Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading…
Transcript

Austria· Belgium· Finland· Portugal

Micro Level Factors

Customer Base

  • Age group 16-64 population in Helsinki:

(estimate) 428,641 people

- Population Registration Centre, 2013)

Content

Macro Analysis: PEST

Introduction of Pret A Manger

Micro Level Factors

Decision Making Framework

Lifestyle

Choice 1 --- Finland

  • Strong coffee culture in Finland (Ojaniemi, 2010)
  • Trend towards organic food/functional food (USDA Foreign Agricultural Service, 2012)
  • Café culture is still developing
  • First opened in London in 1986
  • Prêt à Manger means ‘ready to eat’ in French
  • Finnish economy is a mature market
  • Coffee culture is strong in Finland
  • Café culture is still developing
  • Analysis focuses on Helsinki
  • Introduction of Pret A Manger
  • Macro Analysis: PEST Analysis
  • International Market Selection
  • Micro Analysis of Finland
  • Micro Analysis of Austria
  • Comparison of Finland and Austria
  • Conclusion and Evaluation
  • References
  • PEST analysis covers the Political, Economic, Social and Technological factors of the food retail environment for Pret A Manger

  • Enables Pret A Manager to gain in-dept Macro-level factors of each individual countries

  • Pret produces high quality sandwiches, coffee, hot soup and baguettes
  • It emphasizes on using fresh ingredients on a daily basis

Micro Level Factors

Competitors

  • Coffee House

- Owned by the Finnish S-Group

- Drinks, 6 different fresh foods

- 5 outlets

  • Robert’s Coffee

- Owned by Paulig

- Focusing on drinks

- 16 outlets

  • Swedish Wayne’s Coffee

- Owned by Swedish Wayne's

- Drinks and fresh foods

- 12 outlets

Micro Level Factors

Competitors

  • 300 cafes in Helsinki, approximately 2000 consumers per cafe (Finnish Restaurant Guide, 2013)
  • Interest in gourmet coffee still developing

ECONOMIC

POLITICAL

Introduction of Pret A Manger

Economic Indicators

Economic Indicators Weighted Table

Political Indicators

International Market Selection

Systematic Approach

  • Business Freedom
  • Labor Freedom
  • Property Rights
  • Freedom from Corruption
  • Per Capita GDP
  • GDP Growth Rate
  • Food Services Turnover Rate
  • Food Services Investment Rate
  • Consumer Price Index
  • Unemployment Rate
  • Inflation Rate Trend
  • 85% of its trade is based in London, where the rest are spread around internationally

  • In 2012, the first outlet was launched in Paris

Diet

  • PRET is categorized as Healthy fast food (Sandwiches and Drinks)

TECHNOLOGICAL

Tourist Population

- Why is this important?

  • PRET locate at busy places!
  • Some tourists may want quick lunch

Technological Indicators

  • Cellular Phone per Capita
  • Internet Penetration

SOCIAL

  • Pret A Manger now has 335 stores worldwide including Hong Kong and New York (Robinson, 2013)

Population/ Capital Population

Cost of Livings

How much do they spend per meal?

Population

Austria : 8.4M

Belgium : 10.7M

Finland : 5.3 M

Portugal: 10.7M

Capital Population

Austria : 1.7M

Belgium : 1.2M

Finland : 0.6M

Portugal : 2.8M

Other Social and Cultural factor we may concern ......

Austria vs Finland

Conclusion & Evaluation

  • Austria is the most favourable country for Pret
  • First outlet of Pret - Vienna
  • Larger consumers base
  • Less competition in the market
  • High potential based on the lifestyle

Austria Micro Level Factors

Bargaining Power of Consumers

Consumer spending reached approximately €48789 million in the 2nd quarter of 2013

Micro Level Factors

Bargaining Power of Consumers

  • In 2013, there are roughly 1.1 million people in age 20-64 among the total population of Vienna
  • Pret intents to focus on the middle to upper class consumers, including white-collar workers (Rix, 2004)
  • Large cities with high population is attractive to Pret (Robinson, Financial Times 2013)

Choice 2 --- Austria

References

Micro Level Factors

  • Strong cultural value
  • Coffeehouses are crucial to the local
  • High population meaning a strong consumers base
  • Analysis focuses on Vienna

Lifestyle

  • Snack food - open sandwich (belegte Brote)
  • Coffee culture is strong
  • The pace of life of Vienna is ranked as number 10 (Wiseman)

  • Austria, S. 2013. STATISTIK AUSTRIA - Population Forecasts. [Online] Available at: https://www.statistik.at/web_en/statistics/population/demographic_forecasts/population_forecasts/029033.html [Accessed: 11 Dec 2013].
  • Austria, S. 2013. STATISTIK AUSTRIA - Tourism. [Online] Available at: http://www.statistik.at/web_en/statistics/tourism/ [Accessed: 11 Dec 2013].
  • Austria.info. 2013. Kaffeehaus Coffee Culture in Austria. [Online] Available at: http://www.austria.info/uk/the-austrian-way/kaffeehaus-coffee-culture-1132412.html [Accessed: 11 Dec 2013].
  • Belgium.angloinfo.com. 2013. Food Culture in Belgium | Belgium. [Online] Available at: http://belgium.angloinfo.com/lifestyle/food-and-drink/ [Accessed: 11 Dec 2013].
  • Cia.gov. 2013. The World Factbook. [Online] Available at:
  • Cia.gov. 2013. The World Factbook. [Online] Available at: https://www.cia.gov/library/publications/the-world-factbook/geos/be.html [Accessed: 11 Dec 2013].
  • Cia.gov. 2013. The World Factbook. [Online] Available at: https://www.cia.gov/library/publications/the-world-factbook/geos/fi.html [Accessed: 11 Dec 2013].
  • Epp.eurostat.ec.europa.eu. 2013. File:Key indicators, food and beverage service activities (NACE Division 56), 2010 B.png - Statistics Explained. [Online] Available at: http://epp.eurostat.ec.europa.eu/statistics_explained/index.php?title=File:Key_indicators,_food_and_beverage_service_activities_(NACE_Division_56),_2010_B.png&filetimestamp=20130507082351 [Accessed: 11 Dec 2013].

