Enhancing Market Research Skills and Peer Review

The reflection of the whole process and peer review for this report highlights the importance of improving ingredients quality, removing hydrogenated fats from products to maintain quality standards, and creating a positive image in customers' minds. The research also emphasizes the benefits of corporate social responsibility (CSR) strategies for Dominos Pizza, including gaining a competitive advantage and surviving in a cutthroat market. Additionally, the report underscores the importance of understanding core strengths, weaknesses, and competitors in the fast-food industry, as well as the impact of environmental, community, value chain, and shareholder factors on an organization's performance. The researcher reflects on their own knowledge gained and areas for improvement, including conducting market research more quickly.

Corporate social responsibility: A case study on Dominos pizza

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Stakeholders of Dominos pizza and issues faced by them..........................................................2
Stakeholder theories.....................................................................................................................4
Analysis of CSR approach in different countries........................................................................6
Challenges facing by companies in different markets.................................................................7
Critical assessment on CSR strategies followed by Dominos.....................................................8
Recommendation for future change.............................................................................................9
Reflection of the whole process and peer review......................................................................10
REFERENCES..............................................................................................................................12

LIST OF FIGURES
Figure 1: Stakeholders of Dominos pizza........................................................................................3
Figure 2: Road map of future as a sustainable business..................................................................4
LIST OF TABLES
Table 1: The CSR threshold............................................................................................................4
Table 2: CSR campaign run by company in different countries.....................................................7
Table 3: Competition matrix............................................................................................................8

INTRODUCTION
Purpose of report
Main aim of the report is to emphasize on Corporate Social Responsibility and ethical
dilemmas of a business. By conducting the research, researcher would be able to identify ethical
dilemma that are associated with the business of firm in context of economic sustainability and
longevity. In this regard, different stakeholder theories and corporate governance strategies in
managing stakeholders have been discussed. Along with this, report provides details about issues
in stakeholder’s management and CSR threshold that can influence the working of an
organization. As per the present case concern, Dominos pizza was chosen because it focuses on
different activities including caring and sharing products, reducing emission, a variety of
employment opportunity, supporting education and charity programs, etc.
Overview of the study
Corporate Social Responsibility can be explored in terms of commitment level of firm
towards sustainable economic development. In the modern era, it is essential for companies to
ensure benefit to society in every aspect of operations. By following CSR policies, enterprise can
enhance its contribution in country's social, cultural and environmental development activities in
a significant manner. Dominos pizza was taken for better understanding of the concept of CSR
and its contribution in the growth of firm. It is the second largest franchised chain in terms of
providing Pizza and other food products to their customers in USA (Millar, 2014). In addition, it
is found that enterprise has more than 10,000 corporate and franchised stores in more than 70
countries. Besides that, firm has maintained large supply chain to quick delivery of its products
to customers. Enterprise believes in the concept of relationship between employee motivation,
enterprise performance and enhancing contribution in creating a safe and healthy workplace.
Besides that, enterprise gives high priority to their stakeholders by meeting their expectations
within stipulated time period (Young and Flowers, 2012). By analyzing the current business
practices, management of enterprise has taken initiatives to develop a CSR strategy.
In the present scenario, it becomes an important part of decision making at fast food
giant. In order to build a sustainable business, firm introduced Domino’s Responsible Delivery
Plan as a CSR strategy. In context of enhancing the brand image and reputation in competitive
arena, management of company decided to invest money in different social activities including
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supporting education, charitable funding and engagement and well being. In addition,
organization is committed to reduce the carbon intensity or footprint and to apply energy saving
activities in their day to day operations (Jubilant CSR report, 2012). Despite of that, use of
quality ingredients, fresh dough and deliver the premium product are the major characteristics of
food that it supplies to their customers. In context of implementing Responsible Delivery Plan,
management is decided to demonstrate clear leadership and values by integrating CSR activities
with strategic business of company.
