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Marketing Management Assignment Focusing On Pizza Hut Customer Retention Strategy


Task: Students are required to select one electronic article, that have been published on either of the following marketing news websites, relevant to marketing issues and/or concepts:

  • Marketing Week (2018) - or
  • American Marketing Association (2018) -

Each article submission must not be longer than 600 words and address the following three questions:

  1. What are the marketing issues illustrated in this article?
  2. Who are the important stakeholders? ie Who will benefit or otherwise from the issues discussed in the article?
  3. How would you respond to these issues and why? In answering this question students need to justify their proposed responses by using marketing theory.


Introduction: The paper is based on discussion of marketing aspects and brings in focus one important articles. The paper discusses the article and also talks about the issue posted in the article. A through and in-depth analysis is done in the paper.

Marketing Issues: This article illustrates the issue of marketing and the marketing issue that is significant here is new age marketing procedure (Sargeant & MACQUILLIN, 2016). The article illustrates that how Pizza Hut for the past few years has been losing on its customer base and also did not have any strong online purchasing forum or program that would tempt and lure the customers to order pizza online (Sargeant & MACQUILLIN, 2016). This is due to lack of advanced marketing technique like customer benefits, customer reward points, bonus points, facilities to redeem the points and others (Babin & Zikmund, 2015). The marketing of online delivery of Piazza Hut has been very inconsistent and no such attempt has been taken for so long to amend it and bring up something effective and something result oriented. The issue here is that no use of advanced and lucrative marketing ideas and programs have been done in order to attract the customers in this fast paced delivery sector (Sargeant & MACQUILLIN, 2016). The article illustrates that how inactive online activity has lead to such situation where the delivery section of Piazza Hut faced major hit back.

Stakeholders and benefit drawn from the issue: The important stakeholders here are the CEO of the organization, the management of the restaurant enterprise, the chief sales officer, Stephan Croix , the customers, the employees and also the competitors or the competing firms in Europe that come under fast delivery section (Strauss & Frost, 2016). The stakeholders who will benefit from this issue mainly include the competing firms like Dominos UK, Burger King, Subway, McDonalds and others (Sargeant & MACQUILLIN, 2016). These are the enterprises that will gain maximum advantages as they will get hold of the majority of the customers in their group and with their quick and effective online services and also reward and loyalty program will influence the customers actively and in a broad way (Strauss & Frost, 2016). The benefits here include profit maximization, customer base, market popularity, market position of all these stakeholders.

Analysis of the issue: This issue is created due to the fact that Piazza Hut did not look after online marketing and also did not pay any heed for the use of latest software, latest applications and others to make the delivery of their product quick and easy (Strauss & Frost, 2016). This issue is created due to poor marketing theory, lack of survey and also lack of customer focus (Babin & Zikmund, 2015). Marketing theory like rewards point, referral points, redeemable options, online application, pizza order tracking application and others are not used by this fast food chain in UK and thereby has faced this issue (Strauss & Frost, 2016). It is due to this fact that the enterprise is going to launch their loyalty scheme to close the loop with the customers and also to pave new way of ordering and getting the foods delivered (Babin & Zikmund, 2015). The issue took place due to lack of market survey, due to lack of customer connection, due to lack of new age marketing techniques and policies and also due to lack of awareness about the market (Strauss & Frost, 2016). Europe is a vast market and that consists of people from diverse cultures and in the modern fast food delivery section one has to come up with new and innovative ideas that has been missing on the part of Piazza Hut and thus the issue of low visibility, poor market position, lack of hype about Piazza Hut in the market and others have happened.

Sargeant, A., & MACQUILLIN, I. (2016). Marketing for nonprofit organisations. In The Marketing Book (pp. 555-576). Routledge.

De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.

De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.

De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.

Malhotra, N. K., & Peterson, M. (2014). Basic marketing research. Pearson.

Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.

Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor's Review Copy. Routledge.


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