Executive Summary
The fast-food industry has been one of the most successful industries even with the economic meltdown that occurred in 2008 ; its success is due to the comparative low cost of its merchandises and Pizza Hut is an illustration. Established in the United States in 1958 by two brothers. the company has since grown from being local company to an international company with over 11. 000 units in the United States and across the World. The company has branded its image and name for being one the taking pizza doing eating houses in the universe. Despite its presence internationally the company is still yet to rule Africa. although. Africa is developing part with a batch environmental hazard in certain parts some states are taking steps to rectify such hazards ; with mercantile establishments in the Northern and Southern Africa the company can spread out in other countries.
The suited location will be Nigeria located on the Western side of Africa. Nigeria being the most populated state in Africa is state with abundant resources. oil and gas are the major beginning of income with agribusiness following suit. The state has a broad scope different cultural background each exhibiting one’s ain manner life. but the state is united as one state with English being the official linguistic communication. Although. the state is known to be environmentally hazardous part. the authorities is following a new reform that will profit the state and promote Foreign Direct Investment. For Pizza Hut. franchising its eating house to such location will increase its strength and presence in the African part with other states likely to follow the way.
History
Pizza Hut was started in the metropolis of Wichita. Kansas in the United States in 1958. It was two brothers “Dan and Frank Carney” while analyzing in college in Wichita. Kansas were approached by a household friend with the feeling of opening a pizza shop. Bing inspired with the thought. they borrowed an sum of six hundred dollars from their female parent and procured some 2nd manus equipment’s and hired a little edifice on a busy intersection in their hometown. Therefore became the start of the of the greatest pizza name in the universe. The company incorporated after a twelvemonth and its initial franchise began in Topeka. ( Entrepreneur Media. Inc. . 2013 )
Background Overview
Pizza Hut is an American concatenation of eating houses and international franchise that offers assorted types of Pizza’s along with a assortment of side dishes and sweets. Pizza Hut began franchising about 1959. Pizza Hut otherwise known as Pizza Hut. Inc. . in the corporate universe became a subordinate of Yum! Brands. Inc. . as of 1997. Yum! Brands. Inc. . is considered to be the largest eating house company around the Earth. Our survey indicated that Pizza Hut has about 14. 357 franchise units around the universe today and besides is graded tenth among the top 10 franchises for 2013. ( Entrepreneur Media. Inc. . 2013 )
Aim
The intent of this study would be to do usage of the survey and consequences to fix a selling study integrating Pizza Hut. Inc. . in Nigeria. Africa in order to unwrap a selling audit. program and scheme and besides use the appropriate stuff and topics related to come ining the Nigerian Market. There would nevertheless be a part of concerns and grounds that would affect the company while switching and familiarising to the new location. However due to high cost of these fast nutrient trade names. many people still can non afford it. Hence sensible monetary values are to be varied in order to vie in these types of disputing markets.
Country Overview: Nigeria
Nigeria besides known as the ‘Giant of Africa’ is the most thickly settled state in Africa. Nigeria was colonized by the British and got her independency on October 1st 1960. The state is a federal constitutional democracy. with 36 provinces and a Federal Capital Territory. Abuja. There are over 250 ethnics groups in Nigeria. which the bulk being Hausa. Yoruba and Igbo. After the country’s independency the state had a civil war that led to the formation of military government during the 70s boulder clay 1999. which saw the beginning of a democratic government.
Culture and Religion
With a population of over 160 million people populating in Nigeria. projected figures shows that the spiritual demographic indicate that 50 % of the population are Muslims. 40 % Christians and 10 % pattern their autochthonal belief ( CIA World Fact book ) . In Nigerian society faith plays a major function in people’s manner of life ; Islam is of bulk in the Northern part. which is dominated by the Hausas while Christianity is in the Southern part. The Yorubas have a more diverse faith and those in the middle-belt pattern their ain autochthonal belief. Throughout the state faith is a agency for societal mobility. supplying agencies of incorporation into concern and political circles every bit good as educational system ( Library of Congress ) .
Politicss and Government
The Constitution of Nigeria shows that the state is a autonomous province. whose citizens are bounded together by a Federal agreement. The subdivisions of authorities is divided into three ; the Executive. a Judiciary. and a Legislative. The Executive power is entirely for the President who is besides the head of province and caput of the authorities. The Legislative subdivision consists of the Senate members. and House of Representatives. and the Judiciary consists of the all the legal system both at Federal degree and State degree. The president appoints members of the Supreme Court topic to verification by the Senate. There multiple political parties in Nigeria of which three are really strong. People’s Democratic Party ( PDP ) . All Nigeria Peoples Party ( ANPP ) . and Alliance Congress ( AC ) ; the PDP has been governing the state for over a decennary. ( Nigeria: GOVERNMENT AND POLITICS ) .