Mission of Domino’s CSR policy
The Corporate Social Responsibility Policy is laid down by US Pizza giant to improve the
community development areas and to provide support to the nation in building through bringing
inclusive growth.
 To increase sales and customer loyalty (Dominos Pizza, 2015)
 To improve financial performance and reduce regulatory oversight
 To enhance the contribution in sustainable economic development and society well-fare
Stakeholders of Dominos pizza and issues faced by them
Freeman (1984) explored stakeholders in terms of groups of people who are responsible
for the survival and success of organization in the modern world. These groups are accountable
for the achievement of enterprise objectives. Stakeholders can be considered as the group of
people within enterprise including customers, employees, local communities, shareholders and
suppliers as well as distributors (Freeman, 1984).
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Figure 1: Stakeholders of Dominos pizza
Role of stakeholders at Dominos pizza
For meeting the employee’s needs, firm is concentraing on increasing their satisfaction
and pay. In addition, by developing individual skills and through delivering excellence at
workplace, company emphasizes on employees’ wellbeing and happiness. In context of meeting
customer’s expectations, organization concentrates on providing fresh dough and ingredients to
them within stipulated time (Maloni and Brown, 2006). Despite of that, management of company
is closely working with BHA (British Hospitality Association) and WRAP (Waste Resource
Action Programme) to reduce the waste. Apart from this, to bring the best available quality
products and to improve ethical business practices, it has used the Supplier Ethical Data
Exchange (SEDEX).
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Figure 2: Road map of future as a sustainable business
(Source Anand, 2011)
In addition, Dominos pizza has launched charitable funding and supporting education
programs to promote education and to raise money for the charity. In this regard, company has
worked with Pennies, the electronic charity box and it was getting fantastic customer response
(Young and Flowers, 2012).
Table 1: The CSR threshold
Difference between companies Different between industries Differences between cultures
Dominos Pizza has high value
proposition
High emphasize on customers Focus on developing economies
For example, Pizza Company introduced different events including Happiness at Work
team, Annual team engagement and flexible working to support office staff for creating healthy
working environment.
Stakeholder theories
In order to better understand the roles of stakeholders in company, different types of
theories can be considered that can be described as follow:
 Normative stakeholder theory: Main aim of this theory is to provide a reason behind
taking stakeholder’s interest into account. It works as the moral or philosophical
guidelines for companies (Maloni and Brown, 2006).
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 Instrumental stakeholder theory: This theory relies on the relationship between practice
of stakeholders and the achievement of various corporate goals within stipulated time. In
addition, this tactic can be beneficial for organization to answer the question of whether it
is beneficial for the corporation or not.
 Normative stakeholder theory: This tactic describes the responsibilities of company with
respect to stakeholders and for taking their interest into accounts.
After analyzing three theories, it can be said that Dominos belong to normative
stakeholder theory because this tactic is emphasized on community values by maintaining the
quality of food in a quick manner (Schröder and McEachern, 2005). The enterprise framed its
Domino’s Responsible Delivery Plan by considering the needs of its stakeholders into four areas
including food, employees, environment and delivering to the community. Organization believes
that corporate social responsibility is an integral part of business and plays an important role in
the success of the firm in the dynamic changing arena.
Issues faced by stakeholders
Young and Flowers (2012) were conducted study to identify the issue face by
stakeholders due to use of crisis communication strategies. This situation was raised when two
employees of firm was posted videos of adulterated food on social media sites. Public
relationship officers were faced problem to maintain control of the flow of messages but they
were failed to save an organization’s reputation. In addition, telling the truth in the digital age
and fail to reaching out to a target audience are the major challenges faced by company at
workplace. In addition, media ethics and controversy which was created by two employees
creates negative image of the company in the canvas of the mind of the customers in the digital
world (Young and Flowers, 2012). However, after this incidence, management of company was
developed many strategic development plans to enhance sales and reputation of brand in the
competitive era. In order to overcome the diversity of the customers and communities as well as
retain high-caliber individuals, with the firm for the long time period, enterprise was changed in
its employment policies. Besides that, by following the ethics policy and act honestly,
management of company was able to enable individuals to balance between personal and
professional needs. For improving the efficiency and continual improvement in the
environmental performance, organization is focused on reducing wastage and builds a robust
environmental management system at workplace.
