Domino's Pizza Marketing Strategy Analysis

This assignment delves into the comprehensive marketing strategies employed by Domino's Pizza. It requires an in-depth analysis of their marketing mix (product, price, place, promotion), examining their competitive advantages within the fast-food industry. The assignment also explores Domino's use of social media for customer interaction and brand building, referencing case studies and utilizing a SWOT analysis to evaluate their overall market position.

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Contents
Executive Summary.....................................................................................................................................1
Introduction.................................................................................................................................................1
Analysis of marketing environment.............................................................................................................1
Company analysis....................................................................................................................................1
Market analysis........................................................................................................................................2
Environment analysis...............................................................................................................................2
Economic environment........................................................................................................................2
Socio cultural environment.................................................................................................................2
Technological environment.................................................................................................................2
Political environment...........................................................................................................................3
Legal environment...............................................................................................................................3
Competitive analysis................................................................................................................................3
SWOT Analysis.............................................................................................................................................3
Strengths.................................................................................................................................................3
Weaknesses.............................................................................................................................................4
Opportunities..........................................................................................................................................4
Threats.....................................................................................................................................................4
Target Market..............................................................................................................................................4
New products / new services......................................................................................................................5
Marketing Mix 4 P’s.....................................................................................................................................5
Product....................................................................................................................................................5
Price.........................................................................................................................................................5
Place........................................................................................................................................................5
Promotion................................................................................................................................................5
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6

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Executive Summary
Domino’s is recognized as one of the largest chains of fast food in the food industry. If the
company takes into consideration the proper marketing plan, then the company can easily attain
the goals and objectives. So, in this report the marketing plan will be discussed which should be
implemented in the Australian market. The main focus of the company is to attract more and
more customers towards the company.
Introduction
Domino’s is known as one of the largest and renowned company in the world. The services and
products offered by the company are very attractive and it induces customers to buy the product.
Domino’s offers the door to door delivery and also provide take away service from the outlet. It
is seen that the outlets of the company is expanded globally. The company provides Italian
American food to the customers and also offers variety of dishes. The company is a recognized
fast food industry and it mainly deals in offering variety of pizza to its customers. The company
was set up in 1960 by Tom Monaghan and in U.K it has celebrated its 25th anniversary in 2010.
The company is measured as one of the biggest chains of the fast food sector. If the company
considers the proper marketing plan then the company can easily accomplish the targets and
objectives. So, in this report the emphasis is given on the marketing plan which should be taken
into consideration in the Australian market. The company gives main focus on attracting
consumers towards the company.

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Analysis of marketing environment
Company analysis
The company analysis plays a great role to sustain in the competitive environment. The company
has many competitors in the market, which gives direct impact on the working pattern. By
conducting the company analysis of Domino’s it is seen that the company has to take into
consideration effective strategies which enhance the profitability of the organization. There are
various competitors in the market, which can also be considered as a threat to the organization
(Venkatesh Rathi and Patwa, 2015).The strategies like giving products at low price or offering
discount vouchers to the consumers will be very beneficial for the customers. The company has
attained growth and there are varieties of pizza which are offered by the company to its
consumers. It is seen that there are various changes which gives direct impact on the profitability
of the organization. The company has a high level of competition in the market, so to compete in
the market it is very essential to take attractive strategies into consideration. The company has
attained the expansion in many countries (Ozturk,Joiner and Cavusgil, 2015).
Market analysis
Domino’s is considered as a biggest food industry. The company began its operations from a
single store in 1960 and now it is considered as renowned leader of the pizza industry. The
company conducts its operations in more than 11,000 stores in more than 70 countries. It is seen
that the company provides or delivers more than 400 million pizzas globally. Pizza was only the
product which is there in the dominoes but now to sustain in the market, the company has

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extended the product line and there are various items like pasta which is available on the outlets.
The company has a good size of share and just requires more dominance to grow in the market
(Hamouda, 2016).
Environment analysis
Economic environment
There are various economic changes which gives direct impact on the company environment by
taking into consideration the global nature. Dominoes have an opportunity to grow its operation
in the market. The economic recession has given negative impact on various industries. The
revenue and the profits are reduced and needs of the consumers for the products and the services
is minimized. It is analyzed that in the Australian market the main issue which arises is worried
with taxation issues. There are various issues concerned with the financial status of the company
and it gives effect on the working pattern of the company. The company should try to reduce and
should immediately take into consideration accurate measures that can be beneficial for the
organization (Guido, Peluso, Mileti, Capestro, Cambo and Pisanello, 2016).
Socio cultural environment
Now day’s people are giving more focus on the health. So people reduce the consumption of fast
food. The consumers are induced to buy the product that give positive impact on the health. In
the Australian market the company should try to give focus on introducing new pizza or the
product which is beneficial for the health of an individual. The company should give attractive
menu to the consumers with a variety of items. Various campaigns should also be taken into
consideration by the company, so that the customer can easily know about the product (He, Zha
and Li, 2013).
Technological environment
There are various opportunities that are available with the customers. Internet gives support to
the consumer to buy the product by sitting at home. The company provides 30 minutes delivery
to the customers; this strategy is very beneficial as it attracts more and more customers towards
the product. Earlier it was difficult for the company to expand its market. Now days it is seen
that the customers are giving orders by sitting at home. So, the company should also give focus
on the internet marketing (Shah, 2013).

