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1、HongzheZhengMr.GeorgeA.MaggioreMGT431028/11/2011PretAMangerHistory:PretopenedinLondonin1986.Collegefriends,SinclairandJulian,madepropersandwichesusingnatural,preservative-freeingredients.Thetwoofthemhadwoefullylittleexperienceintheworldofbusiness.Theycreatedthesortoffoodtheycravedbu
2、tcouldn’tfindanywhereelse.Pretgrewandgrew.Andgrew.Pret arrivedinAmericain2000,opening thefirststorejustdownfromtheNewYorkStockExchange inJuly; quickly opening moreasNewYorkerstooktoPret'snatural,tastyfood. BecausePretisprivatewedon’tfacethesamepressuretogrowthatapubliccompanydoes.We
3、willdevelopslowly,onestoreatatime.Thereareover250Pretshopsatthemoment.MostofthemareintheUKwherePretisahouseholdname.OurstoresinHongKongarespreadingthemessageofnatural,wonderfullytastyfoodtoAsia.EveryweekwereceivemanycustomercommentsaskingustoopeninotherpartsoftheUS.Norush. Weopenedi
4、nWashington,DCinJanuary2009andChicagoinSeptember2010.Sopleasebearwithus.We willcontinuetoexpandinNewYork,DCandChicagoandthen,whoknows,wemaybeopeninguptheblockfromyou..EntrepreneurialprinciplesandStrategies:Ifyoulookatthefastfoodmarket,youwillbefindtherearemanyfastfoodstoreyoucanchoo
5、setoeat.McDonald,KFC,subway,Burgerking,popeyes,etc.sothePretaManagerchoosetoopenanewcustomer,ordetailanewcustomertogetmorepotentialcustomer.Therearethreelayers.·Firstlayer:non-customerswhoistryingtotransform,theyarelocatedintheedgeofexistingmarket,readytochangetheirselection;·Second
6、layer:denial,non-customers,skeptical,chooseyouropposingmarket;·Thirdlayer:Thenon-customerswithoutanydevelopmentLookatPretaManger.Itopenedin1988,itpassedthefirstlayertomeettheenormouspotentialofnon-customerbaseneedstoexpanditsblueocean.Beforeit,inEuropean,mostofworkersusuallyeatlunch
7、inarestaurant,itisbecausefoodqualityandeatingenvironmentaregood;However,thefirstlayerisgrowingconcernforhealthyeating,moreandmorepeoplemovingtoeatoutsideinrestaurant;butofficeworkersdonotalwayshavetimetositdownandeat,Moreover,everydaygototherestaurantisrelativelyexpensive.Therefore,
8、moreandmorepeoplewi
