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Introduction

Donatos Pizza is slightly different from other fast-food pizza businesses such as Pizza Hut or Domino's. Its standard pizza has a skinny crust with a slightly sweet and a thick tomato sauce. Donatos Pizza’s pizza is basically cut into square pieces unlike other pizzas which have the traditional wedged shape. Additionally, the pizza is basically covered in the toppings. The pepperoni pizza is characterized by it’s a large size and usually has a standard of 100 pepperonis. This is a touted feature of the pepperoni pizza (Mwangi 67).

Research questions

The following are the research questions for Donatos Pizza

  1. Which ingredients would the customers prefer most in creating the new pizzas?

  2. How much are the customers willing and able to purchase the new pizza?

Chapter two

Literature Review

Management questions for Donatos Pizza

The pizza segment of the fast-food industry is very aggressive. As people's tastes alter and new diet become the frenzy, restaurant chains should decide how and if to respond. Donatos wants to introduce a new no carbohydrate pizza. Although they have put the concepts together, they need to have an idea of how people will respond. Donatos is looking to hire you to conduct a study on customer's response to no carbohydrate pizza (Christie 75). Donatos would like to know if what the potential customer would think of such a thing and at what price they would be willing to pay for the "specialty pizza." They would also like to research on the expectations of the customers regarding the new price. This will allow the chain business venture in the new pizza creation with confidence. Hearty appetites of customers will appreciate the works of pepperoni, mushrooms, sausage, onions and green peppers. Additionally, serious meat such as sausage, ham, pepperoni, bacon and ground beef or cheese in heavy-duty provolone can be acceptable in the market. It can be possible to make eclectic taste buds which might bask in the Hawaiian in form of ham, almonds, cinnamon and pineapple. Donatos pizza can have these combi8nations which will not increase the profit but will also enhance their international reputation. There are many customers who would prefer something else but not carbohydrates pizza. This is why Donatos Pizza has come up veggie and meat pizza suspects among others (Greenblatt 345).

Target market

According to Ward (2012), "Target Marketing is engrosses breaking the market into various segments and concentrating the companies’ marketing efforts towards one or even into a few key sections. Target marketing is makes the main element to all business's success especially the one dealing with Donatos Pizza (Ward, online). Targeting promotion is an important tool that should be employed by Donatos Pizza. Fast food industries in marketing mix because it composes the marketing mix plan to be efficient and effective. This is so since it train the marketing mix plan on the sections to focus on. Donato Pizza is a key in the various competitors in the market functions in the concentrated fast food industry. The industry provides differentiated food products in order to achieve a competitive advantage (Abell 6). In the midst of its products varieties includes wings, pizza, salads and subs which are all non-carbohydrate foods. Its marketing plans make the firm to be between the most prosperous food chains around the world.

Donato Pizza targets include all the sections of the population in the whole world. It targets the entire members of communities irrespective of the sex, age, race, generation, nationality or income. The fierce antagonism obtainable in the promotion forces the industry to target the entire segment of populations in the effort to win a considerable market share. For teenagers, Donato pizza provides a spacious marketplace with admittance to the internet where are allowed to enjoy their pizza meals as they get right entry to the internet in the bistro, for the parent, it is a key place that they bring their children out for a retreat. For the young ones, they take pleasure in the amusing in the Donato pizza hence prefer the Donato. They are mostly not filled to capacity. For the demanding worker and businessman, Donato pizza is particularly crammed and can is eaten as one heads to work. These variables make the Donato pizza a major preference for a huge client stand. To add on the same, the prices attributed to the pizza food are also moderate as compared to the value of the other competitors. Founded on the ferocious competition, the industry is a price beggar since the firm has a high number of suppliers thus; if one industry sells its services and product at a big price, then the enthusiastic customers will purchase the products just form the subsequent door competitor.   

Marketing mix

With respect to the marketing mix principle, the marketing mix makes the probably the mainly eminent marketing phase. Its rudiments are the fundamental, tactical elements of marketing plans. As it is also referred to as the four P's, marketing mix components are price, place, promotion and product. There are means that an industry has numerous strategies within, which are price, place and promote the products (Horseshoe 456).

