Pizza Hut Market Performance - Research Proposal Example

? Page: Pizza Hut ment of the Research objectives: The objectives of this research are; To enhance the credibility of the worldwide synonymous Pizza Hut with the world’s best Pizza’s under one roof. To create the innovative product attractive for the customers and make it the best serving Pizza Making the Pizza Hut as the best destination product Setting standards of the product to replicate for the others To ensure the credibility and unity of the crewmembers for the provision of memorable service to its customers. Brand Pizza Hut is the core of our business To ensure best marketing in the world The ultimate needs and aims of our business marketing strategy are to increase the volume of the business thus resulting in the expenditure of our food market, thus to make long term cash flows that will automatically explore the economic growth of the company (Pizza Hut, 2011). Executive Summary of the research Proposal: This research proposal will help to conclude for Pizza Hut to analyze the most important element in the profitability of the organization as well as to conduct a brief customer analysis to go for their preferences in the food sector. This will also help us in developing and re-positioning a broad vision about the future sales and maximizing the business share of the UK market. Introduction: Pizza Hut has been established since 1958 and owes a well known reputation in the Food market because of its exceptional services as well as the outstanding project. Pizza Hut has also received the best performance certifications from all over the world in the available best food and restaurant chains. The original design of the Pizza was adapted firstly in Wichita. Since 1977 it is the best of all available food restaurants in the market and is leading the market position in a reputable manner with an extended product range and customers. The history of Pizza Hut tells that it has always been the most successful in delivering the best products and services with highest available quality to its customers at very economical rates thus making it as a first choice for the food lovers. Research Design: Aims of the research design: To highlight the preferences and the demands of the current customers To focus the best quality of the products considering it the ultimate factor responsible to contribute towards growth and establishment To find out the key weaknesses and the strengths of the Pizza hut and its services for a better evaluation for future proceedings Research components and Infrastructure: The current research is going to be conducted at the Pizza Hut organization with inclusions of all the key members of the marketing committee, key administration, customer references and above all the quality assurance service department. Type of research design: The type of research that we are going to proceed with is; Theoretical Descriptive Areas of questioning: This will basically involve the key sectors from which the information needs to be collected from the market, from the customers and for the quality of the products. The key areas of our research questioning will relate the following sectors: i. Customer overview: This is the main sector which will involve the collection of the satisfactory data from the customers about the overall products overview and services offered by Pizza hut. What is the sum up view of our customers? What they want to get changed? What is in fact they want a price compromise or a quality? This is best interpreted as Mind scanning of the customers so that to evaluate us with the eye of our customers. ii. Market competition overview: This is the major concerned area for the marketing manager to have the key questions answered by his market survey about the presence of all the key competitors present in the market and to develop a background that what are their strengths and what are their weaknesses. A sound knowledge of the basic competitors is very important to put forth any of the growing strategy in ground for the Pizza Hut. For example we will evaluate the presence of DOMINOS as the biggest available competitors; What is their key strategy? What are their major deals? What services they offer additional to Pizza? What are their rates? What quality Dominos present? iii. Price comparison for the market competitors: This will also require a deep evaluation of the company to have a maximum comparison of the prices of the competition of the market. iv. Target allocation for success: This involves the key area for the target allocation of success based upon the annual growth rate in previous fiscal years thus showing the eligibility to maintain and meet the target deadlines for the present as well. This area involves key resources to complete and gather all the relevant details of the previous growth. As for the previous years the growth chart is maintained as; Step I: Data Collection Sample size: The sample size that is being allocated at initial level is about 100 individuals randomly from high class, middle and lower level status. Method of Research: The data is collected by means of Questionnaire. This questionnaire is logically designed that is patent enough to gather all the information required for building up of a valid project from all the sectors of the public. It is important that the data that is collected is complete and proper one thus a questionnaire that is established for the data collection from the marker and customers is as below: Survey form for customer satisfaction for PIZZA HUT and Services Name: _____________________ Occupation: __________________ 1. What do you love to eat the most? _________________________ 2. How often you visit Pizza hut? ____________________ 3. What is your hottest choice for Pizza hut? __________________________________ 4. Do the menu offers at Pizza Hut satisfy you? _______________________________________ 5. What deals inspires you the most? ________________________________ 6. Are you satisfied with the