MARKET ANALYSIS Analysis of Papa John's Pizza Market

Running head: MARKET ANALYSIS
Market Analysis
Name of the Student
Name of the University
Author Note

1MARKET ANALYSIS
Executive Summary:
The paper is focused in describing a company of the pizza processing industry in the form of
Papa John’s Pizza. The paper assesses the macro environmental factors of the Australian
pizza market and along with that, the paper provides significant information regarding the
various modes of market entry such as mergers, acquisition and contract manufacturing. The
paper analyses the best suitable method for the chosen organization to enter the Australian
market. Apart from that, the paper provides a detailed analysis of the competitive strategy of
the organization with a precise focus on the Porter’s generic strategies. In addition to this, the
paper produces a brief discussion on the market segmentation of the country as well. The
paper identifies the scope of forming a merged organization between Papa John’s Pizza and
Zume Pizza for better business conduction. The paper also confirms the suitability of the
Australian market for the profitable business conduction with a precise focus on the macro
environmental aspects.

2MARKET ANALYSIS
Table of Contents
Introduction:...............................................................................................................................4
PESTLE Analysis:.....................................................................................................................5
Political:.................................................................................................................................5
Economic:..............................................................................................................................6
Social:.....................................................................................................................................7
Technological:........................................................................................................................8
Legal:......................................................................................................................................9
Environmental:.......................................................................................................................9
Modes of Market Entry:...........................................................................................................10
Mergers:...............................................................................................................................10
Conglomerate mergers:....................................................................................................11
Vertical Mergers:.............................................................................................................11
Horizontal Mergers:.........................................................................................................12
Market Extension:............................................................................................................12
Congeneric Mergers:........................................................................................................12
Contract Manufacturing:......................................................................................................13
Acquisition:..........................................................................................................................13
Suitable mode of market entry:............................................................................................14
Market Segmentation:..............................................................................................................15
Competitive Strategy:...............................................................................................................16
Conclusion:..............................................................................................................................18

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References:...............................................................................................................................19
Appendix:.................................................................................................................................23

4MARKET ANALYSIS
Introduction:
The modern business organizations are observed to be significantly focused in the
identification of the profitable business opportunities to increase the generations of the
revenue. However, it is seen that the majority of the business industries are notably populated
with the competitor organizations. The level of competition is observed to be so intense that
the organizations are facing significant difficulty in their survival and in improving their
growth (Nestle 2013). Hence the majority of the organizations are observed to search for the
viable options so that they are able to spread their business in order to generate sufficient
amount of profit to survive in the intensely competitive industry. In addition to this, the
organizations are facing the need to identify their products with a precise focus on the rate of
consumption of the product and the business prospect of the product in a chosen country
where they want to spread their business. According to Baiardi, Bianchi and Lorenzini
(2015), the option of the business expansions is a feasible idea for the effective reduction of
the impact of such intense market competition. Adding to this, the various aspects of the
business expansion such as the market analysis, financial feasibility of the expansion,
business opportunity with a particular product are observed to be crucial for the achievement
of the desired success from the business expansion.
The paper analyses one such case for a chosen organization Papa John's Pizza with a
precise focus on their idea of business expansion to Australia. The chosen company is an
American pizza restaurant franchise, which operates in the Pizza delivery industry. The
chosen organization was established in the year 1984 by John Schnatter and is seen to expand
in a significant manner under the leadership of Steve Ritchie, the chief executive officer of
the organization over Europe, Asia and Latin America (Papajohns.com. 2019). The paper is
observed to reflect the results of an external analysis for the company in the destination

5MARKET ANALYSIS
country through the PESTLE analysis and along with that, the paper assesses three different
modes of the market entry in the form of the mergers, acquisition and the contract
manufacturing. Apart from this, the paper also describes the market segmentation for the
company in the new location and also specifies the competitive advantage of the organization
through the application of the Porter’s generic strategies.
PESTLE Analysis:
The chosen organization is one of the very few globally recognised organizations
which operate in the mentioned industry. The products and the services of the company is
notably based on the variety of the pizza. In addition to this, Australia is evaluated to be one
of the countries where consumption of the pizza and the demand of the pizza are expressively
high. Under such situation, the evaluation of the external environment, that the chosen
organization is expected to face, is of great significance for them in the implementation of the
idea of the business expansion.
Political:
The political impact on the pizza manufacturing organizations of the country is
observed to be significantly limited and that is one of the prime reasons of the notable
emergence of many of the modern organizations. However it is seen that the government of
the country and the political parties are notably focused in the limitation of the adverse
impact of the drugs and the other hazardous elements in the manufacturing and the processing
of the pizza. Hence it is visible that the political parties are pretty effective in making sure
that the pizza manufacturing organizations of the country operates in an effective manner and
aligns their business conduction in such a manner that it does not produce any sort of harm to
the citizens of the country.

