Pizza Hut free essay sample

It is called â€Å"RED ROOF†, with seating capacity of 350, which makes it the largest in the sub-continent. The sale of Clifton Pizza Hut is the highest in the Asia Pacific region with a daily turnover of 1500 Pizza (Normal days) and a turnover of 1800 to 2000 Pizza / day over the week end. The vision is to have 30 units of Pizza hut in two major cities by the year 2000 i. e. Karachi and Lahore. It must be mentioned that these 30 units of Pizza hut will provide employment to 1870 people and contribute Rs. 150 million in the form of duties and taxes to the exchequer. Marketing Objectives 1. To able to capture the essence of success as a Global company. 2. To be the first choice for every Pizza occasion by always providing 100% customer satisfaction. 3. To focus or unique selling proposition by providing the most irresistible variety, quality taste, and service. 4. To capture 90% of relative market share by the end of year 2000. Facts About Pizza Hut 1. Pizza Huts worldwide sales were approximately $10 billion. 2. Pizza Hut service more than 1. 5 million pizzas every day to approximately 5 million customers worldwide. 3. Pizza Hut owns and operates more than half of its restaurant and delivery units making Pizza Hut, inc. he largest company-owned restaurant chain in the world. 4. The highest volume Pizza Hut restaurant in the world is in Moscow followed b stores located in France, Hong Kong, Finland and the U. K. 5. Outside the US the country with the most Pizza Hut units is Australia (405) followed by Canada (354) and the U. K. (326. 6. Pizza Hut delivery drivers range in age from 18 to 80 miles, and average 50 miles per driver per day to deliver Pizza Hut products. The mode of transportation varies from country to country with motor scooters the most common mode in Western Europe, the U. K. and the Asia Pacific Countries. 7. Pizza Hut uses 2. 5 percent of all the milk produced in the US every year for cheese. That cheese production requires a herd of 250,000 dairy cows producing at full capacity 365 days a year. 8. Pizza Hut uses more than 50 million pounds of wheat representing the annual yield from nearly 400,000 acres of wheat. 9. Pizza Hut uses more than 400 million pounds of tomatoes each year and 50 million pounds of pepperoni. 10. Approximately 50 percent of all Pizza Hut units outside the US are full service restaurant. About 35 to 40 percent are delivery carry out units, and 10 t0 15 percent are express units or slide â€Å"windows†. Product Situation Pizza Hut opened its very first outlet in Karachi at Clifton on December 14, 1993 introducing the internationally recognized and well-accepted variety of Pizza as in their original tastes. Pizza hut took great care, while remaining with the fact that its wheat, cheese and pepperoni remain original while other ingredients available in the local market come up to the manufacturers standards and consumers expectations. Target Market The target market belongs to upper upper and upper middle class who has a definite taste for foreign foodstuff. Out of 140 million people, we are only targeting 20% of the population. Right now they are targeting market, which is 1% of the total urban population. Anybody whose household income is over Rs. 100,000 is in the â€Å"A† category, Rs. 50,000 is â€Å"B† and â€Å"C† is Rs. 50,000. They are right now catering to â€Å"A† and â€Å"B† market and they have not touched the entire market. They are also targeting kids, teenagers and students are also trying to increase their customer base. Consumer Profile DEMOGRAPHICS | |The age group of our customers is family oriented i. e. , the parlor offers a variety that to the needs of the family as a whole. | | | |INCOME | |The income bracket includes Rs. 50,000 per month and above. | | | |OCCUPATION | |Professionals, Executives, House Wives, studying individuals. |PSYCHOGRAPHCS | | | |ACTIVITIES | | Actively participate in social welfare causes, business matters, and members of socially elite clubs, annual family vacations. | | | |LIFE STYLE | |Encouraging eating habits towards foreign foodstuff, for instance, likely to use cake mixes, imported cheese. | | |MEDIA HABITS | |Regular readers of Newspapers and Magazines. | | | |PERSONALITY | |Quality food conscious, outgoing and healthy eating habits health conscious people. | Marketing Mix PRODUCT Pizza Hut offers aims in providing 100% customer satisfaction by excellence in the product, service, equipment and hospitality they offer the products quality and taste remains standard of excellence all over the world. It has maintain its quality by importing the main ingredients and keeping the recipes the same exclusively, for the South Asia regions it test launched spicy flavored Chicken Tikka. Followed by a Seek Kabab Pizza, which gained and remained so popular that they were included in the regular menu. To make a check of its service and customers satisfaction, they issue a comment card to make sure they come up to their customer’s satisfaction. MARKET GROWTH MATRIX | | | |MARKET SHARE | | | | | | | | | |HIGH |LOW | |MARKET GROWTH RATE | |HIGH |Star |? | | | | | | | | | |Supper Supreme |Bar B Q Beef | | | |LOW |Cash Cow |Dogs | | | | | | | | | | |Chicken Tikka |Sea Faer | PRICE They are serving various variety of Pizzas, there menu card along with their respective prices have been placed at the appendix section. PROMOTION Pizza Hut runs more or less the same type of promotion and advertising campaigns in Pakistan as it does internationally, with the exception of electronic media. It uses advertising tools such as newspapers, magazines to create awareness and to get its message through its required target market. Recently they are doing joint promotion with Milo and Pepsi in connection with World Cup Cricket 1999. Pizza Hut promotion budget remains the same world wide except for a few countries i. e. , it allocates 50% of its promotion budget on national advertising and 50% of the budget to regional advertising. With regard to promotion, they have launched kid Klub for children under 12 year of age. Every Tuesday is kids night for members where they get 50% discount on their order. In the process of analyzing Pizza Hut we have deduced that it is the most popular international franchise in Pakistan, with the largest market share in the Pizza industry. There is no major competitor of Pizza Hut and the market opportunities are excellent in teems of growth and profits. Pizza Hut has an opportunity to strengthen its business by adopting various strategies e. g. Backward integration, and New market development. Pizza Hut has to strengthen its financial position either by increasing its equity or debt or both which will improve its internal position. To conclude, we can say that Pizza Hut has a history of producing quality food with growth as an integral part built into its root strategies. Mission Statement We at Pizza Hut are committed to provide high quality of Pizza and exceed the expectation through our passion for service, quality and value. We believe that our prime responsibility is to serve our families who get satisfaction from our product and services. Our product line consist from various pizzas to sandwiches, pasta and deals to suit every customer. We are known for consistency in providing the very best quality in facilities and products, and for friendly personal and efficient, comfortable service which gives the natural warm welcome and relaxed, comfortable ambience of Pizza Hut. We are dedicated to the total success of Pizza business as a worldwide competitor. We are concern for its operation and are dedicated to its total success and prosperity. Pizza Hut is regarded as an industry leader for the innovation in each discipline in the business, blending effectively the finest tradition of our profession with progressive management philosophy and this is ultimately our major competitive advantage. Out team is seen as highly aggressive, competitive, and regarded by our customer as reliable helpful and resourceful. Through open two-way communication employees share the companies objective and strive to provide complete satisfaction to our valuable customer. Vision Statement Pizza Hut aims to succeed in one of the most logistically complex service business. It is our intention to not only serve our customers with genuine care and comfort, but to fulfill all their needs and give them complete service excellence all the time, every time. Every employee is committed to the ultimate dream and vision: 100% customer satisfaction and retention. We will continuously improve our product and services. Simply defined, we empowers all Pizza Hut employees to â€Å"move heaven and earth† to give instant pacification. Our customer’s expectations will not simply be met; they will be exceeded to give each guest a â€Å"memorable visit† â€Å"We Serve But We Are Not Servants We Are Ladies And Gentlemen Serving Ladies And Gentlemen† Code of Ethics We are committed to the highest ethical standard. This responsibility is because our customer, family and communities rely on each other which enhance the level of trust and this can only be build on honesty and dedication. We believe that our first responsibility is to satisfy our customer who takes advantage from our services. It is our duty to serve them with honestly. We will promise only what we can deliver. Our business associate must know, that we will be fair and just. Our decision will be based on factors such as quality, service, and reliability. We want our customer to be proud of our character as individuals in the business we do. We look forward for a friendly and caring relationship between our customer and ourselves. We take pride in the quality of our collective effort at Pizza Hut. We are proud that Pizza Hut has got the human resource that can face any challenge, because a company is only depended on what their employees do for their organization. We will justify with everybody, to whom we are in contact, whether employees or customers – in assigning responsibilities, awarding incentives, and we will consider every body. We will not entertain any unfair practices, which could harm our organization prestige We will establish the empire of friendship and trust between our employees and customers, so that they could be benefited and achieve instant satisfaction. Defensive Competitive Aggressive Conservative +6 +5 +4 +3 +2 +1 -1 -2 -3 -4 -5 -6 6 –5 – 4 –3 –2 –1 +1 +2 +3 +4 +5 +6