Empirical Analysis On The 7ps Of Pizza Hut Marketing Essay

Empirical Analysis On The 7ps Of pizza pie army hut Marketing EssayAbstract and aimBy using person-to-person play along questionnaire, 150-200 students of City University of Hong Kong will be asked, in order to specify out the competitive advantage of pizza hut and compargon with Spaghetti family line for places to buy nourishment in names and addresses from Hong Kong Island, Kowloon and New Territories. Addresses were area order to census tracts.Based on individual factors are traditional explanations for the unfitness of roughly people to compound dietary habits. This subject examines the provender military avail by pizza hovel and its competitive advantages only everyplace Spaghetti hall localizeThis work aims to find out the successful factor of other competitors and to proffer suggestions and evidences in order to increase the sales and profits of pizza field hut by alter pizza army huts services and its competitive advantages.Background / dodgeHong Kong is an international city. There are seven million residents and roachs of tourists would tell apart to shop in Hong Kong olibanum there are different companionable shades exist including diet habit.Foreign feed is playing an important lineament in Hong Kong to suit customers different conducts. There are a lot of western restaurant in Hong Kong such as, Spaghetti House, McDonalds, Kentucky Fried Chicken (KFC) and pizza Hut etc. Lots of people in particular teenagers like Pizza Hut very much, they love to squander western foods, so Pizza Hut attracts a bulk amount of regular customer for a long period.Pizza Hut is an Ameri washbowl famous restaurant chain, pass different styles of pizza along with side dishes including pasta, buffalo wings, breadsticks, and garlic bread, Pizza Hut is a subsidiary of Yum Brands, Inc., the worlds largest restaurant company, with approximately 34,000 restaurants, delivery-carry out units, kiosks in 100 countries.Pizza Hut has been serving Ho ng Kong for al al just about 30 geezerhood. The beginning(a) Pizza Hut restaurant opened in Hong Kong in 1981 with its stolon delivery service began in 1992, while the business of Pizza Hut is still increasing every year.Since 1987, Hong Kong Pizza Hut franchise has mother by the Jardine Matheson Group. At present, Hong Kong Pizza Hut has a total of over 70 branches and much than 3000 employees.The main competitor of Pizza Hut is Spaghetti House.Spaghetti House is also a famous western restaurant in Hong Kong. The lineup of Spaghetti House is similar to Pizza Hut its target market is a little different from Pizza Hut.Pizza Hut vs Spaghetti HouseWhich maven is much famous?Which adept do customers prefer?Which products are much competitive?We hope to find the answer during this project.In this project, well try out the 7Ps of market strategies of Pizza Hut and take the personalized value in order to find out the competitive advantage of Pizza Hut and the comparison wit h Spaghetti House in Hong Kong. More, we shag also know that which one is better and much famous.Secondly, we focus on physical evidences from customers opinions to improve the environments of both restaurants.Finally, we refer to the result gained from questionnaires to build the recommendations and suggest new trade strategies to Pizza Hut for the improvement.Objective and look questionsStudy the demographics of target customersDetermine which attributes of pizza are the most important to the customersDetermine the preference of product sheaf by the customersDetermine the acceptance of new products by our target customers get a line the purchase behavior of the customersIdentify which promotion channels are the most effectiveMeasure the satisfactory level of customers towards Pizza Hut lively Literature Review Hesperian prompt food chains culture and impact in AsiaMajority scholar to believe food is more affected by culture to restrict in consumption product.As far as rela tively other products concerned, that is more difficult to change the customers behavior such as U.S break straightaways manufacturer Kelloggs to spend 20 years sentence in Japan, ability success to entry use as major rice and kelp soup wanton away break prodigal of consumption market. nigh country and district such as Japan and Hong Kongs children as regards coke, pizza and spaghetti etc foreign countrys food never again, but that local food is construe with children to grow and combine in local culture.From the in a higher place, Pizza Hut can identify market opportunities and discipline targeted promotion plans. Therefore, look into and news report professionals retard on HK of competitor initiatives and explore demand for unwavering food products. ad agencies working with clients in the food industries learn the product buyer to develop messages and images that compel consumers to purchase Italian food products.Business development executives catch the dynamics of th e market and identify possible partnerships.Finally, teaching and look for core librarians provide market researchers, brand and product managers and other colleagues with the brisk information they need to do their jobs more in effect.A 360 View of Fast intellectual nourishment and craving HabitsHere has huge market growth potential for manufacturers and retailers to development in fast-flying food chains and fast food services. consort to the ACNielsen retrospect result, citizens average monthly purchase frequency in fast food, impulse food and drinks is around 20.Monthly Purchase Frequency for Impulse Food and Drinks in Hong KongIn addition, in a spherical consumer survey conducted over the Internet by ACNielsen in October 2004, 30 percent of Asia pacific consumers claimed to eat takeaway at least once a week, nigh behind the US (33%).As the result, eight of global top tens fast food consumption market from Asia Pacific, and Hong Kong ranks is the worlds No.1, choose a fast food than traditional 26% spiriteder than the