Pizz Hut is an American bistro chain and international franchise initiated in 1958 by Frank Carney and Dan. This organization is known for their Italian-American cuisine considering pasta and pizza along with desserts and dishes. Moreover, Pizza Hut has more than 16,796 restaurants at international level as it is largest pizza chain with respect to the locations. This organization is a subsidiary of Brands and Yum. It is also one of the largest restaurant organizations (Pizza Hut, 2018).
The key purpose of this report is to evaluate the situation of business to start their business in Laos. This report presents the external analysis by using the PESTLE strategy. It also discusses the culture, ethics, and norms of Laos. This report also demonstrates the internal analysis by using the VRIO framework. It also evaluates the different market entry strategy. This report also illustrates the feasible market entry strategy for Pizza hut in Laos. It also discusses the timeline for implementing the chosen market entry strategy. In last, it demonstrates the organizational structure of Pizza Hut.
Laos is a collectivist nation which is directed by revolutionary party of Lao. As per the United State branch, Laos is a exploitive state and a country of extraordinarily harsh supervision control. Laos will demonstrate no meaningful political modification in 2018-19 as one-party rule by the revolutionary party. Laos is generally a passive and politically stable nation. The uncertainty of political violence is directed by a foreign company and business person is low (Facts and details, 2018).
In this way, Pizza Hut has the chances to make bigger the business in Laos due to effective international trade as it can improve supply chains. The company will have chances to modify its approaches to decline the effect of taxation on the corporate without violating specified law. But, PHP (public health policy) gradually will tend to discourage an individual from consuming fast food organizations like Pizza Hut. The company will have the chances to address the external factor by enhancing the healthfulness of their products (Export.gov, 2018).
It is stated that GDP rate is high i.e. 15.9 in Laos. Furthermore, foreign direct investment is 543.59 as well as the unemployment rate is 0.7 in Laos. In this way, it is evaluated that Pizza Hut has the chances to expand, even slowly, in Laos, which is the biggest market in the company. However, the existing economic circumstances in Laos can threaten the growth of Laos in this region. Along with this, the slowdown of Laos market can threaten the growth of the company in Laos (Export.gov, 2018).
Pizza Hut has the chances to grow their business as the company targets the consumers highly from the medium and low-income households. As a result, it has possibilities to enhance their products mix due to persuading further different target marketplace. Healthy lifestyle tendency can be threat for business as different Pizza hut goods are criticized for their adverse health effects. But, Pizza Hut has chance to enhance the healthfulness of their goodss (The global economy.com, 2018).
From the above chart, it can be stated that competitiveness is low in Laos as it can provide the opportunity to Pizza hut to extend their business in Laos. Furthermore, it is stated that research and development expenditure is increasing in Laos that is favorable for pizza hut for expanding business in Laos. Along with this, Pizza Hut has the chances to enhance its research and development investment in order to improve efficiency and effectiveness of business. Pizza hut can implement more automation in order to increase the productivity as in Laos, business automation is increasing (Trading economics, 2018). Moreover, Pizza hut can enhance its mobile facilities to increase consumers through its websites and mobile app in Laos.
The Lao labor market is very rigid due to a shortage of labor at all phase as it could be unfavorable for Pizza Hut. The minimum wage is determined by separate regulation. The new law developed regarding occupational health and safety standard, however, inspections remain conflicting. As a result, labor standard like minimum wage as well as health and safety standards should apply uniformly in spite of investment vehicle and use of special economic zone (Trading economics, 2018). During 2016, the government continues to perform on new regulation associated with labor dispute resolution mechanism. It can be unfavorable for Pizza hut for expanding the business in Laos.
Pizza hut will face the threat of higher minimum wage that leads to higher expenses and prices. In addition, local health regulations can impact on the food services in the workplaces. School can decline the revenue of company from these areas. Moreover, Pizza hut should identify the animal welfare supervisory effects on their supply chain. For illustration, pizza hut can apply different policies to make sure animal safety between meat creators (Trading economics, 2018)
From the above chart, it can be stated that precipitation is average in Laos. It shows that Pizza Hut has chances to expand their business in Laos due to favorable climate changes. Pizza Hut can also expand its CSR strategies to arrive at the higher performance in identifying the environmental issues. But, climate change may remain to threaten for pizza hut as it may negatively impact on farms and supply chain of Pizza Hut (World bank, 2018).
