Research Title: The Impact of Internet Marketing on Business performance- a case study of Pizza Hut Restaurant, London
Table of contents CONTENTS CHAPTER-1 INTRODUCTION 1.1BA CKGROUND OF RESEARCH 1.2PURPOSE OF THE THE RESEARCH RESE ARCH 1.3AIM & OBJECTIVES OF THE PROPOSED RESEARCH 1.4RE SEARCH QUESTIONS
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1.5RATIONALE BEHIND THE CHOSEN RESEARCH TOPIC
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1.6BA CKGROUND OF THE CASE COMPANY CHAPTER -2LITERATURE REVIEW 2.1INTRODUCTION 2.2INTERNET MARKETING 2.3 2.3 ST STRATEGI EGIES OF OF TH THE MAR MARKE KET TING AS WELL ELL AS THE IN INTERN ERNET: 2.4 IMPACT OF INTERNET MARKE TING ON BUSINESSES 2.5 SUMMARY CHAPTER -3 RESEARCH METHODOLOGY 3.1 OVERVIEW 3.2 RESEARCH APPRAOCH 3.3 RESEARCH METHOD 3.4 RESEARCH STRATEGY 3.5 CASE SELECTION 3.6 DATA COLLECTION METHODS AND TOOLS 3.7 SAMP LING TECHNIQUE 3.8 PROPOSED QUESTIONNA IRE 3.9 DATA ANALYSIS & PRESENTATION METHOD 3.10 VALIDITY 3.11 RELIABILITY 3.12 ETHICAL CONSIDERATIONS 3.13 LIMITATION OF THE STUDY CONCLUSION REFERENCE
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CHAPTER-1
INTRODUCTION
1.1 BACKGROUND OF THE STUDY A proper construction and use of marketing strategy can have a significance influence on the profitability of a firm. In the technologically advanced world of today internet marketing is emerging as the important part of the business strategies as well as the activities of the business in the whole world influence by the introduction of the modern tools of the marketing. Marketing strategy should be performed first because it will facilitate the firms to concentrate on their customers and markets and manage the responses from marketing to construct the marketing strategy and to assess from where the profit will be generated. Today internet marketing is getting popularity due to the development of electronic technology. In the UK the use of internet is growing day by day. Most of the companies of different industries prefer to use internet marketing compared to the traditional marketing. In this study I will evaluate the impacts of Internet Marketing on the businesses in the context of Pizza Hut.
1.2 PURPOSE OF THE PROPOSED RESEARCH: Evaluating the impact of Internet Marketing on the businesses in UK in the context of Pizza Hut is the purpose of the proposed study.
1.3 AIM & OBJECTIVES OF THE STUDY The study is aimed to evaluate the impacts of Internet Marketing on the businesses. The major objectives of this study are: i. To evaluate the impacts of Internet Marketing on the businesses i n the context of Pizza Hut; ii. To analyze the performance resulted from the usage of internet marketing of the Pizza Hut; iii. To observe the usage of Internet as a Marketing tool by the companies in the context of Pizza Hut; iv. To identify the factors of the growth of internet marketing;
1.4 QUESTIONS TO BE ANSWERED: i. How Internet marketing influence the performance of the business organization? ii. Is the utilization of internet marketing help product development? iii. What are the different internet-marketing strategies followed by the firm?
1.5 SCOPE & RATIONALE FOR CHOSING THE DISSERTATION TOPIC Internet Marketing has great effect on the performance and profitability of businesses. Dave Chaffey (2007) said that, “for the organization of the low cost i nternet marketing bring most of the profitability.” On the contrary Gatticker U. and Bohmann K. said that, “for the marketing internet is used as the effective as well as the modern tool in addition to the success of the marketing of any organization depends on the strategies as well as decisions to a certain extent than the use of the internet.” Today business organization can take competitive advantage by using Internet Marketing. Thereby its scope is wider and essential. Therefore the study regarding the impact of internet marketing is helpful for the business and also develops the knowledge about the internet marketing.
So the proposed study is rational.
1.6 BACKGROUND OF THE CASE COMPANY
, In 1985 Pizza Hut started its business in Wichita, Kansas as well as it is the largest restaurant in the world. This restaurant was founded by Frank and Dan Carney. After fifteen years the first restaurant of United Kingdom was opened. From this time the Pizza Hut is the biggest pizza company all over the world. For the Pizza the Pizza Hut is in the leading position in the United Kingdom. All over the United Kingdom there are six hundred outlet of Pizza Hut. Pizza Hut’s parent company is the Yum Brands, Inc. to be the best Pizza Hut restaurant brand is the mission of Pizza Hut. CHAPTER-2 LITERATURE REVIEW
2.1 INTRODUCTION In this chapter I have described the concept of internet marketing and different literature related to the internet marketing. This study will critically evaluate the impact of internet marketing on the business in the context of Pizza Hut.
