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Identify & evaluate marketing opportunities Essay

Introduction

Business can be a profit or a loss it depends on marketing plan. So before starting a business everyone should think about market of that product. Good and planned marketing can be profitable for business. Market research is very important for market planing. Market research is based on geographical area. Target market is based on type of product some vegetarian people don”t like the product that cooked in non-vegetarian food kitchen. Company”s internal and external environment plays an important role in success of business if it is good then the business can be more successful then competitors but the competitor”s strengths can not be avoided in business. SWOT plays an important role in business so everyone should be careful about there strengths, weaknesses, opportunities and threats.

Product
PIZZA HUT have a good market. This may have to do with the fact there is not just one Pizza, but there are a lot of different kinds of toppings and even styles for its base, thus being international diverse and delicious for all kind of different taste-buds from all over the world. Pizza hut take great pride and care to provide you with the best food and experience in the pizza business by only using the freshest of ingredients when making your pizza. Eating sensibly, combined with appropriate exercise, is the best solution for a balanced lifestyle. Pizza can be a part of a well-balanced meal. Ingredients in our pizzas include protein, complex carbohydrates, Vitamin A and calcium. And, depending on the toppings you choose, our pizzas have items from all of the four major food groups – meat, dairy products, fruits and vegetables, and grains! So take a closer look within our menu for suggestions when counting kilojoules and fat grams.

TARGET MARKET –
Customers of pizza are the people who interests to buy the pizza. Customers in the area people of houses, shops and other people who drive through the road. All ages of people are the customers of pizza. But some vegetarian people don’t want to eat in that type shops where everything means all veg and non-veg is cooking at same place so they might hesitate to go and eat pizzas. In market research we should think about this categories. For kids the chocolates and cold drinks are available there. Pizza delivers deliver pizza in houses. With survey it can be found what customers usually wants to get the pizza at home delivery. There are all ages off people living there and with monkey survey we can find rich people with better pizza demand and middle class people with normal quality pizza demands.

According to customers’ needs make all types of pizzas? Expensive pizza for rich people for rich people with expensive ingredients and normal pizzas are available at reasonable price. All ages of people are the customers of pizza. For kids the chocolate and cold drinks can sell there. There is website on Internet of pizza shop; by visiting that everyone can come to know about the menu and service provided. business cards and pamphlets can distribute in food shops so people can see and come to pizza shop. Distributing of pamphlets in houses letter boxes is also a good idea to attract the customers to attract the children we offer chocolates and cold drinks in our shop. fresh quality ingredients for pizzas and choose good recopies to cook the pizzas.

Geographical Area- parramata to Sydney

Market research for pizza shop

For market research we search on abs Dandenong because if the pizza shop on heathen road it is in between Dandenong and noble park so in 2006 the population of Dandenong can be find 130751 in which different ages people are living in this area most of them likes non-vegetarian pizzas.

With the market research we can find that there are those people whom we are going to market are the people with families with children 30 and some with no children registered marriage 1433 total 1504, step family with no children registered marriage 67 total 94. around 1682 families blending are our customers. If we see the income of these families –couple with no children have total around -1320, couple with children -1682, one parent family -890, other family have -119, total have- 4011 and they can spend a good amount on pizza. In these families people aged 12 to 50 likes to eat pizzas. With monkey survey we found that those family people and people aged 12 to 50 likes all types of pizzas some people likes vegetarian but many people likes non-vegetarian and species pizzas and most of them likes to home delivery so this is the good market that we select for our business. For children we sell chocolates, cokes, coffee, other desserts that can attract more people.

Marketing promotion special offer buy 1 get 1 free

By offering one pizza free with one in starting can attract more customers than other shops. By attracting more customers in starting can help to run the business successfully. According to customers’ needs all types of pizzas are there. Expensive pizza for rich people for rich people with expensive ingredients and normal pizzas are available at reasonable price. All ages of people are the customers of pizza. For kids the chocolate and cold drinks are available there.

Company’s micro-environment

Company”s microenviornment includes internal enviornment+external enviornment that includes suppliers, stakeholders,distributers, customers, competetors, competetions, rules, techonology used for marketing of product. company”s internal enviornment can be changed according to needs of business. Internal enviornment which includes staff, suppliers, price etc should be appropriate according to needs. Good training should be given to staff. Supplier with good service and price should be reasonable. company”s external enviornment like government rules, natural enviornment, competetiors, competetion can”t be changed. So every businesman should be very careful about this.

Competitors

Today there is a great competition in food industry there are many restaurants, grocery shops, cafe, pizza shops, vegetable shops, shops of fries and chips and other food in the food market which have a great competition in each other. Pizza hut is one of them it is necessary choose better qualities and fresh ingredients to make good products and attract more customers. Pizza shop should have good quality pizzas delicious recipes, good taste, fresh ingredients, nice pizzas, people can taste once and come again and again. competitor of a pizza shop there is opposite the market that is an old shop but this is the modern one with modern facilities. Quality pizzas at affordable price and offering other products like chocolate, cold drinks etc. that attracts more customers. Other competitors are like Hungry jacks, Mac Donald, Lord of fries may attract customers but our pizza shop is away from the market in geographical location can attract all the customers near to us.