Legal System
The legal system in Nigeria is a combination of statutory jurisprudence. English common jurisprudence. customary jurisprudence. and in the northern part Islamic jurisprudence. The Federal and State tribunals apply the English common jurisprudence. while the local tribunals apply customary and Muslim jurisprudence ( Nigeria: GOVERNMENT AND POLITICS ) .
Economy
Nigeria being an oil-rich state has been faced with heavy political instability. corruptness. unequal substructure. and hapless direction. but in 2008 started economic reforms. GDP ( Buying Power Parity ) = $ 455. 5 billion ( 2012 est. ) Compared to the remainder of the universe = 31
GDP ( PPP ) 2011 = $ 428. 4 billion
GDP ( Real Growth Rate ) = 6. 3 % ( 2012 )
Compared to the universe = 41
GDP ( Real Growth Rate ) 2011 = 7. 4 %
GDP ( Per Capita ) 2012 = $ 2. 800
Compared to the universe 180
GDP ( Per Capita ) 2011 = $ 2. 700
( CIA World Fact Book )
The economic system of Nigeria slowed down in 2012 as shown above ; the oil sector continues to be the major part of the parts gross with a growing rate of 8 % compared to -0. 35 % in the non-oil sector. Economic activities are largely denominated by Agriculture. gas and oil sectors in Nigeria. Though the economic reform looks strong there are still challenges the state needs to face. There is a high unemployment that rose from 21 % in 2010 to 24 % in 2011. Another downside to the economic system is the security challenges originating from spiritual or cultural struggles. costs associated with environmental factors. and the slow planetary economic growing and the autonomous debt crisis in the Euro part.
Demographics
Population
hypertext transfer protocol: //www. indexmundi. com/nigeria/age_structure. htmlworld fact book
The above population pyramid shows a construction of a states population. population Is distributed on the horizontal axis. which is divided by male on the left and females on the right. The X-axis indicates population and the Y-axis has distinguished age groups.
Economic statistics
The economic system in Nigeria is a assorted economic system with developing market sectors ( legal. finance. communicating. conveyance. amusement ) . Nigeria is ranked 36th in footings of GDP as of 2013. Due to the resiliency witnessed in 2012. the economic system of Nigeria is expected to turn quickly and derive stableness. Nigeria GDP growing slowed down from by 7. 4 % in 2011 to 6. 6 % in 2012. In diverseness with sectors in Nigeria. agribusiness stands the highest subscriber. followed by rough oil. natural gas and sweeping merchandises. Economy in Nigeria is the largest in West Africa and top three in Africa.
Personal income per capita
hypertext transfer protocol: //www. tradingeconomics. com/nigeria/gdp?per?capita
Personal income per capita has improved over the old ages and has maintained a stable growing from 2004 – 2012 due to the improved income to the state from rough oil and agribusiness. From $ 726. 4 per individual in 2004 and a drastic alteration in 2012 with $ 1052. 3 per individual. Gradually with the development and newfound chances in Nigeria the income per capita will steadily turn.
Foreign investing
Before the exportation of oil. agribusiness was one of the largest fractions in the states net incomes. A key for direct foreign investings in Nigeria is the oil and gas sector. Other foreign investing chances such as telecommunications. electricity. existent estate. nutrient and drink. consumer goods. wellness attention and touristry.
Working conditions
Working conditions in Nigeria is far from ideal. apart from civil retainers and employees of foreign states. working conditions and rewards are acceptable. This may non be the status of the local people in Nigeria. Protests by the trade brotherhood leaders. work stoppages. income inequalities. late payment. hapless rewards affect the criterion of life in Nigeria. Technological analysis
Infrastructure in Nigeria is weak ; it is one of the chief jobs that affect the growing of the state. Undependable electricity. H2O resource. route. conveyance have pulled back the growing of Nigeria in the old old ages. In recent developments the state has public– private partnership. investors and international companies traveling into these parts for a better chance and can resuscitate the economic system.
