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History of pizza hut Vision and mission Competitors Product line Launch in India Swot analysis Porters five force model Ansoff matrix Key success factor Future plans Source of information
History 1958-Frank and Dan Carney open the first Pizza Hut in Wichita. 1992-There were 9. 1988-The UK's first delivery unit was opened in Kingsbury. We also launched our Pepperoni Stuffed Crust & Garlic Crust pizzas. 1972 -1000 restaurants are open throughout the USA. creating the largest restaurant brand in the World. 1980-Pan Pizza was Introduced 1986-By now. Over 600 restaurants were open in the UK. a thin pizza with toppings all the way round the edge. there were 100 restaurants in the UK and 5000 world wide. 2008-We bought Godfather's Pizza in Ireland with 28 stores.000 restaurants in 84 countries 1994-10. . 1997-PepsiCo decided to focus on their drinks business. 2005-The 4forALL was launched. The Sicilian Pizza was launched in the UK. larger 4 for ALL and a new range of Tuscani pastas in the UK.000 Pizza Huts were open for business. As a result. 1977-PepsiCo bought Pizza Hut. 70 of them as Franchise units. Kansas. where there were 277 restaurants and 100 delivery 2000-Pizza Hut introduced The Edge. London. Tricon Global Restaurants was born. Tricon became the partner company with Whitbread.
advancement. We are accountable for profitability in everything we do. Mission :. and rewarding careers in a fun. Every customer says.We take pride in making a perfect pizza and providing courteous and helpful service on time all the time. providing our shareholders with value growth. "I'll be back!" We are the employer of choice offering team members opportunities for growth. to make the people know that for all the eating items they desire to eat can be made available in minimum time without our effort excluding money Vision : . safe working environment.
MAJOR COMPETITORS Domino's Pizza Papa John's Little Caesar's .
Pizza price comparison Company Domino’s Price range(rs) 39-265 75-350 Pizza hut .
Pizza hut versus domino’s Both chains claim to be leaders: Pizza Hut for casual dining. Domino's for delivery. Domino's says its is 55% . Pizza Hut boasts 30% year-over-year sales growth in India. Domino's has been renovating its takeout storefronts to add eat-in tables and now does up to 40% of its business in some locations that way. But there's quite a bit of crossover. Pizza Hut claims as much as 50% of sales from delivery in some stores. and ten of its outlets are takeout only.
and dessert as well. At Pizza Hut you get table service. Domino's are not a restaurant player. . salads.Contd. You get to order appetizers.
Market share captured by pizza hut .
PRODUCT LINE Pan The Italian Cheesy Bites Stuffed Crust Thin Tortilla Pizza Delicious Margherita pizza Tuscani Traditional Lasagne* Spinach & Ricotta Cannelloni* Salmon Pasta Bake Tomato & Mozzarella Mezzaluna* Tagliatelle alla carbonara Chicken & Mushroom Pasta Bake Tori's Tomato Pasta Bake Arrabiata .
The menu provided at the Pizza Hut franchise is that of a complete meal.Launch of pizza hut in India The Pizza Hut franchise stepped into the Indian fast food market by opening a dine-in restaurant at Bangalore in 1996. Customers are considered as honoured guests at the fast food franchise and are treated accordingly. The fast food franchise was the first international fast food firm to make an entry into the Indian scene and has thus pioneered the Indian pizza market. The pizza franchise soon expanded itself in India and now has the KFC brand beneath its umbrella. It is the customer satisfaction provided by the specialty food franchise that enabled it to position itself at the top of the Indian fast food market. The fast food franchise also ensures that it adds an Indian touch to all the varieties of pizzas that it makes .
000and is borne by the franchisee. most of their outlets are financially successful.Performance in India Pizza hut is believed to have close to 50% market share of the organized pizza –retailing segment in India. the market size of the pizza segment is around US$ 87 million and currently growing at the rate of 15 per cent to17 per cent per annum. encouraging further expansion. . the average investment for each outlet is US$ 275. According to Pizza Hut sources.000-335. According to the article Financial Express. In India.
SWOT ANALYSIS strength weakness opportunity threat .
000 franchises around the world Brand leader in the UK Innovative range of pizzas under one roof Famous television advertising Food attracts people of various ranges from young to old. offer full service and delivery service Pizza Hut sits on top of global full-service restaurant tree Weaknesses Loyal customers are feeling that the satisfaction of the pizzas is declining. While Novak said Pizza Hut’s expansion into China is going exceedingly well. there is battling problems in New Zealand and Australia. There are complex computer systems and internal conflicts from franchisees. Sound financial situation and international turnover. There is a lack of an organic pizzas.STRENGTHS AND WEAKNESS Strengths Part of the largest restaurant chain in the world Over 20. which will limit the target market Pricing strategies .
OPPORTUNITY AND THREATS Opportunities New Pizzas with different crust sizes and flavours. Pizza Hut expands Indian market menu and looks to old favourite to bolster sales in the US Pizza Hut targets upscale products and a downscale consumer base Threat Rising competition undermines Pizza Hut as consumers go for greater convenience Rising cheese costs threaten margins Threat from Dominos pizza. also from Mc Donald’s who have tried to introduce a new meal that is a Pizza called: McPizza. .
Porters five forces model Threat of new entrants Bargaining power of suppliers Competitive rivalry Bargaining power of buyers Threat of substitute products .
. The threat of new entrants Reduce the market share Offer cheaper products Consumer shift from pizza hut to other Bargaining power of suppliers Supplier control the cost &supply of raw material Replace it with substitutes which are cheaper Should order in bulk so price will be cheaper Threat of substitutes It is very high as different substitutes are available.
though market is wide. Must have aggressive advertisement and competitive pricing. . Bargaining power of buyers Buyers have low power Because of few players in the industry Degree of rivalry It can either be low-level or high level Competition is high.
Ansoff Matrix .
Ansoff Matrix shows the main strategic options available to firms. which in turn might require extensive research and development. So Pizza Hut can introduce a new Pizza with different toppings in order to widen their product range. . Also as Pizza Hut lead this market segment they have the money to indulge in research and development. this is a high risk strategy as it would be very difficult for them to find a completely different product as they are un experienced and have limited skills. The best option for Pizza hut is to introduce new products in existing market. So this firm should follow a product development strategy. This may involve substantial modification of or additions to its present product range. We feel that Pizza Hut should not follow the strategy of diversification.
Promotional strategy .
Promotional strategies Building emotional bond with customers. Bell rang by customer when they leave Providing entertainment Organizing contest Launching pizza with Indian flavor like tandori pizza and tama –tam Diversification of pizzas Coupon to purchase Using billboard on main stream .
Moving beyond metros. Aggressive marketing and tie-ups with local and popular brands.Factors for success Offering value food. Customising product offerings . Developing the local supply chain.
India is: one of the top 5 growth markets worldwide. Future plans India: presence in 35 cities by 2005. 55cities by 2009 The expansion programme will make Pizza Hut the fastest growing western restaurant chain in India. .Future plans For Pizza Hut.
times100.icmrindia.marketingteacher.org .Source of information www.com www.com www.