Develop Organisational Marketing Objectives

This article discusses how to develop marketing objectives for an organization, using the example of Domino's Pizza Hut. It covers situational analysis, SWOT analysis, and risk management strategies, as well as short-term and long-term marketing goals and key performance indicators.

Running Head: MARKETING OBJECTIVES 1
DEVELOP ORGANISATIONAL MARKETING OBJECTIVES
Name
Institution
Date

MARKETING OBJECTIVES 2
Assessment 1
1. Introduction
a) Brief Background Information of Organization
The Domino's Pizza Hut was established as small business system venturing in delivery
chain of services and products. The current structure of the Pizza Hut was an as a result of the
systematic development of its markets to designs sustainable business system. The business was
successful since it had the better outreach of selling its products, especially in Europe countries.
The company has been rank among the major distributor of the pizza across Europe.
b) Outline of the Vision
A vision of the organization is defined in threes terms based on the strategies of the
Pizza markets. Firstly, it is to define all success factors in the organization (Lam et al., 2011).
Secondly, the organization develops better statements that enhance clarity based on direction
plan work of the organization. Thirdly, there is a good development of communication skills to
makes sales of Pizza effective in large markets. Equally, the organization aims at developing a
committed team based on to enable activities of distributing Pizza.
c) Mission Statement
The mission of the Pizza Hut organization has design inspirations and innovation
statements of developing distribution effort. The organization is focus to model a transformative
leadership community with fast growing activities.
d) Organization’s Purpose

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Current marketing material is developed by recent innovation in technology that initiates
good models of distributing Pizza. The purpose of the organization is developed based on
organizational value statements and cultural transformation (Lu & Ramamurthy, 2011).
e) 5 C’s Situational Analysis
The Pizza Hut organization is able to involve different analytical features on 5 C's
marketing strategies. These aspects involve customers, company, competitors, climate, and
collaborators. The management of the organization helps in making well-defined market
strategies of Pizza products. Customers define the frequency of purchasing, market segments and
retail channel of establishing new Pizza shops. The company helps in making an analysis of
weakness, opportunities, threats, and strengths (Hartnell, Ou & Kinicki, 2011). Competition
defines potential threats while collaborators act as a third party in the distribution channel.
Additionally, the context and climate of the markets system determine different limitations
caused by technology developments, social impacts, economics issue, and political influence.
f) Strategies Analysis
Domino's Pizza Hut was established in 1958 as the best food chain in the US market.
Quality Pizza helped the business to have larger influence since it was well known for fast food
in the US. The name Hut was developed to generate fast food for those people who do not like
cooking. The implementation of the Pizza business was design to create a fresh image in the
consumers' minds. The main strategies developed were targeting people who love delicious and
convenient meals (Hildebrand, Sen & Bhattacharya, 2011). The media plan of Pizza business
aimed at creating effective product placement and public relation. In many shops, there exist
some billboards of defining different products offered in that Pizza Hut. A new brand of a

MARKETING OBJECTIVES 4
product generates the fresh image to potential customers this developing the market system of
Pizza Hut.
2. Review Marketing Performance
a) Effectiveness of Previous Marketing and Positioning
Previous marketing system of the Pizza business was developed based on company brand
and situational factors. The marketing strategies had to establish over 40,000 restaurants in the
different country across the globe. In return, previous plan speculated a $13 billion sales from
different headquarters established. The different fortune of the Pizza brand experienced some
substantial growth in last decades to enable development of store. Hut locations in many
industries help in improving establishment of different stores based on the performance of
restaurants. Success factors in these business systems designed by methods of enabling attractive
recipes to held more customers (Gunday et al., 2011). Promotions effort prints some useful
insights of encouraging more customers. Importantly, success factors of different Pizza Hut
involve employee's affordable rates and fresh competition in the large Pizza business systems.
b) SWOT Analysis
SWOT analysis provides better discussion platforms of the Italian fast food. In most
cases, Pizza products are consumed by people who like luxurious life. SWOT analysis provides
some strengths and weakness of Pizza Hut restaurants. Different strengths provided by SWOT
analysis involve premium positioning of the business system to awaken customers' thinking with
the first entrant. Pizza has a wide range of delicious food enjoyed by filthy people in a social
setting. High-quality Pizza makes different methods of promoting new brand easy as an excellent
food in the market system (Cant 2011). Equally, different restaurants of the Pizza provide some