United States , hard upon is Malaysia (59%) and the Philippines is 54%, 12% said never again to eat fast food, flip 35% eat fast food even more.ACNielsens data also showed that although in the United States have 97% of adults do not mind eat fast food, but this data has also been Asia exceeded.From this result, fast food culture can popular in Hong Kong is about the Hong Kong peoples to demand fast and at ease livenessstyle.Many people require swift and convenient, hurried cadence of life may not have condemnation to cook at home, it affects our lifestyle, make to popularity of fast food culture in Hong Kong. As the same time because of the convenient location, the price is cheaper.In additional, because may about Hong Kong peoples personality, most are not satisfied to spend too much time on delay. However, teenagers usually to eating fast food more during the noon or after school. While an adults to eat breakfast is out of home that provides an probability for suppliers and retailers. So, fast food culture is the most sales in Hong Kong. snuff it 10 Global Markets for Weekly Fast Food ConsumptionHong Kong61%Malaysia59%Philippines54%Singapore50%Thailand44%China41%India37%US35%Australia30%New Zealand29% lineage ACNielsen Online Survey, October 2004Modeling repurchases frequency and customer expiation for fast food outletsIn this competition environment of Hong Kong, leading the company is necessary customer that requires disbursal many an(prenominal) resources to advance customer loyalty and satisfaction with the company. Therefore, the company need understanding what factor is affect customers behavior and satisfaction, and then try to improve the customer services shade in the fast food diligence, thereof help make more loyalty customers.Improving service calibre has become one of the most important strategies a service supplier can use to differentiate itself from its competitors and thus position itself more effectively in the marketplace (Cronin and Taylor, 1992). Rust and Oliver (1994) suggested that fictitious character is one dimension on which satisfaction is based.Although many studies provide a theoretical basis for take aim the relationship amid waiting time, consumer satisfaction and return frequency, they have failed to enquire the relationship between waiting time and the return frequency. The aim of this study is to investigate the impact of waiting time and other service step factors on customer satisfaction and return frequency in the fast food industry. As waiting time appears to be a vital factor of the services in fast food operations, therefore, fast food industry is chosen for our research purpose.Based on a survey of fast food outlets, we formulate a repurchase frequency ride and a satisfaction model. The repurchase frequency model describes the relationship between the number of return visits and service feeling factors including waitin g time.The overall satisfaction model describes the relationship between the customers overall satisfaction level, the waiting time and other service quality factors. These models will help managers to identify basis causes for customer satisfaction and loyalty and thus enable them to make center improvements in critical areas to improve profitability.Hong Kong fast food cultureHong Kong is a delicacies paradise, and also is a fast food paradise, various Chinese and Western fast food restaurant at Hong Kong everywhere, lunch take-out to office are also has good idea or business.Hong Kong fast cadence of life, high working performance, many things have to stress efficiency and effectiveness of demand. It is because fast food more emphasize fast, therefore many foods have hustling cooked and heating for consumers. So, fast food culture offers fast and convenient e extraly popular for peoples.Nowadays, the purposes to co-operate for healthy fashion, fast food already changed into em phasize foods quality and sustenance, many foods have consumer to pay or order then scratch cook. Therefore, foods will more fresh and higher quality than prepared cooked.At the other hard, fast food chain to be particular about decoration than before, show the high class and city lifestyleDetrude of fast-food restaurants in recent years, hot pot, iron meals and other food types, making customers to continue longer in the fast-food restaurants, but also because of the fast-food restaurants to make food choices many more customers are willing to patronize fast food restaurants.A financial tsunami to assist development fast food industryAlthough global financial tsunami cause economic recession, but fast food incessantly is catering trades exotic flowers, Pizza Hut, Burger King, McDonalds and Kentucky Fried Chicken (KFC) these fast food chains have grow a business volume in this period. Caf De Coral, Pizza Hut etc. also want to development this period. referable to economic crisis affected unemployment and so on reason, thus affected consumers confidence. However, relatives enhance of fast foods attraction, increasing peoples in order to save times or money abandoned traditional restaurant meals, and tend to choice fast food. Therefore, fast food chain has obtained more market.Form the above Pizza Hut should continue its diversification strategy to gain more market share.It should incorporate or develop healthier food include low-carbohydrate pizzas to forgather the needs of different customer. If it is able to stay ahead of the competition in this aspect, they will have a strong competitive advantage over other companies.Service quality in the fast food industryService quality has become a predominant part of all advanced organizations strategic plans. Increasing attention paid to service quality has resulted in more progress and profit for organizations. At an international marketing level, in a struggle for a share of market, managers have to understand a nd know how to modify their operations for success in the various cultures of Hong Kong.From the above reason, can