2.2INTERNET MARKETING Internet marketing is the marketing practice through the use of information technologies. According to Chaffey (2009), “successful internet marketing needed the still integration of the modern techniques with the media support of traditional way as well as by the achievement of the objectives of the marketing determined the investment for the internet marketing.”
2.3 Strategies of the marketing as w ell as the Internet: According to Levy, (1996), “as the effective media for accessing, organizing, communicating as well as sharing the communication internet is considered that can draw the unpredictable affects of the activities of the business.” With the emergence of the technological advancement the marketing strategies of the organization are inspired as well as affected. According to Ashworth, Laurance and Clinton Free, “the advancement as well as the growth of the internet and email with a excellent pace over the recent few decades that has the result in its increasing utilization in the purpose of the marketing but it is very difficult task to measure the impact of the internet for the activities of the marketing as well as the outcome of the internet changes the activities of the world very quickly.” According to Darby, James and Ghada (2003),”some predetermined steps should be contained in the traditional marketing activities for the ensuring the effectiveness of the marketing.” To understand the perceptions of the customers the marketing strategy should have eight steps. These are as follows: market research, product development, perceived the wants of the customers, delivery the products, taking regular feedback from the customers, testing the market etc. in the time of the modern marketing of the use of internet there is a great changes in the marketing activities as well as in the concept of the marketing.
Particularly the emergence of internet marketing caused the firms to face challenge to build marketing strategies and product development. In the traditional marketing according to Komenar, (1997), “normally te information was collected from the consumers for the development of the goods and services that the satisfaction of the customers on the other hand most of the information is collected from the internet for both the parties of business as well as the consumers it is mean that the management of the business is tapped into the internet for satisfying the consumers demand that is ever increasing as well as for the competition of the today’s competitive business market.” According to Peterson, A Robert, Bart J Bronnenberg, (2007), “most of the people believe that there is the linkage between the internet as well as the marketing strategies of the organization for the reason that as the utilization of the hyper media internet helps the business by providing the information and at the same time it also kept the greater implications for the marketing because of this motive internet is treated as a combination of the electronic business as well as a group of people tick market.” According to Christopher Smith (2005), “as a competitive mechanism the internet is quickly growing as well as widening in the scope of the marketing and the place of the market is turned in to a business world as the technology centric. It is very essential for the organization to for the surviving in this business world that is technology centric then these firms can realize the significance as well as the importance of the internet marketing and adopting and utilizing internet properly to receive all the benefits of this modern mechanism.” According to Kokkinaki F. and Ambler, T. (2003), “ many activities of the marketing as well as policies are taking effects of the marketing based on the internet such as the policies of the pricing, for the marketing mix the pricing is the very significant elements as well as for any firms the policies of the pricing has the great importance the cause is it determines that the final amount of money that the customers will pay for the products or the services as the return.” The most important thing a firm should focus on is to construct a better pricing policy in such a way they will ensure the benefits of customers because the price of the products and services significantly influence the customer’s responses towards the products. The firm in this case should take into account different things to construct marketing strategy one of which is the analyzing the customers behavior that can be better performed by marketing through internet. Internet marketing in this regard facilitates the firms to comprehensively assess the responses from customers and to trace their behavior that will ultimately help firms to form their marketing strategy. Darby et al (2003) poi nted out that “the 4Ps of Marketing - Price, Product, Promotion and Place are much influenced by the internet because with the help of internet, the consumers are now able to compare the prices of the product from a wide range of suppliers due to which there is rise in the price competition and cross border price standardization has also increased”. Due to the emergence of new technology and internet marketing the firms are now able to reduce their cost structure resulting the lower cost of production and lower price of product requiring the firms to construct better pricing policies performing online marketing. The companies in this regard continuously have to develop the unique and innovative products to satisfy the customers’ needs because the customers facing online markets now has a varieties of option to choose their product that will better satisfy their needs. Internet marketing can also facilitate the internet marketing by proving a low cost of performing promotional activities via internets and enabling to become closer to the customers. As a result of this privilege of internet marketing the small firm can promote their products in an identical manner as the large firm can.
