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美国必胜客的营销战略分析作业

时间:2014-12-17 11:57来源:www.ukassignment.org 作者:pesix1 点击:
本文主要介绍了美国著名的餐饮连锁品牌必胜客的营销战略,介绍了企业的使命和目标,并对必胜客进行Strategic Analysis和swot analysis。
必胜客的总部位于美国艾迪生,德州达拉斯北部郊区,是一家国际特许经营连锁性餐厅。餐厅提供不同风味的披萨还有配菜,包括面食,水牛城辣鸡翅,油条、和大蒜面包。必胜客是百胜旗下的一家餐饮品牌,百胜公司则是世界上最大的餐饮公司,大约有34000家餐厅分布在世界超过100个国家。
 
必胜客的总部自1995年至2010年底搬迁至普莱诺办公园附近,该公司新总部大楼于2010年2月25破土动工。
 
美好的企业愿景——Vision
 
作为一家领先的休闲餐饮餐厅,必胜客的宗旨是:利用我们的品牌资产,让我们的客户享受物美价廉的欧洲美食。
 
必胜客的目标是成为披萨外卖这一行业中的佼佼者,为客户提供世界级的美味披萨,并确保我们的披萨总是及时送到客户手里,让客户尝到热腾腾的披萨。
 
使命——Mission
 
我们有狂热的企业文化,我们承诺确保每一位客户在我们的餐厅用餐时都是一种令人愉快的体验。
 
为顾客服务,用高标准的食品质量和标准来吸引客户
 
不断带来创造性的产品给我们的客户一个惊喜
 
为客户及时提供新鲜出炉的美味披萨
 
不断追求卓越为所有客户提供最好的服务
 
Pizza Hut Is An American Restaurant Chain Marketing Essay
 
Pizza Hut is an American restaurant chain and international franchise based in Addison, Texas (a northern suburb of Dallas), offering 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 world's largest restaurant company, with approximately 34,000 restaurants, delivery-carry out units, and kiosks in 100 countries.
 
Pizza Hut is relocating its headquarters to Legacy Office Park in nearby Plano when the lease on its current building, which it has occupied since 1995, expires at the end of 2010. The company broke ground on its new headquarters building on February 25, 2010. 
Vision:
 
To be the Leading Casual Dining Restaurant and Macau – bringing our customers enjoyable yet affordable European cuisine by capitalizing on our brand equity
 
To be the No. 1 Pizza Delivery Provider offering world class pizza delicacies always hot and on time
 
Mission:
 
With Customer Mania corporate culture, we ensure every dining occasion is a delightful experience. We promise
 
To serve delicacies of excellent food quality and standard to appeal to our customers
 
To continuously bring creative products to surprise our customers
 
To delivery our food to our customers Hot and On Time!
 
To constantly seek service excellence in providing the best for all customers
 
1.1 Company positioning
 
Pizza Hut was among the first multinational brands to enter the food retail sector in India. When the first Pizza hut restaurant opened in Bangalore the quick service industry was at nascent stage and the pizza category was dominated by a sole regional player who had a marginal presence. Pizza hut went on to play a significant role in pioneering and developing this category in India.
 
Worldwide and in India, Pizza hut has come to become synonymous with the ‘best pizza under the roof’. This is because at Pizza hut the belief is that every pizza has its own magic, thus making it a destination product-which everyone seeks. It is this belief that has ignited the passion to create, innovate and serve the finest product the industry has to offer, while setting standards for others to strive to replicate. Pizza hut is committed to providing uncompromising product quality, offering customers the highest value for money and giving service that is warm, friendly and personal.
 
A critical factor in Pizza Hut’s success has been its unique dining experience. Crewmembers at Pizza Hut strive each day to provide ‘customer mania’-the kind of service that ensures that every visit of the customer is a memorable one.
 