The following chart shows the culture of Vietnam that is capital of Laos:
In Laos, an individual accepts a hierarchical structure in which an individual has placed and that needs no further explanation. Hierarchy in the organization is demonstrated as imitating inherent disparities. In this structure, centralism is standard and assistants predict to be told what to do and the ideal superior is a benevolent autocrat. Along with this, experiments of leadership are not properly received (Trading economics, 2018).
Laos is a collectivistic society as it can be favorable for Pizza hut to expand their business. It is visible in a long-term pledge to member group, lengthy family, and relationship. Faithfulness in a collectivist philosophy is leading and prevail the social rules and regulations. These societies focus on enhancing the relationship in which each person takes accountabilities to fellow members of their group (Hofstead insight, 2018). In collectivistic societies, offense directs to indignity and face loss. Along with this, the association between company and employees are observed in ethical terms, elevation, and signing and take account of in-group.
Laos is measured as a society of feminine. Under the womanly nations, the emphasis is on working in order in live. Furthermore, persons value cohesion, impartiality, and quality in their working lives. Along with this, managers strive for harmony. Conflicts are determined by negotiation and compromise. Incentives like flexibility and free time are favored by business in Laos. Further, the focus is on well-being and status is not demonstrated by business. Hence, the manager should be supporting one as well as decision making can be attained by involvement (Hofstead insight, 2018).
Laos in this dimension shows the low partiality for avoiding insecurity. Low UAI philosophies keep relaxed attitudes wherein performance shows over principles and deviance as compared to tolerated norms. Furthermore, in low UAI, individuals trust that there should be no more rubrics as compared to essential rules. Along with this, when people are ambiguous and do not perform well then should be replaced within the business. Schedules are flexible as well as hard work is carried out when required but not for its own intention. Furthermore, it is assessed that exactness and promptness do not come obviously and novelty cannot be seen as threatening (Hofstead insight, 2018).
Laos is a practical philosophy. Societies with practical location believed that truth relied on different circumstances, time as well as context. People demonstrate a competency to adapt the tradition easily to change the condition and strong tendency to save as well as invest. Moreover, perseverance and thriftiness are used to accomplish the objective and attain the outcome (Hofstead insight, 2018).
A low score in this dimension shows that culture of Laos is demonstrated as Restrained. Under this dimension, societies have a tendency to pessimism and cynicism. In opposed to this, restrained societies do not put the focus on leisure time and control the fulfillment of their desires. People with this dimension have a belief that their performance is restrained by social norms (Hofstead insight, 2018).
In Laos, promptness is valued, and frivolous suits, shirt, and tie should be worn. Further, English is not spoken by officials and understanding of French is beneficial for commercial. Moreover, business cards might have Laotian conversion on the converse. As a result, it would be favorable for Pizza hut to extend their business in Laos (Chatzoglou, et al., 2018).
There are the different norms in Laos that could be effective for enlarging their business. Business association is Laos is not as formal as those in other East Asian nations and is often relied on personal relations built within social circles. Furthermore, the personal relationship is high and having a reliable and well-linked local agent and representative is significant for the success of pizza hut (Indartono and Wibowo, 2017). Along with this, event progress is slow in Laos in which step by step strategy and cultural premium is required. Representatives of U.S nation is looking to penetrate into the Lao market and also processes to move slowly. Thus, norms of Laos are favorable for Pizza hut for enlarging their business.
|
Value chain |
resource-based view (RBV) |
Name |
Value |
Rare |
Imitate |
Organization |
Sustainable competitive advantages |
|
|
Capabilities |
Resources |
|||||||
|
Tangible |
Intangible |
|||||||
|
Operation |
Prompt delivery services with quality |
Human resources |
Technology |
? |
? |
? |
? |
Yes |
|
Inbound |
Research and development |
Patents, investments and financial office |
Innovation Dyson ideas, Creative ideas, and knowledge |
? |
? |
? |
? |
Yes |
|
Outbound |
Distribution management |
financial vacuum cleaner |
Network, reputation |
? |
? |
? |
? |
No |
|
Marketing and sales |
Sales management |
Sales representatives |
Goodwill |
? |
? |
? |
? |
No |
|
After sale services |
Customer support |
Customer’s feedback |
Customer relationship |
? |
? |
? |
? |
Yes |
Inbound logistics will focus on organizing food and materials supply to Pizza hut via permitted other party logistics operators. Furthermore, development in massive plants can be restricted to switch food delivery and packing schemes (Perkins, et al., 2018).
