The marketing strategy in the case of the brand Pesti Pipi and overviewing of the franchise system

Csörgő Dominik (2024) The marketing strategy in the case of the brand Pesti Pipi and overviewing of the franchise system. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In my thesis I have explained an overview of a Hungarian street food burgerie under the name of Pesti Pipi. As an inside view and many personal experiences, I think I was able to represent this overview on a deeper level and highlight much more factors thanks to being part of the every-day operation of two units from this franchise system. My goal was to represent the company from a personal view, this way bringing the readers of my thesis closer to the structure of such company. After I have went through the points listed above, I have presented the marketing strategy of the brand. In my thesis I have mentioned many advantages of the marketing strategy used by the company, and many unique tools which could differentiate it from other competitor companies on the market. Comparing the company to other companies was a lead point in my thesis, because I think is the most accurate method to represent such company and to be able to authentically place it in the packed surface? of street and fast food market. After the introduction of the marketing activity and former marketing strategies and their results, I have faced the marketing difficulties of the company. In this part between the strength and weaknesses of the marketing practice of the company, a strong contrast appeared. This contrast was carefully planned on purpose because I wanted for the audience of my thesis to be able to visualize the strength and weaknesses as well. For instance the former Foodora promotion campaigns set against the lack of seasonal product development. By this, I was able to highlight both sides. Throughout the presentation of the marketing activity, I have substantiated my statements with official reports from the company. These reports are meant to be presented before and after specific collaborations and marketing actions to the franchise partners and there are some of these reports which only supports the owner and the management to get a more clear picture of the forecasted or accomplished results and costs and even yield. These reports were accessible for me with the agreement and support of the management of Pesti Pipi especially from Munkácsy Anna, the head manager of the company. Furthermore I have managed to gather effective results from the survey I have made, which purpose was the study of the recognition of Pesti Pipi. The results of my survey made possible for me to gain further confirmation of other statistics used in my thesis. I was able to compare the official statistics gathered from the company, this way verify these statistics and reports are up to date, which perfectly aligned with both reality and my expectations. After putting down the building blocks of the thesis I have reviewed every aspect of the marketing difficulty and deficiency step by step. By doing so, I have presented my possible solution for these problems. Throughout this part of my thesis I have discovered a lot about the difficult it really is to consistently make successful marketing decisions. As a solution I have mentioned many technical development opportunities for the company and besides these innovational recommendations and trends, I have also mentioned the utilization and development of existing strategies to reach their full potential. While working on the solution I was able to explore numerous strategies and unique ideas, and I would be eager to contribute to their development within the company.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	franchise, hospitality, marketing, Strartup, street food
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:29
Utolsó módosítás:	2025. Már. 25. 11:29

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