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  • SECTION 1: INTRODUCTION (9)
    • 1.1. PIZZA HUT COMPANY (9)
    • 1.2. PIZZA HUT SERVICE (9)
  • SECTION 2: SITUATION, MARKET & COMPETITORS ANALYSIS (10)
    • 2.1. MARKET SITUATION (10)
    • 2.2. COMPETITORS ANALYSIS (10)
      • 2.2.1. Direct Competitors (10)
      • 2.2.2. Indirect competitors (11)
  • SECTION 3: TARGET CUSTOMER ANALYSIS & POSITIONING STATEGY (12)
    • 3.1. TARGET CUSTOMER ANALYSIS (12)
      • 3.1.1. Marketing Objectives - Expand market share (12)
      • 3.1.2. Segmentation (12)
      • 3.1.3. Targeting (13)
      • 3.1.4. Positioning (13)
  • SECTION 4: ANALYSE THE MARKETING MIX STRATEGIES (7PS) (14)
    • 4.1. PRODUCT (14)
      • 4.1.1. The flower of service (14)
        • 4.1.1.1. Information (14)
        • 4.1.1.2. Order Taking (15)
        • 4.1.1.3. Billing (15)
        • 4.1.1.4. Payment (15)
        • 4.1.1.5. Consultation (16)
        • 4.1.1.6. Hospitality (16)
        • 4.1.1.7. Safekeeping (16)
        • 4.1.1.8. Exceptions (16)
    • 4.2. PRICE (17)
    • 4.3. DISTRIBUTION (18)
      • 4.3.1. Distributing services through physical and electronic channels (18)
      • 4.3.2. Distribution strategy (19)
    • 4.4. PROMOTION (20)
      • 4.4.1. Production Channels (20)
      • 4.4.2. Marketing Channels (21)
        • 4.4.2.1. Advertising (21)
        • 4.4.2.2. Public Relation (23)
        • 4.4.2.3. Direct Marketing (23)
        • 4.4.2.4. Sale Promotion (24)
      • 4.4.3. Outside (24)
        • 4.4.3.1. Word of mouth (24)
    • 4.5. SERVICE PROCESSES MANAGEMENT (24)
      • 4.5.1. Service processes management (24)
      • 4.5.2. Blueprint (25)
    • 4.6. PHYSICAL EVIDENCES (26)
      • 4.6.1. Ambient Conditions (26)
      • 4.6.2. Space/Function (27)
      • 4.6.3. Signs, Symbols, Artifacts (28)
    • 4.7. PEOPLE (29)
  • SECTION 5: CONCLUSION (30)

Nội dung

INTRODUCTION

PIZZA HUT COMPANY

Pizza Hut was founded in 1958 as a world-renowned and beloved restaurant chain based in Texas, USA, under yum! Brands

In Vietnam, Pizza hut was present in 2007 by franchising with 100% foreign capital Invested by 2 companies: IFB Holding and Jardin Restaurant Group

Become the leading pizza restaurant chain in Vietnam

* For customers: bring perfect products and services

* For employees: create opportunities for employees to improve themselves

* For society: make positive contributions to the development of the community

In 2017, Pizza Hut was on the list of 200 most influential brands in the world, ranked 24th Every year, 4.2 billion pizzas are sold in the market, equivalent to 11.5 million orders per year day In Vietnam, Pizza Hut owns up to 90 restaurants in all 3 regions of North - Central - South.

PIZZA HUT SERVICE

Pizza Hut is known for its Italian products such as pizza, pasta, rice, soup, diffeent appetizers, drinks, desserts However, the Pizza Hut chain is best known for its wide range of delicious pizzas Another Pizza Hut companion is the Pizza Hut delivery service, which like Dominos, focuses on home pizza delivery

Figure 1.1: Some services at Pizza Hut

SITUATION, MARKET & COMPETITORS ANALYSIS

MARKET SITUATION

Table 2.1: Market Situation of Pizza Hut

- Vietnamese people prefer convenient food

- Stable political background creates a safe and friendly business environment

- Pizza Hut's products meet the quality standards at the

Food Safety Department of the Ministry of Health

- The shops in the city or in the shopping centers are in good locations

- Because Vietnamese culture is familiar with traditional foods such as rice and pho, health concerns are the main problem when consuming fast food

- The popularity of Pizza Hut has limitations

- The intersection of cultures is favorable to promote consumers to choose fast food

- An increase in living standards and living requirements

- The market of F&B industry is growing strongly in

- Competitive with many strong and potential competitors

- Customer needs and human resources are constantly changing

- Many customers are still afraid to go to restaurants because of the Covid-19 epidemic

- People are more concerned about health because Pizza is a high calorie food.

COMPETITORS ANALYSIS

Table 2.2: Pizza Hut Competitor analysis

Domino’s Pizza Pizza Inn Alfresco Pizza

Domino's is the world famous hand-tossed pizza hand-pulled from fine dough, using only

Domino's famous sauce is BBQ sauce With a variety of styles and flavors for topping, along with crust made from fresh flour

Inn's crust has a certain crispy, spongy texture that creates perfect harmony with the typical cheese flavor This is also a type of pizza that makes diners feel quite secure because of its healthy nutritional ingredients

The strength of Al Fresco's is pizza with rich flavors combined with many different toppings to give diners a rich experience of flavors

When it comes to fast food, people still think the first choice is fried chicken Pizza is quite a strange dish compared to the majority of people, especially the elderly In addition, some stores like Duc Phat, Kinh Do also sell small pizzas with only about 8,000 to 12,000 / 1 piece However, these pies are not as good as those of Pizza Hut, but have a complete price advantage over Pizza Hut

