Case Study: Dominos

This case study analyzes Dominos, a prominent American brand restaurant chain, focusing on the key challenges from the external environment, internal business situation and resources, competitive environment in the UK and international market, and strategic options for future growth. It discusses the impact of changing business scenarios, political environment, and changing customer preferences on Dominos' global position. The study also highlights Dominos' internal business situation, resources, strengths, weaknesses, threats, and opportunities. Additionally, it explores strategic options for future growth, including the implementation of Lewin's change model.

Case study
Dominos

TABLE OF CONTENT
Case study Dominos..............................................................................................................................1
INTRODUCTION.................................................................................................................................2
MAIN BODY........................................................................................................................................2
Key challenges from external environment.......................................................................................2
Internal business situation and resources...........................................................................................4
Competitive environment in UK and external market.......................................................................5
Strategic options for future growth both in UK and international market positions...........................6
CONCLUSION.....................................................................................................................................7
REFRENCES........................................................................................................................................8

INTRODUCTION
Dominos is one of the biggest American brand restaurant chain offering large
varieties of products and services within online platforms, through which it has attained high
goodwill among customers. The report explains external barriers and factors impacting
company sales and functional operations into variable grounds, further it also analyses
internal business situations and resources through which company is working towards future
working parameters. It also explains international and domestic competitive business scenario
onto which dominos has to work towards occupying strong position in future and the relative
strategic options and directions company can pursue for future growth into international
market position globally.

MAIN BODY
Key challenges from external environment
Dominos is one of the biggest food brands having wide positioning of market share in
global customers with high attained goodwill, large stores and online presence of various
product s and services which has made it one of the most prominent brands in food industry.
With changing business scenario and various new brand, companies coming up with higher
innovative infrastructure and marketing strategies there is potential threat on Dominos global
position and revenue scale (Antikainen and Valkokari, 2016). The challenges from external
environment are highly varying with various changes as UK and Ireland, major market
customers who are under the impact of partition from European Union and Brexit decision
has made political environment tensed. Dominos with large number of stores and business
centres in UK and Ireland, which are undergoing transition period and through an uncertain
year of low business scenario where increased taxes and tariff rates has impacted company
sales on global level. The another threat is also of changing environmental conditions which
has also impacted prices of raw materials to increase highly impacting Dominos pricing
decisions on variable levels. COVID-19 has also potentially brought company market shares
to fall with large percentage, high decline in company sales worldwide. The stores of
Dominos globally have been shut affecting its business revenues to downfall highly onto
various scenarios as company is facing huge downfall in income and promotional services
being largely falling unable to cater large market share on global level (Bosworth and
Turner, 2018).
Changing scenario of economy worldwide has made businesses to shutdown their
operations on massive level, customers highly facing difficulties to cope up with the downfall
of income and social distancing factor has made businesses largely unable and lose their
share of market trends. Dominos have to strategically upscale its services with strategic
management and planning for varying new business contingency management through which
it can upgrade the standards, built its effective working determinants for recovering for the
external market changes in scenario. Dominos also faces external market competition from
changing customers preferences and high rational building competency of new innovative
companies and brands coming up into industry. Although goodwill of brand is one of the best
and high ranking among world fast food companies, it has become detrimental to keep up
with latest market innovation, highly diversify the market sales services among customers

and rationally come up with new innovative large technology working into internal resources.
Dominos to occupy strong position of itself in market industry among consumers have to
revive the market structure and potentially build new strategies and innovatively serve
customers with impactful fast delivery, online marketing position through which high quality
standards are developed. Profitability of revenue scale and goodwill development can be
developed among company shares and global market position through new innovation,
optimum best resources through which large technology can be implemented into production
and promotional marketing position (Gierej, 2017).
Internal business situation and resources
The internal business situation and resources within Dominos company can be
understood with the fact that business operations are spread in all parts of world and Ireland,
UK being the largest market share of customer segments . Internally management of
company is focused to integrate higher development resources and advanced technology
usage which has speeded up the whole procedure and supply chain structure onto which
operations are valued. There are 32new stores openings in 2019, 28 stores within UK and
four in Ireland. There are various corporate franchises within UK , 63 franchises and all are
professional best entrepreneurs and operators in the dominos system worldwide which are an
important component and business partners 36 % of UK and Ireland stores, with the third
largest accounting for further 6 %. Internal business situation of company can be assessed by
the fact that Dominos believes in innovating with changing business scenario, market
demands and factors through which it can build its market value among other competitors.
The company has been reviving with latest marketing trends and segments of effective
marketing strategies to cope up on new working patterns, resourcing best human resources
with high skills and talent for developing overall scenario. There is high turnover among
employees recently recorded within company management. (Kumar, Lahiri and Dogan,
2018).
Dominos is world renowned for keeping up with the quality standards of food and providing
customers with best services and programming new parameters to pertain with new
development changes coming up. The resources used within company are not only advanced
and advanced with changing business demands , leaders being highly dynamic to cope up
among changing marketing demands through which it has emerged to be one of the most
advanced brand serving customers. Dominos is one of the best company with strong
infrastructure of resources, skilled employees and management staff of best determinants to

