Business Case Studies, Market Entry Strategies Case Study, Pizza Hut, India

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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

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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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