Greggs PLC Marketing Objectives

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Greggs PLC and its Current Marketing Objectives History Greggs was founded in the 1930s by John Gregg as a family bakery business in Gosforth, Newcastle upon Tyne and is now the UK’s leading bakery retailer, with approximately serving 4 million customers a week and with 1000 shops nationwide. They have eight divisions throughout the UK from Greggs of Scotland, to Greggs South-East with outlets down to south coast of England. They have recently expanded their bakery into continental Europe with the opening of four outlets in Belgium. After John Gregg’s death in 1964 his son, Ian, took over the management of the business. Under Ian’s leadership, the company embarked on an ambitious expansion plan, first in the North East and then in other regions of the UK. Expansion outside the North East was driven by the acquisition of local, established bakery chains and built on the same fundamental principles of great taste and great value. In 1972 Greggs moved into Scotland with the creation of Greggs of Rutherglen. Later that year Greggs established Greggs of Yorkshire following the purchase of Thurston in Leeds and in the same year, Greggs of the North West was founded after the purchase of Price’s bakery chain based in Manchester. By 1984 Greggs had 261 shops across these four divisions and made the decision to float on the Stock Exchange. Further growth over the next 10 years came as a result of more shop openings in their established divisions as well as further acquisitions in new regions. Three acquisitions in quick succession saw the formation of Greggs of the Midlands in 1984, Greggs of Treforest in 1985 and Greggs of Enfield in North London a year later. Over the years Greggs has evolved from a traditional high street baker into the leading UK specialist retailer of sandwiches, savouries and other bakery products for the takeaway food market; these product

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