Background of Pizza Hut The legacy of Pizza Hut® began in 1958, when two college students from Wichita, Kansas, Frank and Dan Carney, were approached by a family friend with the idea of opening a pizza parlor. Although the concept was relatively new to many Americans at that time, the brothers quickly saw the potential of this new enterprise. Over the past four decades the Pizza Hut has built a reputation for excellence that has earned the respect of consumers and industry experts alike. Pizza Hut’s products have been voted Number One in countless consumer surveys nationwide. Pizza Hut®, a division of Tricon Global Restaurants, Inc., has more than 7,200 units in the U.S. and 3,000 units in more than 86 other countries. Pizza Hut is owned by Pepsi Internationals who also owns Tacobell and KFC. Pizza Hut is commitment to quality, dedication to service and value & the qualities of entrepreneurship, growth and leadership, which have characterized its business through nearly four decades of success. Tricon is the parent company to two other segment leaders, Taco Bell and KFC. When combined with Pizza Hut, these organizations make up the world's largest restaurant group, with almost twice as many units as McDonald's. When it comes to leadership Pizza Hut has a proactive approach to product development and marketing. The five major products, Pan Pizza, Thin 'N Crispy® pizza, Hand-Tossed style pizza, Stuffed Crust Pizza and The Big New Yorker Pizza are loved by millions around the world and have become the standard by which all others are judged.
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We are working together to run great restaurants in order to be the best at making and serving the best pizza in America. That means we're willing and able to go to any lengths to make our customer's experience with Pizza Hut® an enjoyable one. And it means we strive to present the finest products the industry has to offer, and to provide those products wherever and whenever people want them. Pizza Hut is the only franchise to offer Home Delivery Services. Yes, we've come a long way since that opening night back in 1958 when pizzas were given away to generate interest in the fledgling business. And through the strength of our heritage, our culture and our people, we look forward to even more success in the years ahead.
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Pizza Hut Year after Year 1958
The first Pizza Hut® restaurant opens in Wichita, Kansas, started by two college-aged brothers who borrowed $600 from their mother.
1959
Pizza Hut is incorporated in Kansas and the first franchise unit opens in Topeka, Kansas.
1965
"Putt-Putt to Pizza Hut" musical jingle developed for Pizza Hut's first television commercial.
1967
World's largest pizza (six feet in diameter) is baked and served at the grand opening of a Fort Worth, Texas Pizza Hut® restaurant.
1968
International market entered with opening of Pizza Hut restaurant in Canada.
1969
Red roof adopted for restaurants.
1970
Sandwiches added to basic menu of Thin 'N Crispy® pizza, salad, beer and soft drinks.
1971
Pizza Hut becomes the number one pizza restaurant chain in the world in both sales and number of restaurants.
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1972
Pizza Hut, Inc. listed on New York Stock Exchange under the symbol PIZ.
1973
Pizza Hut restaurants open in Japan and England.
1975
Thick'n Chewy® pizza introduced.
1976
The 100th international Pizza Hut restaurant is opened in Australia, while entire system reaches 2,000.
1984
There is more pizza locations than hamburger restaurants in US.
1984
Pizzerias account for 9.9% of all restaurants in the U.S.
1986
Delivery service, as a new concept, is initiated.
1988
Hand-Tossed Traditional Pizza is introduced throughout the system.
1989
The Pizza Hut Jobs Plus® program expands nationwide to employ more than 10,000 individuals with physical and developmental disabilities. The Jobs Plus program is recognized as the largest corporate initiative of its kind in the food service industry. Pizza Hut opens its 1,000th international unit in Welland, Ontario, Canada. Pizza Hut now serves 54 countries.
1990
Pizza Hut delivers more than 1,340,000 pizzas on Super Bowl Sunday, about 7,000 pies a minute. More than 4,000 Jobs Plus employees work for Pizza Hut Personal Pan Pizza® becomes available at 1,000 Stop 'N Go convenience stores.
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1992
Pizza Hut provides 120,000 free meals to relief volunteers and those who lost their homes. Pizza boxes redesigned to save 275,000 trees a year.
1993
Pizza Hut introduces BIGFOOT™ Pizza -- two square feet of pizza cut into 21 slices. Pizza Hut leads the entire restaurant industry in growth and sets new company records for sales and profits.
1995
Two Customer Satisfaction programs initiated: a 1-800 Customer Satisfaction Hotline and a Customer Call-Back Program, which takes the pulse of 50,000 customers per week.