2.4 IMPACT OF INTERNET MARKETING ON BUSINESSES The business under which the products or services are promoted, distributed and sold through the internet is referred as internet marketing. About internet marketing Smith and Chaffey (2005) said that “internet marketing is used to achieve the objectives by applying the high technologies.” According to Liang and Hung (1998), “for the quick extension as well as expanded use of the
internet the firms are changing the attentions to the activities of the marketing of the goods as well as the services by using the internet,” for thfield of marketing internet has the both positive and negative implications. According to Dave Chaffey (2007) , “for the use of the internet the firms can reduce the cost by using the effective marketing such as reducing the overall marketing cost reduction by using the firm’s email and website as the tool of the marketing.” The organization can reach to the large number of the customers in very short period and very lower amount of the cost. According to Dave Chaffey, (2007), “as a return of the internet marketing the firm not only receives the immediate responses of the customers but also receive the overall efficiency as well as the proficiency in the business activities with the help of the internet marketing.”
According to Varadarajan and Yadav (2002) there are some positive effects of internet marketing. Some of these are given below: Greater information richness of the transactional and relational environment; 1. 2. 3. 4.
For the buyer the lower the information searching costs. Reducing the irregularity of information between the customers as well as the buyers. Proximity of the customers as well as the buyers by the electronic media. Increasing the temporal separation in the period of the buying as well as the possession of the physical goods that is bought in the market place that is electronically arranged.
According to Collins, Buhalis, Peters (2003), “by providing the different types of the advantages the internet marketing affects the firms, now it is a very powerful mechanism as well as the firms can use the internet for making the their presence in the market in twenty four hours the consumers will get the facilities to to buy the get the required information about the organization, goods, services any time they wants.”
The visitors of the websites can easily submit their comments and queries they are willing to ask for thought the internet and the sales and marketing representatives of the companies can also be able to trace the responses of customers and provide feedback to their queries by using internet instantly as well as effectively. According to Collins, Buhalis, Peters, (2003), “by using the internet marketing the organization can build up the close relationship with the customers then the activities of the business will be increased and the customers will get more information about the firms and the products.” According to Adam, Mulye, Palihawadana, (2002) “to make the presence online it is necessary before entering in the web space to create the awareness about the potential effects of the internet marketing as well as they have to prepare the plan for the strategies facing the internet marketing as well as they have to plan about the challenges before entering in the internet marketing, then they can get the efficiency from the internet marketing by the presence online.”
Aaording to Wientzen H. R. (2000), “from the marketing perspective internet is playing the vital roles as well as internet offers a great benefits for the small as well as medi um types of the firms in the promotion of the goods as well as the services in the international market.”
The Company by using internet marketing can attain cost reduction through reduction of different distribution cost related to the product. However the traditional methods of marketing are also effective but are subject to some constraints. According to Wientzen, “internet marketing has two main goals in the general way, first off all attracting the most of the visitors in the websites of the firm then they can get idea about different types of the goods as well as the services of the organization and then the actual sales volume of the firm will be increased, secondly the significant goal of the internet marketing is to increase the worth of the brands as well as this goal will be attained by the internet marketing that used different strategies as well as mechanism in comparison to the traditional methods of the marketing.”
2.5 SUMMARY This study will evaluate the impact of internet marketing on the business. Internet marketing is the marketing promotion through using information technology. In this chapter I have explained the origin of the internet marketing. Internet marketing provides various benefits to the firm using such marketing. I have illustrated different literatures related to the impact of the internet marketing in this chapter. Chapter -3 RESEARCH METHODOLOGY 3.1 OVERVIEW In this chapter I have described in what ways I will conduct the proposed study. Here I have explained the research approach, method, strategy, data collection method needed to conducted the study. 3.2 APPRAOCH TO RESEARCH As mentioned by Dubois and Gadde, (2002) Research approach can be classified into three kinds that are explanatory, descriptive and exploratory. At the time of the research which is developing models theories and hypothesis exploratory research is mostly used (Scholz and Tietje, 2002). While the research is to make to determine the relationships between the cause and effects then explanatory research is used in the study. 3.3 RESEARCH METHOD Two types of research methods are used in a research study named as quantitative and qualitative research. As mentioned by Saunders et al (2007) that the qualitative or inductive research method is used while there is a need for develop a hypothesis and to grow the current theory and determine the impact of theory. A qualitative research method mainly deals with the case studies analysis and much more depends on the subjective meanings of the respondents (Burns & Grove, 1997). To prepare this thesis I mainly focused on both the qualitative and quantitative methods of research. 3.4 RESEARCH STRATEGY As mentioned by the Yin (2003) the strategy of research can be decomposed into four categories named as experiments, surveys, case study, and historical analysis. The case study strategy is the most effective among these all categories. If a research include the two types of questions such as ‘how’ and ‘why’ then the case study strategy is appropriate (Yin, 2003). Include ‘how’ and ‘why’ the case study strategy is appropriate”. I will follow the case study strategy for the proposed study.