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After analyzing three theories and issues, it can be said that Domino’s belong to
normative stakeholder theory because this tactic is emphasized on community values by
maintaining quality of foods in as quick a time as safely possible. From the findings, it is
identified that Domino’s Pizza is getting success to address the needs of their stakeholders
(Competitive Analysis: A Six-Step Approach, n.d.). For this purpose, the enterprise was framed
it Domino’s Responsible Delivery Plan by considering needs of its stakeholders into four areas
including food, employees, environment and delivering to the community. Organization believes
that corporate social responsibility is integral part of the business and plays an important role in
success of the firm in the dynamic changing arena.
Analysis of CSR approach in different countries
Dominos is considered CSR as an important activity of its business and it is committed to
welfare of its stakeholders including environment, communities, value chain, and shareholders.
In order to meet their expectations accordance with different countries business ethics and
regulations, management of enterprise is continuously trying.
Opportunities grasp through introducing CSR activities in different countries
The positive impact of various Corporate Social Responsibility (CSR) programmes run
by Dominos Pizza can be seen in form of increasing sales, employee retention and job
satisfaction in a significant manner. For example, Supports Schools Programme (DSS) launched
by firm in Malaysia’s helps students to enhance their performance both in class-room and their
co-curricular activities (Dominos, Malaysia, 2015). For example, in India, Dominos Pizza
launches “National Road Safety Awareness Program” with Jubilant firm in order to build
internal and external capacity and promotes social activities across the country. In order to
support Sahyog Campaign, employees of Domino’s Pizza have donated a part of their salary.
Besides that, for environment safety, firm has followed Save Environment Drives and Go- Green
Campaign in India. For maintaining better relationship with customers and shareholders,
organization introduces Build Relationships and Spread Happiness campaign in the India.
Despite of that, in the UK, organization is engaging its staff-members to Green team work
project to aware them about environment problems and overcome carbon footprint issue
(Jubilant CSR report, 2012). For supporting education, enterprise is running a national School
Tour programme in the USA to invite students to teach them how to make pizza. Similar to this,
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Dominos Pizza introduces different programs for their employees in different countries including
Happiness at work and Staff engagement day to enhance team engagement.
Table 2: CSR campaign run by company in different countries
(Source: Dominos Pizza, 2015)
Road safety campaign in India Green team work campaign
Education awareness programme Staff engagement day
Challenges facing by companies in different markets
Nonetheless enterprise is facing different types of local and global problems including
homogenization, environment, health and consumer issues at their workplace due to changes
come in political, economic and environmental policies in a significant manner (Hamel, 2008).
In Europe, Dominos is facing challenges due to various reasons including flattening culture,
salaries issue, use of resources (animal and waste) and increasing demand of nutritious and
health conscious foods (Hartmann, 2011). However, on the other side, in Asia, food industry and
companies are struggling due to several local and global problems which include vegetarian
options, tension between developments and legislations and environment policies.
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Critical assessment on CSR strategies followed by Dominos
With help of the competitive analysis, strengths and weakness of fast-food companies in
the industry can be identified in a significant manner. According to Goyal and Singh (2007),
with help of competition matrix, CSR policies followed by Dominos Pizza can be compared with
other fast-food rivals including Pizza Hut, Papa Johns, and Zenos. Dominos develops its CSR
policies by considering different factors including customer input and quality ingredients (Goyal
and Singh, 2007).
Table 3: Competition matrix
(Source: Competitive Analysis: A Six-Step Approach, n.d.)
