Pret A Manger Internationalization strategy

From: Group 4
J. Bernardo & C. Boussard & C. Couton & L. Tomuta & M. L. Touré

To: Dr Jovana Stanisljevic

Place of origin: London, UK

Date: October 2014

Plan
I. About PRET A MANGER 1
Brief overview of the organization 1
The company’s current international operations and strategy 3
II. Three potential target markets 5
Brazil 5
Why this country? 5
Which issues in the economic, cultural and political environment will the company have to consider when entering this market? How are those issues likely to impact? 6
Canada 9
Why this country? 9
Which issues in the economic, cultural and political environment will the company have to consider when entering this market? How are those issues likely to impact? 13
Germany 15
Why this country? 15
Which issues in the economic, cultural and political environment will the company have to consider when entering this market? How are those issues likely to impact? 16
III. Our strategy 20
Modes of entry for the new markets 20
Pattern of Internationalization of the company to these three markets using the internationalization strategy model Oli/Uppsala/Born Global 21
Final recommendations for prioritization of the three markets (first, second and third choice) 22
Bibliography 23
Camille 23
João 24
Capucine 25
Ligia 26
Mohamed 27

I. About PRET A MANGER
Brief overview of the organization
Why did we choose to study the case of Pret A Manger? First, because the company is a really successful business, particularly in the UK where the brand is well-known. Secondly, it is interesting to study how this brand has planned to face the increasing competition on the fast food market (Eat keeps opening new stores, Starbucks starts selling sandwiches and even Sainsbury and M&S are places where people go and buy their lunch).

(Uyen LE, 2014)
Pret A Manger is a British company created in London in 1986 by two friends, Sinclair BEECHAM and Julian METCALFE. Pret, as this company is more commonly called, is a

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