Premium Essay

Case Study - Telepizza in Spain

In: Business and Management

Submitted By bwhet17
Words 1300
Pages 6
Brennan Whetstone
MKT-452 – Prof. Johnson
2/6/2014
Case Study – TelePizza

Recap: TelePizza is the brainchild of Leopoldo Fernandez, a sales whiz from Cuba. The first TelePizza store opened in 1988 and became a rapid success – by 1993 there were 121 stores throughout Spain. The TelePizza brand was successful for many reasons, one of which being the principles by which the company does business. In terms of management, they start with the hiring process – hiring the right people and hiring young, entrusting employees with high degrees of responsibility along with training opportunities and incentives to succeed. Additionally, their standard of high flexibility allows the company to respond to any new information or changing market conditions. In terms of human resources, TelePizza relied heavily on constant analysis of management and frequent movement among positions to keep talent within the organization and problems to a minimum. Regular visits from senior managers and store supervisors helped maintain contact with personnel where managers receive coaching and communication from upper management. This system allowed TelePizza to grow so rapidly without breaking down HR capabilities. Other workforce challenges TelePizza overcame included keeping employees in high-turnover positions. They did this through raising the responsibilities of delivery employees; delivery personnel would leave coupons in the mailboxes of their segment area and be rewarded based on sales from their section. This would also allow TelePizza to contract data of where sales were frequent and where there were problem areas. A major “brand-builder” of TelePizza was primarily focused on children. One such program, “Magic Club”, was wildly successful. Additionally, invitations to schools to visit TelePizza stores allowed TelePizza to advertise (virtually or free) to every family

Similar Documents

Premium Essay

Competitive Marketing Strategy

...COMPETITIVE MARKETING STRATEGY INTRODUCTION Building strong brands requires a keen understanding of competitors, and competition grows more intense every year. New competition is coming from all directions – from global competitors seeking cost-efficient ways to expand distribution; from private-label and store brands designed to provide low-price alternatives; and from brand extensions from strong megabrands leveraging their strengths to move into new categories. One good way to start to deal with competition is through creatively designed and well executed marketing programs. To effectively device and implement the best possible brand-positioning strategies, companies must pay keen attention to their competitors. Markets have become too competitive to focus on the consumer alone. COMPETITIVE FORCES Michael Porter has identified five forces that determine the intrinsic long-run attractiveness of a market or market segment: Industry competitors, potential entrants, substitutes, buyers, and suppliers. The threats these forces pose are as follows: 1. Threat of intense segment rivalry- A segment is unattractive if it already contains numerous, strong, or aggressive competitors. It's even more unattractive if it's stable or declining, if plant capacity must be added in large increments, if fixed costs or exit barriers are high, or if competitors have high stakes in staying in the segment. These conditions will lead to frequent price wars, advertising battles, and new-product...

Words: 5434 - Pages: 22

Premium Essay

Marketing Management 14th Edition Test Bank Kotler Test Bank

...Marketing Management, 14e (Kotler/Keller) Chapter 1 Defining Marketing for the 21st Century 1) Which of the following statements about marketing is true? A) It is of little importance when products are standardized. B) It can help create jobs in the economy by increasing demand for goods and services. C) It helps to build a loyal customer base but has no impact on a firm's intangible assets. D) It is more important for bigger organizations than smaller ones. E) It is seldom used by nonprofit organizations. Answer: B Page Ref: 4 Objective: 1 Difficulty: Easy 2) ________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. A) Marketing management B) Knowledge management C) Operations management D) Strategic management E) Distribution management Answer: A Page Ref: 5 Objective: 2 Difficulty: Easy 3) Identify the correct statement about marketing management. A) It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services. B) It focuses mostly on monitoring the profitability of a company's products and services. C) It focuses solely on attaining an organization's sales goals in an efficient manner. D) It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy. E) It occurs when at least...

Words: 173926 - Pages: 696