On the other hand, Pizza Hut and Papa johns mainly emphasize on quality ingredients. In term of
service, when researcher critically compare these brands then it is found that three brands
including Papa johns, Dominos and Pizza Hut are concentrated on fast delivery. Moreover,
Zenos charges high price along with guaranteed satisfaction to its customers. As per the view of
Anand (2011) Macdonald is maintaining open line communication to interact with their
customers. Fast food giant builds trust by delivering quality of services and share information in
an honest and ethical manner. On the other hand, Dominos focuses on a delivery focused
business model to quick delivery of products to its customers within stipulated time (Anand,
2011). Stark (2011) claimed junk food companies to increase fat and other health related issues.
However, to show their positive point, firm has done partnership with Weight Watchers to show
weight-loss and trying to make brands famous for selling burgers and other products (Stark,
2011).
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Recommendation for future change
After reviewing the corporate social responsibility and ethical policies followed by Dominos
Pizza’s, it is found that still improvement is needed to create positive image of products in the
canvas of the minds of the customers in the digital arena.
 Food quality: The firm should focus on improving ingredients quality and removed
hydrogenated fats from its products to maintain quality standards. By improving the
nutrient materials in the foods, management of Pizza giant would be able to attract health
conscious customers towards products and services in the modern world (Bielenia, 2013).
For example, in UK and other demands of healthy foods are increasing and in order to
meet their expectations, it is necessary for organization to use quality of ingredients in
raw materials.
 Environment: Organization should concentrate on delivering of food to their stores by
using trucks and transportation services which reduce less emission and noise. Besides
that, management of company should focus on use of recycled Pizza boxes and board. By
using online and electronic channels, firm would be able to reduce paper work and
wastage in the products (Royle, 2005).
 Charity: By developing relationship with communities and customers, enterprise would
be able to build loyalty and attain long term success in the competitive market. By
promoting sport events and education programs, firm would be able to enhance its
economic contribution in the growth of the country (Maloni and Brown, 2006). In
addition, through establishing collaboration with NGO, Dominos would be able to
promote its products in a significant way and increase its reach ability to wide area. By
collaborating with others, enterprise would be able to increase efficiency within
operations and protecting its image among the public.
 Concentrate on social entrepreneurship: By establishing social entrepreneurship,
enterprise can be able to address social and economic goals effectively. It will help firm
to meet expectations of stakeholders in a proper way (Royle, 2005). In addition, it will
promote resource mobilization so that company would be able to focus on a large
network of supporters and measuring social value of stakeholders within stipulated time.
In the context of profit maximizing, self-funding and economic value creation, social
entrepreneurship will be beneficial for Dominos Pizza in the competitive world.
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However, compromise of social mission, prioritization of profitable market, escalation of
risk and legitimacy are the major challenges associated with the social enterprise and
mission of company (Rimmington, Carlton and Hawkins, 2006). For example, if firm will
not focus on risk taking approach and innovation then it will create problem for enterprise
in term of delivery of essential services to its clients.
 Managing relationship with stakeholders: Dominos can overcome different issues
including resource intensity, culture clash, accountability and uncontrollability, by
increasing transparency in business processes and follows guidelines framed by
government of different countries. In addition, CSR threshold can be helpful for company
in term of increasing value proposition and taking advantage of product differentiation in
present era (Royle, 2005). By following transparency in business and expanding
operations in developing countries, company would be able to better compete with other
business rivals in proficient way. Despite of that, corporate governance can be beneficial
for company in terms of increasing transparency in business processes and maximize
shareholder values properly (Maloni and Brown, 2006).
Reflection of the whole process and peer review
In conclusion to the report, it can be said that by improving in ingredients quality and
removed hydrogenated fats from its products to maintain quality standards, firm would be able to
create positive image in the minds of customers. In addition, present research helps me to
enhance my market research skills. From reviewing the fast-food market, I was found that Pizza
Company introduced different events including Happiness at Work team, Annual team
engagement and flexible working for support office staff to create healthy working environment
and magnetizes customers toward brand. During the report, I leant many things including critical
review of information, stakeholder theories and their implications on the real time scenario. On
the basis of peer review, it can be said that CSR strategies would be beneficial for Dominos
Pizza in order to gain competitive advantage and survive in cut throat competitive market.