3.5 CASE SELECTION I have chosen Pizza Hut restaurant as the case company for the proposed dissertation. 3.6 DATA COLLECTION METHODS AND TOOLS Normally data is collected from the two common sources; such as-
Figure: Sources of Data (source-own)
3.6.1 SECONDARY DATA Secondary data will be collected from di fferent secondary sources such as internet, article, journal, text books etc. 3.6.2 PRIMARY DATA Normally primary data is collected through experiments, survey, or observation. In this study I will use survey method to collect primary data in the premises of Pizza Hut. 3.7 SAMPLING TECHNIQUE In this study I will use simple random sampling technique to determine the sample. The sample size will be 30 for this study. The sample includes managers and customers of the Pizza Hut. Among the 30 respondents 2 are managers of the Pizza Hut and reaming 28 are customers come to the Pizza hut. 3.8 PROPOSED QUESTIONNAIRE I will use a predetermined questionnaire in the time of primary data collection. The details of the questionnaire will be attached in the Appendix of the dissertation. 3.9 DATA ANALYSIS & PRESENTATION METHOD The collected data will be presented and analyzed using different statistical techniques. To present the findings frequency distribution will be used. I will use descriptive statistics to analyze the findings of the empirical study. Mean, standard deviation, variance are the measures of the descriptive statistics. 3.11 VALIDITY Validity is the concern that whether the findings of the proposed study will be relevant to what they actually are. The research has to be conducted in such a way so that the validity of the data can be maintained. In maintaining the validity Yin (2003) suggests collect the chain of evidences. Thereby all necessary activities will be done to maintain the validity of the data.
3.12 RELIABILITY As mentioned by Saunders et al., (2003) The reliability of the research basically depends on the degree to which whether research will generate the same results if conducted by the another party using the same procedures followed by the previous researchers and will draw the same conclusion identical to previous researcher. The objective or goal of the reliability of the research is to provide
an assurance based on the fact that the research if conducted by a third party will produce a identical conclusions (Yin 2003). Yin (2003) also emphasized on the evidence or the proper documentation of the procedures and in this case I will perform the identical things that will enhance the reliability of the research.
3.13 ETHICAL CONSIDERATIONS The most important thing that bears in mind in conducting a research is the ethical considerations. As mentioned by Saunders et al., (2007) the ethics of research are the suitability of the researcher’s attitudes about the rights of the persons involved in research considering the fact that the research may be affected by another researcher. The researchers at first should gather knowledge about the Code to Ethical Conduct for Research before going conduct a research. I will do this with carefully. I will ensure the respondents that anyhow their names will not be shown in this dissertation. I will ensure the respondents that anyhow their names will not be shown in this dissertation. CONCLUSION In the technologically advanced world of today internet marketing is emerging as the important part of the business strategies as well as the activities of the business in the whole world influence by the introduction of the modern tools of the marketing. Marketing strategy should be performed first because it will facilitate the firms to concentrate on their customers and markets and manage the responses from marketing to construct the marketing strategy and to assess from where the profit will be generated. Today internet marketing is getting popularity due to the development of electronic technology. In the UK the use of internet is growing day by day. Most of the companies of different industries prefer to use internet marketing compared to the traditional marketing. The Company by using internet marketing can attain cost reduction through reduction of different distribution cost related to the product. However the traditional methods of marketing are also effective but are subject to some constraints. According to Wientzen, “internet marketing has two main goals in the general way, first off all attracting the most of the visitors in the websites of the firm then they can get idea about different types of the goods as well as the services of the organization and then the actual sales volume of the firm will be increased, secondly the significant goal of the internet marketing is to increase the worth of the brands as well as this goal will be attained by the internet marketing that used different strategies as well as mechanism in comparison to the traditional methods of the marketing.” In the literature review chapter I have explained various literatures related to the internet marketing tools and to the impact of internet marketing on the performance of the business. In this study I will evaluate the impact of the Internet Marketing on the businesses in UK in the context of Pizza Hut.
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