Marketing Pizza Hut in Nigeria

International Marketing Plan Report

(Pizza Hut)
(Target Market-Nigeria)

Submitted to: Dr. Jawahitha Sarabdeen
Subject: Marketing in a Global Economy

(TBS982)

Due date: 5th December 2013

Prepared by:

Nithin Suresh 4465702 Noel Philip 4471350 Mohammed Khalifa

Table of Contents

Executive Summary.......................................................................................................3

1.0 History……………………………………………………………………………..4
1.1 Background Overview……………………………………………………..4
1.2 Purpose…………………………………………………………………….4

2.0 Country Overview……………………………………….…………………..…….5
2.1 Political Analysis…………………………………………………………..5
2.2 Legal Analysis……………………………………………………………..6
2.3 Economic Analysis…………………………………………………….6,7,8
2.4 Technological Analysis……………………………………………………9

3.0 Market Audit………………………………………………………………………9
3.1 Market……………………………………………………………………10
3.2 Market Size………………………………………………………………11
3.3 Competitors……………………………………………………………...12
3.4 Pricing………………………………………………………………..13,14

4.0 Marketing Plan…………………………………………………………………...15
4.1 Product Adaptation………………………………………………………16
4.2 Promotion………………………………………………………………..17
4.3 Distribution Channels……………………………………………………18
4.4 SWOT Analysis………………………………………………………….19

5.0 Conclusion……………………………………………………………………….20
5.1 Bibliography………………………………………………………20,21,22

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 relative low cost of its products and Pizza Hut is an example. 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

References: Entrepreneur Media. 2013. Pizza Hut Inc.. [ONLINE] Available at: http://www.entrepreneur.com/franchises/pizzahutinc/282696-0.html. [Accessed 04 November 13]. Oliver Joy and Tatiana Nassar. 2013. Fast-food giants want pizza the action in Africa. [ONLINE] Available at: http://edition.cnn.com/2013/10/04/business/fast-food-giants-africa/. [Accessed 06 November 13]. Uche M. Nzeka. 2011. Steady Growth of Nigeria’s Retail Food Sector . [ONLINE] Available at: http://photos.state.gov/libraries/nigeria/487468/pdfs/Retail.pdf. [Accessed 12 November 13]. Focus Nigeria. 2008. Nigerian Politics & Government. [ONLINE] Available at:http://www.focusnigeria.com/nigerian-politics.htm. [Accessed 24 November 13]. Monga Bay. 2011. Nigeria: GOVERNMENT AND POLITICS. [ONLINE] Available at:http://www.mongabay.com/reference/new_profiles/320.html. [Accessed 24 November 13]. African Development Bank. 2013. Nigeria Economy Outlook. [ONLINE] Available at:http://www.afdb.org/en/countries/west-africa/nigeria/nigeria-economic-outlook/. [Accessed 24 November 13]. CIA: The World Factbook. 2013. Africa: Nigeria. [ONLINE] Available at:https://www.cia.gov/library/publications/the-world-factbook/geos/ni.html. [Accessed 24 November 13]. MBA Skool. 2008. Product Adaptation. [ONLINE] Available at: http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/2772-product.html. [Accessed 01 December 13]. Business Building. 2008. Marketing Objectives. [ONLINE] Available at:http://businessbuilding.com.au/certification/unit/88. [Accessed 01 December 13]. Business News Nigeria. 2011. Devyani International Limites. [ONLINE] Available at:http://businessnews.com.ng/. [Accessed 01 December 13]. Small Business Development. 2013. Marketing - Promotion Strategy. [ONLINE] Available at:http://www.smallbusiness.wa.gov.au/marketing-promotion-strategy/. [Accessed 01 December 13]. How Stuff Works. 2013. How Franchise Works. [ONLINE] Available at:http://money.howstuffworks.com/franchising1.htm. [Accessed 01 December 13]. Dominos Pizza. 2013. Store Location. [ONLINE] Available at: http://dominospizza.com.ng/store-locations-2/. [Accessed 30 October 13]. NetMBA. 2010. Pricing Strategy. [ONLINE] Available at: http://www.netmba.com/marketing/pricing/. [Accessed 02 November 13]. EUROMONITOR INTERNATIONAL. 2013. Retailing in Nigeria. [ONLINE] Available at: http://www.euromonitor.com/retailing-in-nigeria/report. [Accessed 06 November 13]. Fleisher, Bensoussan, C.S. , B.E. , 2007. Business and competitive analysis: effective application of new and classic methods. 1st ed. Philadelphia: ST Press. GRIN. 2005. Market Audit and Analysis. [ONLINE] Available at: http://www.grin.com/en/e-book/51413/market-audit-and-analysis. [Accessed 23 November 13]. GRIN. 1994. Case Study:Pizza Hut,Inc.. [ONLINE] Available at: http://www.grin.com/en/e-book/45066/case-study-pizza-hut-inc. [Accessed 26 November 13]. Trading Economics. 2012. GDP PER CAPITA GROWTH (ANNUAL %) IN NIGERIA. [ONLINE] Available at: http://www.tradingeconomics.com/nigeria/gdp-per-capita-growth-annual-percent-wb-data.html. [Accessed 22 November 13]. Young, L., 2005. Marketing the Professional Services Firm Applying the Principles and the Science of Marketing to the Professions. . 1st ed. Chichester: Wiley. WEI , LIU, Y. , X. , 2001. Foreign direct investment in China: determinants and impact. Cheltenham. 1st ed. Cheltenham, UK: Edward Elgar .