Veggie Pret feasibility analysis in São

Paulo, Brazil
MICHELLE SIROVY, JACKIE CHEN, FILIPPO, RYAN, NICK
Why São Paulo?
14% of Brazil population is vegetarian; 29,2 million people are vegetarians (IBOPE)
16% of Sao Paulo population is vegetarian
55% of the interviewed said that they would consume more vegan products if the price was the
same as the not-vegans ones
Financial capital
Why metro?
5 million people take Sao Paulo metro everyday
Av Paulista station is in the business center
High purchasing power
People looking for convinience
 Ansoff Matrix
EP NP

Market Penetration: growth

Product AS THE VEGGIE PRET HAS ALREADY
EM Consolidation
Development EXISTED IN UK, WHAT THE COMPANY
Withdrawal
SHOULD DO IS TO DEVELOP THE
MARKET

Diversification:
Market
NM Horizontal
development
Vertical
diversification
Control
Online
Identifying the market segment
Demographic: 12,176,866
5 million per day pass the metro[1][2
Behavioral:
level of use :everyday
level of loyalty: high
Moment of use: worktime or on the way to work
psychographic:
Lifestyle: vegetarian and healthy
Value: vegetarian& protect the environment
Geographic: Avenida paulista （A subway station WHERE MANY BIG ENTERPRISES ARE LOCATED）
Marketing Mix
Product: Pipeline
Price: the similar price as competitors
Place: on the way to work, in their work place
Promotion:
1. Give some discount to the surrounding big company.
2. Inviting some celebrities to endorse the product.
3. Connect with some environmental NGO to appeal the vegetarian to buy it and donate some
income to the brazil environmental protection process
4.food delivery
CUSTOMER SERVICE EXPERIENCE
DIGITAL CUSTOMER EXPERIENCE
Create and launch Veggie Pret’s app, in which the customer is able to order food and get it
delivered

In the app there is also the possibility to customize your order and change some of the
ingredients depending on what you like or dislike

The app also gives to the customer the opportunity to complain if anything is wrong with a live
chat with the customers service, in order to improve the quality of the company
HR Strategies
1. Competitive salaries

2. Transparent and regular communications

3. Continuous trainings

4. Promotion
 HR Strategies
Further training or education
Line managers
subsidy on line managers

Senior managers
Select excellent front
line employees

Offer career ladder


(Johnson and Scholes,1992)
we apply to Brazil
Back then it was julian with a tiny shop, every
Friday night they shut the shop, got the Beers
out and had a party, julian always said that
happy teams equal to happy customs equal to
happy business.

Annual company party French name,English food,American

A management meeting every month branches and Mutinational workforce.
Christmas bonus, jobs diary
Awards for 10 best staffs every year

happy staffs，good service，

fresh and handmade food. The strategic decisions are made by
Salary scales,promotion the uppermost levels of
commitment, and the remark of managerment(centralized)
customs.

Flat hierarchy, democratic, the channel of

communication between he executives
and the stores is open in both
directions.(uncentralized)
As to Pret a magner in Brazil, Task Culture may be
better.
To Brazil , we can apply Netflix – “style of management
different to what was conventional, and instead allowed more
freedom with the employees”.
The leadship style we apply in Brazil: Four Elements of Transformational Leadership
freedom, responsibility, respect, autonomy, (Bass, 1985)
inspiring working relationships, open culture.We aim to build on Pret A Manger
promotes intelligence, creativity, autonomy,
encourages creativity and innovation in their
followers.

personal attention, treats

inspire confidence, motivation employees individually, know
and a sense of purpose in their what motivates individuals,
followers, optimistic, positive. coaching and mentoring –
personal growth.

role model, instils pride,

follows values, gains respect
and builds trust.