Pizza Hut Malaysia E-Marketing
BM012-3-2-EMKT � � PAGE * MERGEFORMAT �1�
HISTORY
__
In 1958 Frank and Dan Karney open the first Pizza Hut in Wichita, Kansas. In 1972 there were 1000 Pizza Hut restaurants throughout the USA. Then in 1973 Pizza Hut went international. Later on, in 1977 PepsiCo buys Pizza Hut, with 3,000 U.S. units. In 1989 the Pizza Hut Jobs Plus program expands Nationwide to employ more than 10,000 individuals with physical and developmental disabilities. The Jobs Plus program is recognized as the largest corporate initiative of its kind in the food service industry. On October 6, 1997, Tricon Global Restaurants, Inc. was formed as a result of a spin-off from PepsiCo Inc. of the three restaurant concepts - Pizza Hut, KFC, and Taco Bell. Pizza Hut launches "Totally New Pizzas", a quality initiative putting sliced, fresh vegetables and meatier meat toppings on pizzas.
PART I. SITUATION ANALYSIS
4 P 'S
PRODUCT
SPECIAL OFFERS SUCH AS HOT CHUNKY LOADED PAIR DEAL, 2 REGULAR PIZZAS FOR RM 35 ONLY (INSTEAD OF RM42), +HOT ADD ON (GARLIC BREAD, OVEN BAKED WINGS, SOUP-OF-THE-DAY), OR PIZZA HUT NEW TAKE AWAY VIVA PIZZA (3 REGULAR PIZZA 'S FOR RM33 ONLY)
SEASON 'S PROMOTION - GOLDEN FORTUNE CHEESY CROWN (FOR CHINESE NEW YEAR)
Each variety is grouped on different tastes
Delivering from hot oven in boxes to save its freshness
PRICE
Low price for combo meals and expensive for just one
Special offers ( when order online, get some extra free product)
PROMOTION
Special coupon (When customer orders Pizza Hut pizzas or other items for either delivery or for takeout, the restaurant will usually place a sheet of coupons on top of the box or package. They can save these coupons for use with future orders)
Door to door brochures to capture more customers
Marketing techniques
PLACE
More accessible to the customers
Now Pizza Hut restaurants are located in airports, shopping malls, sport arenas and other places, more convenient for the customers
Pizza Hut is extremely
HISTORY
__
In 1958 Frank and Dan Karney open the first Pizza Hut in Wichita, Kansas. In 1972 there were 1000 Pizza Hut restaurants throughout the USA. Then in 1973 Pizza Hut went international. Later on, in 1977 PepsiCo buys Pizza Hut, with 3,000 U.S. units. In 1989 the Pizza Hut Jobs Plus program expands Nationwide to employ more than 10,000 individuals with physical and developmental disabilities. The Jobs Plus program is recognized as the largest corporate initiative of its kind in the food service industry. On October 6, 1997, Tricon Global Restaurants, Inc. was formed as a result of a spin-off from PepsiCo Inc. of the three restaurant concepts - Pizza Hut, KFC, and Taco Bell. Pizza Hut launches "Totally New Pizzas", a quality initiative putting sliced, fresh vegetables and meatier meat toppings on pizzas.
PART I. SITUATION ANALYSIS
4 P 'S
PRODUCT
SPECIAL OFFERS SUCH AS HOT CHUNKY LOADED PAIR DEAL, 2 REGULAR PIZZAS FOR RM 35 ONLY (INSTEAD OF RM42), +HOT ADD ON (GARLIC BREAD, OVEN BAKED WINGS, SOUP-OF-THE-DAY), OR PIZZA HUT NEW TAKE AWAY VIVA PIZZA (3 REGULAR PIZZA 'S FOR RM33 ONLY)
SEASON 'S PROMOTION - GOLDEN FORTUNE CHEESY CROWN (FOR CHINESE NEW YEAR)
Each variety is grouped on different tastes
Delivering from hot oven in boxes to save its freshness
PRICE
Low price for combo meals and expensive for just one
Special offers ( when order online, get some extra free product)
PROMOTION
Special coupon (When customer orders Pizza Hut pizzas or other items for either delivery or for takeout, the restaurant will usually place a sheet of coupons on top of the box or package. They can save these coupons for use with future orders)
Door to door brochures to capture more customers
Marketing techniques
PLACE
More accessible to the customers
Now Pizza Hut restaurants are located in airports, shopping malls, sport arenas and other places, more convenient for the customers
Pizza Hut is extremely
References: KOTTLER, P., (1997), '_Marketing Management ',_ 9th ed., New Jersey, Prentice Hall international BATEMAN, T HILL, T., and WESTBROOK, R. (1997), '_SWOT Analysis: It 's Time for a Product Recall, Long Range Planning_ ', Vol. 30 Issue 1, pp.13-16. WEICHRICH, H. (1982),_ 'The TOWS matrix: a tool for situational analyses_, Journal of Long Range Planning, Vol. 15 Issue 2, pp.12-14. KIPPENBERGER, T. (1998), '_Strategy according to Michael Porter '_, The Antidote, Vol. 3 Issue 6, pp. 24-25. PORTER, M. (1980b), '_Competitive Strategy '_, New York: Free Press. PORTER, M. (1998), ' _Competitive Strategy: Techniques for Analyzing Industries and Competitors_ ', New York: Free Press THURLBY, B O 'SHAUGHNESSY, N. (1996), '_Michael Porter 's revisited ',_ Management Decision, Vol. 34 Issue 6, pp.12-20. PORTER, M. (1979),_ 'How competitive forces shape strategy '_, Harvard Business Review, Vol. 57 Issue 2, pp.5-8. _ 'SWOT Analysis- Strengths, Weaknesses, Opportunities, Threats ',_ PMI- Plus, Minus, Interesting. 1999. Available online on http://www.mindtools.com/swot.html (Accessed on 04.06.2010) DANCA, A SCHWEIG, S., 1994, _ 'Case Study - Pizza Hut, Inc._ '. Available online on http://www.grin.com/e-book/45066/case-study-pizza-hut-inc (Accessed on 28.05.2010) _ 'Pizza Hut Coupons '_, Available online on http://www.mahalo.com/pizza-hut-coupons (Accessed on 30.05.2010) THOMPSON, K., 2006, 'PIZZA HUT & THE EXISTING MARKETING MIX OF THIS COMPANY ' _ 'SWOT Analysis, PEST Analysis and Five Forces Analysis '._ Available online on http://www.folo.cn/user1/3124/archives/2006/12614.html (Accessed on 03.06.2010) MANKTELOW, J., 'PORTER 'S FIVE FORCES, ASSESSING THE BALANCE OF POWER IN A BUSINESS SITUATION ' Recklies, D., '_Beyond Porter - A Critique of the Critique of Porter '._ Available online on http://www.themanager.org/Strategy/BeyondPorter.htm (Accessed on 05.06.2010)