Final Honney

ROYALBUSINESS COLLAGE THE ELEMENTS OF A MARKETING RESEARCH REPORT

ON WILD PIZZA

DIPLOMA IN BUSINESS MANAGEMENT LEVEL - 7

MAR 8085&8086

SUBMITTED TO: - Margie garcia

SUBMITTED BY: -Tejendra singh(A8033)

Acknowledgement:-

I am grateful because I managed to complete my assignment within the time given by my lecture

(Mrs. Margie Garcia) this assignment cannot be completed without the help and co-operation of

my family and friends as well all who understand me and give me their valuable time to

complete the survey questionnaires.

I also sincerely thank to my lecturer that she delivered helpful information which help me a lot in

completion of my assignment.

Last but not the least; I would like to express my gratitude to my friends for the support.

Thank you

Authority letter

Date-

To the manager

WILD PIZZA

Subject- Authority letter for marketing research

To whomsoever it may concern,

I, the undersigned is a student of royal business collage of business management level-7

I have a research on your for my assignment project on your branch.

In case you need to contact me for any clarification, please feel free to contact me at my e mail.

[email protected]

Thanks

Sincerely

TEJENDRA SINGH

Table of Contents:-

Acknowledgement:-

Table of content

List of table and illustration:-

Executive summary:-

Research proposal:

Time frame:

Introduction

Research objectives:-

Scope of the study:

Research methodology:-

Quantitative research:-

Objectives of the studies:

B3 Data collection:-

Steps and types to select a sample:-

Time frame and observed time:

Expected Objectives for this research and actual achieve

Research progress

Overall proposal progress

Data collection and Analysis (Discussion)

Valid Result

Recommendation

Valid Analysis and Interpretation

Limitation of studies

Sample questionnaires

Data analysis and interpretation

Survey questions

List of table and illustration:-

Executive summary:-

This assignment is all about the WILD PIZZA.

It explains my vision of doing this report. In this assignment I briefly explain the methodology

and the way collected the data for my report.

It shows the data in means of charts and figures which is very helpful for the readers to

understand my work.

I discussed the facts by doing surveys that how to increase my business, performance of the shop

or what new strategies other organizations doing in market and also there is a talk about the

international market growth.

Research proposal:

NO Content Page. No

1 About organization

2 About feature

3 Services

4 Comparison with

others

5 About price

6 advertisement

7 advertisement

8 About buying

9 Suggestions

0 Comments

The following questions need to be answered and submitted to the tutor BEFORE you start the

Marketing Research assignment. If this form is not completed and signed by tutor the

assignment may not meet the requirements of the paper..

1) What is the marketing area/question you are interested in researching?

-SWOT Analysis

2) what specifically about that subject area are you trying to research?

-Make goodwill & customer satisfaction.

3) What is your research objectives – what are about 3-4 questions that you are trying to ask?

-what need to change our service.

-Inform people about the new product.

-Good customer satisfaction

4) What sources of information do you need? Any other considerations?

-By surveys, internet, print media etc

Student:________________ Date:_____________

Agreed with Tutor__________ Date:____________

1.2 Time frame:

DATE SUBJECT TIME/DURATION

9SEPT-14SEPT Research proposal 6days

15SEPT-22SEPT Introduction ,need for study, scope , objective

etc.

8days

23SEPT-28SEPT Methodology, design, sampling units,

analysis

6days

29SEPT-03OCT Sampling process 5days

05OCT-06OCT Surveys, interviews 2days

07OCT-10OCT International development 3 days

13OCT-15OCT Discussion, conclusion, limitations 3days

Introduction

In Brief

From the 1970's to the present day, many factors have influenced the ongoing evolution of pizza

in North America. This includes factors such as the popularity of franchising, the necessity of

two sources of income to support the family household, the health food craze, and the economic

downturn of the early 90's. Franchising in general exploded in popularity. Being one of the most

popular franchising concepts, pizzerias opened at thousands of locations across North America

selling a pizza that was very similar to the traditional Neapolitan style.

Dual income families turned to the convenience of home food delivery with greater frequency

because cooking after a day's work was not always appealing. Catering to the health conscious

consumer broadened what was deemed as acceptable.