Market Audited account
The Merchandise
When sing the market audit and competitory market analysis for any concern. there are four factors to see basically. These four factors are merchandise. monetary value. publicity. and arrangement. Pizza Hut is a fast nutrient eating house concatenation that provides the dine-in and takeout services for fast nutrient clients. The other external and internal environmental force such as the cultural. legal and political besides has the greater impact on the merchandise handiness. its gross revenues. selling and repute. The legal forces are indifferent to get down a concern venture in Africa. specifically the fast nutrient ironss such as Pizza Hut. Some societal and cultural forces besides play an influential function in making and destructing the chances for any concern. KFC. Donut King. Dominos. and Italian Pizza are most good celebrated names in supplying the high quality fast nutrient merchandises in these markets and are utilizing the high criterion advertisement and promotional schemes therefore the competition is disputing. The apprehension of recent advertisement. tendencies. publicities and selling ways are considered to be necessary when stepping into the Nigerian fast nutrient merchandises market.
The Market
Market is a topographic point where major procedure of the concern takes topographic point. The economical. political. societal. cultural. fiscal. legal and technological forces are fundamentally some of the factors that play a important function in making and destructing the chances for any concern. If the economic system of the state where the merchandise or service would be marketed is stable and indifferent. it is a great chance for the concerns. The political and legal stableness plays a critical function for get downing any concern in a state. The societal and cultural environmental forces are most important to see because they contain people. the existent purchasers of the merchandises and services. ( Glader. 2006. pp. 16 ) .
Nigeria’s civilization and tradition are somewhat different than the other parts of the universe i. e. UK and USA. There are several linguistic communications are being spoken in Nigeria. but the official linguistic communication is English. This is one of the best strength of Nigerian civilization that welcomes the foreign houses to fall in the Nigerian market. The legal system of Nigeria is a combination of several Torahs and rules including Islamic. customary and English Torahs. There could be some menaces for the fast nutrients concerns because of diverse faiths and Torahs systems. Nigeria has a assorted economic system and stands at the 36th place in footings of GDP as of 2013. The agricultural industry of Nigeria significantly supported its economic system followed by the natural resources of rough oil. natural gas and sweeping merchandises. The income per capita increased in the period of 2004-2012 ( Trading Economic. 2013 ) . The income position of people is acceptable. but non for general Nigerian populace. However. the earning people are able to afford the fast nutrient merchandise purchase even in regular intervals. While the hapless rewards of most of the people. late payments and work stoppages can frequently do critical state of affairss in the state.
Figure: GDP Per Capita
The technological promotion is turning quickly in Nigeria and it is a most of import advantage for MNC’s. The online markets are majorly playing of import function in conveying purchasers and Sellerss closer. Peoples now prefer to utilize on-line platforms for puting orders and doing purchases. Thus the on-line promotional scheme and besides telecasting and physical ad streamers would be helpful for Pizza Hut if implemented. Several other merchandises are besides acquiring rapid celebrity among people such as MacDonald’s and Italian Pizza. The debut of several good strategies and publicities such as vouchers. gifts. weekend bundles and midnight offers would be profitable and would besides assist Pizza Hut to acquire rapid reputation and huge client circle.
Market size
The market size of the host state describes the demand and provide graduated table of the merchandises. To provide the merchandises in any host state there must be sufficient possible demand. Larger the market size. better the economical growing would be ( Wei & A ; Liu. 2001. pp. 38 ) . Several international investors and sellers have opened their retail concern in Nigerian market such as Shoprite. Artee Industries Ltd. and Internationale Spar Centrale BV in 2012. The quickly increasing population of Nigeria will bring forth the strong and of all time traveling demand for international merchandises specifically the fast nutrient merchandises. The increasing rate of urbanisation and positive economic mentality of Nigeria will back up the MNC’s. ( Euro Monitor. 2013 ) .
Rivals
One of the chief rivals and its merchandise monetary values in Lagos is: Dominos Pizza
Domino’s Pizza is a popular pizza articulation in Lagos. They offer both dine in and place bringing services. Their slogan is to distribute felicity around Lagos. Products and Monetary values
Domino’s chief offering may be pizza but a broad assortment of side orders is besides offered by the fast nutrient articulation. The monetary value list of their popular merchandises is as follows: Chicken Feast
Grilled poulet chest.
mushrooms and sweet maize.
Medium: ? 2. 000
Large: ? 2. 900
Hot Pepperoni Feast
Extra beef pepperoni.
ruddy chilis & A ; extra
mozzarella cheese
Medium: ? 2. 000
Large: ? 2. 900
Hot Veggie
Onion. green Piper nigrum.
banana. ruddy chilis
& A ; tomatoes
Medium: ? 2. 000
Large: ? 2. 900
BBQ Chicken
Grilled poulet chest. Onions & A ; BBQ sauce.