Operation of Pizza Hut will make sure the particular guidelines regarding food preparation. Operation of Pizza Hut will contain computerized order tracking technology as it will assure the consistency of food production and services (Rothaermel, 2015).
Outbound logistics is growing as a part of Pizza hut’s recycling system. It will integrate the logistics with different distribution centers. Pizza Hut will also have an efficient crew who can store as well as distribute the products from the warehouse at the appropriate time.
Pizza hut will break down the long-term objectives into short-term measurable targets. It can be used as milestone accomplishments. Moreover, franchises are given sovereignty in marketing mix decisions (Kozlenkova, et al., 2014).
Pizza hut will keep a high value as per its brand image and makes utilization of the existing resources. As a result, it will aid to expand the business successfully.
The exploitation of resources can be franchise-oriented and spread via their breadth. However, the key control still leftovers in the hand of higher authorities. The franchise has to follow corporation regulations strictly in order to run a franchise of Pizza Hut (Luoma, et al., 2018).
Pizza Hut cannot be complex to imitate in the feature of products however, its functionality is manifested to achieve.
Pizza Hut is continuously ready to use new properties and administrative structure is also well planned. It facilitates decent sustain to its franchise processes.
Resources are an asset of the firm such as people, capital equipment, its brand, financial resources and skills of employees. These resources can be both tangible and intangible. Furthermore, resources of Pizza Hut is patent, investments and financial office, firm’s cash and cash equivalents, financial vacuum cleaner, network, reputation and creative ideas and knowledge. These resources are beneficial to manage the operation and prompt delivery with service quality (Weismann, et al., 2014). These resources are valuable, rare, imitate and support the organization, as it would be beneficial to obtain the sustainable competitive benefits. Under the inbound process, Pizza Hut will use Innovation Dyson ideas, Creative ideas, and knowledge that would be valuable, rare, imitate and support the organization. As a result, it would be significant to attain the sustainable competitive benefits. Under the outbound process, the company will use financial vacuum cleaner and Network, reputation as resources that would be valuable, rare and support the organization but can be imitated by others. Hence, in this activity, Pizza Hut cannot get sustainable competitive advantages (Ensign and Lunney, 2015). In the Marketing and sales, Pizza Hut will use Sales representatives and Goodwill that would be valuable, rare and support the organization but can be imitated by others. In the after sale services, the organization will use Customer’s feedback and Customer relationship technology. These resources would be valuable, rare, imitate and support the organization as Pizza Hut can get sustainable competitive benefits.
Capabilities are the ability of firm that would be valuable and cannot be imitated by other company. These capabilities are Prompt delivery with quality, research and development, Distribution management, Sales management and Customer support. These capabilities would be beneficial to obtain the sustainable competitive benefits (Williams and Vrabie, 2018).
Core competencies are the combination of resources and capabilities that integrate to become the sources of the company in order to obtain the competitive benefits. From the above table, it is stated that Prompt delivery with quality, research and development, Distribution management, Sales management and Customer support are capabilities of Pizza hut (Burton and Cross, 2015). Along with this, resources of Pizza Hut is Human resources, Technology, patent, investments and financial office, firm’s cash and cash equivalents, financial vacuum cleaner, network, reputation and creative ideas and knowledge, Customer ’s feedback and Customer relationship technology. Both capabilities and resources are beneficial to provide quality services to customers and obtain the sustainable benefits (Ahi, et al., 2017).
There are many ways that will be used by most of the organization can enter the foreign market. These strategies are directly exporting, licensing, franchising, partnering, and joint venture (Chatzoglou, et al., 2018). An organization could imply one of them to operate their business and obtain the reliable result in less time and cost. In addition, it is also evaluated that these strategies could support the organization to effectively operate the business and get a reliable outcome. These strategies are discussed as below:
Direct exporting is an effective technique for selling the products and services into the new market. Many organizations, once organization have created sales culture then they would be capable to represent in the marketplace. In addition, it is also addressed that organization uses direct exporting wherein the agents and distributors work closely (Indartono and Wibowo, 2017).
