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Yash Vardan Singh

Roll No 59

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Founded in Sacramento, California,on April 30, 1954

Second Shakey's Pizza Parlour openedin Portland, Oregon, in 1956

Sale to Colorado Milling and Elevatorin 1967 for $3 million

As of June 4, 2011, there are 58Shakey's restaurants in the US

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Devise amarket

research planfor entry of

Shakeys pizzain Indian Pizza

market

Studymarketingmethods

adopted byShakeys pizzainternationally

Suggest amode ofentry in

Indian pizzamarket

Analyse thecurrent Food

serviceindustry in

India

Find the factorsthose have

been drivers forthe growth ofthis industry

Make suitablesuggestions andrecommendation

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PrimaryResearch

Surveys Questionnaires

Direct mail,telephone, or

personalinterviews.

Feedback forms

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Secondary Reseach

Growth trends in Indian foodservice today.

Increase in the size of mytarget marketDemographic profile of mytarget customer

Factors that influence thecustomers choice to eat at acertain QSR

New eating trendsCompetition from otherplayers in Indian Pizza market

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PRODUCT

World Greatest Pizza Famous Chicken and

MOJO Family Meals Lunch Buffet

PRICE

$7.40 U.S. to $8.33for a small pizza

About $25.93 U.S. fora large pizza

Discount Coupons

PLACE Home delivery Dine-in

Order online

PROMOTION Partnered with

Options Media Group

on a comprehensivetext messaginginitiative to drivefoot-traffic

one-day mobilecoupon offer

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Rising competition fromcompetitors : Dominospizza, Mc Donalds

Rising cheese coststhreatening margins

Emergence of Affordablelocal restaurants

Can come up withinnovative Pizzas, newflavours and recipes

Can open its restaurants indifferent countries thathave potential customers

Introduce new, healthy andfresh food items related topizza

Satisfaction of the pizzas isdeclining

Complex computer systemsand internal conflicts from

franchiseeslack of an organic pizzasAbsence of environmentsuitable for non-familycustomers

Conceptualization of thenew product line and designprototype needed

Great food at a reasonableprice

Unhurried atmosphereconducive to couples,

families or large groupsSound financial situationand international turnover

Famous televisionadvertising

Innovative range of pizzasunder one roof

STRENGTHS WEAKNESS

THREATSOPPORTUNITIES

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AS AN INDIAN COMPANY

Joint Ventures Wholly Owned Subsidiaries

AS A FOREIGN COMPANY

Liaison Office/Representative Office Project Office

Branch Office

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The size of the Indian food industry estimated at US$ 200 bn in the year2006-07, is estimated to reach US$ 300 bn by 2015.

The food service industry has two distinct sectors - The organized segmentand The unorganized segment.

The market size of the food service sector is estimated to be $8.1 billion by2013 and $9.6 billion by 2018. It is growing @ 5-6% per annum.

The organized segment of the restaurant industry, at 16-20% of the totalindustry is more than the organized segment of the retail industry.

India is beginning to show up on the radar of the top food service chains andis likely to account for 10% of new unit growth in the next four to five years

100% FDI is permissible in the sector under the automatic route

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DemandSide Drivers

Favourable demographics and growing working population

Growing disposable income

Increasing number of working women

Increasing urbanization

Growing Middle Class

Supply SideDrivers

Diversification into multiple cuisines

Improved restaurant experience

Growth of tourism industry

India gaining attention of international players

Improving Retail Infrastructure:Higher quality food for a health conscious consumer

segment

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Best mode of entry for shakeys pizza to enter into Indian Pizza marketis by signing a Joint venture with a Indian company

After analysing Companys marketing mix it was observed that the Pizza

chain will be able to attain a sustainable growth in Indian Pizza market

As the size of the Indian food industry estimated at US$ 200 bn in theyear 2006-07, is estimated to reach US$ 300 bn by 2015 it has got a highpotential for investment

Growing disposable income and favourable demographics and growingworking population to augment demand for food service chains alongwith other factors are the drivers of the growth in this industry

The total cost of the estimate of market research plan is about INR435040

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Marketing Research - Boyd, Westfall and Stasch International Market Research - C. Samuel Craig

and Susan P. DouglasBOOKS

http://www.rncos.com/Report/IM264.htmhttp://www.nrai.org/REPORTS

http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4358

http://articles.economictimes.indiatimes.com/2010-04-12/news/27577329_1_kfc-india-and-china-vegetarian-population

ONLINEARTICLES

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