Medium: ? 2. 300
Large: ? 3. 200
BBQ Philly Steak
Philly steak. Beef exceeding. Onions & A ; BBQ sauce
Medium: ? 2. 300
Large: ? 3. 200
Meal Deals and side orders are besides offered. The joint besides serves Cold Stone Ice pick
Promotion and Ad
Domino’s pizza uses different channels of advertizement and publicity. Billboards and billboards are used to advance particular trades and price reductions. The fast nutrient articulation has a web site that houses the bill of fare and besides facilitates on-line order engagement. Domino’s prides itself on its ability to do prompt bringings throughout Lagos. Distribution
Domino’s Pizza has six chief mercantile establishments in Lagos. The majority of distribution is attributed to place bringing. Apart from these international fast nutrient ironss. many local fast nutrient articulations are unfastened in Lagos. These include Mario’s Pizza and fast nutrient
Sweet Sensation
Mama Cass
Ghana High
These fast nutrient ironss offer a broad scope of price reduction trades and competitory
monetary values. Pricing Scheme
Pricing is one of the most of import facets of the selling mix of the merchandise. Product arrangement and publicity depends on how the merchandise has been priced. In order to put a pricing scheme. pricing aims must be set. These include: Current net income maximization
Current gross maximization
Maximize measure
Maximize net income border
Quality leading
Partial cost recovery
Survival
Status quo
Since Pizza Hut will be presenting its merchandises in Lagos for the first clip. its pricing object should be to ‘maximise quantity’ and finally go the market leader. In order to achieve this position Pizza Hut may use one of the two pricing schemes: Skim Pricing: whereby the company monetary values its merchandises high. This offers net income maximization. By following this scheme the company assumes the stance of functioning a niche market. Penetration Pricing: whereby merchandises are priced low to maximize measure and easiness into the market. Since. the mark market for Pizza hut is monetary value sensitive and extremely elastic. the best pricing scheme would be ‘Penetration Pricing’ . By pricing the merchandises low at the beginning. Pizza Hut would be able to derive more market portion and cater to a greater market. Pricing Methods
Several pricing methods may be employed to fulfill the pricing aims of the company. These methods vary from merchandise to merchandise. Some companies may utilize different and advanced pricing methods that better fulfill the demands of both the client and the company. Traditionally used pricing methods include: Cost-plus pricing: based on production cost plus a certain net income border Target-return pricing: based on a mark return-on-investment Value-based pricing: based on value offered comparative to rivals Psychological pricing: based on customer’s perceptual experience and demand Pizza Hut may use any one or a combination of the above mentioned pricing methods to carry through its pricing aims. Monetary value Discounts
The list monetary value is usually discounted for the distribution channel. This may be done in the undermentioned ways: Measure price reduction
Accumulative measure price reduction
Seasonal Discount
Cash price reduction
Trade price reduction
Promotional price reduction
Pizza hut could offer the undermentioned monetary value price reductions to its clients: Measure price reductions: whereby clients purchasing in greater measures could be offered particular trades and price reductions Promotional price reductions: particular publicities could be used to hike gross revenues
Selling Plan
Marketing Aims
Marketing aims helps specify what a company wants to accomplish through it’s selling activities. Firms from different industries create their selling aims by making a thorough analysis of their houses SWOT analysis in order to place the cardinal countries of concentration. For Pizza Hut. to specify its selling aims it has to make up one’s mind on the entry scheme that it will follow for Nigeria.
Entry Scheme
One of the taking markets in Sub-Saharan Africa is Nigeria with a population of above 158 million. However Nigeria holding a broad scope of cultural groups is an environment with high hazard potency. It would be advisable for Pizza Hut to franchise the company to another company in Nigeria. in order to cut down unanticipated hazard. A franchise is an understanding between two parties where the franchisor sells the right to franchise the company to a franchisee. However due to the alterations in modus operandis and consumer spirits. penchants are readily turning towards packed and convenient nutrients. All these affairs are helping the country’s retail nutrient sector to develop.
In turning markets like Nigeria. consumers would ever prefer to hold a culinary art that is more appropriate to the native roof of the mouth instead than an “international” culinary art Finding the right spouse to sell the rights might be rather dashing but Devyani International Limited an Indian based company with operation in Nigeria might be good spouse to sell the franchise to. Devyani International Limited an associate company of RJ-Corp – Largest bottler for Pepsico with presently holding about 300 mercantile establishments of Pizza Hut. KFC. Costa. Swensen’s. and many more trade names in India ( Devyani International Limited ) . The company opened KFC in Nigeria as of 2009 and is presently puting on opening more mercantile establishments in the part ( Business New Nigeria ) .
Our survey showed that an mean Nigerian spends about 72. 97 % of his/her income on nutrient. The tabular array below shows the per centum of entire nutrient outgo in Nigeria as of 2010.
