Pret a Manger is a British fast food restaurant chain known for its very friendly staff and relatively healthy food. While the majority of its restaurants are in the U.K., it also has a heavy presence in the eastern United States. While the restaurant is successful in the U.K. and in American cities such as New York and Chicago, it has had only limited success in other countries so far. In 2002, it tried to expand to Japan in a joint venture with McDonaldâ€™s, but ultimately this venture failed and it withdrew from Japan by 2004. Now it is currently entering China with restaurants in Hong Kong and Shanghai. Clearly, Pret a Manager is intent on international expansion, but given its failure in Japan, it of course needs to carefully plan its expansion strategies.
Before writing this paper, make sure to carefully review:
Concepts of target markets and market selection from de Kluyver (2012)
Advantages and Disadvantages of different foreign entry mode decisions in Carpenter and Dunung (2012) and Rajagopal (2009).
Junqian, X. (2014, October 3). Pret a Manger prepares for sandwich battle. China Daily
Sanchanta, M. (2004, March 30). Pret a Manger retreats from Japanese market. FT.Com