MARKETING ESSENTIALS MARKETING PLAN FOR PIZZA HUT Essay

MARKETING ESSENTIALS MARKETING PLAN FOR PIZZA HUT - Essay Example 3.1 Market Share 05 3.2 Market Growth Chart 07 4. Market Analysis 08 4.1 Target Market Research 08 4.2 PEST Analysis 09 4.2.1 Political Factors 09 4.2.2 Economic Factors 09 4.2.3 Social and Cultural Factors 09 4.2.4 Technological Factors 10 4.2.5 Legal Factors 10 4.2.6 Environmental Factors 10 5. Market Competitors 10 5.1 Micro Environment 10 5.1.1 Competitors 10 5.1.2 Customers 11 5.1.3 Distribution Channels 12 5.1.4 Suppliers 12 5.2 SWOT Analysis 12 5.2.1 Strengths 12 5.2.2 Weaknesses 12 5.2.3 Opportunities 13 5.2.4 Threats 13 6. New Product 13 6.1 Product 14 6.2 Price 14 6.3 Promotion 15 6.4 Distribution 15 7. Future Marketing Strategies 15 7.1 SMART Analysis 15 7.2 Marketing Opportunities 15 7.3 Market Future: Acquisitions 16 7.4 New Technology and Expertise 17 8. Financial Forecast 17 8.1 First Year Cash Flow Forecast (â‚ ¤) 18 8.2 First Year Months Balance Sheet (Amount in â‚ ¤) 20 8.3 Three Years Projected Profit and Loss Statements 21 Conclusion 22 Bibliography 23 Introduction Pizza Hut is the world’s leading pizza chain presently operating approximately at 13,000 locations in more than 90 countries. Pizza Hut offers a variety of pizza items to its customers which include its flagship Pan Pizza, as well as Thin n' Crispy, Stuffed Crust, Hand Tossed, and Sicilian. Beside these items, the chain also offers salads, pasta, and sandwiches. 1. Current Position 1.1 Short History It was 1958, when two brothers Dan and Frank Camey established the Pizza Hut in Kansas. After passing several phases, today the chain is one of the well established pizza chains of the world. 1.2 Growth Overview In 1958, only two brothers started the business but today the chain has links to more than 90 countries across the world with more than 30,000 employees are working day and night (http://finance.yahoo.com/). Today it has the potential to entertain more than 171,000 customers by serving 97,000 pizzas per day in the United Kingdom alone. 1.3 Financial Overview Pizza Hut is one of the largest pizza chains. In 2007, it sold 35.4 million pizzas in the UK. During 2010, among other companies of Yum, Pizza Hut went from worst to first in its value ratings (Yum Annual Report, 2010). 2. Mission Statement We take pride in making a perfect pizza and providing courteous and helpful service on time all the time. Every customer says, "I'll be back!†. Pizza hut is an employer that offers its services to the team members for growth and rewarding career in a friendly and wo rking environment. 2.1 P.E.A.R.L.S Passion for excellence in doing everything Execute with positive energy and urgency Accountable for growth in customer satisfaction and profitability Recognize the achievement of others and have fun doing it Listen and more importantly respond to the voice of customer 3. Market Share Information 3.1 Market Share The pizza huts and restaurants provide several various sectors of the food including different types of pizzas like chicken pizza and beef pizza. Some pizza huts also offer snacks, chips, and burger related items along with beverages. Pizza Hut and Domino are the most dominant companies in UK. It has been observed that generally three types of orders are placed in pizza hut. These orders are placed with respect to nature of group and family. The figure shown as Appendix-I indicates that lunch and dinner items are having a larger share of the market as 29% of the fast food industry consists of it. Snack items and related beverages contribute 22 and 21% respectively while hot coffees, breakfast items, and side dishes have a combine share of 28% (Menu Composition Analysis, 2010). Global financial market share of leading companies is shown on the next page. Pizza Hut, Domino, Papa John’s, and Little Caesars are the leading pizza companies of the world. The chart given as Appendix-I