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online advertising platforms that initiate services of delivering food door to door. On the other
hand, SWOT analysis provides some weakness in the marketing strategies. These weaknesses
involve bad brand especially when there are upcoming rebranding industries. In some instance,
hut delivery appears to be more tedious with remote customers. Additionally, there needs to
invent more brand of Pizza. Many customers are quickly bored by the same Pizza.
SWOT analysis provides some opportunities especially in providing a wide range of food
in the expansion strategy. In this case, customers are able to enjoy the different variety of food.
The next opportunity realizes is to set other restaurants to help increase the availability of Pizza
in large markets. It is will important to start hut delivery strategies to enable the business pick
with competition systems (Lee & Kotler 2011). On the other side, Pizza Hut is challenged by
some threats in the implementation plan Domino possess a greater challenge in the market
system of hut Pizza. In most cases, there is high-quality food from the Pizza's restaurants but
Domino products are generated in many areas. Equally, there are threats from potential
competitors to events of importing Pizza customers. Saturation of food in many countries needs
more performance in the Pizza business to achieve more sales in a financial year.
3. Scope Marketing Opportunities
a) Three marketing Opportunities
Pizza Business system is leaving behind some opportunities in the current
implementations strategies. These opportunities involve offering free products on different
platforms with an aim of attracting new customers. Pizza industry needs to offer free products
while expecting something in return for comments, replies, pokes, shares, and likes. With this
opportunity, it would be easier to expand their markets system based on promotional strategies.
Another opportunity is podcasting viable customers (Sarkis, Zhu & Lai, 2011). The Pizza

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business requires one to generate some good marketing tools for retaining and creating new
customers. Advertising, hosting, and interviewing designs some better chance of enabling new
brand development. The third opportunity involves market influence as the ambassador of the
new brand. Influential personnel can help designs some better platforms of advertising new
brands of Pizza.
b) Assessing Costs, Benefits, Risks and Opportunities.
Marketing Opportunity Cost Benefit Risks and
Opportunities
1. Offer products for free $ 20,000 Pizza industry
needs to offer free
products while
expecting
something in return
like comments,
replies, pokes,
shares and likes.
Much money can
be spent without
something in return.
It can help in
expansion strategies
by increasing online
traffic.
2. Podcasting viable
Customers
$ 15,000 With this
opportunity it
would be easier to
expand their
markets system
based on
promotional
strategies.
Retention of
customer can be
outdone by close
competitors.
This opportunity
can help in
increasing marginal
profit in the long
run.
3. Market influencers $ 28,000 Influential
personnel can help
designs some
better platforms of
advertising new
brands of Pizza.
It is hard to get
marketing
influencer with
better skills and
experiences.
This opportunity
can help in
advertising
strategies by
endorsing
influential

MARKETING OBJECTIVES 7
personnel.
c) Marketing Opportunities and Goals
The possible fit of the marketing opportunities is designed through training the workforce
team on goals and objectives. Different patterns of making decisions are employed in the market
system to initiates better business activities of achieving goals and objectives. Potential
opportunities in the business system help in planning on current operations of Pizza business and
prospected future activities. The local store is influenced by internal environments of the
business structure and adopted strategies. Therefore, new opportunities illustrate potential
segments in the functional plan of Pizza business (Michaelidou, Siamagka & Christodoulides
2011).
d) Impacts of Opportunities
Impacts of these opportunities are evaluated based on standards values they design in the
organization. Importantly, offering new products for free helps in attracting more customers thus
expanding the business system. The effort of identifying new viable customers initiates a better
system of managing and challenging existing system. As such, there will be increased sales per
unit areas thus more marginal profit in a financial year.
4. Marketing Objectives
The Pizza business organization is developed by long-term and short objectives based on
premium consumptions of fast food. Short term objective of the business involves creative
communication strategies. Communication system designs some emotional connection of
different customers to encourage more consumption, especially with hut brand products. Parents

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Pizza huts are branded with new products to reinforce to help emphasize on digital content of
Pizza (Cameron & Quinn 2011). Sale and promotion strategies are enhanced in the business plan
of Pizza Hut. Short terms goals are developed based on execution creativity of media to the
target audience. The frequency and reach objective enables some better campaign of according
quality products better characteristic. On the other hand, there exist some long-term goals such as
timing and schedule objective of the organization (Kumar et al., 2011). Equally, Pizza business
employ integration plan to help understand needs of potential customers normally long term
relation is designed. Long-term objectives aim at winning target audiences, especially in the
advertisements procedures. Additionally, long-term goals provide some selections on variety,
especially in the media mix.
Objectives Key Performance Indicators or Marketing
Metrics
Short Term
1. Communication and creativity strategy Brand image of the product is launched in
different social medial platforms.
2. Sales and promotion objective Major events are supported different
samples provided in major cities and
central locations of Pizza restaurants.
3. Integration on internet and web system A greater portion of customers are
addressed on online. Therefore, more effort
are directed on social media to brand image
of Pizza.
Long Term
1. Media objective to reach target consumers. Reasonable price is set on Pizza to help
involves demographic families in market
objectives.
2. Timing and Schedule objective. Different advertising programs are initiated
throughout financial year.
3. Variety selections and media mix objectives. This objective focuses on current media of
communication such as newspaper,

