The paper “ Frоzеn Рizzаs - Benefits of Establishing a Company, Overview of the Project, Constraints, and Challenges Facing Frozen Pizza Company in Mena City" is a motivating example of case study on marketing. Various forms of competition have prompted myriads of organizations that are aiming at being globally competitive to seek new methods of marketing their products (Freimer & Horsky 2008, p. 799). “ Competitive advantage is secured through an intelligent identification and satisfaction of customers’ needs better than competitors and sustenance of customers’ satisfaction through better customer service tools” (Obasan & Soyebo 2012, p. 1).
In an attempt to acquire requisite responses from potential customers, marketers deploy a myriad of tools. These tools are termed as the marketing mix. McCarthy (1999) coined and used P’ s to describe these marketing mixes in which he argues that the umbrella of the marketing mix comprises the price, promotion, and product, and place (p. 24). With the appropriate combination of these elements, an organization can develop a strategy that will enable it to reach large numbers of people within the target segments (Shannon1996, p. 57). However, in the determination of these mixes, the time through which changes can be effected is crucial.
In this end, Obasan and Soyebo (2012) assert, “ Typically, a firm can change its price, sales-force size, and advertising expenditures in the short run” (p. 2). On the other hand, an organization will have to take a lot of time to create new products. Consistent with this argument, Obasan and Soyebo (2012) reckon, “ firms typically make fewer period-to-period marketing-mix changes in the short run than the number of marketing-mix decision variables might suggest” (p. 2). Winning in the marketplace means that businesses and project teams must build in a customer-focused strategy, identifying and exploiting the competitive advantage. Pizza is an oven-baked, round bread typically topped with a tomato sauce, cheese, and various toppings.
Its origin dates in Naples Italy. There are many varieties of pizza that exists worldwide. This is dependent on how they are baked and the types of ingredients used. HISTORY OF PIZZAOriginated in Greek and it was initially developed as flatbread with a tomato topping. There have been great innovations branding the flatbread with tomato topping the name pizza.
Initially, Europeans believed that it was poisonous. However, by the late 18th C, people around Naples added tomato to their yeast-based flat bread and so the pizza began. This dish gained its popularity and soon it became a tourist attraction as visitors to Naples ventured into the poorer areas of the city to try the local specialty. It was initially sold in open-air stands and out pizza bakeries. There are various types of pizza depending on different countries, for instance, a home-made pizza from Australia that is made from ingredients such as salmon, dill, bocconcini and tiger prawns.
This can be compared to the pizzas made using chocolate that is served as a dessert among others. The introduction of frozen pizza exemplifies the application of consumer segmentation strategies. Unlike most other products, pizza is referred to as highly differentiated brand products. Consequently, information about the lifestyle and values of the various target groups is considered very important and is carefully incorporated into the final products. Such information derives primarily from consumer segmentation strategies, of which Norwegian Pizza is the most important.