1995
The Deliver Me Home™ program is created by Pizza Hut and the National Center for Missing and Exploited Children and is tested at the Dallas/Fort Worth International Airport to inform the community of an important identification tool in helping to locate, identify and return missing children to their families.
1995
Pizza Hut wins the 1995 "Choice of Chains" award for Best Pizza Chain sponsored annually by Restaurants & Institutions magazine, making Pizza Hut the "Best Pizza Chain" ten of the last eleven years.
1997
PepsiCo announces restaurant spin-off.
1998
Pizza Hut celebrates 40 years of making and serving great pizza.
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PIZZA HUT IN PAKISTAN Pizza Hut came to Pakistan in somewhat the same way it began in America, it was Dan Carney who approached Manzar Riaz with proposition of bringing the chain to Pakistan. Along with its flagship restaurant in Clifton it has three more operational units functioning in Karachi, while one is functioning in Gulberg, Lahore. It is called “RED ROOF”, with seating capacity of 350, which makes it the largest in the sub-continent. The sale of Clifton Pizza Hut is the highest in the Asia Pacific region with a daily turnover of 1500 Pizza (Normal days) and a turnover of 1800 to 2000 Pizza / day over the week end. The vision is to have 30 units of Pizza hut in two major cities by the year 2000 i.e. Karachi and Lahore. It must be mentioned that these 30 units of Pizza hut will provide employment to 1870 people and contribute Rs. 150 million in the form of duties and taxes to the exchequer.
Marketing Objectives 1. To able to capture the essence of success as a Global company. 2. To be the first choice for every Pizza occasion by always providing 100% customer satisfaction. 3. To focus or unique selling proposition by providing the most irresistible variety, quality taste, and service. 4. To capture 90% of relative market share by the end of year 2000.
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Facts About Pizza Hut 1. Pizza Huts worldwide sales were approximately $10 billion. 2. Pizza Hut service more than 1.5 million pizzas every day to approximately 5 million customers worldwide. 3. Pizza Hut owns and operates more than half of its restaurant and delivery units making Pizza Hut, inc. the largest company-owned restaurant chain in the world. 4. The highest volume Pizza Hut restaurant in the world is in Moscow followed b stores located in France, Hong Kong, Finland and the U.K. 5. Outside the US the country with the most Pizza Hut units is Australia (405) followed by Canada (354) and the U.K. (326. 6. Pizza Hut delivery drivers range in age from 18 to 80 miles, and average 50 miles per driver per day to deliver Pizza Hut products. The mode of transportation varies from country to country with motor scooters the most common mode in Western Europe, the U.K. and the Asia Pacific Countries. 7. Pizza Hut uses 2.5 percent of all the milk produced in the US every year for cheese. That cheese production requires a herd of 250,000 dairy cows producing at full capacity 365 days a year. 8. Pizza Hut uses more than 50 million pounds of wheat representing the annual yield from nearly 400,000 acres of wheat. 9. Pizza Hut uses more than 400 million pounds of tomatoes each year and 50 million pounds of pepperoni. 10. Approximately 50 percent of all Pizza Hut units outside the US are full service restaurant. About 35 to 40 percent are delivery carry out units, and 10 t0 15 percent are express units or slide “windows”.
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Product Situation Pizza Hut opened its very first outlet in Karachi at Clifton on December 14, 1993 introducing the internationally recognized and well-accepted variety of Pizza as in their original tastes. Pizza hut took great care, while remaining with the fact that its wheat, cheese and pepperoni remain original while other ingredients available in the local market come up to the manufacturers standards and consumers expectations.
Target Market The target market belongs to upper - upper and upper middle class who has a definite taste for foreign foodstuff. Out of 140 million people, we are only targeting 20% of the population. Right now they are targeting market, which is 1% of the total urban population. Anybody whose household income is over Rs. 100,000 is in the “A” category, Rs. 50,000 is “B” and “C” is Rs. 50,000. They are right now catering to “A” and “B” market and they have not touched the entire market. They are also targeting kids, teenagers and students & are also trying to increase their customer base.
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Consumer Profile DEMOGRAPHICS The age group of our customers is family oriented i.e., the parlor offers a variety that to the needs of the family as a whole. INCOME The income bracket includes Rs. 50,000 per month and above. OCCUPATION Professionals, Executives, House Wives, studying individuals.