Methodology

Introduction

This is the research methodology chapter. It justifies the methodology which will be adopted for the research and explains the research design, data collection methods, data analysis, the questionnaire design and an interview script. It presents a survey and explanation of the tools to be used for the data analysis and investigation of what the potential customers would think of such a thing and at what price they would be willing to pay for the specialty pizza. The description of experimental modelling sessions is provided, including the selection of participating models and data analysis (Barney 2008).

Research Design

The research design section discusses the way which the subjects and constituents are organized and observed for the purpose of achieving the earlier listed objectives. Hussey (2006) has traditionally categorized them as either an experiment or observation. In experimental studies, the researcher will manipulate the environment to evaluate changes. However, the use of experimental design does not automatically guarantee a high-quality study. It is important. Observational studies do not introduce new programs. They rely on the already existing conditions and activities. It can be either a prospective design, where the direction of inquiry is forward in time, or the retrospective design, when the direction is backward in time.

Research Methodologies

To support the previous chapters that will be examining the relevant literature on what the potential customers would think of such a thing and at what price they would be willing to pay for the specialty pizza., the scope, the process and the outline of work, this chapter will proceed to discuss the core methodology to achieve the outlined objectives, the research questions, and to test the proposed hypotheses. This is a major part of this research that creates a platform for achieving the aim of this study. This section evaluates and clarifies the choice of research design and methodology, the research approaches and strategies, data collection methods and a data analysis technique, the research philosophy, the questionnaire design, a paradigm sample selection, triangulation and statistical techniques of the research. Though, it may not be necessary to refer to all that the research methodology entails. However, this work will clarify the definitions adopted for this proposal. This will enhance the later discussions, regarding the reasons and a basis for the choices of research designs for this piece of work.

Data Collection and Analysis

The action research is concerned with the organizational development, change and collaborating with researchers, practitioners and related subjects. The information derived from the results of this research helps to inform other context. The survey is a quantitative research that involves the collection from a sizeable respondent using such technique as questionnaires, a structured observation and a structured interview. The survey in the research can be categorized as a cohort study (as it involves the regular measurement from random samples of groups); multi-random (the research made on random samples of different groups); cross-sectional (simultaneous studies of two differing groups); and longitudinal (opposite to cross-sectional where the data are collected at the divers point over a period of time. The grounded theory entails a rigorous analysis of data because of a challenge of reflecting categories and testing the emergence idea or the theory over and over before proposing the theory. The research will not be influenced by the existing knowledge, but will allow the theory to ‘start afresh’ from the data generation out of strings of observations and interviews which majorly require an inductive approach. The ethnography approach is from social anthropology which is concerned with patterns of human activities like culture and customs of groups or the community. It is believed that, the economy system, individuals, groups, families, religions, ceremonies, the social organization and economic system interrelate to give a cultural environment. This methods’ goal will be to describe the way of life, recording the meanings attached to events and showing the integration among the parts to make a whole unit. Researchers carrying out a case study will use a phenomenological philosophy adapting theoretical approaches to collect and analyse the data.

Sample Size and a Sampling Procedure

In order to keep the sampling size manageable, a representative of sample will be selected. The representative sample of donato pizza fast food industry workers and customers, which will include the study area, will be selected. The researcher will randomly choose four workers and customers from the total. Participants will be randomly chosen from the inventory of staff that will be provided by the facility. This forms thirty per cent of population in the study area. The cluster sampling will be adopted to identify nurses to participate in. From these clusters, the sample random sampling will be done to come up with respondents.

Data Collection Instruments

The type of data to be collected will be on: what the potential customers would think of such a thing and at what price they would be willing to pay for the specialty pizza. Questioners will be used to correct the data from main respondents. Because of nature of study; the survey, which covers a large area, is found to be the most appropriate instrument for collecting the data. Interviews will be used to correct the data from key informants, namely nurses from the selected study area. Structured interview schedules will be used to collect the information from the aforementioned informants. Interviews are chosen for the above purpose because they provide the deep data and first-hand information that may be difficult to obtain using questionnaires.

