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Pret Company case, BOS (2010, UK)
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Pret Company case, BOS (2010, UK)

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(Presentation in English, description in Danish) ...

(Presentation in English, description in Danish)

En eksamenspræsentation i faget Marketing på MFØ-uddannelsen omkring en forudgående case om den britiske fast-foodkæde, Pret A Manger.

Præsentationen var berammet til 5 minutter, mundtlig engelsk, men derudover var indholdet valgfrit.

Valget faldt på at tage udgangspunkt i problemstillingen om, hvordan et stort og sundt internationalt firma som Pret har formået at nå sin størrelse uden et gigantisk marketingbudget, som det traditionelt ses.

Derfor tog jeg fat i projektets afsluttende SWOT-analyse og overførte tankerne til en Blue Ocean Strategy - et område, der godt nok lå udenfor 1. års marketingpensum, men det beskrev meget godt Prets tiltag for at nå sin position.

Eksamen blev dejligt spændende - man skulle helst ikke støde på grund, men heldigvis holdt tankerne vand :)

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  • 1. ★ Prêt ★ Le ménu duJour Apéritif Distillation of Pret Values Plat du jour Fresh Trends augmented with notes of Blue Dessert Assiette of hand-made treats
  • 2. ★ Prêt ★ l'Apéritif Distillation of Pret Values Quality, authenticity, stability, consistency & predictibility Customer perception: honest quality Staff perception: inspiring opportunities Company wins: internally & externally
  • 3. ★ Prêt ★ Strengths values brand + market space le Plat operational effectiveness (OE) Notes Weaknesses rules, practices and traditions "non-capitalist"  lower costs Passion & honesty PR & presence Threats Opportunities ?
  • 4. ★ Prêt ★ Strengths values brand + market space le Plat operational effectiveness (OE) Notes Weaknesses lack of brand mystery rules, practices and traditions  no mystery to cultivate. "non-capitalist"  lower costs (except "why no ads?!") Passion & honesty PR & presence Threats Opportunities ?
  • 5. ★ Prêt ★ Strengths values brand + market space operational effectiveness (OE) le Plat Notes Weaknesses lack of brand mystery rules, practices and traditions  no mystery to cultivate. "non-capitalist"  lower costs (except "why no ads?!") Passion & honesty PR & presence Threats Opportunities immitation ? diffusion of best practises invisibility Red Ocean industry
  • 6. ★ Prêt ★ Strengths values brand + market space operational effectiveness (OE) le Plat Notes Weaknesses lack of brand mystery rules, practices and traditions  no mystery to cultivate. "non-capitalist"  lower costs (except "why no ads?!") Passion & honesty PR & presence Threats Opportunities immitation global environmental focus diffusion of best practises benchmarking invisibility Blue Ocean strategy Red Ocean industry
  • 7. ★ Prêt ★ le Plat Blue Ocean avoiding head-to-head competition strategic moves: value innovations balancing needs with costs Threats Opportunities Liberate Me From Experience segmentation – the counter-trend immitation "Religion" diffusion of best practises dynamics invisibility Red Ocean industry
  • 8. ★ Prêt ★ le Plat Fresh Trends Future relevant customer demands: The green branch Lifestyle, healthiness, and sustainability The ressurection of collectivism From economic capital to cultural and social capital Buy a goat Give me some ME-time Mainstream sucks Consumer tribes Less is more
  • 9. ★ Prêt ★ le Dessert Assiette of hand-made Treats: Bike-Thru annex  visibility & customer loyalty Lo-fi offerings for common welfare  branding On- and off-line Pret communities  spot needs Political action/reaction  visibility Quality, authenticity, stability, consistency & predictibility
  • 10. ★ Prêt ★ Cheers to Kalajdoskop Martin Lindstrøm Kim & Mauborgne Michael Porter