quality of the products supplied to you? ____________________________________ 7. What offers you want to include with Pizza hut? ____________________________________ 8. What if the rates are discounted for 10%? ________________________________ 9. What if the rates are increased 10%? ________________________________ 10. What is the rating you will give to home delivery service in terms of grades? A. B. B+ C D F 11. What is the rating for our online service you give? A. B. B+ C D F 12. What is the customer support service rated by you? A B. B+ C D F 13. Do you think in which terms Pizza Hut is your superior’s choice? ___________________________________________ 14. Do you think why Pizza Hut is your inferior choice? ____________________________________________ 15. Concluding remarks: ____________________________________________________________________________________________________________________________________________________________ This is in fact a medium sized questionnaire that will be appropriate enough to gather the enough required data for our support in developing and maturing our teamwork marketing strategies. Data Analysis: The data obtained from the questionnaire is then analyzed by means of pie chart that is drawn for every question. For example the dat obtained is going to be interpreted as below: Conclusion: The conclusion is drawn on the basis of the data obtained in response to the questionnaire. The highest percentage wants to have eastern foord taste, we have to foucuis that p[articular taste and spice in upcoming offers to attract that sector partcularly. Conclusion: The conclusion drawn over here is to make up more attractions in deals with added tastes to attract thos who visit sometimes so that to make them included in oftenly vising visitors. Data Analysis Sheet: At the end of the results analysis via pie chart a conclusion in the form of data anlysis sheet is drawn to make a valid output through this survey. Question # %age remarks obtained Description 1. What public love to eat the most? 40% Eastern flavors and spice are the hot favorites to be added 2. How often pizza hut is visited? Sometimes 30-35% This group needs to be focused and attracted more. 3. What flavoir is the hottes choice? 60% Fagita It should be improved further with lots of deals and attractions. Personnel Involved: The total number of the employs and the personnel that are invovled in this study will include all the persons that are actually directly of indirectly involved in the study for the development of the marketing strategy. The detailed overview is tha about 150 persons will be involved in this study. Persons Involved: Total 150 Sample size: 100 persons Company persons: 50 i. Project planning: 6 Managers ii. For survey: 20 iii. Data analysis: 10 iv. Strategy development: 10 v. Decision making bodies: 4 Specifications and Assumpitions Pizza hut is a renowned brand and millions of people like pizza hut. A number of people eat pizza at least thrice in a week. Different flavors attract them to have more than three times in a week. As, Pizza hut announced to invest GBP 100 million in a six year plan to change the concept and position of the pizza hut in the market. The plan includes to open a number of new outlets along with new flavors. They also have a plan to introduce new pasta flavors in order to attract kids.They also have a plan to reduce the amount of salt in their food in order to improve its nutritional value.The main idea behind re-positioning is to attract new customers and retaining its existing ones. Re-positioning brings two challenges for the Pizza hut 1) attracting new customers 2) retaining existing ones. The main focus is to increase the use of organic ingredients so that the quality and taste can help in attracting customers.The other challenge is to maintain the price, if the prices rise, then it would be difficult to retain old customers. Economic uncertainty is affecting customer’s spending a lot so it’s really necessary to maintain the price with improved quality. The whole idea is based on few assumptions. 1) There would be no obstruction from any competitive side. 2) Economy of the country will remain good. 3) Taste of the product will surely improved. 4) Prices of ingredients will not rise. 5) Staff will work honestly. Services Management is actually planning to increase their sales by adding quality ingredients and introducing new flavors. Pizza hut will provide a new series of Pizza flavors and a wide variety of exciting Pasta flavors. Services will include improved quality of food, new flavors, packaging and delivery will also improved. Hot pizza’s will be served within ten to fifteen minutes. Staff will be available when required. Complaint and suggestion will be surely entertained. One floor manager will be always there to assist customers regarding seats availability, order status and other related issues. Services will be surely improved as a number of changes are a part of the plan. Cost Pizza hut management has planned to invest GBP 100 million on its new plan. The idea behind it is to increase sales by attracting new customers and retaining the old ones. Cost will be divided as per schedule. 40% of the total budget will be spend on advertising, 30% on better ingredients, 10% will be spend on packaging and 10% will be there for improving staff services, remaining 10% will be there on fast delivery services. Timing The success of every project is highly depend on planning. Planning phase required lots of efforts and skills, if planning is done successfully, the rate of project success rises. Planning phase usually takes more time than other phases, almost 40% time will be spend on planning phase, 30% time around 3 months will be spend for identification phase, 20% time will be spend on Designing, 20% time will be spend on implementation and rest of the time will spend on deployment the updated plan. References Pizza hut, 2011, Pizza Hut Official website, retirved: 20-04-2011: www.pizzahut.ae. Read More