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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. Floated on 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
SLEPT ANALYSIS
Social Analysis Legal Analysis Economic Analysis Political Analysis Technological Analysis
Social Analysis
INDIA Over 800 languages Hindu Religion (80% Hindu) Cluster based Business culture UK English is main language Christian Religion Widespread business culture
Legal Analysis
INDIA Import-Export barrier Investment benefits Health & Safety department UK Foreign trade barriers Foreign investment rules are hard
Economical Analysis
INDIA Developing (higher GDP 9.3%) Week currency Exchange rate (lower initial investment cost) Cheap raw material UK Developed (lower GDP 2%) Strong currency Higher initial investment cost Expensive to buy raw material
Political Analysis
INDIA Pure Democratic nation Two nationwide political parties (INC and BJP) State level parties UK Democratic Monarchy Only three main political parties (Conservative party, Labour party and Liberal Democrats).
Technology
A powerful force drives the world toward a converging commonality, and that force is technology (Prof. Ted Levitt, HBS, 1983)
Technological Analysis
INDIA Promotion resource (TV, Radio, Newspaper, Brand endorsement, ad agencies ) Affordable (cheap) workforce Less trust on internet marketing because of lack of infrastructure, information and security UK Promotion resource (TV, Newspaper, Brand endorsement, ad agencies ) Higher cost of technical workforce People prefer to buy online
Price
Offer low prices (due to the level of income and standard of living) Domestic/distributed production (because of cheap labor and raw material) Focus on franchising
Place
Divide the market geographically (due to difference in customer preferences) Start business from metropolitan cities (because of income level, population, easy to reach/access the market due to better infrastructure)
Promotion
Online Promotion
Social networking (Facebook, blogs etc.) Multi lingual website (to deliver correct information about products)
Offline Promotion
Newspapers Bill boards T.V. Radio Street vendors
Promotion (cont.)
Local knowledge essential on initial entries:
Integrated market communication Trade and consumer sales promotion Sales management Trade shows
Distribution channels
Manufacturing in India (divide the market in segments) Directly ship products to shops
Distribution Channel
Conclusion
Overview Entry Strategy Market Analysis Conclusion
Recommendation
Change of Product Line Change of Marketing Strategy Multiple Distribution Channels
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
R. Bennett and J. Blyth (2002). International Marketing. 3rd edition. Kogan Page Limited. 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