  • Epp.eurostat.ec.europa.eu. 2013. File:Key indicators, food and beverage service activities (NACE Division 56), 2010 A.png - Statistics Explained. [Online] Available at: http://epp.eurostat.ec.europa.eu/statistics_explained/index.php?title=File:Key_indicators,_food_and_beverage_service_activities_(NACE_Division_56),_2010_A.png&filetimestamp=20130507082342 [Accessed: 11 Dec 2013].
  • Everyculture.com. 2013. Culture of Austria - history, people, clothing, women, beliefs, food, customs, family, social. [Online] Available at: http://www.everyculture.com/A-Bo/Austria.html#ixzz2lgBd5ot9 [Accessed: 11 Dec 2013].
  • Financial Times. 2013. Pret A Manger to speed up expansion - FT.com. [Online] Available at: http://www.ft.com/cms/s/0/22b8c9b6-ab47-11e2-ac71-00144feabdc0.html#axzz2mzI6eCmG [Accessed: 11 Dec 2013].
  • Food From Finland. 2013. Home. [Online] Available at: http://www.foodfromfinland.com [Accessed: 11 Dec 2013].
  • Food From Finland. 2013. Home. [Online] Available at: http://www.foodfromfinland.com [Accessed: 11 Dec 2013].
  • Hammond, S. 2013. Facts about Austria - Food and Travel. [Online] Available at: http://www.foodandtravel.com.au/austria/facts-about-austria [Accessed: 11 Dec 2013].
  • Heritage.org. 2013. Index of Economic Freedom: Promoting Economic Opportunity and Prosperity by Country. [Online] Available at: http://www.heritage.org/index/ [Accessed: 11 Dec 2013].
  • https://www.cia.gov/library/publications/the-world-factbook/geos/au.html [Accessed: 11 Dec 2013].
  • Kysy.fi. 2006. Finland is the biggest consumer of coffee in the world, could you tell me more.... [Online] Available at: http://www.kysy.fi/en/kysymys/finland-biggest-consumer-coffee-world-could-you-tell-me-more [Accessed: 11 Dec 2013].

  • Kysy.fi. 2006. Finland is the biggest consumer of coffee in the world, could you tell me more.... [Online] Available at: http://www.kysy.fi/en/kysymys/finland-biggest-consumer-coffee-world-could-you-tell-me-more [Accessed: 11 Dec 2013].
  • Maitland, O. 2013. Key Note | Market Research, Consumer Dynamics and Industry Analysis. [Online] Available at: http://www.keynote.co.uk [Accessed: 11 Dec 2013].
  • Mayer, A. 2013. Food Culture. [Online] Available at: http://www.tasteofaustria.org/index.php/features [Accessed: 11 Dec 2013].
  • Mkt.unwto.org. 2013. UNWTO Tourism Highlights, 2013 Edition | Tourism Trends and Marketing Strategies UNWTO. [Online] Available at: http://mkt.unwto.org/en/publication/unwto-tourism-highlights-2013-edition [Accessed: 11 Dec 2013].
  • Numbeo.com. 2013. Cost of Living Index by Country 2013. [Online] Available at: http://www.numbeo.com/cost-of-living/rankings_by_country.jsp [Accessed: 11 Dec 2013].
  • Portugal.angloinfo.com. 2013. Food and Drink in Portugal | Portugal. [Online] Available at: http://portugal.angloinfo.com/lifestyle/food-and-drink/ [Accessed: 11 Dec 2013].
  • Pret.com. 2013. Pret A Manger - About Pret A Manger. [Online] Available at: http://www.pret.com/about/ [Accessed: 11 Dec 2013].
  • Richardwiseman.com. 2013. Pace of Life. [Online] Available at: http://www.richardwiseman.com/quirkology/pace_home.htm [Accessed: 11 Dec 2013].
  • Tourmycountry.com. 2013. Coffee in Austria : Austrian & Vienna Cafe Culture. [Online] Available at: http://www.tourmycountry.com/austria/coffee.htm [Accessed: 11 Dec 2013].
  • World Life Expectancy. 2013. World Life Expectancy. [Online] Available at: http://www.worldlifeexpectancy.com [Accessed: 11 Dec 2013].

Micro Level Factors

Threat of Competitors

  • The unique culture of traditional coffeehouses in Austria (Kaffeehäuser)
  • Local sandwich shops (Trzesniewski)
  • Starbucks – the strongest global competitor to Pret
  • Coffeeshop Company – an Austrian local enterprise business offering high quality coffee

Presented by:

Razan BANAHI, Kei CHENG, Jeffrey LO, Cahya WARDHANI, Qianyi LI, Xuan QIN

Learn more about creating dynamic, engaging presentations with Prezi