The recession also inspired a rebirth of creativity and flair in contrast to a trend towards

homogeneity. Many fine dine-in restaurants had to restructure their menu in order to broaden

their appeal and reduce prices because patrons were eating out less. The role that pizza will play

in our lives in the future is as difficult to predict as lifestyles. So many factors can change.

Imagine for a second what the impact would be if the cost of delivery becomes too high due to

the ever increasing price of insurance and gasoline. However, since both lifestyle and pizza are

intertwined, it is reasonable to assume that their related evolution will continue.

It simply "Tastes better" at WILD PIZZA where you can dine in or takeaway.

We have a three main menu of pizza. 1) Chicken pizza 2) paneer pizza 3) Traditional pizza’s

We have combo rate of two or three large pizza. And lunch special pizza are 8$ only and free

drinks can with pizza till 12 o’clock. For three large pizza 29$ only and for two large pizza 20$

only it’s all combo rate.

We have also many types of other products like chicken nuggets, wedges, and squad rings

And it’s all price are 5$ only.

We also sale cold rinks like small cane, 1.5 litters and 2 litter bottle also.

We have 4 branches

Pizza Fast Food

Industry

A Major problem associated with pizza restaurants is that many would not describe pizza

as fast food. One marketing analyst describes fast food as "the notion of a customer

serving himself at a counter where food that has already been cooked in advance is

offered" (Emerson, 53). This can be the case in some pizza restaurants and not in others.

There are approximately 61,269 pizzerias in the United States. As with the automobile

industry, there too exists a big three in the pizza industry. The big three (according to

1996 sales) are Pizza Hut, Domino's Pizza, and Little Caesar's. Not too far behind is Papa

John's with an estimated 1996 sales of $619.1 million. Although the big three continue to

enjoy sustainable growth, small "mom and pop" operations have faired quite respectably

in this overcrowded market segment. According to some industry analysis, independents

account for 20-25% of the market.

Pizza Hut with sales of $6.5 billion in 1996 dominated the pizza market. It is by far the largest

chain with over 11,000 locations worldwide. The Dallas based chain, which was established in

1) WILD PIZZA East

Mangere

376 Massey Rd

East Mangere

Auckland

Phone: 09-275 8899

Open 7 days 12pm-8pm

2)WILD PIZZA Morrinsville

66 Studholme St

Morrinsville

Waikato

Phone: 07-214 3066


3) WILD PIZZA Otorohanga

13 Maniapoto St

Otorohanga

Waikato

Phone: 07 873 9008


4) WILD PIZZA

34 CLIVE ROAD

Bethlehem- 3130

Phone-075737458

1985, has consistently led the market in terms of innovation and appeal (Emerson, 55). New

offerings such as the "Bigfoot" and chicken topped pizzas along with the chain's first white sauce

have helped it increase sales globally.

Pizza Hut is very predominant in the Midwest. They have no major competitors because the

majority of the pizza restaurants are small chains. North Carolina carries more Pizza Hut

restaurants than any other state. Countries where Pizza Hut exists include Mexico, Canada, and

many more. Canada's market has not been as good as the Australian and Mexican markets, but

that is why the restaurant chain is expanding into other countries. Frank Carney, founder of Pizza

Hut plans to expand business to West Germany, but experienced people who really know the

German market are scarce (Emerson, 56).

Domino's Pizza, a privately held company, holds the number two position with sales of $2.8

billion in 1996. This company has over 5,400 stores with about a quarter operating in other

countries. Domino's has traditionally held on to its core business of home delivery for over 35

years. In an attempt to spice up their menu, Domino's introduced a new flavored crust last spring.

The crust has increased systemwide sales 5% to 10% when it was only offered in 35% of the

system's store.

Followed by Domino's is Little Caesar's being number three in the segment. This Detroit based

chain had sales over $2 billion last year within its 4600 stores. Little Caesar's philosophy

revolves around the price of its pizza. By offering more pizza for the money, it has increasingly

established itself as a major player in the industry. Its commitment to this philosophy has led

them to expand operations into international markets such as Honduras, the Dominican Republic,

and South Korea.

