Business Analysis: Differentiation, Positioning, Value Proposition, Branding, Pricing, Place, Promotion

This report provides an analysis of business strategies such as differentiation, positioning, value proposition, branding, pricing, place, and promotion. It focuses on the case of Domino's and discusses their strategies in detail.

Business analysis

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Differentiation As Well As Positioning Strategies.....................................................................1
Value Preposition........................................................................................................................2
Branding Attributes As Well As Strategies................................................................................2
Pricing Strategies........................................................................................................................3
Place............................................................................................................................................4
Promotion....................................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Business analysis refers to a set of tasks, techniques as well as knowledge which is required
for identifying business requirements (Basu and Basu, 2016). This report is based on analysis of
business and chosen organization for this report is Domino’s. Enterprise is founded in the year
1960 by James Monaghan, Tome Monaghan, and Dominick DiVarti. Business analysis refers to
a set of tasks, techniques as well as knowledge which is required for identifying business
requirements (Basu and Basu, 2016). This report is based on analysis of business and chosen
organization for this report is Domino’s. Enterprise is founded in the year 1960 by James
Monaghan, Tome Monaghan, and Dominick DiVarti. It covers differentiation as well as
positioning strategies of a company. Further, value proposition and branding attributes are
evaluated. Along with it, marketing mix of an organization is analyzed.
MAIN BODY
Differentiation As Well As Positioning Strategies
Differentiation strategies refers to activities or plans which are formulated by an organization
for the purpose of differentiating its products or services from the competitors. It provides
advantage to the company over its competitors.
Positioning can be described as a concept of associating as well as developing a position in the
mind of customers in relevance to brand image, products as well as services (Liang and Liu,
2018).
Differentiation strategies refers to activities or plans which are formulated by an organization
for the purpose of differentiating its products or services from the competitors. It provides
advantage to the company over its competitors. While evaluating differentiation strategies
which are adopted by Domino’s, it can be noted that firm applied strategies related to
embedding of innovation as well as addressing growing concerns of customers related to
health. Further, door time of an enterprises is minimized for the purpose of proving
enhanced services to its customers.
Positioning can be described as a concept of associating as well as developing a position in the
mind of customers in relevance to brand image, products as well as services (Liang and Liu,
2018). Domino’s has positioned itself as a brand which provides fast delivery to its
customers along with high quality product at a reasonable rate.
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Value Preposition
Value preposition indicates value which is promised by an enterprise to be delivered to its
customers. It can be represented as a statement of business and marketing of company that is
utilised for summarizes how products and services of business aligns with requirements of its
customers. Value preposition indicates value which is promised by an enterprise to be delivered
to its customers. It can be represented as a statement of business and marketing of company that
is utilised for summarizes how products r services of business aligns with requirements of its
customers. In relevance to Domino’s, value preposition of a company consists of meeting with
requirements of target or potential customers by an enterprise by the means of ensuring available
of high-quality products and quick delivery. Three basic requirements for strategy of value
preposition is filled by an entity, which involves, solving of customers needs, provide efficient
services as well as offering of product to customers at an adequate rate in accordance to quality
of product.
Branding Attributes As Well As Strategies
Branding attributes and brand strategies portrays characteristic of a brand. It signifies
basic nature of a company. It comprises of features that highlights physical as well as personality
aspects of an organization.
Brand personality as well as innovation: brand personality refers to act of a company in
context to offering as well as image of brand with the motive of occupying a distinctive place in
a mind of customers.
Branding attributes and brand strategies portrays characteristic of a brand. It signifies
basic nature of a company. It comprises of features that highlights physical as well as personality
aspects of an organization. In context to Domino’s, brand attributes of an enterprise pertain
relevancy, consistency, proper position of an organization, sustainability, uniqueness, credibility,
as well as appealing.
Brand personality as well as innovation: brand personality refers to act of a company in
context to offering as well as image of brand with the motive of occupying a distinctive place in
a mind of customers. In other words, it can be evaluated as a differentiation factor of a brand in
comparison to its competitors and analysis image of brand in customer’s mind (McCarthy and
et.al., 2019). Apart from it, brand personality enables a company to define its brand and
