Competitive Advantages Over Spaghetti House In Hk Marketing Essay

Competitive Advantages Over Spaghetti syndicate In Hk Marketing EssayAbstract and aimBy using private resume questionnaire, 150-200 students of metropolis University of Hong Kong will be asked, in order to find surface the competitive advantage of pizza pie hut and comp ar with Spaghetti House for places to buy diet in names and addresses from Hong Kong Island, Kowloon and unseasoned Territories. Addresses were area code to census tracts.Based on individual federal agents are traditional explanations for the inability of some people to change dietary habits. This subscribe to examines the food helper by pizza pie army hut and its competitive advantages over Spaghetti HouseAimThis work aims to find out the successful factor of separate competitors and to provide suggestions and evidences in order to increase the sales and profits of Pizza army hut by mitigate Pizza Huts attends and its competitive advantages. play down / outlineHong Kong is an international city. There are seven million residents and lots of tourists would love to shop in Hong Kong thus there are different genial cultures exist including diet habit.Foreign food is playing an important role in Hong Kong to suit customers different necessarily. There are a lot of westerly eraseing house in Hong Kong such as, Spaghetti House, McDonalds, Kentucky fry Chicken (KFC) and Pizza Hut and so on Lots of people especially teenagers like Pizza Hut very much, they love to eat western foods, so Pizza Hut attracts a bulk amount of regular customer for a long period.Pizza Hut is an American famous restaurant chain, offering different styles of pizza along with side dishes including pasta, buffalo wings, breadsticks, and garlic bread, Pizza Hut is a subsidiary of Yum Brands, Inc., the worlds largest restaurant company, with approximately 34,000 restaurants, delivery-carry out units, kiosks in 100 countries.Pizza Hut has been serving Hong Kong for almost 30 years. The first Pizza Hut resta urant opened in Hong Kong in 1981 with its first delivery service began in 1992, while the business of Pizza Hut is still increasing every year.Since 1987, Hong Kong Pizza Hut dealership has owned by the Jardine Matheson Group. At present, Hong Kong Pizza Hut has a total of over 70 branches and more than 3000 employees.The main competitor of Pizza Hut is Spaghetti House.Spaghetti House is also a famous western restaurant in Hong Kong. The menu of Spaghetti House is similar to Pizza Hut its bell ringer market is a exact different from Pizza Hut.Pizza Hut vs Spaghetti HouseWhich ane is more famous?Which one do customers prefer?Which products are more competitive?We trust to find the answer during this project.In this project, well analyze the 7Ps of market strategies of Pizza Hut and take the personal come after in order to find out the competitive advantage of Pizza Hut and the comparison with Spaghetti House in Hong Kong. More, we can also know that which one is better and mor e famous.Secondly, we revolve about on physical evidences from customers opinions to improve the environments of both restaurants.Finally, we refer to the result gained from questionnaires to make the recommendations and suggest new marketing strategies to Pizza Hut for the improvement.Objective and look questionsStudy the demographics of cigaret customersDetermine which attri andes of pizza are the most important to the customersDetermine the preference of product package by the customersDetermine the acceptance of new products by our target customersIdentify the purchase behavior of the customersIdentify which promotion channels are the most effectiveMeasure the satisfactory level of customers towards Pizza Hut slender Literature ReviewWestern fast food chains maturement and impact in AsiaMajority scholar to believe food is more change by culture to restrict in consumption product.As far as relatively different products concerned, that is more difficult to change the custome rs behavior such as U.S eats manufacturer Kelloggs to send away 20 years time in Japan, ability success to entry use as major rice and kelp soup make breakfast of consumption market.Some country and district such as Japan and Hong Kongs children as regards coke, pizza and spaghetti etc foreign countrys food never again, but that local food is accompany children to grow and combine in local culture.From the above, Pizza Hut can identify market opportunities and develop targeted promotion plans. Therefore, research and development professionals stay on HK of competitor initiatives and explore demand for fast food products.Advertising agencies working with clients in the food industries understand the product emptor to develop messages and images that compel consumers to purchase Italian food products.Business development executives understand the dynamics of the market and identify possible partnerships.Finally, information and research centre of attention librarians provide marke t researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.A 360 View of Fast victuals and momentum HabitsHere has huge market growth potential for manufacturers and retailers to development in fast food chains and fast food run. According to the ACNielsen survey result, citizens fairish monthly purchase frequency in fast food, impulse food and drinks is around 20.Monthly Purchase Frequency for Impulse Food and Drinks in Hong KongIn addition, in a global consumer survey conducted over the Internet by ACNielsen in October 2004, 30 percent of Asia Pacific consumers claimed to eat takeaway at least(prenominal) once a week, closely behind the US (33%).As the result, eight of global top tens fast food consumption market from Asia Pacific, and Hong Kong ranks is the worlds No.1, rescue a fast food than traditional 26% higher than the United States , hard upon is Malaysia (59%) and the Philippines is 54%, 12% said never again to