(Vegetable mac curry,

veg. burger, Cheesesalsa wrap)

Non-vegetarian

(chicken mc grill,chicken mc curry, fishsandwich)


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Price

Offer low prices (due to the level of incomeand standard of living)

Domestic/distributed production (because ofcheap labor and raw material)

Focus on franchising


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Place

Divide the market geographically (due todifference in customer preferences)

Start business from metropolitan cities(because of income level, population, easyto reach/access the market due to betterinfrastructure)


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Promotion

Online Promotion Social networking (Facebook, blogs etc.)

Multi lingual website (to deliver correct information aboutproducts)

Offline Promotion Newspapers

Bill boards T.V. Radio Street vendors


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Promotion (cont.)

Local knowledge essential on initial entries:

Integrated market communication

Trade and consumer sales promotion

Sales management

Trade shows


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Distribution channels

Manufacturing in India (divide the market insegments)

Directly ship products to shops


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Distribution Channel


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Conclusion

Overview

Entry Strategy

Market Analysis Conclusion


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Recommendation

Change of Product Line

Change of Marketing Strategy

Multiple Distribution Channels


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References

The Economic Times, May 31, 2011

The Guardian, October 05, 2011

Web Url : http://www.greggs.co.uk

Web Url : http://www.greggsfoundation.org.uk

BBC News: October 11, 2009

Daily Mirror, August 12, 1008

Web url : http://corporate.greggs.co.uk

Language in India: August 01, 2010

The food of Habits of a nation : The Hindu Theodore Levitt. The Globalization of Markets (Harvard Business

Review 61, May June 1983)

Kotler & Keller Marketing Management 2008
http://www.greggs.co.uk/http://www.greggsfoundation.org.uk/http://corporate.greggs.co.uk/http://corporate.greggs.co.uk/http://www.greggsfoundation.org.uk/http://www.greggs.co.uk/


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R. Bennett and J. Blyth (2002). International Marketing. 3rd edition. Kogan PageLimited. London UK

G. Albaum, J. Strandskov, E. Duerr (2002).International Marketing and Export

Management. 4th edition. Pearson Education Limited. Harlow England.

- W.J.Keegan and M.C.Green (2008). Global Marketing. 5th edition. Pearson

Education Limited. Harlow England.

www.bbc.co.uk

www.subway.com

www.mcdonaldindia.com
http://www.bbc.co.uk/http://www.subway.com/http://www.mcdonaldindia.com/http://www.mcdonaldindia.com/http://www.subway.com/http://www.bbc.co.uk/


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THANK YOU FOR YOURPATIENCE

greggs presentation 2

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