TARGET CUSTOMER ANALYSIS & POSITIONING STATEGY

TARGET CUSTOMER ANALYSIS

- Maintain and improve customer relations

Table 3.1: Segmentation of the Pizza Hut

Demographic Age Under 18 From 18 - 35 Upper 35

Household size Small and modern Small and modern Small and traditional

Income Low Middle-High Middle-High

Job Students, Part-time Staff… Officer, Full- time, Staff… Stable jobs

Geographic Concentrated in the big cities: Ho Chi Minh city, Hai Phong, Nha Trang, Ha Noi,

Physical Personality Express your stylish personality

Like fast food, like new things, like beautiful, modern space

Motivation Follow trends, imitate Pressure from social status Have a need of eating pizza

Behavioural Meeting, exchanging and chatting of young people

Want to enjoy new valuable products The parents want to join a meal that is relax and they would not be worried about childrens

The ideal place for family gatherings and exchanges

Pizza Hut targets people from 18-35 who want to enjoy a new feeling, Pizza Hut's pizzas are often highly creative and unique In addition, they want a spacious space and enjoy a relaxing meal, without having to worry about children and work

Young people are people who know how to enjoy and they always want to prove themselves, want to show their class, so Pizza Hut's customers are mostly young people

Pizza Hut is aiming at product positioning strategy with high quality but low price to meet customers' desire which is "Delicious but cheap" product In terms of brand positioning, Pizza Hut is following the model of a cozy American-style pizza restaurant, suitable for family and friends to enjoy

Below is a map of Pizza Hut's positioning with competitors

ANALYSE THE MARKETING MIX STRATEGIES (7PS)

PRODUCT

Serving Pizza and many other food, drinks

Table 4.1: Supplementary service of Pizza Hut

Parking service Customers will be given a parking ticket by a security guard and it is completely free

Music service At each store, music will be played so that customers can enjoy their food while enjoying the music

Cold space service Each floor is equipped with air conditioning to serve you

Service of sitting and waiting, packing cakes to take home

While waiting for customers, there is free water for self-service, and can ask staff to pack cakes to bring back when they can't eat all

Delivery service Wherever you are, using

Ngày đăng: 05/07/2024, 20:02

Nguồn tham khảo

Tài liệu tham khảo Loại Chi tiết
1. Xem Tài Li u (n.d.). ệ Phân tích s n ph m d ch v c a c a hàng pizza hut t i Tp. H Chí Minh ả ẩ ị ụ ủ ử ạ ồ [full]. Truy cậ p t ừ https://text.xemtailieu.net/tai-lieu/phan-tich-san-pham-dich-vu-cua-cua-hang-pizza-hut-tai-tp-ho-chi-minh-full-559070.html [Ngày truy c p: 23/4/2022]. ậ Link
3. Eatmore (2020). Top 16 thương hiệu Pizza ngon, nổi tiếng nhất ở TPHCM. Truy c p t ậ ừ https://eatnmore.com/2020/08/12/top-16-thuong-hieu-pizza-ngon-noi-tieng-nhat-o-tphcm/[Ngày truy c p: 23/4/2022]. ậ Link
4. Blog ăn chơi (n.d.). Khám phá 6 thương hiệu pizza n i ti ng t ổ ế ại Sài Gòn: Tín đồ pizza đã biết chưa? Truy cậ p t ừ https://bloganchoi.com/thuong-hieu-pizza-noi-tieng-sai-gon/ [Ngày truy cập: 24/4/2022] Link
5. Phương Lưu (2020). Marmix Pizza Hut. Truy cập từ https://www.studocu.com/vn/docum ent/dhofar-university/project-management/marmix-pizza-hut-ndcdckc/15861207 [Ngày truy cập: 24/4/2022] Link
6. BrandsVietNam (2013) . Cao trào cu c chi n bánh pizza. ộ ế Truy c p t ậ ừ https://www.brandsv ietnam.com/1317-Cao-trao-cuoc-chien-banh-pizza [Ngày truy c p: 24/4/2022]. ậ Link
7. Út Xinh Gái (n.d.). Xây d ng chi ụ ến lượ c marketing cho chu i c ỗ ửa hàng quán ăn nhanh Pizza Hut t i th ạ ị trườ ng Vi t Nam. ệ Truy c p t ậ ừ https://123docz.net/document/9522471-xa-y-du-ng-chie-n-lu-o-c-marketing-cho-chuo-i-cu-a-ha-ng-qua-n-a-n-nhanh-pizza-hut-ta-i-thi-tru-o-ng-vie-t-nam.htm [Ngày truy c p: 25/4/2022]. ậ Link
8. Pizza Hut (n.d.). Order pizza . Truy c p t ậ ừ https://pizzahut.vn/order/pizza [Ngày truy c p: ậ 25/4/2022] Link
9. Virama (2021). Học hỏi chi ến lượ c marketing c ủa Pizza Hut để kinh doanh hi ệu quả hơn. Truy c p t ậ ừ https://virama.vn/hoc-hoi-tu-chien-luoc-marketing-cua-pizzahut-de-kinh-doanh-hieu-qua-hon.html [Ngày truy c p: 25/4/2022]. ậ Link
10. Thi n Nguy n (n.d.). ệ ễ Chiến lược kinh doanh quốc tế của Pizza Hut . Truy c p t ậ ừ https://123docz.net/document/1525407-chien-luoc-kinh-doanh-quoc-te-cua-pizza-hut.htm[Ngày truy c p: 25/4/2022]. ậ Link
2. Strephonsays (n.d.). Sự khác bi t gi a Pizza Hut và Domino Pizza ệ ữ . Truy c p t ậ ừ https://vi.s trephonsays.com/pizza-hut-and-domino-pizza-13048 [Ngày truy c p: 23/4/2022]. ậ Khác

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