Essay on Pret a Manger

3569 Words Apr 13th, 2009 15 Pages
Contents Page

Executive summary........................................................................................................1
(Jolly, Ivana)

Introduction to Prêt a manger and the type of international marketing..........................2
(Ivana, Micheal)

Prêt a manger’s 7P’s.......................................................................................................4
(Ivana, Michael)

SWOT analysis of the Prêt a manger.............................................................................7
(Jolly, Michael)

How does Prêt a manger do its international marketing?.............................................10
(Ade, Ivana)

What is the importance of international marketing to Prêt a
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Prêt’s philosophy is to sell fresh and healthy food every day and buy organic when possible. It does not use chemicals, additives and preservatives because it believes that natural fresh food tastes better and is also better for customer (online book).
Prêt also offers food delivery services along with friendly, personalised and efficient customer service which can be both seen as augmented product.

Price
Coffee chains like Starbucks, Coffee Nero, Costa Coffee and many others transformed the cup of coffee into a lifestyle experience. Therefore they are able to charge premium prices. Customers are no longer paying for a cup of coffee or a tea; they are also paying for the comfort, nice view and pleasurable environment.
However, Prêt’s added value is not based on hedonism, which is according to Jim Blythe, the cult of pleasure, but is based on nutritional value, health and freshness.
Therefore Prêt’s higher prices can be explained through its philosophy of selling only fresh food and organic when possible.

Coffee is one of the most important products that Prêt a Manger provides to its customers. Although it is the most important part of the business, it is also the cheapest from all its competitors. Prêt has also simplified its drinks to only one size but giving their customers to have the choice of a double strength coffee or a regular strength. Prêt also gives more coffee per cup than its competitors while charging

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