IMAP’s Food & A ; Beverage Industry Global Report – 2010
Entire Food Outgo
Percentage of Entire Expenditure ( % )
Beverages/Tobacco
2. 73
Meat
12. 88
Fish
15. 22
Diary
5. 61
Breads/Cereals
34. 08
Fats/Oils
5. 15
Fruits/Vegetables
15. 44
Other Foods
8. 89
Percentage of Entire Food Expenditure ( % )
72. 97
After choosing the entry scheme. set uping the SMART attack for the selling aim would look utile. This will nevertheless assist to guarantee the aim are: Specific – explains what needs to be gained.
Measurable – aims should be mensurable in footings of public presentation indexs. per centums. results. and much more. Action-oriented – State which action demand to taken and who should take them. Realistic – the resources available should be able to run into the aims. Time Specific – specify clip frame and agendas for accomplishments or completion. To accomplish the SMART attack. Pizza Hut will hold to develop the direction of its franchisee on how to run and pull off the concern similar to that of Pizza Hut’s method.
Merchandise Adaptation
The key for international nutrient ironss such as Pizza Hut is to stress on accommodating and accepting the local roof of the mouth and so developing advanced nutrients to win over the native consumers. The term ‘Product Adaptation’ uses the scheme of the follower. That is the new merchandise is based on betterments or alterations of the current merchandise of the company ( MBA Skool ) . To be successful in an international market it necessary for a house to accommodate its merchandise to run into international customers’ or markets demands ( Small Biz Connect ) . For Pizza Hut. it will hold to trust on the franchisee to anticipate the merchandise version in the part. The franchisee with its extended cognition in the market understands consumer penchants. even though Nigeria is state with broad scope of civilizations but each civilization portion common trait in its part.
Promotion Mix:
Promotion is the method used to make consciousness about a merchandise or service to clients a house offers ( Small Business Development ) . Once the concern has started the following are agencies to raise consciousness to the populace about the company:
1. Ad – one of the most of import signifiers of go throughing information to the general populace. It is a signifier of communicating used to convert or carry possible consumers to take a company’s merchandise or service over its rivals ( Small Business Development ) . Successful advertisement should be planned decently so that the consumer perceives the intended messages. There many types of media options to take for advertisement ; taking which type of media depends on the market a house is seeking mark and besides on the budget. The types of media include: imperativeness advertisement. wireless. telecasting. direct mail. ambient. and much more. Firms should be careful on choosing the type of media ( or mixture ) for publicizing their merchandise so as non godforsaken resources. a celebrated quotation mark from John Wanamaker ( 1838-1922 ) province “Half the money I spend on advertisement is wasted – the problem is I do non cognize which half” ( Small Business Development ) .
2. Gross saless Promotion – relates to inducements or activities largely short-run that produces the likeliness of purchase or sale of a merchandise. Gross saless publicities can be used to aim different types of clients. types of publicities include: consumer. concern. trade. and Gross saless force publicities.
3. Public Relation – this is all about edifice relationship with stakeholders of a company by obtaining favourable promotion. integrating a strong trade name image and name. and supplying accurate information to the populace. Having a strong relationship with stakeholders can bring forth positive results for a house where clients can supply good recommendation to others due their satisfaction with the company ( Small Business Development ) .
The franchisee of Pizza Hut should be able to utilize any of the above-named publicity or utilize all of them. For the advertisement both parties should discourse on the cost for making the advertizement whether both would portion the cost or one party would be responsible.
Channelss of Distribution
Agricultural and farm animal merchandises have a high import duty in Nigeria ; the authorities imposed such high duties as portion of their economic reform to hike the economic system and to back up the agricultural sector. Pizza Hut would confront high duties if it were traveling to provide the concern with its ain green goods. The company or the franchisee can spouse with any of the mediators to supply the company with agricultural merchandises ; this in short would salvage the house cost it would hold to bear due to import duties and counterbalancing with high monetary values of the merchandises to the clients.
SWOT Analysis
Decision
Once colonized by the British. Nigeria is known as the “Giant of Africa” which is one of the most thickly settled states in Africa. Having a population of over 160 million people and over 250 cultural groups with each holding their ain idioms. it is a assorted economic system with developing market sectors. Even though a bulk of the general population are gaining low incomes. the increasing rate of urbanisation and positive economic mentality of Nigeria will back up the transnational companies. Due to the rapid growing in engineering in the state. assorted beginnings of promotional schemes can be followed such as online platforms and other good strategies in order to assist the concern to acquire a rapid celebrity and huge client circle. Hence through uninterrupted selling programs and schemes. we can extent the label of our fast nutrient articulation around the state and generate felicity among the people.
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