Licensing is also an important strategy that facilitates one company to transfer their rights to another company for using their goods and services. It is an imperative approach if purchaser of license has a comparatively higher market portion where the organizations want to share their products and services. Licencing could be an effective strategy for marketing a getting reliable result (Rothaermel, 2015).
Franchising is a type of the entry strategy as it enables the organization to operate their business in another place in limited cost and resources. Consequently, the organization would be capable to obtain a positive result. It is the process by which a firm would be capable to expand their market in limited time and get higher competitive benefits. During the franchise model, the organization required two caveats to operate their business in a new market (Perkins, et al., 2018). Firstly the chosen organization should be unique and have a positive image in the marketplace at the international level. Secondly, the organization will have been the capability to create the competition in future.
Partnering strategy plays an important strategy to enter in the new market caused by a decline in the probabilities of risk. Partnering is a useful approach in those markets where an entrepreneur has lack of capital and resources along with they did not want to make take the whole risk of the business. In this situation, partnership strategy could be effective to enter into the new mark place and obtain positive response (Kozlenkova, et al., 2014).
Joint ventures are a specific method of partnership that entails formation of the third autonomously managed organization. In this, two organizations work together in the specific market and develop a third organization to start any particular products and services in the specified area. It is analyzed that risks and profits generally shared equally (Luoma, et al., 2018).
After research, it is addressed that the franchising is an important marketing strategy for Pizza Hut to effectively start their business in Laos and obtain a reliable result. Self-employment could be risky for the organization to obtain a higher competitive benefit. In addition, it is also analyzed that franchising could enable the organization to operate the business in the new market and obtain the reliable result (Weismann, et al., 2014) The franchise agreement is an imperative technique for saving the cost of the organization in promoting the brand image and market research. It could enhance the success level and decline the failure possibilities of the firm. The following factors demonstrate the benefits to use franchises:
Brand recognition could be effective for the organization to effectively operate in the business and make a unique image in the marketplace. In addition, it is analyzed that franchise agreement could be a legal document by which Pizza Hut will operate their business in Laos. Moreover, one of the main benefits of franchising is that the organization is building the brand on the global basis, which should have value in the consumer’s eyes. It is also analyzed that the political parties of Laos also support the franchises entry strategy for the business. At the same time, goodwill of Pizza Hut aids to obtain sustainable competitive benefits in Laos (Ensign and Lunney, 2015).
An organization could also use training programmes to use the franchises and operate their business in the marketplace. In addition, it is also analyzed that training programmes could also have reference materials to aid the company in dealing with whatever comes up at the time operating a business in the marketplace (Williams and Vrabie, 2018).
The franchises will enable the Pizza Hut because they know what to expect with others. In addition, it is also examined that franchisee also ensure that they have not need to worry about the consistency and quality of goods and services. The assurance of quality usually extends the fixture and growth as well.
The franchisee will also give the golden opportunity to start their business at lower cost by making the franchise agreement with other organization. The franchise entry strategy could also be imperative for business because a franchise has 95% while start-up business has 35% of possibilities of success. Hence, the Pizza Hut select franchises agreement as compared to independent business as it would be effective for entering in the new marketplace. In addition, it is also analyzed that Pizza Hut could be more successful in Laos (Ahi, et al., 2017). Furthermore, it is also stated that Pizza Hut will use the latest technology and prompt delivery of products and services as will support to obtain higher success rate in Laos.
The franchises agreement enables the company to increase their sale in the least resources. It is because franchisees may operate out of diverse locations. In addition, it is also stated that franchises entry strategy could decline the advertising cost as it could be imperative to increase the growth of the organization. In addition, it is also evaluated that the GDP rate of Laos is Higher that could lead the Pizza Hut to effectively use Franchise and obtain reliable outcome (Burton, and Cross2015).
A franchise is a method that will enable the Pizza Hut to start their business in Laos and obtain higher success in the market. In this process, the franchise will purchase a business unit from the franchisor of Pizza Hut. It will support to obtain reliable outcome by effectively marketing, staffing, and financing of sources. The following steps will be followed by Pizza Hut to enter in the market:
Initially, Pizza Hut will identify the type o franchise as it could be appropriate for the organization. In addition, it is also stated that Pizza Hut will consider many factors like skills, work environment, and involvement of the organization. Moreover, this organization will assess the amount of money to effectively enter in Laos market and obtain reliable outcome (Broocks et al., 2017).