Recently, Little Caesar's has revamped its menu to include such items as lasagna, salads, and

deserts. Stuffed crust pizzas were also introduced this year along with crazy breads in order to

combat similar items offered by their competitors. In an attempt to boost sales, Little Caesar's

has also entered the home delivery game because of wide consumer demand.

Although it is not in the top three, Papa John's has been able to surpass many small chains

similar in size in the last few years. With sales over $600 million, Papa John's has established

itself as formidable players in the pizza segment (Darnay and Reddy, 22). Emphasizing quality

ingredients in its pizzas has helped it become the best tasting pizza in markets around the

country. Many larger chains have noticed this trend and have initiated their own campaigns

emphasizing quality.

Research objectives:-

A1) Need for study:-

It is important to study about the organization to find out the current position in market

as well as the history of the organization. It helps me to understand all the facts of the

organization which will help me to complete my assignment.

A2) Scope of the study:

It covers the areas we need to talk or understand in the study which is very beneficial

for the readers to understand the organizational work and limitations.

With the help of scope of study I understand that the which type of improvement need to

our shop and how increase my business.

Research methodology:-

It refers to the theory of the research and the reasons for the way the research has been designed.

It explains everything in proper way from start to end. It helps others to understand why you

doing this research. Moreover it is the systematic way of doing the work.

B2 Qualitative research:-

Qualitative methods produce information only on the particular cases studied, and any more

general conclusions are only hypotheses. Quantitative methods can be used to verify which of

such hypotheses are true. It is also done by the interviews or by the focus groups.

B3 Data collection:-

Data collection is very important part of the any work because without complete information you

cannot get accurate result. I collect data by both ways quantitative as well as qualitative.

Quantitative data collection:-

Experiments

Observing

Obtaining relevant data from management information system

Administering surveys

Face to face interviews

Qualitative data collection:-

It is done by two different methods.

Primary: - Data which is collected by doing surveys, interviews etc.

Secondary: - In this the data is collected from company past records, websites or employees.

In my assignment data collected by face to face talk with customers, market research,

questionnaires regarding WILD PIZZA (quality, features, services and products a etc) also

understand customers wants and what the reason that they are attract towards others brands.

I also did survey with different age group of people that where they focus when they select any

pizza shop.

As the part of qualitative research I did interview with regular customers and their families,

students that what are their new strategies for future or in current to compete with their fellow

organizations.

Because it is good to talk with students from them we can gather lot of information about up and

downs

A3) Objectives of the studies:

Collect information by surveys about product and services

To know about the preferences of the people

Competitors of WILD PIZZA

Target market of the organization

* designing data collection forms.

~ Method & procedure for collection data.

-- DESCRIPTIVE RESEARCH

In this research undertaken to describe answer to questions of Who ,what, when ,how..

Descriptive research is describe when we wish to project a study’s finding to a large

population if the study same is representative.

There are two basic classifications…..

Cross-sectional studies

Longitudinal studies-- Cross-sectional studies measure unit form a sample of the

population at only one point in time

- Longitudinal studies repeatedly measure the same sample unit of ma population over

time. These studies often make use of a panel which represent sample unit who have

agreed to answer who at periodic interval.

Identifying information and sources..

Primary: - Data which is collected by doing surveys, interviews etc.

Secondary: - In this the data is collected from company past records, websites or employees.

In my assignment data collected by face to face talk with customers, market research,

questionnaires regarding Mahindra and Mahindra (quality, features, services and products and

parts etc.)also understand customers wants and what the reason that they are attract towards

others brands.

I also did survey with different age group of people that where they focus when they select any

car.

As the part of qualitative research I did interview with organizations past customers and their

families, employees, senior managements, operational and marketing department that what are

their new strategies for future or in current to compete with their fellow organizations.

= Four alternative data collection method..

/\ person administered: an interviewer reads questions, either face-to-face or over the

telephone, to the respondent and record his or her answer.

-primary administration method for many years until development of communication system and

advancement computer technology.

7) Design questionnaire.

There are following type of format of question.

A) Open ended - This format presents no responses options to the respondents.

B) Closed ended - This is provide options on the questionnaire that can be answered for.

C) Scale response- in this response question utilize a scale development by the researcher to

measure the attribute of some constant under study. in scale response there are two types

1) Unlabeled - this scale that may be purely numerical or only the end point of the scale are

identify.

