Domino’s Marketing Analysis

Running Head: DOMINO’S MARKETING ANALYSIS
Domino’s Marketing Analysis
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DOMINO’S MARKETING ANALYSIS 2
Executive Summary
Marketing analysis is significant to every organization that needs to grow its market
command both in the domestic and international market. The following report explores Domino
Pizza and its market capability with focus on the micro and macro-environment factors through
the application of SWOT and PESTEL analysis.
Table of Contents

DOMINO’S MARKETING ANALYSIS 3
Brief company background..............................................................................................................4
Domino’s consumer behavior..........................................................................................................4
Microenvironment...........................................................................................................................5
Domino’s SWOT Analysis..........................................................................................................5
Dominos microenvironment market analysis..................................................................................8
Summary of competitors, what they offer and who they seem to target.......................................10
Pizza Hut....................................................................................................................................10
Little Caesar Enterprises Inc......................................................................................................11
Macro-environment.......................................................................................................................12
Economic environments.............................................................................................................12
The social and cultural environment..........................................................................................13
Technological innovations.........................................................................................................13
Demographic..............................................................................................................................13
Natural environment..................................................................................................................14
Political and legal.......................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

DOMINO’S MARKETING ANALYSIS 4
Brief company background
Dominos is an Australian Pizza enterprise that is a franchise of the US-based Domino’s
Pizza Inc. basing on the value of the Domino’s in Australia: to deliver value to staff, customers,
stakeholders, and shareholders thus need an extensive marketing strategy. The company's
customer profile entails both men and female between ages of 18-39 thus has large customers
base. Currently, Dominos owns about 586 stores in Australia thus commands about 32% of the
Australian pizza market.
Domino’s consumer behavior
Every successful organization always focuses on consumer buying behavior during the
marketing mix development and implementation. Consumers buying behavior thus is based on
the purchase decision-making process that is always disturbed by factors such as cultural, social,
individual and psychological factors. Dominos’ marketing should be directed by consumer
buying behavior. Dominio’s consumer buying behavior is influenced by both the external and
internal forces. The external forces that affect consumer buying behavior include social and
cultural, social classes. All consumers’ behaviors are depended on other people’s behavior such
as family members (Shahid, Rappon & Berta, 2019). Socialization among the family and friends
influences purchase decision making among the little ones (Yuha, Jin, Choi & Kyungmook
2018). Proper marketability for the dominos products, the market strategy should focus on the
social classes. The global health awareness has also transformed the purchasing behavior of the
dominos consumers, as numerous are now focusing on more healthy pizza. The internal factors
such as motivations, perception, and attitudes have to influence o consumer behaviors.