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Submitted by loubnan on June 26, 2006
Category: Business
Words: 4844 | Pages: 20
Views: 924
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Pizza Hut strategic plan Executive Summary This proposal describes Pizza Hut and the introduction of a new product called "The Extreme." A brief history of Pizza Hut is provided at the beginning of this proposal along with an analysis of the fast food industry. Current trends in demographics and eating habits are included.
A SWOT analysis has been done to identify Pizza Hut's strengths, weaknesses, opportunities, and threats so that these factors can be taken into consideration in deciding whether or not to launch the new "Extreme Pizza." Some of the key elements of our marketing plan first describe the "Extreme Pizza." It will be the largest pizza on the market, with double the cheese and double the toppings. We will target the X and Y Generations, which is the fastest growing segment in America. This segment has been successfully targeted before using the "extreme" angle. This segment is has been a segment that hasn't been targeted to the level that they should in this industry and we plan on changing that. We have used past financial data to establish reasonable goals for the product and have set limits on promotional spending. We will be using a high/low pricing strategy, pricing this new pizza at $9.99.
Our main sales promotions will be offering the Extreme Pizza bundled with Mountain Dew to target Generation X and Generation Y. We will be using direct channel distribution as well. This pizza will be available through dine-in, carry-out, delivery, and ordering on the Internet.
1)Introduction Pizza Hut was started in 1958, by two brothers in Wichita, Kansas. Frank and Dan Carney had the idea to open a pizza parlor. They borrowed $600 from their mother, and opened the very first Pizza Hut. In 1959, the first franchise unit opened in Topeka, Kansas. Almost ten years later, Pizza Hut would be serving one million customers a week in their 310 locations. In 1970, Pizza Hut was put on the New York Stock Exchange under...
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