2) Labeled - it is used in which all of the scale position are identified with some description.

=level of measurement scale.

-- Nominal scale - it is use only lables

-- Ordinal scale - it is use with which the researcher can rank order the responses’.

-- Interval - those in which the distance between each description is equal

-- Ratio scale- ones in which a true zero exists.

SWOT ANALYSIS

Swot is the tool to see that where organization stands, which areas required

improvement , which areas required serious consideration , which would be the the

source of growth, which things need avoidance and so on. The swot of WILD PIZZA will

help to understand the position of pizza in the market.

STRENGTHS : WILD PIZZA is multinational company and recognized brand around

the world .It has successful established not only in developed countries but also in

developing countries.

WEAKNESSES: the big weakness of WILD PIZZA is that it Has very few competent

concern for employees.

OPPORTUNITIES: The electronic market is expanding rapidly which is a great

opportunity for NZ pizza to expand itself in new market and to capture more

market share.

THREATS: As the competitors of WILD PIZZA are more dominant in the market and

continuously improving their products so they can take away the existing customers of nz

pizza. So it has to hard to retain and attract customers.

In condition of economy all around the world is not good and it is affecting the

purchasing power and priorities of the customers , people are facing difficulties in

satisfying basic and needs so how they can spend on electronics which is considered as

luxury items. This situation can affect the sales of the company.

# DETERMINING HOW TO SELECT SAMPLE?

There are two basic method of sampling.

1) Probability sample- ones in which members of the population have a known chance of being

selected into the the sample. There are four probability sampling method.’

i) Simple random sampling

ii) Systematic sampling

iii) Cluster sampling

iiii ) stratified method.

2) NON-PROBABILITY SAMPLE- With this method selection is not based on fairness equity

or equal chance there are four types of this sample.

i) Convinces sample – sample drawn at the convinces of the interview.

ii) Judgment sample – sample that require a judgment or educated guest as to how should

represented a population.

Iii) Referral samples (snow ball sample) - sample which require responds to provide the name of

addition response.

iiii ) quota sample- samples that use a specific quota of certain individuals to be interview.

On the above sampling method finally I conclude that I use to convinces method of my

research project. Because of these method very useful to individual person survey.

And that people who visit WILD PIZZA so I don’t need to more work for survey and

feedback .and it method reliable on my research and I get quick idea with the help of this

method.

Convenience samples are least reliable but normally the cheapest and easiest to conduct.

Convenience sampling is most often used during the exploratory phase of a research project and

is

perhaps the best way of getting some basic information quickly and efficiently.

Often such sample is taken to test ideas or even to gain ideas about a subject of interest.

1.6 Expected Objectives for this research and actual achieved:-

By this am able to work on my objectives. Swot analysis helps me to do work in step by

step way.

Shows all the errors.

Found information that increase sale and customer satisfaction.

1.7 Research progress

In this assignment data collected by qualitative way. By the help of questionnaires I came to

know the views about views about WILD PIZZA .It is also very helpful to gather some other

market knowledge and also for personal development and knowledge. By the survey about

quality and product I came to know the market of other like Pizza hut and others also have good

set up. . It is hard to convey the message to the people about the survey but finally I complete all

the area in proper way.

1.8 Overall proposal progress:

My report achieve all my objectives as it is hard to collect information from

different people , general people because sometime they are not interested to fill

these type of surveys. But at the end I want to say that my friends and my lecture r

really help me a lot in completion of my assignment.

2.1 Data collection and Analysis (Discussion)

In this assignment there is a talk about the WILD PIZZA. As they have wide range of Pizzas all

over the NZ but by different names as because they tie up with other shop. So in this I collect

data from different sources which By the help of methodology I collect data by both research

methods. I did interviews, surveys etc and came to know that people go for variety, look and

taste. Youth says they go for look n taste n price. They say they love WILD PIZZA.

2.2 Valid Result

According to the information I can say WILD PIZZA is famous and popular . as youngsters mad

for their PIZZA. They have good sale of their products but still because of other brands people

divert to other brands because of taste n looks or may be price as well.

2.3 Valid Analysis and Interpretation

Need to change the marketing policy.

