1. Executive Summary Greggs has been operating successfully now for more than seventy years.

Far from its sales being floundered it has managed to do exceedingly well in recession period opening more than 600 stores. It sells wholesome baked goods such as sausage rolls, bacon butties and sandwiches that make up a third of its sale. Greggs perceived competitions are fast food chains like McDonalds and Starbucks, which have been extremely successful in countries abroad. Owing to its unique product offering Greg aims to open multiple stores in Germany berlin as the first stage of expanding in international market abroad so it can diversify its risk, make more profit and broaden its reach. This reports aims to assess the international marketing strategies that will be used by the company and the factors that impact its internationalization decision of foraying into the German European market/, 2. Introduction The inception of Greggs occurred in 1930s delivering eggs and yeast on a bike to families in Newcastle upon Tyne. John Gregg opened a small bakery on Gosforth High Street in 1951. With a single shop and bakery at the rear, Greggs began to bake superb quality bread, using flour milled from specially selected wheat for that distinctive Greggs taste and texture. The expansion of the company was well underway by 1984, when it had more than 260 shops in four main areas of the country. From there onwards, Greggs was on the Stock Exchange and continued to expand, opening shops in the Midlands, Wales and North London. Today, Greggs has nearly 1,600 shops and aim to open 600 new shops over the next few years. The company achieved

revenues of 734.5 million in 2012. Its operating profit also witnessed an increase to 51.8 million in 2012. Starting in 2003, in an attempt to test the foreign market, Greggs opened a total of ten stores in Belgium; principally in Antwerp and Leuven. These have all since closed as Greggs concentrates on the UK market. This strategy was pursued in order to accomplish their objective of becoming a leader in the European market place(Wikipedia). 2.1 Report Objective. This report aims to understand the external, internal, explicit and implicit factors that go into launching a business and marketing it abroad. It explores the decisions that need to be explored for the firms internationalization initiation decision. From the market segmentation to deciding on the marketing mix the crux of a firms international marketing strategy will be investigated. 3. Internationalization Greggs first expanded into the international market by opening store in Belgium, which have since closed as Greggs aims to look at the failure as a learning experience and venture out in German market.

Since then, the firm has defied tough trading conditions at home to open more shops and record strong profits; giving it the confidence to consider foraying into foreign territories again. Ken McMeikan, chief executive of Greggs confirmed that they are trying to pin down locations to find new lucrative markets for the firms pies, bacon butties and hot drinks. I really am of the conviction that Greggs can go international," (17) (as per the financial times

video). He explains that the product offerings of chains such as Starbucks that have been immensely successful are similar to Greggs.

Mr. McMeikan added: "Over the past two years particularly, Ive been travelling to different parts of the world and trying to look at the countries where I believe there is demand from a customer base in terms of their tastes, and also maybe where there is a competitive opportunity for us to go into those countries.) 17). There are various reasons to going internationally, but the goal of every company growth or expend its business whether a company hires international employees or searches for new market, and expend its customer base. Some reasons are as follows:

1. Growth: Greggs is currently in its cash cow and decline life cycle part of the product life cycle. By launching in another country as a new company Greggs can enjoy a growth stage after introduction if it successes with its marketing strategy and objectives. 2. Employees: Cheaper labor is often an advantage of

internationalization though for Greggs launching in Germany, its managing of its current employees and proven and tried human resource strategies will prove sufficient in Germany which share a similar work ethic. 3. Competitive advantage Selling traditional English pastries and buttes and baked good will be a competitive advantage to a company that is purely British in origin. Its large time frame and experience in managing its bakeries nationally and being successful enough to shut down its smaller competitors will also be valid.

4. Resources: Some companies go for resources, which are not available in domestic country at better or competitive price. Greggs can exploit the advantage of its current marketing heads and management to help it formulate an effective strategy for the German market. 5. Ideas: Expanding in the German market can open new doors for Greggs to help its expansion in the European countries. Formerly Greggs launch in Belgian proved to be a learning experience. Gregg admits its strategy failure was key into its loss in the Belgian market and is keen to expand into the German market. 4. Foreign Market Segmentation and Targeting According to the International Market Entry Evaluation Process Firstly, France, Germany, was decided, as it was near to the United Kingdom, and their taste habit is more or less same as UK, After Researching a lot, Germany was chosen. Germany is one of the largest consumers (per capita)of bread in the world(80 kg per person per year). There are more than 15 bakery/caf chains in only berlin itself. So a Concentration strategy approach will be used to only focus on berlin, Germany. This strategy will provide operational focus on a single familiar market. It will help growing with the market, which will hence give competitive advantage. Greggs will do an incremental entry in the German market as it will provide Greggs to gain experience at a measured pace, requires the commitment of fewer resources and involves less risk in terms of exposure
Target segment

