INTRODUCTION

Pizza Hut was started in 1958, by two brothers in Wichita, Kansas. Frank and Dan Carney had the idea to open a pizza parlor. They borrowed $600 from their mother, and opened the very first Pizza Hut. In 1959, the first franchise unit opened in Topeka, Kansas. Almost ten years later, Pizza Hut would be serving one million customers a week in their 310 locations. In 1970, Pizza Hut was put on the New York Stock Exchange under the ticker symbol PIZ. In the recent record, the Pizza Hut almost collected 12,000 restaurants in more than 90 countries. Through the continuous innovation and developing the products and services, the Pizza Hut company is now the worlds largest pizza franchise. Added to their pocket is being part of the Pepsi company that serves as a great deal and advantage for both of the companies. Pizza Hut has subsequently branched out and developed franchises all over the world. In fact it is diversity that has made the history of pizza hut so successful. Their menus and recipes are not the same, different locations use different suppliers and different toppings, according to the demand of their clients. The building block of the history of pizza hut has been this diversity, not often present in such a large concern. The pizza company is very aggressive in terms of servicing the consumers. They are very optimistic and based their strategies in their on-going customer relations where the communication with their loyal customers leads the way to create another delightful product and quality service. Their effective marketing is not only placed on different advertisement but also in television and internet.

SWOT ANALYSIS
Strengths Pizza Hut is an international franchise and restaurant chain having presence in many countries and is originally based in Texas, USA. The company specializes in the American style pizza that till to date no other pizza restaurant has been able to compete. The company also offer many other food items and side dishes like wings, breadsticks, garlic bread, mushroom soup and so on. Pizza Hut is one of the largest restaurant chain in the world and is a sub brand of Yum! Brands Incorporation. The Pizza Hut owns and runs about 34,000 restaurants, provides home delivery services and also has kiosks in more than hundred countries. Pizza Hut faces very low competition. The company has some strong competitors like dominos pizza, but Pizza Hut has an advantage because of its strong network, restaurant outlets and delivery service. The company has well differentiated its products and has a large loyal customer base. The marketing of the company is another strength of the company. The have many media partners and use television advertising that attracts people of various ages. The company has a

huge market share; more customers mean higher percentage in sales that leads to greater profits. The restaurants offer a large variety and types of pizzas under one roof and is known for its innovative pizzas. Pizza Hut with a large market share and a strong network has become a market leader in United Kingdom. Weaknesses Pizza Hut is identified as the largest users of cheese that affects the Pizza Hut branches lacks the supply of cheese. The problem with alternatives is eventually identified by the consumers and there is a narrow choices of substitutes. The loyal customers of Pizza Hut feel that there is a decline in satisfaction and other pizza chains and restaurants are offering much more. Besides that, the company reported that they incurred high cost in terms of their production. The root of this problem is on the intense competition and their pizza reinvention just to satisfy the taste buds of the customers. As a result, the overhead cost pushed the restaurant branches to have additional charge. Because of their action, there is more probability to lost most of their consumers. Other than that, there are some internal conflicts within the company as there processes are computerized and centralized. This has lead to high turnover as well as de-motivation of staff. Opportunities The company can come up with innovative Pizzas, new flavors and recipes with different types of crusts and sizes.

The company can open its restaurants in different countries that have potential customers for example it can expand its network in India, Pakistan, Bangladesh and so on. The company can even introduce new, healthy and fresh food items related to pizza for example they can introduce fresh pizzas. The people are these days more concerned about their health and pizza hut can meet this need by introducing fresh and healthy pizzas. Besides that, the opportunity is also part of the marketing strategy of the company to provide the proper utilization of the technology through their online ordering system. The use of landline is still viable but the evolving world of technology where almost 70 % of the customers is sitting in front of the computer gives the company bright ideas to establish their relation with them and also with their customers own convenience.

Threats
The competition in the Pizza industry is increasing, as customers now prefer and look for availability and affordability. Their closest competitor is Domino's Pizza who is working to open their Branch at Karachi. Domino's main competitive advantage over Pizza Hut is their lower price. Other than Dominos is Little Caesar's who is establishing their self in India and might move to Pakistan is another one of Pizza Hut's competitors which is right behind Domino's in market share. Little Caesar's is famous for offering large quantities of pizza for less money. Besides that, the company also faces serious threats from other international restaurant chains like KFC and McDonalds. McDonalds even tried to introduce pizza in its product portfolio called McPizza. Besides these competitors, the local restaurants that provide pizzas also offer food item at more affordable prices as well as know the taste of the local people better. Many of its competitors are trying to capture the market share of the Pizza Hut by introducing similar kind of pizzas and food items.

Pizza Hut is also concerned with their customer satisfaction and most of the extensive research and development is allotted to the needs of the customers. The roles of price, promotions, advertisements and delivery systems make the competition too risky and lead the customer in some series of confusion. When there are many options, the customers find it hard to choose and sometimes lead the satisfaction. Other than that is the company will face with the problem such as rising prices of special ingredients like cheese that used in pizzas. Competitive Advantages Barrier to entry The quick service restaurant setup for pizza entails a high cost and investment consideration. For example, Pizza Hut Malaysia being a subsidiary of KFC Holdings Malaysia Berhad had the backup of financial resources to grow compared to new comers. Moreover, with the dine-in concept and new product innovations like stuffed crust, Pizza Hut is very differentiated from its nearest competitor, Dominos Pizza. Shakeys Pizza will find it hard to duplicate the efforts of Pizza Hut due to limited financial resources. An operation of such business structure will definitely require a company that has the advantage of investing funds availability. Only Pizza Hut provides the full-service which is dine in, take away and delivery services to take advantage of broadband distribution channel to ensure customers services are not compromised. Others are operating in the area that they have the niche. Dominos Pizza concentrated on home delivery while Shakeys Pizza does not do home-delivery.

Power of buyer This is a definite area of sensitivity, as customers will definitely go for service differentiation and product personalization. However, none of the players have to date used product

personalization effectively. For example, although Pizza Hut Malaysia allowed 2 choices of toppings on the same pizza called Splitzza. there should be more options available in order to kill the option available to go to the competitors. Pizza Hut Malaysia should innovate to provide such options more creatively. Tthe younger generations will be automatically influenced into the pizza eating culture as most cinema shows feature the pizza delivery boy when food scenes are shown. Meeting the younger Malaysians changing needs, will determine the capture of market share. Impress the young mind and you will hold the future in your hands.

Threat of substitute product or services Pizza is pizza and unless a consumer consciously chooses not to eat pizza, the threat of substitute is irrelevant. The decision to substitute pizza in lieu of other nature of food is quite dependent on the price reasonableness of substitute food and price fluctuation of imported supplies related to pizza making, e.g. mozzarella cheese. Unless price has gone unreasonably high, threat of substitute is unlikely, as pizza lovers will still continue to consume them.

Conclusion Pizza Hut has many target which it has achieve in a given period of time. The time period is mostly a year. Therefore, in order to fulfill the target different strategies are adopted by Pizza Hut. It can be concluded that these strategies have been successful and there is flexibility in the strategies, as they can be changed with the changes in the market conditions as well as the targets.