Pizza Hut’s constant endeavor to provide extra value-whether it is pizzas which are available to suit every price range, new promotions or the introduction of innovative product ranges-that puts a ‘Yum’ on every customer’s face-has allowed it to increase its presence in India to the current139 restaurants across 36cities.
 
战略分析——Strategic Analysis
 
Strategic analysis can also referred to as situation analysis, although strategic management process is co-dependent, the undertaking of strategic analysis by the organization is the useful starting point (Anthony Henry, Understanding Strategic Management, What is Strategic, Pg9). This involve an analysis of general environment and competitive environment; internal environment and external environment, it allows the organization to evaluate how well it is positioned to exploit the opportunities in its external environment
 
Process of strategic management: Strategic Analysis-->Strategic Formulation-->Strategic Implementation
 
2.1. External Environment
 
2.1.1. Pizza Market
The pizza market grows up rapidly, when the possibility of home delivery was accepted by the consumer. In the mid-1980s pizza was the fastest growing up food at the fast food market. There are 3 segments comprised the pizza restaurant market. At first the traditional eat-in, where consumers can enjoy their food like in ordinary restaurants or pubs, at second the carryout (many stores had seperated windows to provide this service) and at last the delivery-home service, where consumer can call and order their food. Many companies competed at least in 2 of these segments. For example, Pizza Hut′s carryout accounted for 40% of the profit.
 
2.1.2. Competition in the Pizza Market
Pizza becomes more and more a typically dinner food in the U.S... Many consumer view it as an evening snack, it is a personal and sensual experience for many people. They did not believe that great pizza fast food chains could be made it like others did it with hamburgers. Pizza Hut dominated the eat-in pizza segment nationwide, Godfather′s Pizza, which is another eat-in/carryout chain, competed in many of the same local areas and was the most significant national competitor. Domino′s Pizza posed a serious competitive threat to Pizza Hut′s leadership position in the nationwide pizza market. In the time between 1984 and 1985 it redoubled its profit to more than $ 1 billion, to more than $ 1.5 billion by the end of 1986. The chain opened 950 new outlets (total: 2.839). Two-third of Domino′s stores were franchised, but it still was a delivery-only chain. By 1986, Domino′s intended to gain total market leadership when it begun to extend its expansion into smaller towns with smaller population density, which were already controlled by Pizza Hut franchisees.
 
2.1.3. Demand on the Product
The consumption of pizza in the U.S. depends on regional reasons. Tastes of pizza varied significantly by region, the strongest consumption is in the northern and eastern parts of the U.S... For fast food chains like Pizza Hut it represents a challenge, to sell a product with its same taste in each outlet all over the U.S., all over the world as well.
 
2.1.4. Features of the Product
Pizza as a typical dinner food is often used by two-career families, which are using carryout or home delivery. Tastes in pizza depend regional, but Pizza Hut, Inc. found a taste, which is accepted everywhere. So Pizza Hut products have to be the same taste in every store in every state.
 
The food service industry today is one of the fastest growing industries in the United States. Beginning with the original thin crust pizza first served in 1958, Pizza Hut continues to refine its product and develop new products to suit its customer's tastes.
 
2.2. Firm Internal
 
2.2.1. Franchising at Pizza Hut
Nearly half of all Pizza Hut outlets are managed by franchisees. The company itself operates 2,173 restaurants and 361 delivery-only units. Franchise-partner are large companies, almost two-thirds operate 10 or more franchise areas. It is very exeptional and different to many other franchising programms. Franchisee sell its holdings only to the Pizza Hut Inc. or to other franchisees, no new franchise areas are been offered to the public since 1971.
 
Franchising rights and obligations are specified in agreements; each franchisee is obligated to develop its exclusive market area in accordance with a five-year development schedule. This agreement obligates the franchisee to open an agreednumber of new stores in a scheduled time. This is necessary to control new areas and to get no trouble in opening two stores in a short distance. In no case there can be established a new outlet within 2 miles of an existing one.


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