Marketing Analysis of Dominos Pizza

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.