understanding value of core activities of business preposition. Further, it helps a company to set
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apart from its competitors. In case of Domino’s, company has positioned its product as an
organization that adjust flavours of pizza in accordance to preferences as well as values of
nation. Apart from it, entity has positioned itself as an enterprise that pertains strategy of
delivering pizza within 30 minutes of ordering. Hence, it can be stated that instead of selling its
product, Domino’s is more focused on delivering its services which proved to be a great
positioning strategy that draws attention of customers. In other words, positioning strategy of
company is focused towards claiming to satisfy basic essential requirement of customers by
providing fresh food in minimum time period.
Innovation: It refers to an idea that is to be transformed in a practical reality. In a corporate
world, innovation indicates improvisation and application of new techniques in products,
procedure as well as business concept. While considering innovations of Domino’s, it can be
stated that company has applied a technology of Domino’s tracker which allows customers of an
organization to follow its progress in context to online orders. It is evaluated by analysing time
that which place order us clicked till the time pizza has been arrived at the door of customers.
Further, several innovations are incorporated in the products which is offered by a company as
entity is focused towards providing new as well as inspired pizzas to its customers. Apart from it,
enterprise has implemented electric as well as safe driving vehicles for the purpose of delivering
products to customers.
Pricing Strategies
Pricing strategies considers segments of customers which are targeted by a company,
their ability of paying, conditions of market, actions of competitors, trade margins as well as
input costs. There are various types of pricing strategies, such as, cost plus strategy of pricing,
competitive pricing, value-based pricing etc.
Product mix strategies: Domino’s has adopted product mix pricing strategy. This strategy
signifies that collection of pricing for products or services. There are mainly five types of
products mix pricing strategies, that are, product line pricing, optional product pricing, captive
product pricing, as well as product bundle pricing.
Product line pricing: It states setting of priced across entire line of products.
Optional product pricing: It indicates selling of accessory product with main product.
Captive product pricing: Pricing of products that is required to be utilised with main product.
Product bundle pricing: Pricing of bundle of goods or products that is sold together.
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Domino’s implies product line strategy of pricing as well as strategy of competitive pricing.
Price adjustment strategies: It signifies strategies that are formulated by an organization in
context to adjustments of basic price in account to difference in situations as well as customers
(Singh, Ranjan and Mittal, 2018). Here, promotional pricing is adopted by Domino’s which
states in which temporary reduction is declared on prices of products that are offered by an
organization for the purpose of attracting customers.
Place
Place evaluates procedure that is implemented in an enterprise for moving product to the
customers of business. It involves evaluation of intermediaries that are, distributors, wholesalers
as well as retailers. While considering value delivery network of Domino’s, it is noted that firm
adopted vertically integrated system of supply. It incorporates automatic deliver system for raw
materials that enables cutting of lots of activities of back store. Pizza doughs of Domino’s is sent
to all of its retail outlets and is again refrigerated. Logistic requirements of company indicate
sending of frozen foods through refrigerator trucks to the retail outlets of Domino’s.
Promotion
Promotional strategies pinpoints strategies which are formulated for the purpose of creating
awareness among customers for the products and services which are offered by an entity. Apart
from it, promotion indicates creating of interest, generation of sales and creation of brand
loyalty. Factors of promotional strategy are described below:
Advertising: It is utilised for the purpose of communicating message to the potential customers
through television, newspaper etc.
Sales promotion: Here, promotion of product is conducted through short-term and attractive
initiative for stimulating demand.
Personal selling: It involves direct interaction with customers.
Public relations: It indicates practice of implementing management og communication among
business and customers.
Digital and social media: It states promotion of brand on social media platforms.
Domino’s adopts social media promotions, sales promotion as well as advertising for the
purpose of boosting demand.
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CONCLUSION
It has been concluded from the above report that business analytics refers to determining
solutions in context to problems of an enterprise. Marketing mix enables company to formulate
effective strategies for attracting customers.
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REFERENCES
Books and Journals
Basu, A. and Basu, S., 2016. A User's Guide to Business Analytics. CRC Press.
Liang, T. P. and Liu, Y. H., 2018. Research landscape of business intelligence and big data
analytics: A bibliometrics study. Expert Systems with Applications. 111. pp.2-10.
McCarthy, R. V., and et.al., 2019. Applying Predictive Analytics (pp. 89-121). Cham: Springer
International Publishing.
Singh, A., Ranjan, J. and Mittal, M., 2018. Big data and behavior analytics in marketing.
In Handbook of E-Business Security (pp. 519-520). CRC Press, Taylor & Francis.
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