C/B/83. Dissertation. Would it be viable for the Pret-A-Manger to enter Swiss market?

The purpose of this dissertation was to analyse the viability, profitability and suitability of the Pret-A-Manger's expansion to Switzerland. Apart from analysing the academic literature, researcher has conducted several important analyses: SWOT analysis, PEST analysis, Porter analysis, Market attractiveness and industry overview. They have suggested that Swiss market is not the best opportunity for the company to seize. Results of the primary research has supported this finding, therefore researcher came to the conclusion, that Pret-A-Manger should not enter the Swiss market. The reasons for that are the insufficiency of target audience, unsuitable lifestyles and high price-sensitivity of consumers. It was therefore suggested that company should enter other markets like Germany, Canada and other cities in US.