Both male and female professionals who like traditional European and British baked goods. On the go people who want to have something different from

the run of mill fast food, Demographics Men and women between the ages of 25-45 years belonging to SECs B & C Psychographics 1.From or focus groups we found that the important attributes of our customers would be that they like food on the go. 2. Enjoy baked products like bacon buttes and pie.3. Enjoy treats like cupcakes.4. They want convenience and fast food offerings. 5. They want good quality food, good serving size at competitive or low prices Product Attributes German taste palettes would be merged into existing product offerings. Fresh bakery products that can be warmed, availability of coffee and soup would also be recommended at stores. Germany is one of the largest consumer of bread in the world, there are more than 15 bakery/caf chains in only berlin itself. So a Concentration strategy approach will be used to only focus on berlin, Germany. This strategy will provide operational focus on a single familiar market. It will help growing with the market, which will hence give competitive advantage. Greggs will do an incremental entry in the german market as it will provide greggs to gain experience at a measured pace, requires the commitment of fewer resources and involves less risk in terms of exposure USP Traditional English bakery products, which are appealing and tasty Objectives

1.Development of a new category of English baked goods and exploiting this window of opportunity. 2. Positioning in the minds of the consumers as a convenient lunchtime or breakfast offering.3. Must create a perception that the taste is unmatchable.4 Price and quality should be customer oriented.

4. Environmental Analysis To gain a stable market place, a retailer can achieve competitive advantage through low price and differencing their service and products from their competitors (Lynch, 2003). Throughout our study, we find that 16 -45 Germans are our most appropriate target market in our market expansion plan in Germany. SWOT analysis Based on secondary data (Greggs, 2012) and questionnaire feedback (see appendix), SWOT analysis method is applied to find the competitive advantages of Greggs company. Furthermore, we shall seek for chance to entry of Germany markets.

4.1 Strength

Strength 1. Cost advantages 2. Loyal Customers 3. Strong management team Opportunity 1. Emerging markets and expansion abroad 2. Innovation 3. Takeovers

Weakness 1.New brand in Berlin Germany

Threats 1.Competition/ Product substitution 2.Economic slowdown

Greggs(2012), as a successful corporation managed their cost, it always value the contributions of their suppliers. It saves operating time and money by producing bakery food in Greggss factory and send their products to their outlets by trucks. The quality of food and working conditions is guaranteed in greggss Ethical Sourcing Statement. Also, in order to reduce expense, the employees are free chosen and no forced and bonded labour is used. For instance, greggss jobs can reduce cost by hire some part time employee like students. As specialized in bakery industry, Greggss hygiene and product quality is managed and manufactured within their business. The loyalty scheme in 2012 is very successful in UK, which turned out to post sales growth more than 5% in 2011(Marketing week, 2012). This loyalty scheme could be applied in German market. Also, Greggs could have partnerships with its buyers as providing school lunch meals for schools nationwide. Thus, Greggs would obtain a stable market place domestically in Germany. As Greggs is a successful retailer in UK, we have experienced staff and strong management team. 4.2 Weakness

As a new brand in Germany, it is essential to obtain a stable market place at first place. Greggs need to occupy new market and build new supply chain. With a failure experience in Belgium, Greggs does not have available case for international market. (Greggs history, 2013) 4.3 Opportunity With a new market in Berlin, Greggs have plenty of chances to emerge market and market expansion. Bread is Germans daily food, which means Greggs have a lot of potential customers and takeover opportunities. To obtain its market goal, Greggs need to do innovation in its products and services to make it fit for Germany market. 4.4 Threats Berlin is the capital of Germany with a plenty of local brand cafes and bakery industry. In this way, the market in Berlin would be very competitive, especially with local bakery. Greggs would need its unique products to be attractive and outstanding to its customers. As economy is in a recession in Europe, Germans are also affected by this trend. With less money in peoples pocket, the market becomes more competitive.

