How do Pret Manger use the knowledge about customer to deliver customer values?

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fvfu1990

Business Finance

Description

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 Food”

Read the case and read more widely around the company and topic, including accessing http://www.pret.com, to answer the following question:

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)

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 “product”

- 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.

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Explanation & Answer

Attached.

Delivering Customer Values - Outline
Thesis Statement: Pret a Manger presents uses customer focus and high quality service
approach in understanding, creating, communicating, and delivering its customer values.
I. Introduction
II. Understanding values
A. Customers
B. Decisions
C. Customer framework
III. Creating values
A. Merchandise
B. Environment
C. Customer care
IV. Communicating values
A. Advertising
B. Stores
C. Services
V. Delivering values
A. Availability
B. Service adds-on
C. Service activities
D. People
VI. Conclusion


Running head: DELIVERING CUSTOMER VALUES

Delivering Customer Values
Name
Institution

1

DELIVERING CUSTOMER VALUES

2

Delivering Customer Values
In a broad sense, marketing can be viewed as the collection of activities that any business
engages in to get the attention of its audience and serve them hence gaining profits from the
service. Therefore, the activities included in marketing are the advertising efforts, selling, and
delivering the products to consumers. Pret a Manger is one of the companies that have shown a
great example of exemplary marketing. The company was founded in 1986 in London, England
by two property law university graduates. The company is a chain of coffee shops specializing in
high-quality sandwiches, sushi, coffee, and deserts (McNamara & Moore, 2016). The idea
behind the establishment of the first shop in central London was to offer high quality,
preservative- and additive-free dishes for lunchtime eating in London. Pret a Manger presents
uses customer focus and high quality service approach in understanding, creating,
communicating, and delivering its customer values.
Understanding Values
The customer base for Pret a Manger is mainly office workers who prefer sandwiches and
coffee for short lunch breaks. Also, the customers are a portion of the public who focus their
attention on healthy eating and prefer organic foods and high-quality dishes. The customers
purchase foodstuff that is freshly cooked hence the policy of the company not to serve any sleptover food as it would not be preferable to many customers. Consumers also prefer takeaway
meals that the company serves in attractive ready-to-carry packages. The customers also
purchase preservative- and additive-free meals. The focus of the store, therefore, has been on
high-quality dishes that satisfy the customers.
The consumers of coffee shop products have a pattern for making decisions regarding the
stores they visit and the spending they are ready to engage in. According to Pret a Manger

DELIVERING CUSTOMER VALUES

3

(2017). The cluster of customers, which the store serves prefers to choose the store based on the
ingredients used in the food that is prepared. Pret a Manger presents a list of ingredients used in
their menu as a result. Further, the spending decisions are based on the quality of the food
off...


Anonymous
This is great! Exactly what I wanted.

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