6MARKET ANALYSIS
Economic:
As mentioned earlier, the demand of the pizza in the region is observed to be
significant and that is pretty evident with significant amount of market that the organizations
of the mentioned industry in Australia are able to experience. The mentioned industry in
Australia is observed to have significant development over the years and that is pretty visible
with the fact that the industry raised the market value from 2.68 billion of US dollars to 3
billion US dollars in the time span of 1 year and that is in between the 2014 and 2015
respectively (Statista.com. 2019). Apart from this, the industry is observed to have an annual
growth of 3.1% over the timeframe 2013 to 2018 (Statista.com. 2019).
In addition to this, the industry was seen to include 4227 numbers of the business
organizations in the year 2015 which increased in a significant manner in the recent years
(Statista.com. 2019). In addition to this, the annual change in the revenue of the pizza
restaurant and takeaway industry in Australia is seen to be another major aspect of the
economy of the industry where it shows that the percentile change in the revenue of the
industry is notably going upwards (Ibisworld.com. 2019). The percentile change of the
revenue of the pizza restaurant and takeaway industry in Australia is observed to increase
from 0.9% of 2016/17 financial year to 2.4% of 2017/18 financial year and in the following
financial year, the percentile change in the revenue is expected to reach 3.1% (Ibisworld.com.
2019). Hence the scope of probable business conduction for the organizations operating in the
mentioned industry is pretty visible. As a result, the organization has notable amount of scope
in expanding the business to the nation Australia and the decision of the expansion is
expected to be economically feasible as that will provide the much required base to the
organization for the financial growth.

7MARKET ANALYSIS
Social:
The mentioned industry is seen to be significantly important for the society and that is
pretty evident with the notable amount of scope of employment that the operating
organization of the industry provides to the citizens of the nation. The concerned industry
provided 16241 numbers of opportunities to the people of the nation which in the recent years
is seen to increase enormously (Ibisworld.com. 2019). The scope of increased employment
that the multinational organizations belonging to the other nations, are capable of producing,
will be a significant factor for the minimization of issues generated from the part of the
people of the society (Midgley 2013). Apart from that, the organizations will have sufficient
scope for achieving skilled labours for the completion of the services and manufacturing of
the products. The average annual income of the Australian people in the year 2018 is
observed to be AU$85,982 with a variation that indicates comparatively higher number of
youth representation in the above mentioned statistics (Abs.gov.au. 2019). Hence the sum is
significant for describing the amount of consumption to which the organization will be
subjected to. Adding to this, the organization will have the chance to achieve a significant
number of customers by considering the customer segment in the youths of Australia. From
the below mentioned information, it is petty visible that the people having the weekly income
ranging from $300-$1499 will be the main targeted segment as the customers for the
company. The mentioned segment is seen to be populated by the youths of Australia.

8MARKET ANALYSIS
(Weekly Individual Income of the people of Australia)
(Information Courtesy: Profile.id.com.au. 2019)
Technological:
The industry is seen to have significant amount of scope for the usage of the
technology and the innovative applications for the betterment of this services and the quality
of the products (Noe et al. 2017). It is seen that the people of the mentioned country are
significantly tech-savvy and they notably prefers consumption of the limited amount of time
for the processing and the manufacturing of the products. Hence the presence of the
technological innovations for the reduction of the time is seen to be of great significance and
has the potential to increase the loyalty level of the customers. The usage of the robotics for
the effective and time efficient manufacturing of the pizzas is a significant opportunity for the
organization to increase the number of the customers and at the same time, the usage of the
GPS enabled vans for the speedy delivery of the products (Lam et al. 2013). Along with that,
the usage of the websites for receiving the orders and payments is seen to be significant
application of the technology for the organizations of the concerned industry (Noe et al.