5. Macro environmental factors 5.1 Political Environment Political life in Germany is orderly and democratic. A report from the World

Bank Doing Business 2013, Smarter Regulations for Small and Medium -Size Enterprises reveals that Germany is in a class of its own regarding costs associated with establishing new businesses (Doing Business, 2013). As a

member of EU, the formal permission for Greggs operates a business in Germany is free of charge. 5.2 Legal security As a modern state with reasonable laws, Germany is highly regarded by investors. Germany ranks fourth among all countries in terms of legal security. (Kyle, 2010) Greggs should choose Germany as a first choice in Europe if consider legal systems. 5.3 Economic Environment The GNP of Germany is about 3,594,303 million dollars, which show a downward trend in economy recently. (Worldfactbook, 2013) As Cypruss bank system collapsed due to the effect of financial crisis, it has the impact on the potential customers that they generally have less money to spend.(FT, 2013) Due to that fact, Germans have less money in pocket and may reduce or cut down expense on restaurant visits. An opportunity would arise that Germans reduce visits to more expensive restaurants and instead they would choose restaurants as Greggs. 5.4 Social-culture environment In the past few years, German attitudes on diet are changing. They have been very conscious about their health. More people would pick fitness class and prefer healthier food. Besides this trend towards healthy food, there is also a trend towards fast food as people work a lot and do not have much time for cooking. Greggs must be able to offer unique products and services that aim to complement and benefit peoples lifestyle and habits. If Greggs cannot benefit target market correspondingly, they would lose their market share in Berlin.

German holds a number one position in the world when it comes to their happiness index. Thus, one can interpret that many Germans spend a lot of time on hanging out with friends in cafes or restaurants and having a relaxed lifestyle. (Angloinfo, 2012) As there are plenty of cafes in Berlin, local people prefers bakery restaurants and cafes when hanging out with friends. 5.5 Demographical Environment Germany has a total population of 81,147,265 with a rate of decrease of 0.2%. (The World Factbook Germany 2013) and with a age structure: 0-14 years: 13.1%, 15-64 years: 67.1%, 65 years and over: 20.9% (2013 est.) And in Berlin, the total population: 3,460,725 Median household income: 40,199USD population percentage:17% Mean household income: 45,309USD population percentage: 11% Compared with other European nationalities, Germans household income level is higher. In this way, they have more purchasing power. (Demographics, 2010) 5.6 Trading Infrastructure Food is a major part in Germany culture. Greggs could offer their original food with their bakery machine. Also, we can provide Germany traditional homemade beer and sausages to obtain customers attraction. 5.7 Germany fast food market By analyzing the previous subchapters, an idea about the attractiveness can be formulated from Germany fast food industry. An optimistic conclusion can be attained from the current market situation and the potential growth in correlation with the trend. As is mentioned in previous subchapter, our

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potential customers are 16-45 middle class income individuals. Germans have an interesting shopping habit: Beyond loving a bargain, quality is valued. (The Atlantic times, 2013) Therefore, Greggs should focus on product quality and discount for continuous shopping with Greggs. The market need for bakery products will lead Greggs to enter into the market, as well as to attain some market share from competitors like Quick and local cafes. Local cafes like Alea lacta provide German traditional food such as potato pancakes whereas Greggs could provide traditional British food. As long as Greggss competitors have not possessed the whole market by exploiting the whole market potential, there is great opportunity for Greggs to open business in Germany.

6. International Marketing Objectives As a consumer-focused business, Greggs aims to provide excellence in products and services through continuous improvement that deliver customer satisfaction and value for money. Greggs intend to be Europe finest bakery company. Based upon our SWOT analysis, we make specified marketing objectives and corresponding strategies for Germany market which would be feasible for investment and attaining our corporate targets. Firstly, as a new bakery retailer in Germany, Greggs should create brand awareness. We should launch a social awareness that calls attention of Germany students who are our target market to the tasty bakery food and competitive price. An advertising campaign would be launched in German through TV, hoardings and via other media. For example, Greggs would create studivz and Xing pages which are Germany websites like Facebook and twitter to increase

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customer engagement. There is 12.9 million members of Xing according to Xing Statistica(2013) which implies great feasibility of our promotion strategy. Secondly, Greggs would provide more value for quality products and covering for all segments of our target market by produce new bakery products in German flavor. Through franchising in Germany and hiring German employees, Greggs would develop products in Germans tastes and absorb employees, customers and shareholders comments. Thirdly, to show customers that we care, Greggs would help customers get something back from us and offer our loyalty scheme. With every time you buy, customers could gain loyalty points from which they could obtain benefits in next shopping with Greggs. With these objectives implemented successfully, we are confident that Greggss would gain its target in Europe in the future.

