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Analysis of Pizza Hut's Marketing Strategy in Roumania.

Extracts from this document...

Introduction

´╗┐Academy of Economic Studies Faculty of Business Administration in Foreign Languages Strategic Marketing Team: Ionescu Sorin Dombrovscaia Daria Dobre Iuliana Ruxandra Program: Master Bucharest, 2012 ________________ Contents 1. Introduction 2. Situation analysis 2.1 Industry analysis 2.2 Sales analysis 2.3 Competitive analysis 2.4 SWOT analysis 2.5 Analysis of marketing activities 3 Marketing objectives 4 Marketing strategy 4.1 Market segmentation strategy 4.2 Targeting strategy 4.3 Product life cycle 5 Marketing programs 5.1 Marketing mix 5.2 Loyalty programs 5.3 Customer service and support 5.4 Market research 5.5 Trust and credibility 5.6 Trade promotions 6 Implementation plan 6.1 Product design and development 6.2 Marketing and sales 6.3 Distributors 6.4 Scheduling 7 Performance, evaluation and monitoring 7.1 Monitoring Advertising Campaigns 7.2 Customer profiling 7.3 Salesforce evaluation 8 Financial information 8.1 Budgets 8.2 Sales projection for 5 years References ________________ 1. Introduction Pizza Hut, the world?s largest Pizza chain with over 12000 pizza restaurants and delivery outlets worldwide has the vision of becoming the best branded restaurant with the best delivery and franchise network thereby providing the best food and best value to the families. Pizza Hut as a company has always tried to target and satisfy various diverse customer categories in different countries depending upon various factors and situations. Pizza Hut in order to fulfill its marketing objective of maximizing customer satisfaction by providing high quality products, has believed in the following marketing strategy: ?Think Global, Act Local?. Pizza Hut has tried to target each and every diverse population segment either on the basis of age (kids, teenage, office goers, senior citizens) or on basis of lifestyle (singles or couples) or special interest groups (celebrations, parties, festivals). As a part of the marketing strategy, Pizza Hut follows total market strategy along with international market strategy coupled with early entry strategy. In Romania we can find only Pizza Hut Restaurants and in Bucharest Pizza Hut implemented their delivery system through PHD (Pizza Hut Delivery). ...read more.

Middle

As pizza hut has to boost its sales in the existing markets, so they the new food products are introduced in all branches line-by?line because all branches are operated in co-operation with one another. Different products for different regions are also developed as there are choice differences. 1. Price: The pricing strategy adopted by Pizza Hut is 'market skimming'. Pizza Hut has adopted this pricing strategy, as it wants to hold maximum share of the market by maximum profit. Pizza Hut is free to charge any price it wants. They are charging higher prices due to the uniqueness of the product. They satisfy the target market as the food quality is worth the price paid. They are imported from different countries keeping in view the best quality. First, this pricing strategy will help segment the market. Different groups of customers are willing to pay different prices for the same product. The high/low pricing strategy will also create excitement. As focusing on the pricing strategies, Pizza Hut has made some product mix. According to the sizes of the pizzas, prices are made. They offer pizza sizes such as personal pan, which is of 6 inches, regular of 9 inches, and then come the large of 12 inches. Different pizzas have different prices according to their sizes. Pizza Hut sets a high initial price for its products to send a signal to customers that its products are quality and the service is excellent. 1. Place/Distribution: Pizza hut has 34,000 outlets in 100 Countries. It refers to the best place to offer program. That is the place where it is located and through what channels are we distributing programs and the competitive advantage lies in distribution. Secondly the catchment area is of a specified minimum size and within a given drive time to the site. The type of distribution channel used by Pizza Hut is the direct channel. ...read more.

Conclusion

25,050 euro Advertising (TV commercials) PRO TV / 3,000 euro Antena / 1,500 euro Primetime / 2,000 euro 6,500 euro Promotions (flyers) 5 000 units 1,000 euro Renting Space 200 sq.m. ( 80 euro/p.m.) 12 m.*16,000 euro = 192,000 Renovation Costs All equipment 50,000 euro TOTAL: 274, 550 euro 1. Sales projection for 5 years Sales Forecast FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 Unit Sales Pizza Main Dishes Side Dishes Desserts Beverages Total Unit Sales 641,468 395,600 320,030 108,740 579,650 2,045,488 683,163 421,314 340,832 115,808 597,646 2,158,763 727,569 448,699 365,286 123,336 636,493 2,301,383 774,861 477,865 386,580 131,352 677,865 2,448523 825,227 508,926 411,708 139,890 721,926 2,607,677 Unit Prices Pizza Main Dishes Side Dishes Desserts Beverages ? 10 ? 6 ? 4 ? 3 ? 2 ? 10 ? 6 ? 4 ? 3 ? 2 ? 10 ? 6 ? 4 ? 3 ? 2 ? 10 ? 6 ? 4 ? 3 ? 2 ? 10 ? 6 ? 4 ? 3 ? 2 Sales Pizza Main Dishes Side Dishes Desserts Beverages Total Sales ? 6, 414, 680 ? 2, 373, 600 ? 1, 280, 120 ? 326, 220 ? 1, 159, 300 ? 11, 553, 920 ? 6, 831, 630 ? 2, 527, 884 ? 1, 363, 328 ? 347, 424 ? 1, 195, 292 ? 12, 265, 558 ? 7, 275, 690 ? 2, 692, 194 ? 1, 461, 144 ? 370, 008 ? 1, 272, 986 ? 13, 072, 022 ? 7, 748, 610 ? 2, 686, 190 ? 1, 546, 320 ? 394, 056 ? 1, 355, 730 ? 13, 730, 906 ? 8, 252, 270 ? 3, 052, 556 ? 1, 646, 832 ? 419, 670 ? 1, 443, 852 ? 14, 815, 180 Direct Unit Costs Pizza Main Dishes Side Dishes Desserts Beverages ? 3.90 ? 2.50 ? 1 ? 0.90 ? 0.30 ? 3.90 ? 2.50 ? 1 ? 0.90 ? 0.30 ? 3.90 ? 2.50 ? 1 ? 0.90 ? 0.30 ? 3.90 ? 2.50 ? 1 ? 0.90 ? 0.30 ? 3.90 ? 2.50 ? 1 ? 0.90 ? 0. ...read more.

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