The present research helps me as researcher to enhance my knowledge about corporate
social responsibility and issues associated with it. By conducting the study, I was able to
understand core strengths, weakness and competitors of Dominos Pizza in the fast food industry.
With help of the report, I was able to collect information about different factors including
environment, communities, value chain, and shareholders that can affect performance of
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organization in the digital world. At the time of preparing report, I was considered cases of
Macdonald and Coca-Cola to understand the corporate social responsibility related strategies
followed by the companies at their workplace. I can say that in this knowledge will help me to
implement my academic knowledge in practical knowledge if I will get chance in future. After
reviewing my whole work, I found that still there are certain areas that I need to improve such as
making the market research and collecting information within quick manner.
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REFERENCES
Books and Journals
Anand, R., 2011. A study of determinants impacting consumers food choice with reference to the
fast food consumption in India. Society and Business Review. 6(2). pp.176-187.
Bielenia, M., 2013. Corporate Social Responsibility and Food.
Freeman, R.E., 1984. Strategic Management: A stakeholder Approach. Boston, MA: Pitman.
Goyal, A. and Singh, N.P., 2007. Consumer perception about fast food in India: an exploratory
study. British Food Journal. 109(2). pp.182-195.
Hamel, G., 2008. The future of management. Human Resource Management International
Digest. 16(6).
Hartmann, M., 2011. Corporate social responsibility in the food sector. European Review of
Agricultural Economics. 38(3). pp.297-324.
Maloni, M.J. and Brown, M.E., 2006. Corporate social responsibility in the supply chain: an
application in the food industry. Journal of business ethics. 68(1). pp.35-52.
Rimmington, M., Carlton and Hawkins, R., 2006. Corporate social responsibility and sustainable
food procurement. British Food Journal. 108(10). pp.824-837.
Royle, T., 2005. Realism or idealism? Corporate social responsibility and the employee
stakeholder in the global fast-food industry. Business Ethics: A European Review.
Schröder, M.J. and McEachern, M.G., 2005. Fast foods and ethical consumer value: a focus on
McDonald's and KFC. British Food Journal. 107(4). pp.212-224.
Online
Competitive Analysis: A Six-Step Approach, n.d. Available through :<
http://dmresourcecenter.com/unit-2/competitive-analysis/>. [Accessed on: 18th
December 2015].
Dominos Pizza, 2015. CSR activity. [Online]. Available through:<
http://corporate.dominos.co.uk/creating-a-great-place-to-work>. [Accessed on:18th
December 2015].
Dominos, Malaysia, 2015. CSR activity. Available through :<
https://www.dominos.com.my/CorporateInformation/CorporateSocialResponsibility>.
[Accessed on: 18th December 2015].
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Jubilant CSR report, 2012. Connect with the Community. [Online]. Available through:<
http://www.jubilantfoodworks.com/csr/key-csr-program/>. [Accessed on: 18th December
2015].
Millar, M., 2014. Corporate social responsibility report.[Pdf]. Available through :<
https://corporate.dominos.co.uk/Media/Default/CSR/CSR%20Final%20Report.pdf>.
[Accessed on:18th December 2015].
Stark, J., 2011. Rich pickings, fat or thin.[Online]. Available through :<
http://www.smh.com.au/lifestyle/diet-and-fitness/rich-pickings-fat-or-thin-20110115-
19rvj.html>. [Accessed on: 18th December 2015].
Young, L. and Flowers, A., 2012. Fight Viral with Viral:
A Case Study of Domino’s Pizza’s Crisis Communication Strategies. [Online]. Available
through:< http://cssc.uscannenberg.org/cases/v1/v1art6/>. [Accessed on:18th December
2015].
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