7. Foreign market entry strategy Selecting the appropriate mode for enterprises to enter foreign markets has a decisive effect. According to Hollensen (2007), there are three main market entry modes, export modes, intermediate modes and hierarchical modes. It is pivotal that Greggs has a focused entry strategy, and adapt entry mode according to the target market. For the purpose of Greggs international entry below are the critical factors that need to account for are explained below. As a company it needs to study the main groups of entry mode influencers prior to a decision

7.1 Internal factors According to the preliminary published reports: Greggs (2012), Greggs is the

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leading bakery retailer in the UK, with over 1670 retail outlets and over 70 years of history. Moreover, it had total sale of 735 million and 20,000 employees in 2012. The scale of Greggs provides them the capability to open up wholly owned Sales and production subsidiary in Berlin, Germany. Greggs is on its way to being on the decline stage in the UK after being a cash cow for a long period now. In order to experience introduction and growth international expansion might be just the thing that can give the company a new direction .In a new market the company can target exponential growth and exploit its capability, experience and setup. Greggs had attempted to enter the foreign market earlier; by opening ten stores in Antwerp and Leuven in Belgium. It acknowledges the weakness of this launch and the failure to penetrate the market due to its flawed international strategy. The target market segments will be 24-45 age people, belonging to SEC B and SEC C. However, some fast food companies such as McDonalds, KFC and local bakery like Mller and hofpfisterei have already opened up in Berlin. Comparing with these brands, Greggs will build a distinctive brand image and well-define brand identities in Berlin by producing great taste savouries, which are value for money. It is recommended that Greggs position itself as a company selling traditional British bakery products.in the German market. Having achieved great success in Britain for its current product line it aims to replicate its success. Hopefully the internal factors of experience, product knowledge and operating in a European market with similar competitors will benefit Greggs with differential and competitive advantage. 7.2 External factors Germany and UK are both located in the Europe, and are the members of

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European Union. In Germany and UK, most of the people have similar eating palettes. Germany has a total population of 81,147,265 (The World Factbook Germany 2013) Foreign Direct investment in Germany is also not risky in the context of stable government and trading conditions. Regulations for fast food outlets and bakery chains also emulate strict UK laws therefore will be easy to comply with a company that has operated in the UK earlier. Germany is a large and growing market, and Berlin is the capital of Germany. Moreover there are more than 15 big/small bakery store chains in berlin. Therefore, the hierarchical mode will be suitable to entering Germany bakery/fast food market. 7.3 Desire Mode Characteristics In Germany, Greggs will practice hierarchical mode of entry. This is where the firm completely owns and controls the foreign entry mode. It is hoped that this will help Greggs top management exercise greater control and use their expertise in managing their outlet in a German market. If everything held constant, the greater the resource investment, the lower the flexibility of the business. Consequently, if Greggs pursue a hierarchical mode of entry, they will have to consider their potential limited flexibility as well but the benefits of controlling their position in German market, which far outweigh the latter. The company can also learn from the failed Belgian launch and have stringent supervision, which will allow them to overcome their previous mistakes. However, regardless of the apparent control over operations specified by this mode, the degree of control that head office can exert over the subsidiary depends on how many and the particular value chain functions that can be transferred to the market. Subsequently this results in larger resources