cope up with new market scenario, customers based services and functional parameters of
driving large innovation into supply chain of company for long term positioning.
STRENGTHS  Dominos goodwill among global customers is one of the biggest
strength which has developed high market share composition.
 Dominos offers high quality standards products among all food
chains, stores within global market share (Lewandowski, 2016).
 Dominos is one of the biggest brand into international market food
industry and has been globally recognised for various innovative
products, best customer based services.
WAEKNESSES  Dominos is facing external factors influence from various new
companies and brands emerging worldwide, with new technology
and high innovation.
 Dominos is facing high turnover of employees among internal
structure which makes large impact onto various functional
parameters.
THREATS  Dominos faces threat of external dynamic changes occurring within
business culture, with high competition and strong changing
customers preferences which impacts on various scenarios.
 Dominos is facing huge threat from changing political scenario of
UK and European countries.
OPPORTUNITIES  There is opportunity to develop new business strategies for
expansion into new countries segments, with more précised internal
staff that are technically advanced.
Competitive environment in UK and external market
The external competitive market factors which are most important parameters onto
which higher growth of business and functional arenas of dominos business is highly based
can be analysed with the fact that UK franchise and food chains are facing tough competition
from new companies. Also Brexit decision has made the market position vitally change with
variable scale as there is political instability through which business scenario is also affected
largely. The competitive market among European countries largely impact Dominos sales

into international markets where taxes and increased tariff increases rates of various products
offered, services which are comparatively costly. Dominos faces pressure from various
external market factors, internal stakeholders where there is strong demand for new
innovation and faster supply chain of products which impact company sales. There is high
demand for higher growth factor and revolution of working products through which skills are
regenerated, key positions improved on working parameters which evolve company
positions. The external environment imposes huge fundamental risk on Dominos global
position which is not only fast evolving, gathers various progressive actions and strategic
positions which are highly positional onto various constructive goals (Morioka and de
Carvalho, 2016).
The competitive environment onto which Dominos is facing currently also impacts
employees viability to produce best services, functional training platforms where they can
evolve with time and relatively also turnover which needs to be balanced with strong focus.
Globally Dominos has various numbers of stores and restaurant chains where evolution is
necessary to be adopted with changing hemispheres of time and strong efficiency, the key
elements of company need to be newly developed. The external market positions are
dynamically changing worldwide with new rational creativity demanded among customers
who are widely spread into various demographics as well. Dominos internal marketing
position is also not strong due to less trained employees, less functional energy to program
new platforms with pace of changing business scenario which needs to be keep on developing
and maintained intact for longer working hemispheres.
Strategic options for future growth both in UK and international market positions
The strategic options for future growth both into Uk and international market
positions can be understood as developing new pathways and effective change models
implementation through which strong market positions can be developed. Dominos need to
position itself as strong brand with new business framework, high technology utilisation
framework and strong committees workforce who are technically trained for fuelling
innovation into funnel through which higher profitability can be generated into company
revenue scales. There is high demand for change factors within Dominos to capture strong
position among competitors and effectively build barriers to fight from external barriers for
long term business evolution, functional factors of rational services and composition of new
services (Quinlan,Babin, Carr and Griffin, 2019).

Lewis change model is one of the most innovative change management model through which
Dominos can recover slow working position and funnel creativity among market position and
internal factors.
 Unfreezing: At this phase Dominos need to analyses changes within internal structure which
needs to be panned with new management skills among company members, evaluate the
rational steps and motivate employees to change old practices and function with new
creativity. All old technology and inefficient steps need to be removed with strong impact
and strategic planning which will enable to generate high revenue, at this phase it is also
necessary to keep employees motivated for new changes importance for gaining their
support.
 Freezing: At this phase Dominos need to fuel in the new innovative steps among
management levels which will enable employees to work towards higher positional levels,
training should be provided to use new innovative technology. During this phase of freezing
management needs to ensure proper resources are provided among employees, training
platforms are evocatively developed into company and the rational profitability is also
attained as per the set margins (Taran, Nielsen and Paolone, 2016).
 Refreezing: At this phase Dominos need to keep strong eye on refreezing the final position of
change parameters attained within company so as to keep on gaining higher performance
levels. The phase needs to work on towards refreezing final changes of innovation, creative
development through which management is able to generate higher working fuel for longer
working horizons and reach the target benchmarks. Refreezing phase will enable Dominos
to keep leveraging higher work position, rationally bring closer new fundamental gaols
through which strong functional chains of creativity can be developed into funnel.
CONCLUSION
The report concludes case study analysis of Dominos where the brand is one of the
biggest name in industry having large global chains of restaurants providing world class
facilities and diversified business arenas. Report also concludes various parameters of
working efficiency which Dominos is evolving under and where there are high threats for
company from external sources, Report further includes swot analysis to gain insights on
internal business environment, where the analysed threats need to be worked on . Report
further concludes Lewin change model through which the phases will enable in gaining

strong position onto customer markets share, generate new goodwill parameters which will
foray new pathways for Dominos (Witjes. and Lozano, 2016).
REFRENCES
Books and journals
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Gierej, S., 2017. The framework of business model in the context of Industrial Internet of
Things. Procedia Engineering, 182(2017), pp.206-212.
Kumar, V., Lahiri, A. and Dogan, O.B., 2018. A strategic framework for a profitable business
model in the sharing economy. Industrial Marketing Management. 69. pp.147-
160
Lewandowski, M., 2016. Designing the business models for circular economy—Towards the
conceptual framework. Sustainability. 8(1). p.43.
Morioka, S. N. and de Carvalho, M. M., 2016. A systematic literature review towards a
conceptual framework for integrating sustainability performance into
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Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South
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Taran, Y., Nielsen, C., and Paolone, F., 2016. Business model configurations: a five-V
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Witjes, S. and Lozano, R., 2016. Towards a more Circular Economy: Proposing a framework
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