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Political environment
The fast food industry should take into consideration policies and procedures that can be
beneficial for the organization. Dominoes should give main focus on keeping the margin large
than those countries where the restrictions are analyzed.
Legal environment
The environment in which the company takes into consideration the day to day activities are
dependent on the Australian market. The company should try to operate each and every activity
under the legal framework. The laws and rules which are imposed should also be taken into
consideration by the company and should be followed in a proper manner (Syed, 2016).
Competitive analysis
Pizza hut is considered as a very strong competitor of the Domino’s. It is seen that both the
brand plays a great role in satisfying the customers’ requirements. There are various stores of
dominoes as compared with pizza hut. Domino’s is considered and preferred for its quick
delivery of the product. If we compare with pizza hut it is analyzed that the prices are low if the
comparison is made with pizza hut. Domino’s covered a large market share and also expanded its
operations according to the needs and wants of the consumers. There is a tough competition in
this sector, so to reduce the threat the main step that should be taken by the organization is
concerned with offering products at low price or to promote the product in the market
(Constantinides, 2014).
SWOT Analysis
SWOT is concerned with the strength, weakness, opportunity and threats that are in the market.
It is analyzed that every organization has its own strength, weakness, threats and opportunities.
By taking into consideration domino’s the SWOT analysis is explained below:

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Strengths
At present domino’s is considered as a leader of the market which provides varieties of pizza in a
way that there are no competitors who are prevailing in this sector. The image of the company
has also induced the customers to buy the product and satisfy their needs and wants. Domino’s
provide various things like quality, taste of the product with qualified staff. It is also seen that the
employees who are working in the organization are motivated towards their work (Hartley,
2015). The employees of the organization have various resources to conduct the activities of the
organization. They offer various services like free home delivery service and also the quality
products. The main strength which is possessed by the company is that they have a complete
service restaurant as well as the delivery services. There are many competitors who do not have
restaurants. By the restaurants the company gives focus on different segments that other chain of
pizza cannot do (Armstrong, Adam, Denize & Kotler, 2014).
Weaknesses
The weakness is concerned with the overhead costs, due to the restaurants. This cost is not faced
by the competitors. If the overhead cost is high, then the prices of the product are also raised. It is
analyzed that domino’s is not considered as a low cost producer. They produce goods that focus
on the quality and enhance the level of satisfaction of the customers. The company should take
into consideration the technique which is concerned with innovation of products. Saturation in
the market has also caused a difficulty to expand the operations in the market. The company
should emphasis on minimizing the weakness and it can be only done when the company takes
into consideration accurate steps, so that the company can achieve its goal and objectives (Aaker
& Biel, 2013).

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Opportunities
There are many chances that are present in the market. The company also has various
opportunities, but the right time is needed to grab it. The company can come up with various
products that are liked by the consumers. It is analyzed if the product is diversified then the
market share can be easily expanded. The company should consider the opportunities and should
utilize it in a proper way, so that the profitability can be easily attained. Product innovation is a
strategy that can be very useful for conducting its operations in the Australian market. The
company should also adopt new product line strategy for expansion (Olszewski, 2015).
Threats
Threats are seen or present in every organization. It is analyzed no business can survive without
threats. The main threat to the company is that there are many competitors in the market. At
present the closest competitors is pizza hut who is establishing new branches in a speedy way.
The threat to the company can also be from the fluctuation that is taking place in the currency.
The company should give emphasis on the variation pattern so that the risks can be reduced in an
effective manner (Subhasis, and Kannan, 2015).
Target Market
Domino’s should target on introducing the new pickle supreme pizza. The main aim is to catch
the attention of the consumers by introducing new products, as it is seen that this product is less
served in the past. It is seen that there is a change in the social and demographic segments in
Australian market has brought an enhancement in the demand for the fast food industry and it
should target on the students, families. The company should try to provide quality products to the
consumers. The main focus of the company should be on the teenagers, families. The company
should offer those products that can be consumed by all the age groups (David and David, 2016).
New products / new services
The company should introduce new pickle supreme pizza, which will induce the customer to buy
the product. The company should take into consideration various product so that attraction can
be grabbed of the consumers. It is very necessary that the company should adopt the innovative
strategies to survive in the market. If company do not consider the innovative strategies that it

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can be difficult to survive in the competitive environment. So, the company should try to give
main focus on introducing new and innovative products to the market. The services are also
considered as an important factor for the organization. Services should be effectively offered to
the consumers, so that the level of satisfaction of the customer can be enhanced (Sinha and
Sheth, 2017).
Marketing Mix 4 P’s
Product
The Company should take into consideration the adaptive strategy so that the market can be
captured easily. Like for example the company should localize the flavors related with mustard
sauce.
Price
The dominoes should adopt the product pricing strategy which offers various products at low
price to the consumers.
Place
The company should give focus on comprising the segments like domestic stores, domestic
supply chain. It is seen that the company has 4070 franchise stores in more than 70 international
markets.
Promotion
Domino’s should use proactive approach which will help to promote its products in the market.
The company has been recognized as the power of internet to communicate with potential
customers globally (Smita and Muley, 2015).
Conclusion
By considering this report, it is determined that for growth the proper marketing strategies should
be taken into consideration. Domino’s should see that the marketing budget should be in a proper
control. The strategies, on which discussion is made in this report, should be implemented in a
proper way to achieve the goals and purposes in the American market. The main aim of the

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company should be on providing quality products to the customers so that expansion can be
easily done of the company.
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