Research Of Pizza Hut's Marketing Strategy In China

In the nearly twenty years, "Casual dining" which means a latecomer and brand-new eating concept comes into a fashion with the marketing service of those casual dining restaurant brands. Pizza Hut the western casual dining restaurant brand is the best one which is growing rapidly among all the casual dining brands in China.In 1990 Pizza Hut began to enter the casual dining market in China.Based on its accurate brand positioning and appropriate localization marketing Pizza Hut gets a great success. After Casual dining marketing developed rapidly for more than twenty years, the current marketing competition has become great different from the beginning.Because Pizza Hut's market share had been grabbed by other casual dining competitors recently, its annual rate of sales growth decreased.This research bases on the Marketing Strategy of Pizza Hut China and makes full use of the theories including Strategic Marketing,Competitive Strategy and Consumer behaviors with the tools of marketing analysis and report of consumer market survey.Study on the current marketing strategy and marketing mix of Pizza Hut China and the suggestiones of improvements and adjustments of its marketing stategy for achieving its development goals. Hopefully this research can provide some suggestion to Pizza Hut's continuous rapid growth in china and be helpful for those who want to develop their casual dinging business in china.