PSYCHOGRAPHCS ACTIVITIES Actively participate in social welfare causes, business matters, and members of socially elite clubs, annual family vacations. LIFE STYLE Encouraging eating habits towards foreign foodstuff, for instance, likely to use cake mixes, imported cheese. MEDIA HABITS Regular readers of Newspapers and Magazines. PERSONALITY Quality food conscious, outgoing and healthy eating habits health conscious people.
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Marketing Mix PRODUCT Pizza Hut offers aims in providing 100% customer satisfaction by excellence in the product, service, equipment and hospitality they offer the products quality and taste remains standard of excellence all over the world. It has maintain its quality by importing the main ingredients and keeping the recipes the same exclusively, for the South Asia regions it test launched spicy flavored Chicken Tikka. Followed by a Seek Kabab Pizza, which gained and remained so popular that they were included in the regular menu. To make a check of its service and customers satisfaction, they issue a comment card to make sure they come up to their customer’s satisfaction.
MARKET GROWTH MATRIX
MARKET SHARE HIGH HIGH
Star
LOW
?
MARKET GROWTH RATE
Bar B Q Beef
Supper Supreme LOW
Cash Cow Chicken Tikka
Dogs Sea Faer
PRICE
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They are serving various variety of Pizzas, there menu card along with their respective prices have been placed at the appendix section.
PROMOTION Pizza Hut runs more or less the same type of promotion and advertising campaigns in Pakistan as it does internationally, with the exception of electronic media. It uses advertising tools such as newspapers, magazines to create awareness and to get its message through its required target market. Recently they are doing joint promotion with Milo and Pepsi in connection with World Cup Cricket 1999. Pizza Hut promotion budget remains the same world wide except for a few countries i.e., it allocates 50% of its promotion budget on national advertising and 50% of the budget to regional advertising. With regard to promotion, they have launched kid Klub for children under 12 year of age. Every Tuesday is kids night for members where they get 50% discount on their order. They are trying to start a program called book it, to promote reading habits among kids. Any child who reads a book and get it signs by his teacher that he has read it get a free Pizza. Pizza Hut has adapted to promotional and advertising techniques regarding the local market. It uses Newspaper and Magazines according to their availability and effectiveness with regard to their respective target market.
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PLACE
KARACHI At present there are four functioning units of Pizza Hut in Karachi.
Clifton
Takeaway, Dine-in seating capacity of 200
Tariq Road
Takeaway, Dine-in seating capacity of 250
Gulshan
Takeaway, dine-in seating capacity of 120
I.I. Chundrigar
Take away with dine-in seating capacity of 50.
LAHORE At present there are two functioning units in Lahore.
Gulburg
Takeaway, Dine-in seating capacity of 350 Red Roof
Mall
Takeaway, Dine-in seating capacity of 200
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Mission Statement We at Pizza Hut are committed to provide high quality of Pizza and exceed the expectation through our passion for service, quality and value. We believe that our prime responsibility is to serve our families who get satisfaction from our product and services. Our product line consist from various pizzas to sandwiches, pasta and deals to suit every customer. We are known for consistency in providing the very best quality in facilities and products, and for friendly personal and efficient, comfortable service which gives the natural warm welcome and relaxed, comfortable ambience of Pizza Hut. We are dedicated to the total success of Pizza business as a worldwide competitor. We are concern for its operation and are dedicated to its total success and prosperity. Pizza Hut is regarded as an industry leader for the innovation in each discipline in the business, blending effectively the finest tradition of our profession with progressive management philosophy and this is ultimately our major competitive advantage. Out team is seen as highly aggressive, competitive, and regarded by our customer as reliable helpful and resourceful. Through open two-way communication employees share the companies objective and strive to provide complete satisfaction to our valuable customer.