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investment, lower flexibility and higher risk resulting in a stronger international operation. Based on the above analysis of internal and external factors it is recommended that Greggs use sales and production subsidiary method of entry. Greggs will own and control the foreign subsidiaries. This means there is a high level control over all the operations. Since the management makes decisions, profit motive is integral. A sales and production subsidiary will facilitate rapid entry to the German market allowing quick access to its distribution channels. Plus, no transportation costs will be incurred, as raw materials will be purchased in the host country. 7.4 Sales and production subsidiary and its advantages Sales and production subsidiary is one of the hierarchical modes which has a long-term market potential. It requires great investment in term of management time, commitment and money. The firm will choose to have a full ownership of sales and production. For Greggs, sales and product subsidiary mode allows fully control of sales and production, leaving the research, development and marketing activities to be made at home country in the UK. It is hard to ensure the food is both fresh and produced in the UK, which is why the local production will be the better choose. Local production will also help Greggs defend existing fast food business and save transportation costs. The retailers will use the existing experiences, which has been successfully applied in the UK, associated with German culture and market environment. That ensures that Greggs sells the fresh food with the common price, which is loved in the UK. Moreover, a sales and production subsidiary will enable Greggs exploit new market opportunities as soon as they arrive. Setting up the first bakery store will cost around 1 million euro that includes hiring staffs,

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renting fees, goods and Decoration fees. Although, this method will require a great deal of investment in terms of time, money and commitment, the profit returns are greater than exporting. However, the limitation of flexibility, risk of politics and economic will be consider.

8. The Product and Service Mix As the growth of rapid pace of life, convenience but high-quality fast food restaurants play an increasingly important role in the market place nowadays. Therefore, being a new player in the fast food market in the Germany, Greggs is expected to identify and satisfy more consumers need in order to compete with McDonalds, KFC, and local bakeries such as Mller and hofpfisterei etc. To start with, according to the principle of marketing mix, when Greggs is at the introduction stage in German market, it is vital to strengthen the unique selling points of its elaborate products which should be adapted to the local consumers preference while keeping the good quality as well as adaptable price. Secondly, it is strongly recommended to deepen the original German culture and take advantage of local materials. Finally, the service ought to be the primary focus of Greggs in todays highly competitive market. Consequently, Greggs could successfully and effectively differentiate from other competitors. 8.1.1 Product Attributes Greggs in UK owns a great quantity of products and most of the products are quite popular with customers. Greggs will extend and adapt the UK products which specifically cater for the needs of German market, and 70% of the product range will include existing foods such as pasties and sandwiches

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whilst the remaining 30% will be traditional German bakes. In terms of 'core' offerings, the product range will keep extensive and sell food items such as cakes-and-buns, pasties-and-bakes as well as bread and baguettes. Also, Greggs would provide pasta, salads, and soup as they are proven to be popular lunch time favourites in the German market, Finally, Greggs will prepare hot drinks and purchase cold drinks from German wholesalers to satisfy customers need. Abundant range of products would meet most demands of customer, yummy and healthy food would be more adaptable by customers compared by other competitors. 8.1.2 Standardisation Standardisation of product is defined a as the process of good setting

generally uniform characteristics for

particular

or service

(businessdictionary.com).it is significantly important for Greggs to guarantee the consistency of products in German market so as to

permit competition among the various bakeries. Greggs will consist of an extensive range of products which are classified into four segments, including savoury, sweet, breakfast, drinks and snacks. This identical kind of product segments like Greggs in UK would benefit for customer convenience in food choosing. For details, the portion sizes, weight, colour and packaging of the products will also be standard, and normative products will imply the food hygiene. In addition, according to German laws, the process of the supply chain would also be regulated in order to maintain the quality and health of the product. It could be predicted that product standardization for Greggs in German market is an efficient method to reduce costs and increase quality,

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and standardisation of product would easily get good graces from customers. 8.1.3 Adaptation

An adaptation strategy involves changing the price, promotion and packaging of a product, or even the product itself, in order to fit the needs and preferences of a particular country. (Alan Valdez, 2006). Aiming at fast food restaurant and bakery market in the Germany, Greggs should cater for the demand of local consumers by adding new product for the sake of providing a variety of choice to local customers. Research has shown that Germans taste habits are familiar with tastes of the British but with distinct local taste whcih Germans demonstrate a strong preference towards meat related foods and therefore Greggs will cater for this demand. In order to achieve a competitive advantage when entering Germany market, Greggs will modify its marketing strategy for the different market environment between UK and Germany. Firstly, Greggs will design a new series of products contains German sausage and German rye in order to attract target consumers attention especially the basic masses who intend to buy traditional German baked goods. Furthermore, it is highly advised that Greggs can cooperate with local supplier to develop particular products in line with the preference of local customers. Last but not least, as a British bakery, Greggs would provide some products with characteristics of traditional British taste. These traditional British savouries will give Greggs a definite competitive edge. 8.2 Branding A good brand is an indispensable part of business when enter into international market which exerts potential influence on the opinions of the target customer. For the purpose of achieving success, it is essential for

