Analysis of the Market Position of Dominos

Running head: ANALYSIS OF THE MARKET POSITION OF DOMINOS
ANALYSIS OF THE MARKET POSITION OF DOMINOS
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ANALYSIS OF THE MARKET POSITION OF DOMINOS
Executive Summary
This report is based on the analysis of an organization and the future expansion plans related
to the industry. The company that is taken into consideration is Dominos and its operations as
well as expansion plans in Australia. The market size of the Australian pizza industry and the
trends related to the industry are analysed in the report. The corporate as well as the financial
performance of the company in Australia and in the other countries is discussed in detail. The
expansion strategy that is being recommended for the expansion of Dominos is the opening
of new restaurants in Australia, so that Dominos can increase its customer base.

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ANALYSIS OF THE MARKET POSITION OF DOMINOS
Table of Contents
Introduction....................................................................................................................3
Market Size & Trends....................................................................................................3
Financial and Corporate Performance............................................................................4
Strategic Options............................................................................................................5
Recommended Strategy.................................................................................................6
Implementation of Final Strategy...................................................................................7
Monitoring and Control of Future Performance............................................................8
Conclusion......................................................................................................................9
References....................................................................................................................11

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ANALYSIS OF THE MARKET POSITION OF DOMINOS
Introduction
Dominos Pizza was established in the year 1960 by two brothers James Monaghan
and Tom Monaghan when they started a pizzeria named “Dominick’s Pizza” located in
Ypsilanti, Michigan. The two brothers then separated their businesses and James sold his
business for Volkswagen Beetle for the purpose of deliveries. Tom acquired two more
pizzerias in the year 1965 and the organization was further renamed as Dominos. The
organization established its branches in Australia in the year 1983 and the first store was
opened in Springwood, Queensland (Dominos.com.au., 2018). The food chain had to face
many setbacks during the first few years, however, they expanded their branches in many
other areas of the country including, Sydney, Brisbane and Perth. The franchise of Dominos
was purchased by Silvio’s Dial-A-Pizza and around 70 stores of the company were converted
to Dominos.
The international expansion of Dominos had started from the year 1983, when they
opened their first international store in Winnipeg, Manitoba, Canada. Dominos opened its
1000th store in Vancouver in the same year. The organization started its operations in United
Kingdom in the year 1985 and then they started their stores in Japan. In this manner,
Dominos started expanding its operations in the other parts of the world and they had their
stores in more than 1000 international areas. The company was able to grow its stores up to
6000 locations all over the world within the year 2014 (Al‐Hadi et al., 2017).
This report is based on the analysis of the market position and market size of
Dominos in Australia. Further, the report will be based on the strategy that can be
recommended to the organization so that it can increase its sales and revenues.