9MARKET ANALYSIS
2017). The application of the technology and innovation in the business operations has the
potential to increase the effectiveness of the organization in terms of marketing and
promotional events and the processing of the food products that it will offer to the customers
also improves in the aspects such as the reduction in the processing time or the improvement
of the quality.
Legal:
It is observed that the government of Australia has implemented notable number of
legislations for the ethical sourcing of the raw materials, the control of the usage of the
hazardous elements and the presence of drugs in the preparation of the products. The main
base of the regulatory framework that makes sure that the organizations operating in the
concerned industry acknowledges the safety and good of health of the customers is observed
to be the food safety act of 1991 (Legislation.gov.au. 2019). The legislation is seen to have
five standards well placed for the aspects such as interpretation and application, food safety
programs, food safety practices and general requirements, food premises and equipment
(Legislation.gov.au. 2019). The above mentioned legislative frameworks will be significant
in forcing the chosen organization towards the ethical sourcing of the raw materials and in
preventing from any sort of violation of the described health standards of the people of the
country. Along with that, the regulatory framework will be instrumental in making sure that
the organization operates in accordance employment and the labour rules designed by the
government.
Environmental:
The industry is seen to have significant effect of the legislation, implemented for the
ethical sourcing of the raw materials. The impact of the legislation is seen to be significant in
making sure that the materials that are sourced for the production of the pizzas that the
concerned organization sells, is in accordance to the guidelines of the environmental

10MARKET ANALYSIS
protection (Westhoek et al. 2014). In addition to this, the scope for the utilization of
technological and the innovative ideas is notably guided through the effective management of
the environment by the implementation of the above mentioned legislation. The impact of the
mentioned aspect is significant on the organization as that forces the organization to source
the raw material for the production of the pizzas with a precise focus on the environmental
balance and sustainability.
Modes of Market Entry:
For the effective entry into the Australian market, the mentioned company is in need
to select viable modes of market entry. With the effective assessment of the company profile
and the condition of the chosen market, three different modes of market entry are considered
to be viable.
The chosen modes of the entry are mergers, acquisition and the contract manufacturing.
Mergers:
It is considered to be a process which is unites two existing organizations in order to
form a new one (Bena and Li 2014). It is observed to be a widely used method for the
business expansions. Majority of the organizations of the modern business world opts for this
in order to improve the condition of their business (Cartwright and Cooper 2014). The
companies that are facing the challenges to survive can opt a stable organization for the
merger in order to get rid of the adverse situation. On the other hand, the well positioned
organizations seeking opportunity for the entry into the new markets for the increment of the
revenue can opt a company with a comparatively less stable position (Bena and Li 2014).
This plays a major role in achievement of larger market share and creation of the value for
the shareholders through expanding the business processes (Cartwright and Cooper 2014).
There are majorly five types of mergers available in the business context and that are seen to

11MARKET ANALYSIS
be conglomerate mergers, congeneric mergers, market extension, horizontal and vertical
mergers (Bena and Li 2014).
As mentioned earlier, the chosen organization will be able to achieve the benefits such
as the entry to a new market and operate without any sort of concern regarding the
development of the infrastructure. Along with that, it will be significant for the chosen
organization as the idea of the merger will provide a larger number of customers to the
organization to aim at with their products. The achievement of the scope of operating in a
market that is more profitable compared to base market of the company will be significant for
the chosen organization. However, the concerns such as the financial burden of the other
company and the issues related to the human resources management of the merged
organization will be a major concern for the chosen organization on considering the option of
merger.
Conglomerate mergers:
The mentioned form of merger is generally seen to be conducted between companies
that are not operating in the same industry and are not related with the business activities as
well. This form of merger plays a crucial role in connecting two different companies that
have nothing in common, may that the be industry or the geographical region of operations
(Ashenfelter, Hosken and Weinberg 2014). The main objective of these sort of mergers are
observed to be the increment of the product chain of the organizations so that they be able to
offer increased number of products to the customers of the organization in spite of avoiding
the manufacturing concerns of the products. However, the introduction of the mixed
conglomerate significantly focuses on the integration of two companies that are determined in
the increment of the generation of the profit through the mergers. It is also seen that the
absence of the overlapping factors between two businesses and the notable feasibility of the
idea of integrating, has significant influence over this type of mergers.

12MARKET ANALYSIS
Vertical Mergers:
The vertical mergers are observed to be the form of mergers that take place between
two different companies that are operating in the same industry but at two different levels
(Frésard, Hoberg and Phillips 2013). For example a company that manufactures a particular
part of a machine can form a vertical merger with another organization that manufactures the
other parts of the machine.
Horizontal Mergers:
The form of mergers that take place between two companies that are operating in the
same in the same industry, is considered to be the horizontal mergers (Hovenkamp and
Shapiro 2017). It is evaluated to be a part of the consolidation that take place between two or
more companies that are actually competitors in the same industry, offering same products or
services to the customers. The creation of the larger business with greater market share and
economies of scale is the motive of the formation of these sorts of mergers.
Market Extension:
The companies that sell the same products but in different markets are observed to be
engaged in the market extension form of merger. The main objective of these sort of mergers
is seen to be the company’s intention of gaining access to the markets that are more
productive or profitable compared to the own market of the company that makes sure that the
particular company has a considerably large customer base for their products and the services
(Jain and Ramesh 2015).
Congeneric Mergers:
The mentioned form of the merger is considered to be the product extension mergers.
The companies that are having overlapping factors such as the technology or processes are
seen to connect to form a new business entity and that plays a crucial role in satisfying the