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Vision Statement Pizza Hut aims to succeed in one of the most logistically complex service business. It is our intention to not only serve our customers with genuine care and comfort, but to fulfill all their needs and give them complete service excellence all the time, every time. Every employee is committed to the ultimate dream and vision: 100% customer satisfaction and retention. We will continuously improve our product and services. Simply defined, we empowers all Pizza Hut employees to “move heaven and earth” to give instant pacification. Our customer’s expectations will not simply be met; they will be exceeded to give each guest a “memorable visit”
“We Serve But We Are Not Servants We Are Ladies And Gentlemen Serving Ladies And Gentlemen”
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Code of Ethics We are committed to the highest ethical standard. This responsibility is because our customer, family and communities rely on each other which enhance the level of trust and this can only be build on honesty and dedication. We believe that our first responsibility is to satisfy our customer who takes advantage from our services. It is our duty to serve them with honestly. We will promise only what we can deliver. Our business associate must know, that we will be fair and just. Our decision will be based on factors such as quality, service, and reliability. We want our customer to be proud of our character as individuals in the business we do. We look forward for a friendly and caring relationship between our customer and ourselves. We take pride in the quality of our collective effort at Pizza Hut. We are proud that Pizza Hut has got the human resource that can face any challenge, because a company is only depended on what their employees do for their organization. We will justify with everybody, to whom we are in contact, whether employees or customers – in assigning responsibilities, awarding incentives, and we will consider every body. We will not entertain any unfair practices, which could harm our organization prestige We will establish the empire of friendship and trust between our employees and customers, so that they could be benefited and achieve instant satisfaction.
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External Factor Evaluation Matrix Key External Factors
1.
OPPORTUNITIES There is a strong untapped market across Pakistan for the introduction of Pizzas. Consumption pattern is more in Karachi. “Eating out” is the main source of entertainment in Pakistan. Pizza Hut has an opportunity to target new segments of class “C” customer base as they are currently targeting “A” and “B” class customers i.e. income groups of 50,000 & above respectively. Cost could be reduced by the utilization of local flour. There is a rising trend of consuming pizza.
Weights
Ratings
Weighted Average
0.15
4
0.60
0.08
3
0.24
0.10
4
0.40
0.07
4
0.28
0.14
3
0.42
0.06
2
0.12
1. Unstable economic, legal and political environment. 2. Increase in tax rates, which has a direct impact on the cost of pizza. 3. High duties on imported ingredients. 4. Attractive market for new entrants. 5. Pizza Hut’s main competitor is Pizza Express, who is providing best service to its customers. 6. Another major directs competitor is Domino Pizza.
0.12
4
0.48
0.10
2
0.20
0.09 0.04 0.03
3 2 1
0.27 0.08 0.03
0.02
1
0.02
TOTAL
1.00
2.
3. 4.
5. 6.
Threats
3.14
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Internal Factor Evaluation Matrix Key Internal Factors
Weights
Ratings
Weighted Average
Strengths 1. Pizza Hut is the pioneer in Pizza business in Pakistan. 2. Popular brand name. 3. Pizza Hut follows strict quality control system. 4. Sales are growing at the rate of 4% annually. 5. Pizza Hut introduces new menu according to local taste buds and monitor new trends regularly. 6. Pizza Hut follows open door policy. 7. They maintain inventory up to the extent of 60%. 8. Pizza Hut home delivery service.
4
0.16
0.04 0.10 0.07
4 4
0.4 0.28
0.10
4
0.40
0.12
4
0.48
0.04 0.04
3 3
0.12 0.12
0.08
4
0.32
1. Lack of finances for implementing new strategies. 2. Shift in Strategic Management. 3. Flour, which is the main raw material for pizza is imported, which increases the cost of pizza. 4. Cannibalization of sales by introduction of new branches. 5. Introduction of I.I. Chundrigar branch was a wrong decision and Pizza Hut has only been able to break even their cost. 6. Pizza Hut is unable to retain the customer base in Lahore.
0.05
2
0.10
0.06 0.10
1 2
0.06 0.20
0.04
2
0.08
0.09
1
0.09
0.06
2
0.12
TOTAL
1.00
Weaknesses
2 .93
ANALYSIS
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External
Factor
Evaluation
(EFE) Matrix: The total weighted score of 3.14 indicates that Pizza Hut is well above average and close to superior position in its effort to pursue strategies that capitalize on external opportunities and avoid threats.
Internal
Factor
Evaluation
(IFE) Matrix: The total weighted score of 2.93 indicates that Pizza Hut is above average in its overall internal strategic position.
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THE STRATEGIC POSITION AND ACTION EVALUATION (SPACE) MATRIX FINANCIAL STRENGTH
RATING
Debt to equity ratio is 58:42, which shows its financial strengths
5
EBIT is 8%
4
Pizza Hut’s market share is 55% leading to high sales revenue
6
Liquidity ratio is 1:1 which is the norm in the industry
2
TOTAL
17
FINANCIAL STRENGTH AVERAGE
INDUSTRY STRENGTH
4.25
RATING
High growth potential
6
High profit potential
5
Resource utilization is excellent
5
TOTAL INDUSTRY STRENGTHS AVERAGE (16/3)
16 5.33
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ENVIRONMENTAL STABILITY
RATING
Dwindling Pakistan economy & high rate of inflation are norms of the industries
-6
Demand is not price sensitive/elastic group is concern.
