The assignment will be based on (Case 17) written by Tom McNamara and Asha Moore-Mangin (ESC Rennes School of Business, France) in Jobber and Ellis-Chadwick (2016): â€œPret A Manger: Passionate About Foodâ€
Read the case and read more widely around the company and topic, including accessing http://www.pret.com, to answer the following question:
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Q) How do Pret A Manger use their knowledge about their consumers to better understand, create, communicate and deliver customer values?
1- Introduction (150 words)
* For start up define Marketing.
* define when the company was established, history, and etc.
2- understanding values ( 450 words)
Recognise and understand the characteristics and objectives of customers:
-who are our customers ?
-what do customers purchase ?
-how are spending and store choice decisions made ?
-how do customers shop ?
-how valuable are our customers ?
-is there a framework?
3- creating values (450 words)
Once customer values have been understood a â€œproductâ€ should be based upon these values:
– merchandise mix – width & depth; assortments & brands; pricing policy;
– environment – design & layout, flows, merchandising & display, atmospherics
– customer care – attitude of staff, approachability, knowledge
4- communicating values (450 words)
Need to facilitate exchange by developing a common understanding and perception of the â€œproductâ€
– advertising – TV, radio, print media, PR
– stores – shop windows, ambiance, internal signage and cues â€“ the â€œfeelâ€ of the shop
– services â€“ bags, warming food etc
5- deliver values (450 words)
– availability – behind the scenes, location of product
– service add-ons – credit cards, delivery
– service activities – pre-transaction, transaction, post transaction
– people – interactions with staff e.g. attitude, knowledge, efficiency
6- conclusion (100 words)
i have attached CASE 17 which the assignment is based on.