Pret Project

2.0 Problem proposal

The purpose of the assignment is to find out how Prêt-a-Manger can enter the Danish market in the best possible way according to its international expansion.

The purpose of the assignment is to find out whether it is worth for Prêt-a-manger to enter to Danish market or not, considering its expansion in other parts of the world. In order to figure it out the company's internal resources will be analysed by using the value chain analysis and the strengths and weaknesses.

The financial situation will also be assessed by analysing the annual report, while the industry is going to be analysed by Porter's 5 forces also by using targeting and positioning.

Finally the market is going to be examined by using PESTL, analysing buyers' behaviour and the opportunities and threats. Furthermore a suggestion for an investment will be conducted. It will be analysed and through the analysis a possible entry mode will be discussed and finally the economic consequences will be concluded on, of this investment for the company.

2.1 Delimitation

The technology situation in the PESTL-analysis will be left out because it is not of essential character for analysing the market through the eyes of Prêt-a-Manger.

Furthermore technology development in the value chain is excluded as well. The reason for this is, that in supporting activities structure of the firm, human resource management and procurement are more important.

When analysing the entry modes the necessity for looking into the export modes seems less important. The company lives for the freshly made sandwiches and export modes are used when exporting a finished good from the home country to the foreign country. This is not complying with the Prêt-a-Manger concept and is therefore left out.

3.0 Value chain analysis

In order to analyse company's core competences and take a deeper glance into the both strong and weak parts the value chain analysis has to be made. First of all it is important to state that Prêt-a-manger is both a service and a production company which provides the actual service - serving and selling- food and at the same time the food is produced by the company as well. One more important thing that should be stated is; while entering the new market, Prêt-a-Manger is more likely adapting the market orientation view, which means that it is adapting the company's resources to the market conditions and competitive environment. A good example would be the changes made in making the sandwiches or ingredients used while entering the US market.

Primary activities

3.1 Inbound logistics

The