eat fast food, withstand 35% eat fast food even more.ACNielsens info also showed that although in the United States have 97% of adults do not mind eat fast food, but this data has also been Asia exceeded.From this result, fast food culture can popular in Hong Kong is about the Hong Kong peoples to demand fast and cheerful lifestyle. umpteen people require swift and convenient, hurried cadence of life may not have time to cook at home, it impinge ons our lifestyle, make to popularity of fast food culture in Hong Kong. As the same time because of the convenient location, the price is cheaper.In additional, because may about Hong Kong peoples personality, most are not satisfied to spend too much time on waiting. However, teenagers usually to eating fast food more during the noon or after school. While an adults to eat breakfast is out of home that provides an opportunity for suppliers and retailers. So, fast food culture is the most sales in Hong Kong.Top 10 Glo bal Markets for Weekly Fast Food ConsumptionHong Kong61%Malaysia59%Philippines54%Singapore50%Thailand44%China41%India37%US35%Australia30%New Zealand29%Source ACNielsen Online Survey, October 2004Modeling repurchases frequency and customer gaiety for fast food outletsIn this competition environment of Hong Kong, leading the company is necessary customer that requires outgo many resources to enhance customer loyalty and satisfaction with the company. Therefore, the company need understanding what factor is affect customers behavior and satisfaction, and then try to improve the customer services quality in the fast food industry, thus help make more loyalty customers.Improving service quality has become one of the most important strategies a service provider can use to differentiate itself from its competitors and thus position itself more effectively in the marketplace (Cronin and Taylor, 1992). rust fungus and Oliver (1994) suggested that quality is one dimension on which satisfact ion is based.Although many studies provide a theoretical basis for studying the relationship between waiting time, consumer satisfaction and return frequency, they have failed to investigate the relationship between waiting time and the return frequency. The aim of this study is to investigate the impact of waiting time and other service quality factors on customer satisfaction and return frequency in the fast food industry. As waiting time appears to be a vital factor of the services in fast food operations, therefore, fast food industry is chosen for our research settle.Based on a survey of fast food outlets, we formulate a repurchase frequency model and a satisfaction model. The repurchase frequency model describes the relationship between the scrap of return visits and service quality factors including waiting time.The overall satisfaction model describes the relationship between the customers overall satisfaction level, the waiting time and other service quality factors. Thes e models will help managers to identify root causes for customer satisfaction and loyalty and thus enable them to make focused improvements in critical areas to improve profitability.Hong Kong fast food cultureHong Kong is a delicacies paradise, and also is a fast food paradise, various Chinese and Western fast food restaurant at Hong Kong everywhere, lunch take-out to office are also has good idea or business.Hong Kong fast cadence of life, high working performance, many things have to stress faculty and effectiveness of demand. It is because fast food more emphasize fast, therefore many foods have prepared cooked and heating for consumers. So, fast food culture offers fast and convenient especially popular for peoples.Nowadays, the purposes to co-operate for healthy fashion, fast food already changed into emphasize foods quality and sustenance, many foods have consumer to pay or order then bring cook. Therefore, foods will more fresh and higher quality than prepared cooked.At th e other hard, fast food chain to be particular about palm than before, show the high class and city lifestyleDetrude of fast-food restaurants in recent years, hot pot, iron meals and other food types, making customers to stay longer in the fast-food restaurants, but also because of the fast-food restaurants to make food choices many more customers are willing to patronize fast food restaurants.A financial tsunami to assist development fast food industryAlthough global financial tsunami cause economic recession, but fast food always is catering trades exotic flowers, Pizza Hut, Burger King, McDonalds and Kentucky Fried Chicken (KFC) these fast food chains have grow a business volume in this period. Caf De Coral, Pizza Hut etc. also sine qua non to development this period.Due to economic crisis affected unemployment and so on reason, thus affected consumers confidence. However, relatives enhance of fast foods attraction, increasing peoples in order to save propagation or money aban doned traditional restaurant meals, and tend to choice fast food. Therefore, fast food chain has obtained more market.Form the above Pizza Hut should continue its diversification strategy to gain more market share.It should incorporate or develop healthier food include low-carbohydrate pizzas to satisfy the needs of different customer. If it is able to stay ahead of the competition in this aspect, they will have a strong competitive advantage over other companies. attend quality in the fast food industryService quality has become a predominant part of all advanced organizations strategic plans. increase attention paid to service quality has resulted in more progress and profit for organizations. At an international marketing level, in a struggle for a share of market, managers have to understand and know how to modify their operations for success in the various cultures of Hong Kong.From the above reason, can organization provide good service staffs quality and skills have important