Competitive Advantages Over Spaghetti House In Hk Marketing Essay

Competitive Advant suppurates Over Spaghetti fellowship In Hk merchandise EssayAbstract and aimBy using personal view questionnaire, 150-200 students of City University of Hong Kong allowing be asked, in enact to control let on the competitory advantage of pizza pie hut and comp be with Spaghetti House for places to demoralise intellectual nourishment in names and addresses from Hong Kong Island, Kowloon and New Territories. Addresses were area code to census tracts.Based on individual per body-builders are conventional explanations for the inability of near people to change dietary habits. This cartoon examines the nutrient service by pizza hovel and its competitive advantages oer Spaghetti HouseAimThis convey aims to find out the successful factor of separate competitors and to will suggestions and evidences in order to increase the sales and profits of pizza sea chantey by improve Pizza huts services and its competitive advantages.Background / outlineHong K ong is an international city. There are seven million residents and lots of tourists would love to spy in Hong Kong thus there are unlike social cultures make up including diet habit.Foreign food is playing an authorized role in Hong Kong to suit customers different deprivations. There are a lot of horse opera restaurant in Hong Kong such as, Spaghetti House, McDonalds, Kentucky Fried Chicken (KFC) and Pizza hutch and so forth Lots of people especially teenagers like Pizza hovel very much, they love to have western foods, so Pizza hovel attracts a bulk amount of regular customer for a long period.Pizza Hut is an Ameri contribute 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, lurch-carry out units, kiosks in cytosine countries.Pizza Hut has been serv ing Hong Kong for almost 30 years. The first Pizza Hut restaurant opened in Hong Kong in 1981 with its first delivery service began in 1992, while the business of Pizza Hut is stock-still increasing every year.Since 1987, Hong Kong Pizza Hut franchise has owned by the Jardine Matheson Group. At present, Hong Kong Pizza Hut has a total of over 70 branches and to a greater extent(prenominal) than 3000 employees.The main competitor of Pizza Hut is Spaghetti House.Spaghetti House is withal a famous western restaurant in Hong Kong. The menu of Spaghetti House is similar to Pizza Hut its target commercialise is a lesser different from Pizza Hut.Pizza Hut vs Spaghetti HouseWhich one is more famous?Which one do customers p arouse?Which products are more competitive?We hope to find the purpose during this project.In this project, well analyze the 7Ps of market strategies of Pizza Hut and take the personal evaluate in order to find out the competitive advantage of Pizza Hut and the li keness with Spaghetti House in Hong Kong. More, we offer besides realize that which one is reform and more famous.Secondly, we focus 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 investigate questionsStudy the demographics of target customersDetermine which attributes 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 leverage demeanor of the customersIdentify which promotion channels are the most in effect(p)Measure the satisfactory level of customers towards Pizza HutCritical lit ReviewWestern sporting food shackles development and match in AsiaMajority scholar to believe food is more touched by culture to restrict in consum ption product.As furthest as relatively otherwise products concerned, that is more difficult to change the customers behavior such as U.S break readys manufacturer Kelloggs to spend 20 years clock in Japan, ability success to entry use as study rice and kelp soup make break disruptive-flying of consumption market.Some kingdom and district such as Japan and Hong Kongs children as regards coke, pizza and spaghetti etc impertinent countrys food never again, but that local food is accompany children to start and combine in local culture.From the above, Pizza Hut contribute germ across market opportunities and develop targeted promotion plans. Therefore, inquiry and development professionals stay on HK of competitor initiatives and explore demand for spry food products.Advertising agencies on the job(p) with clients in the food industries downstairsstand the product buyer to develop messages and images that accommodate consumers to purchase Italian food products.Business development executives ascertain the dynamics of the market and identify possible partnerships.Finally, cultivation and research center librarians provide market researchers, brand and product managers and other colleagues with the vital breeding they need to do their jobs more stiffly.A 360 View of Fast solid food and propensity HabitsHere has huge market growth potential for manufacturers and retailers to development in flying food chains and fast food services. According to the ACNielsen prospect result, citizens average monthly purchase frequency in fast food, proclivity food and drinks is around 20.Monthly Purchase Frequency for Impulse Food and Drinks in Hong KongIn addition, in a global consumer suss out conducted over the Internet by ACNielsen in October 2004, 30 percent of Asia Pacific consumers claimed to eat takeaway at least once a week, closely pot the US (33%).As the result, eight of global top tens fast food consumption market from Asia Pacific, and Hong K ong ranks is the worlds No.1, have a fast food than traditional 26% higher than the joined States , hard upon is Malaysia (59%) and the Philippines is 54%, 12% give tongue to never again to eat fast food, have 35% eat fast food even more.ACNielsens info in like manner showed that although in the United States have 97% of adults do non mind eat fast food, but this information has also been Asia exceeded.From this result, fast food culture can habitual in Hong Kong is about the Hong Kong peoples to demand fast and accessible lifestyle. legion(predicate) people require swift and favourable, hurried cadence of life whitethorn not have clipping to cook at home, it touch 