PA2019011301.docx - 1 Pizza Hut 2 Contents Pizza Hut.1...

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1 Pizza Hut
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2 Contents Pizza Hut ...................................................................................................................................................... 1 Situation Analysis ........................................................................................................................................ 1 SWOT Analysis ............................................................................................................................................. 1 Strengths ................................................................................................................................................. 1 Weaknesses ............................................................................................................................................. 1 Opportunities .......................................................................................................................................... 1 Threats ..................................................................................................................................................... 1 CDSTEP ........................................................................................................................................................ 1 Political .................................................................................................................................................... 1 Economical .............................................................................................................................................. 2 Technological ........................................................................................................................................... 2 Social ....................................................................................................................................................... 2 Culture ..................................................................................................................................................... 2 Demographics .......................................................................................................................................... 2 Internal Environment ............................................................................................................................... 2 Ansoff Matrix ........................................................................................................................................... 3 Marketing Strategy ...................................................................................................................................... 3 Geographic’s Segmentation: .................................................................................................................... 3 Demographic Segmentation .................................................................................................................... 3 Target Customer ...................................................................................................................................... 4 Value proposition ..................................................................................................................................... 4 Positioning Map ........................................................................................................................................... 5 Marketing tactics ......................................................................................................................................... 5 Product .................................................................................................................................................... 5 Pricing ...................................................................................................................................................... 5 Distribution .............................................................................................................................................. 6 Promotion ................................................................................................................................................ 6 References ................................................................................................................................................... 7
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3 Situation Analysis SWOT and CDSTEP have been used to understand the internal and external environment of the company which leads to devise an appropriate plan for the company to raise its sales in Australia. SWOT Analysis Strengths Strength is related to internal environment of the company which in terms of Pizza Hut is its brand recognition and strong delivery system around the world (Kumar and Bansal, 2015). The company has the ability to adopt local flavors in order to cater the market. Moreover, Pizza Hut is backed by its resources and company claims to be the largest Restaurant with delivery units around the world. Weaknesses The major weakness of Pizza Hut relates with the compliance of laws by different franchises. In Australia, 34 franchises were found to be breaching the wage laws and got fined which became to the company (Ferguson, 2017). One of the reasons identified related to issue were the higher prices of Pizza Hut than its competitors. Opportunities Company has the opportunity to penetrate in the Australian market by opening new outlets and using its strong delivery system. According to survey, 17 million of Australian aged 14+ buys food from the fast food restaurants which creates an opportunity for Pizza Hut to grow and touch the untapped markets of Australia (AFN, 2018). Online delivery and ordering system needs to be managed properly along with the efficient delivery system which was disturbed due to wages fraud by different franchises. Threats Major threat to Pizza Hut is its competitors as Domino’s is the largest food pizza chain in Australia according to sales (Powell, 2017). CDSTEP Political The government and regulatory systems in Australia are reliable to perform business operations in the country. The major concern associates with the food related laws like there is a requirement of proper food supervisor in restaurants who will be in charge of the food’s safety (AIFS, 2019). Moreover, there are wage and labor laws as well which needs to be complied to avoid fines and sanctions. Economical Australia is one of the growing economy where GDP was recorded as AUD1.62 trillion in 2015 (GlobalTraders, 2019). So, there are business opportunities specially in food industry as 17
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4 million of the Australians buy food from fast food chains which is enormous and expected to grow in the future.
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