Greggs plc

1.0<Tab/>Executive Summary Greggs plc intend to expand their operations into international markets in order to satisfy their overriding objective: 'to be Europe's No. 1 Bakery'. <Tab/>Germany has been selected as the host country and justification for this decision has been discussed. <Tab/>Moreover, Greggs will enter the German Bakery market through the employment of a 'Foreign Direct Investment' method, more specifically a …

…which increases supplier power. Competitive Rivalry -<Tab/>There is no 1 dominant rival in the market which reduces the intensity of competition -<Tab/>The market is still growing and therefore bakery retailers can grow without cannibalising the sales of competitors. This reduces competitive rivalry. -<Tab/>The Greggs offering is highly differentiated and therefore this discourages customers from switching to their competitors.