-1
as far as middle income
High entry barriers because Rs 50 to Rs. 55 million is needed for fixed costs and initial operations.
-3
Low demand variability
-2
TOTAL ENVIRONMENTAL STABILITY (-12/4)
COMPETITIVE ADVANTAGE
-12 -3
RATING
Highest market share due to early due to early market penetration
-1
Strict quality control system
-2
Strong customer base and high customer loyalty
-1
Technological edge our competitors
-4
TOTAL COMPETITIVE ADVANTAGE (-8/4)
-8 -2
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RESULT ES AVERAGE
-3
IS AVERAGE
5.33
CA AVERAGE
-2
FS AVERAGE
4.25
Directional Vector Coordinates:
Conservative
x – axis : CA + IS
-2 + (+5.33)
3.33
y – axis : ES + FS
-3 + (+4.25)
1.25
Aggressive
+6 +5 +4 +3 +2 +1
-6
–5 – 4
–3
–2
–1
-1
+1
+2
+3
+4
+5
+6
-2 -3 -4 Defensive
-5
Competitive
-6
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INTERPRETATION This space matrix suggest that the firm’s industry situation is excellent for growth opportunities but it has to improve upon its financial strength, it has to build its internal strength to take advantage of the excellent external position. Pizza Hut can pursue the following strategies: 1. Integration 2. Intensive 3. Diversification These strategies have been explained in “The Quantitative Strategic Planning Matrix (QSPM)”.
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QSPM Model Backward Integration
Critical Success Factors
Market Developme nt
Concentric Diversificati on
STRENGTHS
WEIGHT
AS
TAS
AS
TAS
AS
TAS
1. Pizza Hut are the pioneers in Pizza business in Pakistan. 2. Popular brand name. 3. Pizza Hut follows strict quality control system. 4. Sales are growing at the rate of 4% annually. 5. Pizza Hut introduces new menu according to local taste buds and monitor new trends regularly 6. Pizza Hut follows open door policy.
0.04
2
0.08
4
0.16
3
0.12
0.10 0.07
2 4
0.2 0.28
4 3
0.4 0.21
3 4
0.3 0.28
0.10
3
0.3
3
0.3
3
0.3
0.12
3
0.36
4
0.48
4
0.48
0.04
1
0.04
1
0.04
1
0.04
7. They maintain inventory upto the extent of 60%.
0.04
4
0.16
4
0.16
2
0.08
8. Pizza Hut home delivery service.
0.08
3
0.24
4
0.32
3
0.24
1. Lack of finances for implementing new strategies.
0.05
2
0.1
2
0.1
2
0.1
2. Shift in Strategic Management.
0.06
-
-
3
0.18
3
0.18
3. Flour, which is the main raw material for pizza is imported, which increases the cost of pizza.
0.10
4
0.4
3
0.3
-
4. Cannibalization of sales introduction of new branches.
by
0.04
1
0.04
2
0.08
4
0.16
5. Introduction of I.I. Chundrigar branch was a wrong decision and Pizza Hut has only been able to break even their cost.
0.09
-
-
4
0.36
3
0.27
6.
0.06
2
0.12
3
0.18
3
0.18
Weaknesses
Pizza Hut is unable to retain the customer base in Lahore.
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Backward Integration
Critical Success Factors
New Market Developme nt
Concentric Diversificati on
OPPORTUNITIES
WEIGHT
AS
TAS
AS
TAS
AS
TAS
1. There is a strong untapped market across Pakistan for the introduction of Pizzas. 2. Consumption pattern is more in Karachi. 3. “Eating out” is the main source of entertainment in Pakistan. 4. Pizza Hut has an opportunity to target new segments of class “C” customer base as they are currently targeting “A” and “B” class customers i.e. income groups of 50,000 & above respectively. 5. Cost could be reduced by the utilization of local flour. 6. There is a rising trend of consuming pizza
0.15
3
0.45
4
0.6
1
0.15
0.08
3
0.24
4
0.32
3
0.24
0.10
2
0.2
4
0.4
4
0.4
0.07
3
0.21
4
0.28
3
0.21
0.14
4
0.56
2
0.28
-
-
0.06
3
0.18
4
0.24
3
0.18
1. Unstable economic, legal and political environment.
0.12
3
0.36
1
0.12
1
0.12
2. Increase in tax rates, which has a direct impact on the cost of pizza.
0.10
3
0.3
2
0.2
1
0.1
3.
