Identifying Factors Behind Limited Use of Digital Marketing in Pizza Hut

Running head: RESEARCH PROPOSAL: DIGITAL MARKETING IN PIZZA HUT
IDENTIFYING THE FACTORS BEHIND LIMITED OR INEFFECTIVE USE OF
DIGITAL MARKETING IN PIZZA HUT
Name of the Student
Name of the University
Author Note

1RESEARCH PROPOSAL: DIGITAL MARKETING IN PIZZA HUT
Table of Contents
Introduction................................................................................................................................2
Problem Statement.....................................................................................................................3
Research aim and objectives......................................................................................................5
Justification of the project..........................................................................................................5
Potential research Output...........................................................................................................6
Conceptual framework...............................................................................................................6
Methodology..............................................................................................................................8
Organisation of the Study...........................................................................................................9
Project budget and budget justification....................................................................................10
Gantt Chart...............................................................................................................................11
References................................................................................................................................14

2RESEARCH PROPOSAL: DIGITAL MARKETING IN PIZZA HUT
Introduction
Fast food industry has emerged as one of the major industries in current era. A report
published by the IBISWorld, a business intelligence leader that specialises in Industry Market
research & procurement stated that the global revenue of considered industry is $651 billion
and employees over 11.9 million people (“Global Fast Food Restaurants. Industry Market
Research Reports, Trends, Statistics, Data, Forecasts”, 2018). The above discussed figures
are mostly lead by certain industrial leaders such as the McDonalds, KFC, Dominos, Pizza
Hut and others. To maintain the position of competitive leader the fast food firms are
adopting different disruptive tools and technologies. One of such technology is the digital
marketing.
Digital Marketing enables the user to do marketing using the digital technology.
Multiple digital marketing tools have been made available by different platforms to support
the firms in attaining a high level of marketing. Some of the most prominent tools are social
media marketing tools such as Facebook Power Editor, Twitter Native, Nanigans and others.
Email digital marketing tools such as MailChimp, Emma, Marketo and others are also
offering support to the digital marketing. Similarly, multiple other platforms apart from social
media and email marketing are available that includes retargeting tools, programmatic
advertising tools, website changing tools, video hosting sites and many other types. However,
not all the fast food industry has been able to leverage the technology and one of such
industry is Pizza Hut. The image attached below shows a comparison between the market
share of Dominos and Pizza Hut in Australia.

3RESEARCH PROPOSAL: DIGITAL MARKETING IN PIZZA HUT
Figure: Domino and Pizza Hut Revenue Comparison
(Source: Fernyhough, 2018)
Hence, the aim of the paper is to propose a research work is identification and
assessment of the factors that are limiting the use of digital marketing in the Pizza Hut. A
background of the subject of research work have been provided along with problem statement
that had been succeeded by the research aim and objectives. A justification for the selection
of the discussed topic has also been offered along with the potential outcome. A conceptual
framework has also been provided to reflect the current status of literary work available on
the subject of discussion. The proposed methodology for pursuing research aim and
objectives have also been discussed that have been succeeded by a discussion on the research
plan (including budget and timeline) to conclude the paper.
Problem Statement
A research by Heart Foundation of Australia, a charitable health organisation has
stated that Australian spend over $7.16 billion annual on fast food (“Aussies spending more
than $7.16 billion on fast foods every year”, 2016). Pizza Hut being one of the leading pizza
brand still contributes only 10.7 % in the pizza Market of Australia ("Australia - market share