MARKETING OBJECTIVES 9
internet, direct mail, radio, and televisions.
5. Risk Management Strategy
a) Three risks
The business organization is challenged by several risks in the implementation strategies.
The first risk of the Pizza business is partnering up with different potential personnel to increase
more chance of making a profit. The second risk involves making a big choice and small
numbers. The third risk involves accessing different helps services such as loans.
b) Risk Analysis
Method of partnering generates different challenges when business is not performing
well (David, 2011). The uncertainty of making the big choice in the management system can be
ineffective in the long-term management of Pizza business. Equally seeking some help from the
bank can challenge development effort of the Pizza Hut business.
c) Contingency Plan
Risk Likelihood
(Almost Certain,
Likely, Moderate,
Unlikely, Rare)
Consequence
(Insignificant,
Minor, Moderate,
Major, Catastrophic)
Contingency Plan
Partnering Up Method of
partnering generates
different challenges
when business is not
performing well.
This can lead to
closure of business.
Consider sole
proprietorship
methods of
conducting business.
Making big choice and
small numbers
Uncertainty of
making big choice
in the management
system can be
ineffective in long
Low performances in
long term
management.
Considers projects
with precise ideas.

MARKETING OBJECTIVES 10
term management of
Pizza business.
Getting help Seeking some help
from bank can
challenge
development effort
of the Pizza hut
business.
Repayment plan can
affect expansion of
Pizza business.
Designs some other
source of generating
income.
6. Conclusion and Recommendations
In summary, the management of Pizza hut business is developed based on external and
internal environments. Different marketing strategies are employed to initiates positive
performance in both short-term and long-term plan. The mission and vision of the Pizza hut
business covers expansion strategies. The primary objective of Pizza business aims at integrating
the market system to help its product correspond to a change in information technology. The
importantly situational analysis generated some better insights on key factors of making an
organization effective. With analysis of SWOT analysis, strengths and weakness can help make
appropriate resolutions. As such, constant changing of food industry generates more
opportunities to challenge current operations in Pizza Hut business. Marketing objectives are
designed by financial performance and different approaches to realizing capabilities. Therefore,
the management can easily develop some contingency plan on various risks in the marketing
process.

MARKETING OBJECTIVES 11
Assessment 2
Question 1
Marketing objectives are determined by financial management techniques on revenues
and profit. The financial management techniques on revenue are developed through different
advertising approach to sales. Marketing objectives are realized when an organization is
measuring success and failure using revenues goals (David, 2011). Marketing goals are
determined by a profit of an industry a certain fiscal year. The technique of projecting profit
margins helps in realizing marketing goals.
Equally, financial management is determined by budgeting of basic operation in the
business organization. Budget variance analysis provides accurate information in the planning of
marketing objectives (David, 2011). Strategic management in the business organization is
developed by changes in negative results of the budget. With this strategic planning on
budgeting, financial management is able to model effective marketing objectives based on
previous performance of the business organization.
Question 2
Markets activities are affected by these there legislative and national standards. The first
law is international price regulations. This standard monitored exported and imported goods. The
individual decision on the price of the product is affected. Secondly, intellectual property is a
provision that all business activities must comply with (Kumar et al., 2011). They include
trademark laws and music. Lastly, there is Spam Act 2003. Marketing operations like advertising
products through email require a business to comply with this act.
Question 3

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Three documents used to analyse procedures, policies and a service of an organization
involves the following. The current environment document helps an organization to have a good
overview of its location. Operation plan document provides different procedures and policies
applied in the marketing process (David, 2011). The operational document is updated with the
progress of the organization. The financial summary document provides a good spreadsheet of
the organizational budget. It involves operations, salary cost, and income and project budgets.
Question 4
a) Confirmation of strategic directions requires the organization management to consult the
marketing consultant on different business activities. A marketing consultant provides a
good description of how to build your business, analytical goals, planning on the long
term and short term goals, ways of measuring and monitoring success and different
techniques of attracting client (Kumar et al., 2011).
b) The best way to confirm information discussed in the consultation process is by
reviewing and tracking business operations after a short period of time. This can help
measure the effectiveness of proposed strategies in the business activities.
Question 5
Marketing principles involve marketing utilities, marketing management concepts, and
perceived values and satisfaction. Marketing utilities define different forms of services and
goods that enhance needs satisfaction in the process of exchanging or purchasing. In most cases,
they include place, form, possession, and time utility (David, 2011). Marketing management
concepts develop concepts of product, selling, marketing, and societal. Perceived value and
satisfaction is a marketing principle that aims at defining the benefit from the cost of products.

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Question 6
Strategic analysis
technique/s
Operation analysis
technique/s
Tactical analysis
technique/s
Similarity/similarities Strategic analysis
develops both
internal and external
summary for a
chosen project.
It helps in
generating scenario
information for
marketing activities.
The tactical analysis
provides timely data
and operational
outcomes in the
business activities.
Difference/differences It does not
guarantee success in
the long term
objective, unlike
operational analysis.
The operation
analysis helps in
measuring capital
risk, unlike other
analysis techniques.
Unlike other
analysis, the tactical
technique uses a high
level of IT to define
different problems.

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