Pizza Hut Malaysia E Marketing Essay

6218 words - 25 pages

BM012-3-2-EMKT PAGE \* MERGEFORMAT 1
HistoryIn 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 ...view middle of the document...

Also they don't have a search button and their information is not that clear as it should be. Everything is deep inside the site. Homepage layout has attractive red color, and it would be better if they add their promotions and special offers also to front page, as Domino's Pizza has done. The website is usable for most of browsers, as it is analyzed in browsersshots.org most common browsers can reach the site. The picture for "Dining restaurant" does not look that tasty as it supposes to be. As an example of Electronic CRM we can say that the pizza hut has communication system in their official website, like registering to the site and collecting a data form users, and using them in creating new products. Pizza hut created a application for mobile phones what helps them check website anywhere they want (http://www.mahalo.com/pizza-hut-coupons). Also they create a community on the Facebook, so every Pizza Hut fan can join it.Part II. Environmental AnalysisSWOT analysis
STRENGTH
One of the largest restaurant chain in the world
Over 20,000 franchises (48%) around the world [ www.survey.com ]
Brand leader in the United Kingdom
Innovative range of pizzas under one roof
Famous television advertising
Attracts people of various ranges from young to old.
Good financial situation and international turnover.
Lead on top of global full-service restaurant tree
Has a good customer service (discount coupons in times for holidays, birthdays, etc.)

WEAKNESS:
Satisfaction of the pizzas is declining for loyal customer's perception.
There are complex computer systems and internal conflicts from franchisees.
There is a lack of an organic pizzas, which will limit the target market
Design of the website is not professional
Website content remain static for several years
Navigation of the website is not comprehensive

OPPURTUNITY:
New Pizzas with different crust sizes and flavours.
Pizza Hut expands Indian market menu and looks to old favourite to bolster sales in the US
Pizza Hut targets upscale products and a downscale consumer base
Online research on Total Quality Management has high demand
Online website builder software are commonly available

THREATS:
Rising competition undermines Pizza Hut as consumers go for greater convenience
Rising cheese costs threaten margins
Threat from Dominos pizza, also from Mc Donald's who have tried to introduce a new meal that is a Pizza called: McPizza. Marcus Griffiths
Website with fresh contents and blogs have moved up to top Google page
Visitor to this TQM website is very low

Role of SWOT analysis is to take the information from the environmental analysis and separate it into internal issues (strengths and weaknesses) and external issues (opportunities and threats). (Marketing Strategy, 1998).PEST (Political, Economical, Social and Technological)The external environment plays an important role in the sector of business. According to the Chartered Management Institute (2005) the PEST Analysis is a method utilized in order to...

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