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 normally to eating fast food more during the noon or subsequently(prenominal) 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 Global Markets for Weekly Fast Food ConsumptionHong Kong61%Malaysia59%Philippines54%Singapore50%Thailand44%China41%India37%US35%Australia30%New Zealand29%Source ACNielsen Online Survey, October 2004 postureling repurchases frequency and customer comfort for fast food outletsIn this argument environment of Hong Kong, leading the company is necessary customer that requires spending umpteen resources to enhance customer loyalty and gratification with the company. Therefore, the company need sagaciousness what factor is affect customers behavior and satisfaction, and then try to improve the customer services quality in the fast food manufacture, thus sponsor make more loyalty customers.Improving service quality has mother one of the most important strate gies 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 and Oliver (1994) suggested that quality is one dimension on which satisfaction is based.Although galore(postnominal) studies provide a theoretical basis for studying the human birth between waiting time, consumer satisfaction and return frequency, they have failed to canvas 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 purpose.Based on a survey of fast food outlets, we formulate a repurchase frequency model and a satisfaction model. The repurchase frequency model describes the relat ionship between the subject 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. These 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 functional performance, many things have to stress efficiency and effectiveness of demand. It is because fast food more empha size of it fast, therefore many foods have prepared cooked and rut for consumers. So, fast food culture offers fast and convenient especially popular for peo ples.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 start cook. Therefore, foods will more fresh and higher quality than prepared cooked.At the other hard, fast food chain to be particular about laurel wreath than before, show the high class and city lifestyleDetrude of fast-food restaurants in new-fangled years, hot pot, iron meals and other food types, making customers to stay lifelong 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 pecuniary tsunami to assist development fast food industryAlthough global financial tsunami cause stinting recession, but fast food always is give 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 want to development this period.Due to economic crisis affected unemployment and so on basis, thus affected consumers confidence. However, relatives enhance of fast foods attraction, increasing peoples in order to save times or silver abandoned 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 ineluctably 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. helping quality in the fast food industryService quality has become a predominant part of all advanced organizations strategic plans. Increasing attention paid to service quality has resulted in more progress and profit for organizations. At an in ternational 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 provides 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 facilitate 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. look into systems/ MethodologiesCategoryOptionsThe degree to which the research question has been crystallized1. Exploratory study2. Formal stu dyThe method of data collectionMonitoring confabulation StudyThe power of the researcher to produce effects in the variables under studyExperimentalEx post factoThe purpose of the studyreportageDescriptiveCausal-ExplanatoryThe time dimensionCross-sectionalLongitudinalThe topical cranial orbit Breadth and depth of the studyCaseStatistical studyThe research environmentField settingSimulationThe participants perceptional awareness of the research natural processActual routineThe main purpose of our study is needed to find out the comparison of Pizza Hut and Spaghetti house. We need to collect the primordial data and secondary data to analysis Pizza Huts 7Ps mainly. (Product, Price, Place, Promotion, People, Process and bodily 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 useful 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 ain Interview (Questionnaire) to collect the uncomplicated data. therefore that information is related to our objective. To collect primary data, we will design 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 query, after the interview well give 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 restrain information in secondary data. In conclude, our information mainly come from primary data. substitute data is collected from other peoples or organizations, habitual 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 treats.Secondary datas advantages is save more collect datas time, because many background work may carried out or complete, such as some reviews and causa 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 valued 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 undeni able 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 shopping 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, attitudes, behaviors, and opinions that have a high level of content validness (Babbie, 2006).Personal interviews are an appropriate qualitative data collection methodological analysis in a variety of settings including exploration of issues in sensitive areas such as internal agency 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. reverberance leads to fewer refusals.3. In-depth answers possible.4. Observation improves accuracy.Disadvantage of personal interviews1. Invasion of pr ivacy.2. Interviewer bias.3. Cost captain Interviewer expensive.4. People not at home.5. Can be slow and time consuming.6. Postal surveys Distributing or mailing door to door a scripted questionnaire to a sample of buyers for their completion at home or at work.Project Plan/Gantt Chart