The franchisors could arrange finance as it could lead to effectively make an entry in the new market. Franchisors will require a personal credit score to operate their business and get higher success. Further, it is also analyzed that Franchisors will use the traditional sources include traditional bank loan as it facilitates to complete the business requirement. For completing the business requirement, franchisors will use both short-term and long-term financing (De Villa, et al., 2015).
For franchising, the franchisor will collect the feasible information about profits for getting higher competitive benefits at the particular place. In Laos, Pizza hut will need to determine the possibilities to effectively launch their organization among a higher number of consumers. Pizza Hut will contact to the franchises and demonstrate their interest by sending the preliminary data towards franchise and phases that are considered in unit purchasing (Luthans and Doh, 2018).
Examine the franchise history and financial stability that is provided by the franchisor. In this, the franchise will use financial disclosure statement. Pizza Hut will also contact with existing franchise operators to identify possibilities of success and failure of the business unit in the marketplace. Moreover, it is also examined that Pizza Hut will spend their time observing the franchise unit on their daily basis (Karakaya and Parayitam, 2018).
In last, Pizza Hut will determine the franchise agreement as it could be written data that spells out the responsibilities between franchisee and franchisor. In addition, it is also illustrated that there are many factors that will be considered by Pizza Hut are territorial rights, royalty’s amount and feasibility of business unit. Pizza Hut will be sure towards the agreement and understand the law of franchise before sign (Watson IV, et al., 2018).
The specified time between adoptions between signing company franchise agreement and the opening of stores are coming between 6 to 12 months. There are many factors that could affect time like financing availability, the location of the site, and local construction delays. The primary goal of the organization is to grandly open as quickly as possible (Yan and Liu, 2017).
From the above chart, it is analyzed that there are different activities that could be considered in the franchise like signed franchise agreement, and business training. Other activities are secure financing and real estate, operations, and store training, store build-out, and inventory build-up. From this, it is also analyzed the first to fourth steps takes 1 to 8 weeks while the fifth to last activities will take 8-12 weeks.
Hierarchy structure
The Pizza Hut will select Hierarchy structure to enter in the marketplace. There are many managers that are considered by the Pizza hut like regional head, country manager, franchises director, marketing director, operation director, and chief financial officers (Watson IV, et al., 2018). The role of such mangers are discussed as below:
The regional head is accountable for each activity that will be taken place in Laos under any other department head. The regional head of Pizza hut could directly report to the head office of the organization.
The country manager of Pizza Hut will manage the other four department heads. After supports of franchises director, marketing director, operation director, and chief financial officers, they will manage strategies, rules, and policies of Pizza Hut. The country manager will also liable to report for their every activity to their regional activity (Broocks et al., 2017).
The Franchise Director of Pizza Hut will assist 3 Franchise manager and one sales development manager as it could be effective to manage the sales activity of the firm. The franchise’s director could also be responsible to report their daily activity to their Franchise director.
The marketing director could lead three brand managers associated with the water, flavor, and soft drink. These departments will also support Pizza Hut to promote their products in Laos (Yan and Liu, 2017).
The operational director will be responsible for operation department as it could directly influence the performance of Pizza Hut. The operational direction assists the operational manager to smoothly operate the business process in Laos.
The chief finance officer could lead three important managers that are controlling manager, planning manager, and business evaluation managers. They will aid the Pizza hut in financial analysis, budgeting, taxing system, controlling, and cost evaluation. It could lead the organization to smooth business process (Watson IV, et al., 2018).
Conclusion
From the above analysis, it can be concluded that different strategies would be used by Pizza Hut to analysis the situation of Laos through formal and informal analysis. It can also be concluded that internal environment analysis techniques will also be used by Pizza Hut to understand internal factor that could influence the organization to enter in a new market. It can be summarized that organization would examine internal environment by considering the VRIO framework. It can also be summarized that different market entry strategies could be used by Pizza Hut to effectively enter in the new market. These strategies are a joint venture, franchises, merger and acquisition, and direct exporting, licensing, and partnering. It can also be concluded that organization would select franchising strategies for operating their business in the new market. The timeline for implementing the franchising strategy will be 12 weeks. It can also be concluded that hierarchy structure will be used by Pizza Hut to enlarge their business in Laos.
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