Tuesday, November 12, 2019

Pizza †Marketing Essay

2. Summary: a. Overall Score i. With this Competitive Profile Matrix, a couple of conclusions can be made. Firstly, when comparing Pizza Hut to its competitors, it can be seen that Pizza Hut had a higher score than Papa John’s but scored lower than Dominos. This shows that overall Pizza Hut is doing better than Papa John’s in terms of identifying strengths and working with weaknesses. When looking at Dominos, however, it shows that Dominos is a lot better at turning these success factors into strengths rather than weaknesses. b. Weights ii. When focusing on weights alone, however, some other conclusions can be drawn and also differ in outcomes when looking at the overall score. The most important things we identified in the pizza industry are product quality, price competitiveness, and advertising. As a group we weighted product quality and price equally with advertising being the second most important thing. For comparison, it can be seen that Domino’s takes the cake when dealing with product quality, price competitiveness, and advertising especially in the recent years as they have re-launched and revamped their entire recipe and product quality, advertising, marketing, and offering great pricing that are mostly the best deals around. They have owned up to the past disappointments and issues and have completely redone itself entirely for the consumers. By using quality ingredients and constructing their marketing to where the consumers drive their commercials and advertising they have definitely surpassed the other surviving pizza chains. Pizza Hut and Papa John’s comes in a close second to product quality as they are fresh and quality products. Pizza Hut ranks higher than Papa John’s for price competitiveness because as a group we see more Dominos and Pizza Hut deals versus seeing any type of Papa John’s coupons. Also, Papa John’s is priced fairly higher than either Pizza Hut or Dominos. Advertising, however, proves a minor weakness for Pizza Hut as very rarely do you see Pizza Hut commercials in comparison to Dominos and Pap Johns. c. Strengths iii. Pizza Hut is the leader in global expansion and correctly identifies its target market. The company will want to keep this apart of their strengths to keep up and always be a step ahead in these aspects. This will then ensure accessibility which is an important factor for generating revenues and thus creating a loyal customer base. d. Concerns iv. Some areas that Pizza Hut was rated lower than the other two competitors besides the ones addressed above is the organic foods factor. Many people want organic pizzas and the only chain coming close is Papa John’s which uses quality ingredients, some of which either local or organic. Although it does not seem like a huge deal in the present, eventually more and more consumers will be looking for this and have nowhere to turn but the company who falls close to the mark.

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