Digital Marketing and Social Media for Pizza Hut Singapore

Management
Digital Marketing and Social Media
4/8/2019
Pizza Hut Singapore

Management 1
Contents
Introduction......................................................................................................................................3
E-Environment.................................................................................................................................4
Reach...........................................................................................................................................4
Activate........................................................................................................................................5
Convert........................................................................................................................................5
Engage.........................................................................................................................................6
Online Consumer Profile.................................................................................................................6
Demographic................................................................................................................................6
Psychographic..............................................................................................................................7
Behaviour segment......................................................................................................................8
Swot Analysis..................................................................................................................................8
Strength – Opportunity..............................................................................................................10
Weakness – opportunity............................................................................................................10
Strength – threat.........................................................................................................................11
Weakness – Threats...................................................................................................................11
Recommendations..........................................................................................................................11
Race Model................................................................................................................................11
Reach.....................................................................................................................................12
Activate..................................................................................................................................12

Management 2
Convert..................................................................................................................................12
Engage...................................................................................................................................12
Growth Strategies..........................................................................................................................13
Market development..................................................................................................................13
Market penetration.....................................................................................................................14
Product development.................................................................................................................14
Diversification...........................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

Management 3
Introduction
Pizza hut was established by brothers Frank Carney and Dan in Wichita, Kansas in the year
1958. The idea to open a parlour of pizza was recommended by their family. Later, with the
small capital and collaborating with John bender to effectively managed to purchase the second-
hand equipment to make more pizzas and open in small building that are present at 503 South
Bluff in downtown Wichita. The company brought the interest of Wichita people at opening
night. This has been found that Carneys and Bender has introduced a good strategy that given
away free pizza. In a year later, pizza hut was combined and first franchise unit started in 1959
by dick Hassur in Topeka, Kansas. The company was named as the number one national Pizza
chain in America considering the views of the Restaurants & Institutions’ “2001 Choice in
Chains” survey. Currently, Pizza Hut is one of the largest Pizza restaurants in Singapore and it
was started in 1981 in Jalan Pelita (Pizzahut.com.sg, 2019).
The report will conduct the research deeply related to the online customer profile, SWOT
analysis of Pizza Hut and in the end of the research, some suggested are given to the company.