Marketing Analysis Of Pizza Hut

Declining sales at Pizza Hut
Ashmore Restaurant

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Introduction......................................................................................................................1
1.2 Background of Study........................................................................................................1
1.3 Problem Space..................................................................................................................2
1.4 Aim and objectives...........................................................................................................2
1.5 Research Questions..........................................................................................................2
1.6 Structure of research paper...............................................................................................3
1.7 Significance of research...................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Introduction......................................................................................................................4
2.2 Factors that affects in sales...............................................................................................5
2.3 Ways to stop sales decline................................................................................................8
2.4 Conclusion......................................................................................................................11
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.1 Introduction....................................................................................................................12
3.2 Philosophy of research...................................................................................................12
3.3 Approach of research......................................................................................................12
3.4 Design of research..........................................................................................................12
3.5 Strategy of research........................................................................................................13
3.6 Data collection................................................................................................................13
3.7 Sampling.........................................................................................................................13
3.8 Data Analysis..................................................................................................................14
3.9 Ethical Consideration.....................................................................................................14
3.10 Research Limitations....................................................................................................14
CHAPTER 4 : DATA ANALYSIS AND FINDINGS..................................................................15
4.1 Introduction....................................................................................................................15
4.2 Data analysis of primary data.........................................................................................15
4.2 Analysis of secondary data.............................................................................................24
4.3 Discussion.......................................................................................................................24

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................25
5.1 Conclusion......................................................................................................................25
5.2 Recommendations..........................................................................................................26
REFERENCES..............................................................................................................................28
APPENDIX A................................................................................................................................30
APPENDIX B................................................................................................................................33

CHAPTER 1: INTRODUCTION
1.1 Introduction
In the era of globalisation, many new business organisations are emerging rapidly that
impacts on the behaviour of customers and influenced the sales of other existing organisation
(Mathe-Soulek and et.al., 2016). Other than competition, there are numerous factors that impact
on the sales and profits of the organisation such as poor management, organisational reputation,
lack of employee and customer satisfaction, poor quality of products and services, poor customer
services, etc. These factors impacts on the sales, profits and organisational productivity
negatively. It is the duty and responsibility of the management to consider these factors and
formulates effective strategies in order to cope up with the challenges. In accordance with this
context, the present industry research is conducted with support of Pizza Hut Ashmore
restaurant. Pizza Hut is an American restaurant chain with global franchises in over 16000
worldwide locations. It is one of the biggest chain of restaurant incorporating worldwide. The
research paper will focus on the frequent diminishing sales at Pizza Hut Ashmore Restaurant.
The research paper will be formulated in precise structure that will assist both the researcher and
end user to concentrates about the problem statements.
1.2 Background of Study
Until new management took over the franchise of Pizza Hut Ashmore, it was out of
operations from last one and a half year. It was established over 10 years ago and was subject to
several market conditions. Pizza Hut Ashmore is pizza chain based in Ashmore suburb of Gold
Coast region. Since its commencement of operations, Pizza Hut Ashmore faced severe decline in
sales before going out of business. The organisation is facing constant declination in the sales
and the reasons remain unidentified. In this context, the following research paper will focus on
the problem so that authentic and precious reasons can be obtained. In restaurant sectors, the
management can focus on improving the existing dish or producing a unique one. In this way,
the management will able to increase the sales and profitability of the organisation. By
examining the product an organisation offers and coming up the ways consumer can consume it,
the management will able to increase the attraction and satisfaction of the consumer. In this
method, the management or manager needs to innovate new ideas and implement them in the
business plan, so that maximum growth and development can be observed.
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1.3 Problem Space
The major problem Pizza Hut Ashmore fast food restaurant facing was constant
declination in sales and profits. There are numerous factors that are influencing the management
and impacts negatively on their productivity and profitability. Stiff competition, changes in taste
and preference of customers, weak management, etc. The aim of research is to comprehend the
factor that contributes directly or indirectly towards diminishing sales at Pizza Hut Ashmore
restaurant. Continuous diminishing sales can impact on long term prospectus of the organisation
and might results in dissolution of the restaurant (Smith and Sinha, 2000). Thus, the following
research will help in understanding the issues and problems effectively and efficiently.
1.4 Aim and objectives
Aim
“The overarching research aim is to analyse the factors behind sales decline in Pizza Hut
Ashmore project.”
Objectives
 To determine the factors for declining sales at Pizza Hut Ashmore restaurant.
 To stop the declining sales at Pizza Hut Ashmore.
1.5 Research Questions
Research questions are important aspects of research paper. Here researcher will signifies
what will be the questions of the research and what direction the research will go on. The
primary and secondary questions for research are listed below:
Primary Questions
1. How to stop the declining sales at Pizza Hut Ashmore restaurant?
2. What are the factors that contribute to declining sales at Pizza Hut Ashmore Restaurant?
Secondary Questions
1. How pricing and quality of the products in fast food chains can influence purchase decisions
of customers?
2. What factors does the pizza fast food restaurants needs to consider before adopting marketing
strategy?
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1.6 Structure of research paper
In this part, the researcher will describe the structure of research paper. The following research
paper will construct in the precise and effective manner. The structure of research paper is listed
below: Chapter 1 Introduction: In the first chapter, the researcher will provide brief information
about the focus and purpose of research. Chapter 2 Literature Review: In this chapter, the researcher will set the theoretical
framework that describes the objectives of the research efficiently by analysing reviews
of senior authors. Chapter 3 Research Methodology: In this chapter, the methods that will used in research
will be describe by the researcher. Chapter 4 Data Analysis and Findings: This is the fourth chapter in which the
researcher will analyse and interprets the collected data.
 Chapter 5 Conclusion and Recommendations: This is the last chapter, in which the
researcher will provide brief synopsis of the whole research paper.
1.7 Significance of research
In order to sustain in the competitive environment, the management of organisation must
developed and implement specific strategies that will help them in long term prospectus. In this
context, the following research will help the researcher to understand the factors that impacts on
the declining sales of Pizza Hut. The present study will also assist the management of the
organisation to consider the factors and make necessary measures in order to eradicate the issues
effectively and efficiently. Further, the present study will also aid in developing brief
understanding about the issues and factors that impact on the growth and development of the
organisation.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is the second chapter in the present research paper. The aim of
addressing literature review is to set the theoretical framework in the project. This is considered
as the biggest chapter in the research paper, where the researcher will analyse the articles jotted
by senior researchers and authors. This will help in strengthening the research paper, the
researcher will be able to accomplish the set aim and objectives of the research.
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Illustration 1: Conceptual framework of literature review

2.2 Factors that affects in sales
According to Mathe-Soulek and et.al., (2016) in the restaurant segment, particularly in
quick-service restaurants (QSR), organizations focus on two main promotion formats to attract
customers: price-based promotions and new product promotions. In order to sustain in the
competitive environment, it is very important and crucial for the organisations incorporating in
the restaurant segments to increase their strategies to attracts more and more customers. There
are two factors identified by the senior researchers and scholars that affects the sales of the
organisation. These are universal factors which affects each and every business organisation.
These factors are internal factors and external factors. According to Oh and et.al., (2015) internal
factors such as labour problems, new product line, inventory changes, change in distribution,
sales plan production capacity changes, etc. impacts on the sales of the organisation. From the
analysis of organisations incorporating in Australia, it was identified that labour problems and
change in production is the lead cause of diminishing sales graph. The article proposed by
authors explained that there are two factors that impacts on the behaviour of customers. Which
are price factor and unique product factor.
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Illustration 2: Internal Factors affecting sales