0.09
4
0.36
2
0.18
2
0.18
new
0.04
3
0.12
4
0.16
3
0.12
5. Pizza Hut’s main competitor is Pizza Express, who is providing best service to its customers.
0.03
3
0.09
3
0.09
2
0.06
6. Pizza Hut’s main competitor is Pizza Express, who is providing best service to its customers.
0.02
1
0.02
3
0.06
2
0.04
TOTAL
2
THREATS
High duties on imported ingredients.
4. Attractive entrants.
market
for
5.41
6.44
4.53
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Reason for considering corporate strategy In the implementation stage of strategic management process, we have designed TOWS and SPACE Matrix for Pizza Hut, and the strategic thereby suggested were those of: • Intensive • Integration, and • Diversification. Keeping in view these strategies and the results generated thereby in the input stages of strategic management process as depicted in the iFEM and EFEM matrix suggest that the firm is relatively week because of the financial position where as EFE Matrix suggests that the firm is taking advantage of strong environment stability and marketing condition. In the QSPM model, we have deigned 3 strategies and these are as follows: • Backward Integration • New Market Development • Concentric Diversification The 3 strategies thus considered have been given ratings from 1 to 4 and the SWOT has been taken from the EFE Matrix and EFE Matrix along with their weights.
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REASON / DESIGNED
JUSTIFICATION
OF
STRATEGIES
1. Backward Integration The reason for designing and considering backward integration was the fact that the costs of producing Pizzas have
been rising
consistently since past few years, due to the exchange rate fluctuation etc, and the fact that Pizza Hut Does not Hedge have a direct impact on the costs of raw material and the most important being flour. Therefore, the company can pursue the strategy of backward integration and procure local flour of consistent high quality which will not only reduce the costs of producing pizza but will also increase its profit margin. Plus the supply of four will be in their own hands and will not fact problems of under or oversupply of flour.
2.
Marketing
Development Pizza Hut is currently pursuing marketing penetration strategy where as we have designed new market development strategy along with the currently used market penetration. The reason being that there is a wide, untapped market in Pakistan where Pizza Hut can open its branches and reap the benefits of 1st. entry in those markets.
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3.Concentric Diversification We have designed a concentric diversification strategy which can be considered by Pizza Hut. It can concentrate its business by opening a Coffee shop or a dessert parlors separately as departments in the Pizza Hut and offer special delicacies for each department. This will improve its financial strengths and profits margin considerably.
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RECOMMENDATIONS The QSPM total averae of the 3 strategies thus designed were: STRATEGIES
AVERAGE ATTRACTIVE SCORE
Backward Integration
5.41
Market Development
6.44
Concentric Diversification
4.53
Due to the low financial condition of Pizza Hut and internal problems whereas, excellent market condition with developing tastes and preference for Pizzas, it is highly recommended that Pizza Hut must pursue New Market Development Strategy.
ADVANTAGE The Advantages of pursuing New Marketing Development Strategy are as follow:
1. Ist. to enter in the new market, therefore no competition, so Pizza hut can reep the gains of 1st. to enter. 2. Strong Brand Name. 3. Innovations in menu will attract new consumers. 4. Eating out is the main source of entertainment in Pakistan, therefore consumer’s will be attracted towards the introduction of Pizza Hut across Pakistan. 5. Most importantly the food industry is attractive for the entrants, so, Pizza Hut will reap huge benefits out of pursuing this strategy.
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CONCLUSION PIZZA HUT, is the world’s renounced chain of fast food stores and our project was based on its strategic management position keeping in new the internal and external environment. In the process of analyzing Pizza Hut we have deduced that it is the most popular international franchise in Pakistan, with the largest market share in the Pizza industry. There is no major competitor of Pizza Hut and the market opportunities are excellent in teems of growth and profits. Pizza Hut has an opportunity to strengthen its business by adopting various strategies e.g. Backward integration, and New market development. Pizza Hut has to strengthen its financial position either by increasing its equity or debt or both which will improve its internal position. To conclude, we can say that Pizza Hut has a history of producing quality food with growth as an integral part built into its root strategies.
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