organization provide good service staffs quality and skills have important influence. Therefore, enhance staff with the training and improve the quality of services, Including improves the quality of staff and customer service and provide effective services such as staff is advised to review the guests a la wit in order to reduce opportunities for error, the menu and dishes can be coded to make haste data input, restaurant customers should be informed in advance of waiting or cooking time and adoption a recognized service standards and guidelines etc. These can be satisfying consumers needs and attraction their have to patronize.Research methods/ MethodologiesCategoryOptionsThe degree to which the research question has been crystallized1. searching study2. Formal studyThe method of data involveion observeCommunication StudyThe power of the researcher to produce effe cts in the variables under studyExperimentalEx post factoThe purpose of the studyReportingDescriptiveCausal-ExplanatoryThe time dimensionCross-sectionalLongitudinalThe topical scope Breadth and depth of the studyCaseStatistical studyThe research environmentField settingSimulationThe participants perceptional awareness of the research activityActual routineThe main purpose of our study is take to find out the comparison of Pizza Hut and Spaghetti house. We need to collect the patriarchal data and alternative data to analysis Pizza Huts 7Ps in the main. (Product, Price, Place, Promotion, People, dish up and Physical environment)First, we collect the secondary data from internet to know lands, histories, objective, and the one-year reports of Pizza Hut and Spaghetti House etc. Then, we collect other usable information on the internet. Afterwards, we go to libraries to find books such as community information and literature.After that, we use Self- Administered Surveys (Inter cept and computer) and Personal Interview (Questionnaire) to collect the primary data. Indeed that information is relate to our objective. To collect primary data, we will object a set of questionnaire about 7Ps.The method is taken by consumes in Hong Kong (different regions in Hong Kong, Kowloon and New Territory). The proportion will be 608060, a half of male and female. It can be avoided unfair saturation. The sample size will be 200 that it can be reduce bias. The age distribution limits are 10 to 40. Our survey method is opposite interview, after the interview well give them a gift. (Such as coupon)We can understand Pizza Huts competitive advantage through information and make the recommendations on new market strategies for Pizza Hut for further improvement. However, we have limited information in secondary data. In conclude, our information mainly come from primary data.Secondary data is collected from other peoples or organizations, general major secondary datas sources are internet and daily, moreover including survey, census and companys records.However, the primary data is reversing the secondary data, its major used in survey research works.Secondary datas advantages is save more collect datas time, because many background work may carried out or complete, such as some reviews and case studies was carried out, statistics and published book may used to media promotion.And about the secondary datas disadvantages, because the data sources not every is trusty, even authorities data may undependable.Secondary data can be obtained from two different research strands Quantitative and Qualitative.Quantitative included housing, social security, census and other related databases.Qualitative included focus groups transcripts, observation records, structured interviews, semi-structured, research-related documents and other personal. each required respondent to complete the questionnaire by oneself is referred to as a self-administered survey.The most su rvey method is via use internet, fax, newspaper and e-mail, or via restaurant and shops feedback form. tally to this self-administered survey is require some inaccurately questionnaire considerations, because have some respondent may cause sore question or other special reason thus to indiscriminate answer the questions.Self-administered surveys advantage is using anon. form to answer the questionnaire, thus make the questionnaires answer have more effective and true. At the other hard, can make respondent more convenient to answer, and can eliminate the bias, the cost is more than telephone and personal interview cheaper.However, the most of self-administered survey also not actual to take hold who to answer questionnaire, the respondent may read other part of respondents answer, thus affect their feedback.A personal interview is one of direct research method that allows face to face conversation between an interviewer and the respondent at home, in shopping centers or everywher e. The use of personal interviews provides interviewers with opinions, and the process of fundamental interaction via understanding.Personal interviews allow analyses of thoughts, attitudes, behaviors, and opinions that have a high level of cloy validity (Babbie, 2006).Personal interviews are an appropriate qualitative data entreaty methodology in a variety of settings including exploration of issues in sensitive areas such as internal way of life evaluations or internal agency satisfaction studies. Personal interviews allow participants to share qualitative information in a manner that allows freer expression of ideas and opinions.Advantages of personal interviews1. Qualitative data obtained from weensy sample.2. Rapport leads to fewer refusals.3. In-depth answers possible.4. Observation improves accuracy.Disadvantage of personal interviews1. Invasion of privacy.2. Interviewer bias.3. terms Professional Interviewer expensive.4. People not at home.5. Can be tedious and time co nsuming.6. Postal surveys Distributing or mailing door to door a written questionnaire to a sample of buyers for their completion at home or at work.Project Plan/Gantt Chart