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Greggs to build a consistent brand image and well-defined brand identities in Berlin, Germany. As the largest bakery chain in the UK, Greggs has seventy years of history and occupies majority market place. Greggs in Germany will take the origin brand name without any transformation since some of Germans prefer old-line companies as they consider it represent the quality and reputation for the brand. Also, the logo will keep accordant with British as it will inspire loyalty to the brand and a committed consumer base. Subsequently, the brand will be recognised for high quality, tasty produce and thereby attain brand equity. Traditional brand image is only the foundation; Greggs would also get accustomed to the local culture for the purpose of capturing German market. Hence, it is clear that Greggs should take huge efforts on increasing the brand awareness by inviting some famous Germans to represent the brand. Hollensen (2011) indicates celebrities use their status in society to promote a product and help people in the target group immediately identify the licensed product. Sports star or public figure would be considered as spokesperson in order to attract attention from customers. 8.3 Service Attributes As the trend of furious competition in food market, the sales service has become increasingly crucial for companies to win competitors. Greggs would maintain the service quality and guarantee the standardised customer service in its branch. Greggs will ensure that an efficient, effective and reliable service is provided throughout the entire process, from the first to the last point. Initially, the store has to be easily accessible, should be clean and tidy and comfortable furniture should be placed in-store. From then onwards, elements such as the speed and quality of the service delivery is necessary. Staff in

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Greggs will treat every customer patiently and politely as for the service objective is service with a smile. Moreover, support service should be adjusted to the local consumers communicational habits. Greggs will benefit by accepting any reasonable suggestions and treat every complaint seriously. Any minor defects may affect consumer perceptions on the overall service and the brand. Consequently, Greggs will try to improve the service quality and try its best to satisfy customers. 8.4 Implementation So as to implement the core strategy for achieves marketing advantages, it is highly recommended for Greggs to formulate detailed plan and tailored by segments. 1 Initially-planning: a technical professional UK Greggss team with relevant managers and staff will be sent to Germany for 6 months to make the foundation. This team would have already received professional training in the UK and the main objective for the team would be to set up one physical store, recruit a German manager and employees. The UK management team will continue to guide and assist staff for 4 months after the launch until the German store manager can competently take over this role. 2 Fundamental training for German Managers: in order to successfully implement the strategy and implement the same success, it is essential that the German Store manager must understand the overall values and vision of Greggs. Besides, the clear understanding in the Greggs core strategy and its operations, German managers would cooperate with UK team to accomplish shot-term plan.

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3 Suppliers: Suppliers will be reviewed and selected relevant to the local market, and finally UK team will make the decision. In addition, the German store manager will learn how to manage the delivery process of raw materials and maintain sufficient relationships with supplies. 4 Training and Recruitment: as positive impression can ensure certain contribution to customer satisfaction, it is vital that standard and regular trainings contributed to different employees such as baking skills for chefs and communication skills for staff would be specially concerned. Employees will benefit from 3 months training executed by the UK management team, and German managers will also participate in training process for the sake of future training and recruitment. 5 Expectations: if everything goes well, UK team will come back to UK after 4 months and Greggs will establish a favorable brand in the German market place. Every staff will finish their work respectively and make some profit in business. After the awareness of Greggs brand in products and service by German consumers, sales will be expected to rise through the promotional activities.

9.0 Conclusion According to the analysis of the environment of the German market and the strategies of sales and production subsidiary mode, Greggs will develop new business to meet the demand of German consumers preference and habits. As a fresh entrant in the German market, Greggs is probably going to face fierce competition and it will take time for the company to draw a detailed plan to obtain recognition in the German market. Taking the advantages of the

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successful experience in the UK it is relatively positive for Greggs to launch their business in Berlin, Germany.

