Disc 7

D1 Return on Marketing Investment: Pizza Hut Korea’s Case

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INSTRUCTIONS

When preparing for your discussion post on this case, it is recommended that you read through it several times.

Read through it the first time to familiarize yourself with the prompt.

On the second reading, consider your assigned role in the situation, and let that guide your perspective.

Look deeper at the details: facts, problems, organizational goals, objectives, policies, strategies.

Next, consider the concepts, theories, tools and research you need to use to address the issues presented.

Then, complete any research, analysis, calculations, or graphing to support your decisions and make recommendations.

BACKGROUND

Pizza Hut Korea was a successful business for almost 15 years, until it experienced a decline between 2000 and 2008. With the hiring of a new CEO, the company has shown a turnaround, using the Return on Marketing Investment (ROMI) tool. This case study focuses on how the use of marketing performance analytics helped Pizza Hut Korea establish a disciplined decision making process for selecting and evaluating marketing campaign investments. (Lee & Yoo, 2013, p. 1662).

PROMPT

Read the Case Study Return on Marketing Investment: Pizza Hut Korea’s Case

 (Links to an external site.)

 and review the module resources. Answer the questions about the case study. Make sure to support your answers with relevant scholarly resources.

Tasks:

In the discussion forum, answer the following:

How can calculating Customer Lifetime Value (CLV) drive determinations of worthwhile marketing investments?

Justify the importance of using the ROMI tool to predict marketing performance.

In response to your peers, do you agree with their justification of the importance of the ROMI tool? What key elements should, or should not, be included in their justification?

Support your answers using relevant, scholarly resources and citations in APA format.

Responses should comprise 200-600 words.

References

Lee, S. & Yoo, S. (2012). Return on Marketing Investment: Pizza Hut Korea’s Case

 (Links to an external site.)

.

Consult the Discussion Posting Guide for information about writing your discussion posts. It is recommended that you write your post in a document first. Check your work and correct any spelling or grammatical errors. When you are ready to make your initial post, click on the "Reply". Then copy/paste the text into the message field, and click "Post Reply." 

To respond to a peer, click “Reply” beneath her or his post and continue as with an initial post.

Evaluation

This discussion will be graded using the discussion board rubric. Please review this rubric, located on the Rubrics page within the Start Here module of the course, prior to beginning your work to ensure your participation meets the criteria in place for this discussion. All discussions combined are worth 20% of your final course grade.