how-do-pret-manger-use-the-knowledge-about-customer-to-deliver-customer-values
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): “Pret 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:
Save your time - order a paper!
Get your paper written from scratch within the tight deadline. Our service is a reliable solution to all your troubles. Place an order on any task and we will take care of it. You won’t have to worry about the quality and deadlines
Order Paper NowQ) How do Pret A Manger use their knowledge about their consumers to better understand, create, communicate and deliver customer values?
1- Introduction (150 words)
marketing
company history
exchange process
* 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 “product†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 “productâ€
– advertising – TV, radio, print media, PR
– stores – shop windows, ambiance, internal signage and cues – the “feel†of the shop
– services – bags, warming food etc
5- deliver values (450 words)
Enabling exchange:
– 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.