Marketing Analysis of Dominos Pizza

This marketing analysis of Dominos Pizza discusses the company's response to changes in the environment, including competition and technological advancements. It covers topics such as customer segmentation, marketing research, and the use of marketing metrics to track the health of the brand. The article also explores Dominos' efforts to improve the taste of their pizza and to deliver it in under 10 minutes.

Marketing Analysis 1
MARKETING ANALYSIS –DOMINOS PIZZA
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Marketing Analysis 2
Marketing Analysis –Dominos Pizza
The article, ‘Domino’s 10-minute pizza aim is the new company quest,’ speaks about how
Dominos is making changes in order to respond to the changes in the environment in terms of
competition from new entrants and technological advancements (Cherney 2014,pp.1).
The marketing environment can be either internal or external and it ends up affecting the
company perfomance. In the external or macro environment, Dominos is looking at making
technological changes since there are a lot of advancements in the industry (Mose 2016, pp. 37).
In the internal or micro environment, the company is looking at customer behavior and needs and
benchmarking with its competitors. Dominos will also look at doing a SWOT analysis and this
will enable it to know what are the opportunities and strengths in the market and the strengths
and weaknesses faced by the company.
The technological environment in the food industry has greatly changed and a number of
companies are now testing the use of robots so that food is prepared as quickly as possible. In
terms of food delivery, some companies have employed drones to make delivery very fast.
Dominos are looking at having their pizza cooked and delivered all in less than ten minutes.
Domino’s pizza development chef in Australia, Steffan Cordon has a secret kitchen where he is
testing technology to see if pizza preparation and delivery under 10 minutes (Cherney 2014,
pp.1). Currently, the company is doing about 23 minutes.
Dominos has been engaging in marketing research so that it learns current customer
needs and behavior as the technological and social environment have shifted. This involves
having research objectives, a research design, collecting data, analysing this and preparing a
report. This enables the company position itself appropriately. There are numerous mobile
applications where customers are able to order food and have it delivered in a very short span of
time (Dawson 2014, pp.67). A study by Euromonitor shows that consumers have really shifted to
preferring home deliveries and this has seen an increase of 45 percent from 2011. It is also
projected that there will be a 33 percent rise in home delivery services and take-away firms by
2021, up from a percentage of 23 in 2016. Dominos has further invested in electric bicycles to
enable it meet the 10 minute pizza delivery goal.

Marketing Analysis 3
Customer segmentation and targeting have assisted the company to come up with a niche
market for its pizza. This has involved looking at factors such as demographics, psychographics
and customer behavior. Dominos has to be innovative in the industry where it operates and this
must be in alignment with the target market. In line with customer segmentation and targeting,
the company is also looking at improving the taste of their pizza in order to attract more
customers and gain a competitive edge (Cometto et al. 2016, pp. 650). They are using bacon that
has been ‘Vacuum-Tumbled’ in a marinade hence leading to faster cooking and great taste. They
are now looking at ways of making the dough cook faster. The company will also add more
branches so that there is wide customer reach and maintenance of the brand name.
The marketing principles of trade and exchange are vital for Dominos. The company has
been engaging in evidence based marketing and determines the health of their brand using
marketing metrics. Dominos effectively keeps track of different marketing metrics and this has
enabled it to be the leading pizza company in Australia. It has also led to the company coming up
with relevant strategies for the business. This has led to customer retention and acquisition of
new customers hence making the company successful.

Marketing Analysis 4
Bibliography
Cherney, M., 2014. Domino’s 10-Minute Pizza Aim is the New Company Quest. May 30 2017.
[Online]. Available at http://www.theaustralian.com.au/business/companies/dominos-10minute-
pizza-aim-is-the-new-company-quest/news-story/52788677a51956ad599d30fbf2e5933c
[Accessed 28 March 2018)
Cometto, T., Le Meunier-FitzHugh, K., Labadie, G.J. and Roux, F., 2016. The Role of Sales and
Marketing in Innovation Implementation, an Empirical Analysis in Six South American
Countries. In Marketing Challenges in a Turbulent Business Environment (pp. 649-650).
Springer, Cham.
Dawson, J., 2014. The Marketing Environment (RLE Marketing). Routledge.
Mose, A., 2016. Analysis of Macro and Micro Environment on the Marketing Strategy
Formulation and the Influence to the Competitive Advantage (Case Study). Academy of Strategic
Management Journal, 15, pp.35-41.