The impact of the marketing environment: Greggs

Daniel H.

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The impact of the marketing environment: Greggs

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Greggs, UK favourite bakeries, Whitbread, Percy Angles, Marks and Spencer, Tesco

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Abstract

Greggs is large chain of bakeries established in 1951 from John Gregg. The business is locate and operate in UK market. Later in 1964 his son Ian Gregg starts to develop and pattern the way for one very successful profit business by delivering a good quality of the product and great value. The company was expanding in 1984 and this year Greggs is been in stock exchange for first time. With nearly 1700 shops, 9 regionals bakeries, 20000 employees and serve around 1 million customers from all age and gender groups every day now Greggs pretend for UK favourite bakeries (Gregg, 2013). In present time the company offer a wide range of bread, pasties and bakes, fresh prepared sandwiches, pasta and salads, sweet and drinks.

The Greggs marketing strategy now is mostly focused in "food on the go" market and the company expecting leading position and bright future in this segment (Greggs plc, 2013). Pret a Manger, McDonalds, Whitbread, Percy Angles, Marks and Spencer, Tesco, Asda, Morrison, local bakeries are just part of the competitors. Even those strong opponents does not stop Greggs to extend the business and information from their annual reports for period between 2012-2015 shows that Greggs opened 200 shops and this is result of great company management.

Introduction to Greggs business
PESTEL analysis on Greggs
Socio-cultural environment
SWOT analysis on Greggs
Conclusion

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Extract

[...] That is perfect example for huge positive impact for the company on the way of achieving their aims and objectives. This could help Gregg's business to get big advantages against their competitors, because this new system will support the internal communications between management and operating core, increasing of productivity also may appear Legal environment The legal environment is rules and regulations developed from the external organisations controlled from the government. Some of those regulations have the force of law (Brassington and Pettitt 2012). [...]

[...] Other very important moment is that Greggs should pay particular attention to their social marketing if they want to prevent decreasing of the demand for their products. This may occur, because most of the ingredients such salt, flour, sausages, coffee carbonated drinks which Greggs using in their products are non-healthy and the social responsibilities is very important in those case in order to keep satisfaction of the consumers. According to Weinreich (2010) corporate businesses such Greggs in these days should focused more and more attention in their social responsibilities and to apply adequate support in different range of social campaign. [...]

[...] This is result to total revenue of 802.83 (Greggs plc, 2013). Shop location Most of the shops are near high street with good customer flow and this is main advantage against part of their competitors Weaknesses Lack of internet sales This is lower point of Greggs sales and marketing, because part of their competitors may get big advantages from internet sales (Money moment 2013). Food ingredients Most of them are non healthy and with high calories, the following figure will attempt the differences between 9 Gregg's products and 9 Pret a manger. [...]

[...] In the last, but not least by importance today corporate business should operate careful and respond in reasonable time to the wide range of environmental changes. One of the main responsibilities is the waste. For Greggs this create impact by needs of waste management. Their annual report announce that they trying to boost the palm oil from sustainable resources, better energy efficient, and claiming that they recycle over of the waste (Greggs plc, 2013). However these facts showing that Greggs are affect the society anyway and still the improvement is needle. [...]

[...] Example for this could be extra taxation for food over 200-250 calories in accordance with (Ellison, 2013) Government programme for cutting calories for the UK society Macro factors changes and recommendation for next five years Today businesses which operate in “food on the go market” such Greggs cannot avoid that the organic food demand rapidly expanded worldwide (Lim et al. 2014). The same publication observed the different willingness for purchase organic food and the people believe that is more healthy and friendly to the environment. [...]

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