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Marketing Plan for the next three years for Greggs plc 1201 Essay Example

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Marketing Plan for the next three years for Greggs plc 1201

As far as retailing in bakery and break products are concerned, three major competitors can be identified. These are Tesco plc, Whitbread plc and McDonalds Restaurant ltd. Using the bread and baked goods component alone for analysis, Martin (2012) saw Gregg plc as the market leader having 1,671 outlets specialized in savoury products alone. Gregg plc’s major strategy has been through massive publicity, advertisement and promotion, including the use of celebrities. It also believes in cost leadership and universal distribution (Webb, 2013). The competitor share is depicted for products in the two sectors with the graphs below.The SWOT analysis performed below is aimed at helping Gregg plc identify what its current strengths are and what its weaknesses are. Based on these, it company will know opportunities that promote growth which it can take up. It is also possible to know areas of threats that the company has to be aware of in undertaking its business.Chaudhuri (2006) described the food industry as one that has a very high level of bargaining power of buyers. The situation has been attributed to the high number of service providers, most of who reduce prices as a way of attracting buyers. This situation has given buyers much urge to dictate to others who are not ready to use similar strategy to reduce their prices (Taft, 2002). As it was pointed out in the SWOT analysis, Gregg plc uses differentiation and so it is expected that it would have a way of controlling bargaining power of buyers. Specially, it is expected that the company will add customer loyal programs to its differentiation strategic option to retain customers (Cahill, 2011).Suppliers are very useful in the food industry for the supply of raw materials. Specifically for the bread and bakery goods retail sector, insiders have greater need of suppliers who must make fresh products available on a constant basis. Luckily for Gregg plc, there are as many suppliers as can meet the demand of service providers (Gad, 2010). This situation has helped in controlling the bargaining power of suppliers. This notwithstanding, recommendation will still be made for the company into the next three years to use identified suppliers whose products can be trusted for its top quality. This is because rushing to overcome bargaining power of suppliers may pose a risk where the company may

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preview essay on Marketing Plan for the next three years for Greggs plc 1201
  • Pages: 10 (2500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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