On the other hand crispy pizzas and home delivery will attract all the customers.Today there is a great compilation in food industry there are many restaurants, grocery shops, cafes, pizza shops, vegetable shops, shops of fries and chips and other foods in the food market which have a great competition in each other. Our pizza hut is one of them we choose better qualities and fresh ingredients to make our products and attract more customers. In the past, Pizza Hut has always had the first mover advantage. Their marketing strategy in the past has always been to be first. One of their main strategies that they still follow today is the diversification of the products they offer. Pizza Hut is always adding something new to their menu, trying to reach new markets. For example, in 1992 the famous buffet was launched in Pizza Hut restaurants worldwide. They were trying to offer many different food items for customers who didn’t necessarily want pizza.

SWOT-

Strengths-

Pizza dough is made fresh daily according to an old recipe from natural ingredients, so people can be assured the best and freshest pizzas every time, they’ll find dough is crispy on the outside and fluffy on the inside , use the finest Australian fresh produce and hand cut our fresh capsicums and onions daily. Delivery is daily from 12.30pm – 10.30pm and only costs $2, delivery time can vary between 30-60minutes. Pizza Hut is the market leader in providing different products of pizzas as there are no competitors in this sector. There good image makes the organization more strong. Pizza Hut is providing good taste, quality products with qualified staff, good atmosphere and hygienic environment. They are specialized in pizzas. Motivation level of staff is very high which make the organization more prosperous.

Weaknesses

There is a lack of an organic pizzas, which will limit the target market. The shortage of parking can be a problem for a pizza hut that effect on customer attraction. It is hard to find the trained staff for a pizza and it costs a lot to train staff and consume more time.

Opportunities

Pizza Hut can introduce new Pizzas with different crust sizes and flavors. This may attract new customers with new tastes and this may increase their sales. New market can be explored and new opportunities can be gain. Pizza can come with new product considering the eastern taste.

Threats
New entrance of domino’s pizza in the Dandenong market can effect the business but new ideas is our strength. The other local restaurants can affect the market by providing pizza at low price.

1) Marketing mix..
2) Elements of the marketing mix are often referred to as the “Four P’s”, a phrase Product differentiation is required and is one of the strategies to differentiate a product from its competitors.

Price

The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product.

Place

Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion represents all of the communications that a marketeer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role.

Conclusion

Pizza hut is a good business with appropriate marketing planning. The marketing planning need good market research, planned target market, SWOT analysis, market mix etc. 3) Pizza hut is awesome because many people enjoy eating in this place. Pizza hut can be a family place or you can eat there alone. many varieties of pizza are best at pizza hut, They’ re hospitality is awesome in pizza hut you can experience good food, great service! 4) For success in pizza business it is necessary to be careful about the weakness, competetior”s activities, customers”s choice and price.

Australian Bureau of Statistics

National Regional Profile: Greater Dandenong (C) (Local Government Area) POPULATION/PEOPLE
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2002 2003 2004 2005 2006
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POPULATION BY SEX – at 30 June
Males no. 64 090 63 983 64 105 64 633 65 922 Females no. 64 086 63 998 64 042 64 197 64 829 Persons no. 128 176 127 981 128 147 128 830 130 751

POPULATION BY AGE GROUP – at 30 June
Persons – 0 to 14 years % 18.8 18.7 18.6 18.5 18.7 Persons – 15 years to 24 years % 15.0 15.0 14.9 14.7 14.5 Persons – 25 years to 34 years % 15.2 15.1 15.1 15.1 15.1 Persons – 35 years to 44 years % 14.4 14.1 14.0 13.9 13.9 Persons – 45 years to 54 years % 13.7 13.6 13.5 13.5 13.4 Persons – 55 years to 64 years % 10.2 10.5 10.8 10.9 11.0 Persons – 65 years to 74 years % 7.3 7.3 7.3 7.2 7.1 Persons – 75 years to 84 years % 4.3 4.5
4.7 4.8 4.9 Persons – 85 years and over % 1.1 1.2 1.2 1.3 1.4
INDUSTRY

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2002 2003 2004 2005 2006

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BUILDING APPROVALS – year ended 30 June
Private sector houses no. 221 261 413 578 410 Total dwelling units no. 395 377 642 738 615 Value of total residential building $m 55. 4 60.1 114.4 147.6 120.2 Value of total non-residential building $m 97.9 186.4 222.0 218.0 234.8 Value of total building $m 153.2 246.4 336.4 365.6 355.0

Number per 1,000 population
Passenger vehicles no. 572 580 587 592 591 Campervans no. 1 1 1 1 1 Light commercial vehicles no. 69 71 72 74 75 Light rigid trucks no. 5 5 6 6 7 page 7 AGRICULTURAL COMMODITIES * – year ended 30 June

Total area
Area of holding 1 384.3 Cereals for grain 199.5 Vegetables for human consumption 137.7 Orchard trees (including nuts 1.2 All fruit (excluding grapes 1.2 Non-cereal broadacre crops 19.2.


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