Instrument Validity and Reliability

In order to validate the effectiveness of research instruments, a pilot testing will be conducted in the selected donato pizza holdings which will not be included in the main study. The results of the pilot test will be used to review the instruments by adjusting the ambiguous items’ general phrasing. In addition, consultations and discussions with experts will be made to validate the research instruments. To ensure the stability of research instruments, the responses obtained from piloting will be used. A split half method will be used where the questionnaires items will be divided into two: odd and even items and a reliable coefficient calculated using Pearson r. The correlation coefficient will be subjected to the Sparsman-Brown formula: Vxx=Kr/ (1+ (k-1) r

Where k= the number of items in the new slit half test; for an adjustment of the split half reliable.

Data Analysis and Hypothesis Testing                           

This chapter will introduce the study findings. The findings will be a triangulation of surveys, the literature review and interviews from nurses, managers and patients of the selected donato pizza facilities’ respondents. The findings will be presented in charts and inference contexts. The primary data will be collected through interviews and questionnaires from the administration to respondents. Before analysing data, it will be processed to eliminate the unusable data and interpret answers which would be ambiguous and contradictory. Later, the data will be coded and stored electronically. The statistic package for social sciences (SPSS) will be used to analyse data. Data will be analysed quantitatively and qualitatively to make deductions, interpretations, conclusions and possible recommendations. Quantitative data will be elicited from the closed-ended questions in the questionnaires where the means, frequencies, and percentages will be computed. Data will be presented in tables, charts and graphs. Qualitative data will be obtained from the open ended sections of questionnaires and interviews. Data will be summarized and presented in tables in books where quotations for respondents will be cited. The analysis of variance (ANOVA) will be used to test the hypothesis at the 0.5 level of significance.

Research Ethics

Ethics in the research is a very important measure to consider especially in cases which the methodology involves the participation of human beings. This research intends to study the response of human beings concerning what the potential customers would think of such a thing and at what price they would be willing to pay for the specialty pizza in the fore mentioned companies using the in-depth interviews as the means of primary data collection. Ethics entails the appropriate behaviour in relation to the rights and freedoms of participants in the study. Therefore, the researcher will seek the ethics approval before the study commences.

The researcher intends to secure the informed consent from participants prior to the study. This will be done by first, the researcher carrying out introductions to participants. The respondents need to know the biography, as well as the professional background of the researcher. This will aid the respondents to know how to contact the researcher just in case there is the need to. Moreover, semi-structured in-depth interviews require that the researcher operates at almost the personal level with respondents to ensure that respondents feel free to give the information. Secondly, respondents will be informed about the study. This will include the research topic, the reason for carrying out the research, the respondents’ role in the research, and the significance of resulting data. Thirdly, in-depth interviews with nurses, managers or patients of the given health facilities can involve the sensitive information that respondents may not be willing to give out. For the purpose of assurance, the confidentiality of the respondent’s feedback is considered. Anonymity will be used. There the respondents’ real names will be replaced by alphabetical letters; for instance, the customer A, the Manager C, the Patient D and so on. Fourthly, the respondents’ participation is purely out of their willingness and choice.

No respondent will be forced to participate in the study. Only those who have voluntarily agreed for participating will be considered. Moreover, respondents will be given the choice to quit the participation if it is out of their own interest. Alternatively, they can choose not to answer the questions they are not obliged to. This warrants that the researcher needs to be cautious when probing respondents for answers. It should not get to uncomfortable levels; neither should respondents feel that they were forced to give out the information that they would rather not. Observing ethics is very important as it enhances the credibility and moral value of the research. Additionally, it avoids certain drawbacks like law suits, which can affect the success of the research.

Recommendations and Conclusions

Creating new products at Donatos Pizza will make customers delighted with a variety of menus. The unique flavors of the products made with refreshing ingredients will increase customers. Ultimately, this will increase profit in the chain business. It is important for Donatos Pizza to sign agreements with other businesses such as the Lake House Pizza. This will ensure there is fair competition in the market.

The new no carbohydrate pizza will be manufactured in all stores of Donato Pizzas. The new pizza will have various flavors to cater for the interest and tastes of customers. Customers and retailers will be serviced with full delivery when purchasing the product in bulky. it will also be possible to make orders through the phone. Online ordering will be provided as soon as the product is in market. Customers will enjoy the expended menu and the new taste. Donatos Pizza is dedicated to continuously offer new products and food innovation to meet the ever-changing interests of its customers. 

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