13MARKET ANALYSIS
intention of the companies in increasing the product line of the companies with considerable
amount of variety in the products (Jain and Ramesh 2015).
Contract Manufacturing:
The concept of the contract manufacturing is widely known as the outsourcing of the
manufacturing processes (Nahm and Steinfeld 2014). The production of the goods and the
services that are manufactured by a particular company in the name or label of another
company is seen to be named as the contract manufacturing (Nahm and Steinfeld 2014). The
process is seen to be significant for many of the modern organizations belonging to the
upscale market as it provides them the chance to manufacture the products and the services in
a significantly lesser amount of cost from the contractual manufacturers of midmarket (Lee
and Sturgeon 2015). It produces a notable competitive advantage to such organizations in
implementing the competitive pricing policy which enables them to achieve the much
required competitive advantage in their own industry. Apart from this, the contract
manufacturing is seen to provide considerable amount of benefits such as the savings in the
cost of capital along with the operational cost that is associated with the manufacturing
process.
In addition to this, the mentioned mode of market entry is significant for the
organizations in limiting the labour costs. It also provides mutual benefits to each and every
organization that are associated with the process, provides the opportunity to the
organizations to achieve the products with improved quality and competency (Reddy and
Gupta 2013). However, the lack of control from the part of the organizations in the process of
manufacturing, the loss of the intellectual property, the outsourcing risks such as cultural
differences, language barrier or the long lead time, the capacity constraints and the absence of
the flexibility are observed to be major concerns for the organizations in implementing the
contract manufacturing.

14MARKET ANALYSIS
Acquisition:
The third in the list of the chosen market entries is observed to be Acquisition. The
main objectives of following the mentioned form of market entry are observed to be the
intention of the organizations in achieving the benefits like the greater market share,
economies of scale, new niche offerings and strong reduction in the operations cost of the
organization along with the increased synergy (D’Haen and Van den Poel 2013). It is
observed that the mentioned mode of market entry is comparatively easier or the most cost
efficient technique in terms of entering into the foreign markets. Considering the mode of
market entry, the purchased business has the potential to offer own personnel that may be the
employees of the organization or the management of the organization, an established brand
name that will make it easier for the other company to introduce their products and the other
tangible and intangible assets which will be significant in improving the business of the other
organization (Lai, Peng and Ni 2014).
Suitable mode of market entry:
The most appropriate mode of market entry for the mentioned company is evaluated
to be the merger. The chosen country for the market entry is selected to be Australia and a
suitable company for the mentioned organization in the chosen market is identified in the
form of Zume Pizza (Zumepizza.com 2019). The evaluation of the suitable mode of market
entry depends on the excellence of the markets and the wide range of the benefits that the
mode of entry is capable of offering to the organizations. As the chosen organization, Papa
John's Pizza is a well-established company in the American region with significant
excellence in the supply chain and the quality of the employees, the organization is capable of
expanding their business in the Australian market (Noe et al. 2017).
As the chosen organization is observed to consider the plan for the business
expansion, the market extension becomes the most suitable option because of the fact that it

15MARKET ANALYSIS
will provide the chance to the organization to enter into the lucrative Australian market. The
market extension will make sure that the company find another company in the form of Zume
Pizza which is capable of providing the improved infrastructure, a significant customer base
and a renowned brand that has the strength to attract the customers of the different age group.
Along with this, the chosen mode of the market entry will be significant for the organization
in gaining the access to the improved inventory that contains precise application of the
technology that Zume Pizza is able to achieve (McGrath 2013). Apart from this, the
American organization will be able to avoid the considerable amount of spending that is
required for the development of the infrastructure with the choice of the mentioned mode of
market entry and it will be significant for the organization in gathering large amount of
revenue.
Market Segmentation:
Australia is observed to be a significantly lucrative market in terms of the
consumption of the pizzas and the significant rise in the market value of the industry from
2.68 billion of US dollars to 3 billion US dollars in between the 2014 and 2015 produces the
importance of the market for the organizations operating in the same industry (Statista.com.
2019). Apart from the positive percentile change in the overall revenue of the industry is able
to provide a significant base to the organizations in opening new outlets or in staring business
conduction in the mentioned industry which will be able to increase their profit margins. The
segmentation of the market will be based on the customer demographics. Khan, Hussain and
Yaqoob (2013), confirm the fact that the younger generation of the Australian people are seen
to consume it in a significant manner and apart from the younger generation, the office goers
are constant consumer of the variety of the pizzas.