Appendix Loughborough University Thank you for agreeing to fill out this brief survey. 1. Sex A. Male B. Female

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2. Age A. Under 18 B. 18-24 C. 25-34 D. 35-44 E. 45 older 3. A. B. C. D. Are you currently a ? Student Working class Businessman Others

4. At what price would you consider looking for one meal in fast food restaurant? A. Under 3.00 B. 3.00 to 5.00 C. 5.00 to 10.00 E. above 10.00 5. For bakery products are you willing to try a foreign brand or stick with local? A. Foreign B. Local 6. When you buy food do you prefer meal or any other individual product? A. Meal B. Individual product 7. Which do you prefer, eat-in or takeout? A. Take out B. Eat in 8. How far are you willing to walk to a fast food restaurant? A. Within 5-minute walking distance B. 5-10 minutes walking distance C.10-15 minutes walking distance D.15-20 minutes walking distance E. >20 minutes walking distance 9. How long are you willing to wait in a queue in fast food restaurant? A. within 5 minutes B. 6-10 minutes C. 11-15 minutes D. 15 or above minutes 10. If you had a vote, which ONE restaurant would you choose? A. Subway B. McDonalds C. KFC D. Quick E. Burger King

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11. What is your first choice from the following restaurant? A. Subway B. McDonalds C. KFC D. Quick E. Burger King 12. How often did you visit the fast food restaurant? A. Every day B. Once a week C. Twice a week D. Weekly E. Others 13. Are you willing to try a new restaurant or stay with a fixed restaurant? A. Yes B. No 14. What is the main reason you frequent a particular restaurant? A. Price B. Variety C. Quality D. Service E. Other

15. Do you feel you are aware of the health impact of fatty and sugary foods? A. Strongly agree B. Agree C. Undecided D. Disagree E. Strongly disagree 16. Would advertisements influence your choice on bakery? A. Strongly agree B. Agree C. Undecided D. Disagree E. Strongly disagree 17. To what extent do you agree/disagree that hoardings would affect your willingness to go to fast food restaurant? A. Strongly agree B. Agree

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C. Undecided D. Disagree E. Strongly disagree Questions & Answers 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 A 13 1 21 2 18 20 15 17 21 8 5 5 23 10 7 2 2 B 17 20 7 19 12 10 15 9 9 5 6 7 7 3 9 8 7 C 5 1 9 D 4 1 0 E 0

4 0 5 6 14 15 10 12 13

0 0 4 9 3 2 3 7 7

0 8 4 1 0 1 1 1

REFERENCE 1. Secondary data on SWOT from Greggs financial reports @ http://corporate.greggs.co.uk/financial-reports/ 2. About Greggs, @2012, Greggs plc. http://corporate.greggs.co.uk/aboutgreggs 3. Lynch, R. (2003), Corporate Strategy, 3rd ed., Prentice Hall Financial Times. 4. The World Bank, 2013, Doing Business 2013, Smarter Regulations for Small and Medium-Size Enterprises 10th edition 5. Trading economics, 2013,

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http://www.tradingeconomics.com/germany/unemployment-rate 6. Insee, 2013, http://www.insee.fr/en/ 7. Group of twenty, 2011, Germany Sustainability Report prepared by staff of the International Monetary Fund. 8. Angloinfo, 2012, http://germany.angloinfo.com/ 9 Greggs Menu, 2013, http://www.greggs.co.uk/menu/ 10 Food in Germany - German Food, German Cuisine, 2013 http://www.foodbycountry.com/Germany-to-Japan/Germany.html 11 product standardization, 2013 http://www.businessdictionary.com/definition/product-standardization.html 12 Product Standardization Strategy, by Laura Acevedo, 2013 http://www.ehow.com/way_5379387_product-standardization-strategy.html 13 Adaptation Marketing Strategy, by Alan Valdez, 2013 http://www.ehow.com/info_8335809_adaptation-marketing-strategy.html 14 Global Marketing: A decision-oriented approach, 5/E Svend Hollensen, University of South Denmark 15.http://www.bakeryinfo.co.uk/news/archivestory.php/aid/8847/Greggs_revea ls_ambition_to_expand_overseas.html#sthash.8vJbohUo.dpuf 16.http://www.bakeryinfo.co.uk/news/archivestory.php/aid/8847/Greggs_revea ls_ambition_to_expand_overseas.html#sthash.8vJbohUo.dpuf

17.http://video.ft.com/v/1117462569001/Greggs-hungry-for-internationalmarket 18.http://en.wikipedia.org/wiki/Greggs 19.http://news.bbc.co.uk/1/hi/8330573.stm

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