Change in price range and style

Work on promotions

Advertisement and marketing

Need to use best feature technologies

People say pizza hut is but there is lot of good alternates in cheaper price

DATA ANALYSIS

1) Which pizza shop do you preferred?

WILD PIZZA

Pizza hut

Wild

Dominos

Any other

No of components No of respondents

WILD PIZZA 20

PIZZA HUT 1

WILD 3

domino 1

20

1

31

Sales

Nz pizzaPizza hutHellDomionos

As above the chart despite that 20 people are prefer WILD PIZZA and 3 are wild

and 1 are pizza hut.

2 ) How often you visit the pizza shop?


Once a week 15

No 10

once a week once a month02468

10121416 15

10

visit shop

visit shop

According to the survey it is clear that WILD PIZAA is popular amoung people as more of

percentage says yes.

3) Is the menu easily accessible?

YES

NO

____________________________________


Yes 25

No 0

yes no0

5

10

15

20

25

30

25

0

Accessible

Accessible

As according to the pie chart people satisfied with the organization as what they offering but

some says they are not.

4) What you say about our pizza taste?

Good

Bad

Average


Good 20

Bad 1

Average 4

good bad average0%

10%

20%

30%

40%

50%

60%

70%

80%

taste

taste

As about comparisons with other youth say they have a average I comparison.

5) Rate our call to place order service?

Good

Bad

Average


1 1

3 2

4 2

5 20

1 3 4 50

0.2

0.4

0.6

0.8

1

1.2

place order

place order

According to the pie chart people say they are sure about the price because in the WILD

PIZZA products.

6)Are you happy with the our pizza rate?

YES

NO

NO COMMENT


YES 15

NO 10

happy un happy0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

pizza rate

pizza rate

According to the pie chart 90% people are happy with the our pizza rate.

7) How do you rate us? How many rates do you give to our service upto 5?

1

2

3

4

5

No rating


2 2

3 2

4 1

5 20

2 3 4 50%

10%20%30%40%50%60%70%80%90%

rate service

rate service

According to the chart 80% people are give our shop 5 star rate .

8) How’s our parking area?

Nice

Bad

Average

good bad0

5

10

15

20

25

parking

parking

According to the pie chart 20 people are satisfied with our parking but 5 people are

not agree with our parking.

9) If you are owner of this shop what main thing to change ?

taste rate0%

10%20%30%40%50%60%70%80%90%

100%

changing

changing

As above the chart 85% customer are tell me to change pizza rate..

10) Do you have any suggestions for our improvement?

Parking

Service

Taste

Pizza rate

taste rate parking0%

10%20%30%40%50%60%70%80%90%

main thing to chanege

main thing to chanege

As above the chart despit that the 80% people agree to change our parking area and vice

versa.

Limitation of studies

Sometimes we face problems in completion of any report and it is same in my case as well.

Time problem

Not complete information

Cultural

Rules and regulation

Language

3.1 Develop International Market

In this there is a talk about the international market in other countries. I take India because it is a

big country with huge investments on industries. So competition is more, lot of other industries

as well. But as I talking about Indian market .big part of India is in irrigation .so that there are lot

of industries but still Suzuki is famous among peoples.

Popularity

As according to my research WILD PIZZA is really very popular in newzealand market because

of their taste , rate .

3.2 Factors may impact

Demographic- as NZ has a very big country. So it’s also a problem that it’s hard to

understand people and get detail from different places.

Cultural- as we all know India is a big country with lot of languages and religions. So its

is a big problem with different people of different languages.

Laws and regulation- every country has different rules. So this also a distraction to get a

permission of doing any works easily.

References:-

Boyce, J. (2002). Market Research: in practice (2nd ed.). McGraw-Hill Australia

Daymon, C. & Hollway, I. (2004). Qualitative Research Methods in Public Relations and

Marketing Communications. Routledge

pizza, w. (2014). http://wildwestpizzaoflompoc.com/index.html. Retrieved from www.wildpizza.com: http://wildwestpizzaoflompoc.com/

(pizza, http://wildwestpizzaoflompoc.com/, 2014)

pizza, w. (2014). http://wildwestpizzaoflompoc.com/. Retrieved from www.wildpizza.com: http://wildwestpizzaoflompoc.com/aboutus.html

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