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Market Entry Strategies Case Study
Case Title:
Pizza Hut in India
Publication Year : 2004
Authors: T Phani Madhav
Industry: Retailing
Region:India
Case Code: MES0005
Teaching Note: Available
Structured Assignment: Available
OR
Abstract:
Pizza Hut entered India in 1996 and introduced pizzas to the Indian customers. But it was not a smooth sail for the international giant. Its large dine-ins, high prices and positioning of pizza as meal put-off customers. Meanwhile. Dominos Pizza that entered India in the same year was able to gain ground by positioning Pizza as a snack and supporting it with its efficient home delivery system. Even homegrown pizza chains like Pizza Corner and Smokin Joe ate into Pizza Hut's market share.
Pedagogical Objectives:
- To discuss how Pizza Hut, after initial set backs and loss of market share made amends and overcame its short comings
- To highlight the different strategies adopted by the pizza chains in India.
Keywords : Pizza Hut; Dominos Pizza; Pizza Corner; Amul; Dine-ins; Market Entry Strategies Case Study; Home delivery model; Menu customisation; Local sourcing
Contents :
Introduction
Pizza Hut in India – The Initial Years
The Competition
Pizza Hut fights back
Domino’s 11 minute Schedule
Pizza Hut’s Competition in India
Pizza Hut’s Menu in 2004
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