16MARKET ANALYSIS
On the other hand, the relatively aged people of the country are observed to be bit
limited in the consumption of the pizzas and that provides the base for the customer
segmentation for the chosen county. The products of the chosen American company will be
primarily designed for the customers who belong to the younger generation, youth and the
office goers. The advantages with the chosen segment of the market is the intention of the
customers in purchasing the pizzas, the intention of the repetitive purchasing of the customers
of the chosen segment, the financial capability of the customers in purchasing the pizzas of
higher rates and the limited concerns with health. On the other hand, the aged customers are
seen to be notably reluctant in consuming the pizzas owing to the concern of the health issues
that have the possibility to be generated from the wide range of ingredients that are used in
the processing of the pizzas.
Adding to this, the mentioned mode of the market entry will be significant in the
communication of the products of the American company as the chosen Australian
organization for the merger has a strong brand that is capable of attracting larger number of
customers. Apart from that, the communication of the products to the targeted segments of
the market is in need to be conducted through the online and offline marketing campaigns.
However, the organization is in need to focus more on the online marketing compared to the
offline as the customers of the Australian market are observed to use the social media
platforms such as the Facebook, YouTube and Twitter in a significant manner (Prabhavathi,
Kishore and Kumar 2014).
Competitive Strategy (Refer to appendix 3):
Cost leadership:
The chosen American organization is capable of achieving significant
competitive advantage compared to the other organizations in case of the cost

17MARKET ANALYSIS
leadership strategy and the prime reason for the case is that the mentioned strategy will
be significant for the organization as it will be able reduce the operational cost of the
organization through the usage of the infrastructure, inventory, business model,
suppliers and brand of the Australian company (McGrath 2013). Apart from that, the
above mentioned benefits will be significant for the organization in achieving the larger
market share with the application of the lower pricing strategies.
Differentiation:
On the other hand, the organization is capable of achieving significant amount of
competitive advantage in comparison with the other organizations of the same industry
with differentiation strategy (Block et al. 2015). The usage of the improved technology
and the innovative processing techniques of the Australian company Zume Pizza will be
significant for the American organization in terms of producing the high quality
products with limited processing time and that has significant potential in creating
customer value (Zumepizza.com 2019). On the other hand, the concern of the increased
marketing activities of the company in the new location had the potential to get easily
resolved with the significant brand value of the Australian organization (Brenes,
Montoya and Ciravegna 2014). Hence it is pretty visible that the organization has
significant opportunity for gaining competitive advantage from the market.
Focus:
In addition to this, the achievement of the competitive advantage from the part
of the organization with the application of the focus strategy can be easily conducted as
the usage of innovation and technology will be significant for the American organization
in producing unique products and services for their customers. Considering the focus
strategy, the formation of the low cost unique products and the speedy services is

18MARKET ANALYSIS
notably achievable with the usage of the improved robotics technology that the
Australian organization is seen to use (Leonidou et al. 2015).
Suitable strategy for the chosen organization:
However, the usage of the cost differentiation will be most suitable technique for
the company as the Australian company is perfectly in alignment with the requirements
of the cost differentiation technique (Yunis, Jung and Chen 2013). The Australian
company will be able to provide the infrastructure that the chosen company requires
for the application of the competitive pricing policy with the effective reduction in the
operational cost of the product (Tanwar 2013). In addition to this, the usage of the
improved technological inventory of the Australian company also has the potential to
help the American company for the increment of the profit in the same fashion.
Conclusion:
On a concluding note, the organization has the possibility to improve their financial
stability with the implementation of the idea of the business expansion. Along with that, the
plan of market extension with effective the formation of the business contract will be
significantly helpful for the organization in terms of gaining the desired profit. Apart from
that, the Australian market and the various aspects of the market are observed to be
significantly in alignment for productive and profitable business in the chosen market sector.

19MARKET ANALYSIS
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23MARKET ANALYSIS
Appendix:
1. Papa John’s Pizza:
2. Zume Pizza:

24MARKET ANALYSIS
3. Porter’s Generic Strategies