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Essay / Research Paper Abstract
This 7 page paper considers the pricing strategy that is seen in the US pizza market. The paper begins by considering elasticity, and how sensitivity to price changes is dealt with by the different competitors. Issues such as promotional and predatory pricing are considers as is life cycle and the role of costing as well as differentiation in pricing strategy. Three companies are used to illustrate the patterns, these are Dominoes, Pizza Hut and Little Creasers. The bibliography cites 8 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEpizzpr.rtf
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Unformatted sample text from the term paper:
will be an important part of the strategy, pricing is one element is that of the marketing mix. Looking at the pizza
industry on the US the structure is almost an oligopoly, with three main competitors; Dominoes, Little Caesar and Pizza Hut. All of these companies may be seen as competing fiercely
with each other. The remainder of the market may be seen as fragmented, made up of many smaller operators that are localized
and are mostly independent. The market is also segmented, Dominoes dominating the take away and delivery and Pizza Hut dominating the restaurant eat in trade. Each seeks to compete by
differentiating itself, seeking to give the perception of different prices, changing menus, and increasing the potential value perceived by the customers. However, whatever innovative and effective marketing moves are utilized,
they all operate in the mainstream market where sales levels are important, the issue of pricing will be important. This is not
merely matter setting a price that is competitive, that under cuts or that indicates a premium product, pricing is also a strategy with the need for specific goals to
be recognized. To understand the position of the Pizza industry the student should first understand the aspects of pricing pizza as a product. The first issue is that
of price elasticity. There is a need for a company to understand what the result on any price increase or decrease will on both the sales and the total revenue
in order to understand the pricing options it will have. This is known as the price elasticity. In reality, there will be many different influences on the supply and demand
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