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The impact of the marketing environment: Greggs

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About the document

Published date
documents in English
case study
8 pages
General public
4 times
Validated by
  1. Introduction to Greggs business
  2. PESTEL analysis on Greggs
  3. Socio-cultural environment
  4. SWOT analysis on Greggs
  5. Conclusion

Greggs is large chain of bakeries established in 1951 from John Gregg. The business is locate and operate in UK market. Later in 1964 his son Ian Gregg starts to develop and pattern the way for one very successful profit business by delivering a good quality of the product and great value. The company was expanding in 1984 and this year Greggs is been in stock exchange for first time. With nearly 1700 shops, 9 regionals bakeries, 20000 employees and serve around 1 million customers from all age and gender groups every day now Greggs pretend for UK favourite bakeries (Gregg, 2013). In present time the company offer a wide range of bread, pasties and bakes, fresh prepared sandwiches, pasta and salads, sweet and drinks.

The Greggs marketing strategy now is mostly focused in ?food on the go? market and the company expecting leading position and bright future in this segment (Greggs plc, 2013). Pret a Manger, McDonalds, Whitbread, Percy Angles, Marks and Spencer, Tesco, Asda, Morrison, local bakeries are just part of the competitors. Even those strong opponents does not stop Greggs to extend the business and information from their annual reports for period between 2012-2015 shows that Greggs opened 200 shops and this is result of great company management.

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