influence. Therefore, enhance staff with the training and improve the quality of services, Including improves the quality of staff and customer service and provide effective services such as staff is advised to review the guests a la carte in order to reduce opportunities for error, the menu and dishes can be coded to comfort data input, restaurant customers should be informed in advance of waiting or cooking time and adoption a recognized service standards and guidelines etc. These can be satisfying consumers needs and attraction their have to patronize.Research methods/ MethodologiesCategoryOptionsThe degree to which the research question has been crystallized1. Exploratory study2. form-only(prenominal) studyThe method of data collectionMonitoringCommunication StudyThe power of the researcher to produce effects in the variables under study observationalEx post factoThe purpose of the studyReportingDescriptiveCausal-ExplanatoryThe time dimensionCross-sectionalLongitudinalThe topi cal scope Breadth and depth of the studyCaseStatistical studyThe research environmentField settingSimulationThe participants perceptional awareness of the research activityActual routineThe main purpose of our study is needed to find out the comparison of Pizza Hut and Spaghetti house. We need to collect the primary data and secondary data to analysis Pizza Huts 7Ps mainly. (Product, Price, Place, Promotion, People, Process and Physical environment)First, we collect the secondary data from internet to know backgrounds, histories, objective, and the annual reports of Pizza Hut and Spaghetti House etc. Then, we collect other serviceable information on the internet. Afterwards, we go to libraries to find books such as population information and literature.After that, we use Self- Administered Surveys (Intercept and computer) and Personal Interview (Questionnaire) to collect the primary data. indeed that information is related to our objective. To collect primary data, we will desig n a set of questionnaire about 7Ps.The method is taken by samples in Hong Kong (different regions in Hong Kong, Kowloon and New Territory). The proportion will be 608060, a half of male and female. It can be avoided unfair saturation. The sample size will be 200 that it can be reduced bias. The age distribution limits are 10 to 40. Our survey method is face-to-face interview, after the interview well implement them a gift. (Such as coupon)We can understand Pizza Huts competitive advantage through information and make the recommendations on new market strategies for Pizza Hut for further improvement. However, we have limited information in secondary data. In conclude, our information mainly come from primary data.Secondary data is collected from other peoples or organizations, general major secondary datas sources are internet and daily, moreover including survey, census and companys records.However, the primary data is reversing the secondary data, its major used in survey research works.Secondary datas advantages is save more collect datas time, because many background work may carried out or complete, such as some reviews and instance studies was carried out, statistics and published book may used to media promotion.And about the secondary datas disadvantages, because the data sources not every is trusty, even authorities data may undependable.Secondary data can be obtained from two different research strands Quantitative and soft.Quantitative included housing, social security, census and other related databases.Qualitative included focus groups transcripts, observation records, structured interviews, semi-structured, research-related documents and other personal.Any required respondent to complete the questionnaire by oneself is referred to as a self-administered survey.The most survey method is via use internet, fax, newspaper and e-mail, or via restaurant and shops feedback form. According to this self-administered survey is require some inaccurately questionnaire considerations, because have some respondent may cause sensitive question or other special reason thus to indiscriminate answer the questions.Self-administered surveys advantage is using anonymous form to answer the questionnaire, thus make the questionnaires answer have more effective and true. At the other hard, can make respondent more convenient to answer, and can eliminate the bias, the cost is more than telephone and personal interview cheaper.However, the most of self-administered survey also not actual to control who to answer questionnaire, the respondent may read other part of respondents answer, thus affect their feedback.A personal interview is one of direct research method that allows face to face conversation between an interviewer and the respondent at home, in shop centers or everywhere. The use of personal interviews provides interviewers with opinions, and the process of interaction via understanding.Personal interviews allow analyses of thoughts, at titudes, behaviors, and opinions that have a high level of content validity (Babbie, 2006).Personal interviews are an appropriate qualitative data collection methodology in a variety of settings including exploration of issues in sensitive areas such as internal path evaluations or internal agency satisfaction studies. Personal interviews allow participants to share qualitative information in a manner that allows freer expression of ideas and opinions.Advantages of personal interviews1. Qualitative data obtained from small sample.2. Rapport leads to fewer refusals.3. In-depth answers possible.4. Observation improves accuracy.Disadvantage of personal interviews1. Invasion of privacy.2. Interviewer bias.3. Cost Professional Interviewer expensive.4. People not at home.5. Can be slow and time consuming.6. Postal surveys Distributing or mailing door to door a written questionnaire to a sample of buyers for their completion at home or at work.Project Plan/Gantt Chart