Marketing Pizza Hut in Nigeria

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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 11,000 units in the United States and across the World. The company has branded its image and name for being one the leading pizza making restaurants in the world. Despite its presence internationally the company is still yet to dominate Africa, although, Africa is developing region with a lot environmental risk in certain regions some countries are taking measures to remedy such risks; with outlets in the Northern and Southern Africa the company can expand in other areas. The suitable location will be Nigeria located on the Western side of Africa. Nigeria being the most populated country in Africa is country with abundant resources, oil and gas are the major source of income with agriculture following suit. The country has a wide range different cultural background each exhibiting one’s own way life, but the country is united as one nation with English being the official language. Although, the country is known to be environmentally risky region, the government is adopting a new reform that will benefit the nation and encourage Foreign Direct Investment. For Pizza Hut, franchising its restaurant to such location will increase its strength and presence in the African region with other countries likely to follow the path.

History
Pizza Hut was started in the city of Wichita, Kansas in the United States in 1958. It was two brothers “Dan and Frank Carney” while studying in college in Wichita, Kansas were approached by a family friend with the impression of opening a pizza store. Being inspired with the idea, they borrowed an amount of six hundred dollars from their mother and procured some second hand equipment’s and hired a small building on a busy intersection in their hometown. Thus became the start of the of the greatest pizza name in the world. The company incorporated after a year and its initial franchise began in Topeka. (Entrepreneur Media, Inc., 2013)

Background Overview
Pizza Hut is an American chain of restaurants and international...
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