International Business Strategy

This document discusses the international business strategies of Domino's and Apple. It explores the evolution of Domino's decision to stick to the home delivery business model and strategies to evaluate local differences in consumer taste and preferences. It also examines the difference in marketing mix for Domino's in Japan, USA, and India. Additionally, it discusses the inter-brand competition and future value proposition from Apple, along with the sustainability of Apple's global supply chain model.

Running Head: INTERNATIONAL BUSINESS STRATEGY
INTERNATIONAL BUSINESS STRATEGY
Student’s Name
University Name
Author’s note

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Table of Contents
Dominos...........................................................................................................................................3
Evolution of decision to stick to home delivery business model.................................................3
Strategies to evaluate local differences in consumer taste and preferences.................................3
Difference in marketing mix for Domino's in Japan, USA and India..........................................4
Conclusions from Domino’s case................................................................................................9
Apple..............................................................................................................................................10
Inter-brand competition..............................................................................................................10
Future value proposition from Apple.........................................................................................10
Product pricing sustainability and comparison with Samsung..................................................11
Sustainability of the Global supply chain model of Apple........................................................11

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Dominos
Evolution of decision to stick to home delivery business model
Domino’s have been sticking on to two of the biggest business ideas, which are carrying on their
traditional pizza and their unique delivery model. Online Pizza Hut in China, who has restored
the full fledged casual dining experience for customers, the CEO of Domino’s that this changes
the ultimate Appeal of the brand. Nevertheless, the organisation has updated several electronic
gadgets from where Domino's pizza can be ordered. This includes Apple iPhone, Amazon Echo,
Apple watch, forcing Samsung Smart TV as well as other smart watches and voice commands.
The value proposition of the unique delivery business model outside United States is much
higher (Bhosale and Deo 2018). This becomes very strategy from the point of sales perspective
of the company because the marketing USA is quite saturated and there is no scope for further
market expansion. In fact, expansion of the international model of delivery accounted for
average 5.6 billion US dollars Global digital sales for Dominos every year.
Strategies to evaluate local differences in consumer taste and preferences
It is evident that I like Pizza Hut, Domino's stuck to their original product offering, that is pizza.
According to the CEO, the blend of bread, sauce and cheese works fundamentally in almost all
important business locations, other than China. However, in order to conquer the individual
market of China, Domino’s is not ready to change their unique value proposition towards the
customers. The basic differences, incorporated by them in order to differentiate the preferences
of customers of different markets are the change of toppings and the presentation of pizza.
According to the CEO, in the Asian market shopping like seafood and fisher popular in the
Indian market is curry and this is how the product variation goes on in the different markets.

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However, the basic topping remain same all over the world. The entrepreneur leadership of
Domino’s in countries where the point of sales also have also been part of their product
differentiation strategy. Domino’s understands that the consumption preference of customers
differs from place to place. In USA it is considered as casual food and is consumed on any usual
or special occasion. Whereas, in Japan, pizza consumption is considered to be of more upscale
fare (Taylor 2016). This is why the product offeringsare premium quality in Japan, including the
lights of Snow crab, mangalitsa pork with Bordeaux sauce, beef stews with fresh Mozzarella and
so on. However, Domino’s understands that consumption rate is natural kilo in Japan,
irrespective of the different product offerings. That is why, give emphasis on marketing strategy
based on Japan only. Evidence, the Domino’s Pizza stores in Japan deliver hardship pizzas in
pink boxes on Valentine Day as well as mothers days.
Difference in marketing mix for Domino's in Japan, USA and India
Name
of
countr
y
Product Price Promotion Place
USA The product
offerings in
USA
standard
with very
less price
variation and
Prices of
pizza where is
between 10
US dollars to
15 US dollars
Promotion
does not take
place
through
traditional
media like
television or
Pizza is mostly delivering to the
customer’s location in USA as in any
other part of the world. Only 15% of the
customers in USA prefer to dine in
outlets or take away.

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incorporating
only
differences
like seasonal
toppings.
press. The
fundamental
strategy of
promotion in
USA is is
delivering
more and
more digital
channels of
Pizza
ordering
including the
likes of
Amazon
echo, voice
command,
pebble smart
watches and
so on
(Kirkpatrick,
Cuvelier and
Flanagan
2018). This

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creates
unique value
propositions
towards
customers
and in turn
creates news
which
provides free
publicity to
the brand
Japan Because of
the low
consumption
trend in
Japan, the
company
uses
premium
toppings like
snow crab,
mangalitsa
pork,
Price of Pizza
is standard or
comparatively
higher than
the
surrounding
markets and
in comparison
to US
markets, it is
slightly
lower.
For
promotional
purposes
Domino’s
attempts to
create
locations for
enjoying
pizza. For
evidence
they offer
heart shaped
Pizza delivery at customers location is
the most famous business model in
Japan also.

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Bordeaux
sauce, beef
stew as well
as fresh
Mozzarella.
Product
variation is
also brought
about in the
form of heart
shaped pizza
in pink boxes
on special
occasion like
Valentine
Day on
Mother’s
Day
(Rathore and
Ilavarasan
2017).
pizza pizza
on unique
creations like
Valentines
Day on
Mother's
Day. The
uniqueness
of the
promotional
strategy is
that rather
than
spending on
commercials,
the
organisation
tries to
create news.
This
incorporates
the example
of offering

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2.5 million
yen for a one
hour job at
dominos for
a lucky
winner.
India In India,
along with
the standard
toppings and
standard
sizes,
Domino’s
Pizza has
invented
curry based
North Indian
flavours like
Tandoori
toppings. In
order to to
develop
value
Price of Pizza
is about two
third of the
price in the
USA market
Recently
Dominos is
focusing
more on
spending
money on
TV
commercials
as well as
newspaper
and other
print media
advertising.
Dining out on Pizza is particularly
favoured by teenagers and the
customers aged more than 20 years or
so mostly preferred to order pizza.

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towards the
moderate
and low end
customers,
they have
developed
the Pizza
Mania series
where pizza
for one
customer
starts from
55 INR.
Conclusions from Domino’s case
Brands dealing in consumer goods are customer based services should cling on to their unique
business model because that is the most exquisite part of their value proposition towards the
customers. In case, if Domino’s had shifted to other product offerings like beverages,
confectioneries or sugar boiled products, the unique Apple of the brand in the foreign market
would have been lost. They can create this product differentiation emphasizing on the American
market. however, like Domino's, the consumer market for most of the consumer goods in
America has been saturated because of which there are looking forward to International
expansion. In terms of international expansion in areas like Asia, which are now the currently

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most promising market for the major American brands, unique value proposition like brand
identity, brand image and customer loyalty is facilitated by unique selling point of the products,
typically associated with the brand. For example, in case of Dominos, people are most likely to
prefer dissociation of Pizza and delivery and they seem to enjoy the fact of delivery within 30
minutes.
Apple
Inter-brand competition
Apple dominates other Software and Hardware Technology brands because of the operational
and innovation excellence which makes organisation thrive in most of the potential markets. The
individual product marketing and their popularity helped Apple become the largest information
technology company overcoming Samsung as well as gain the reputation of the best Global
brand overcoming Coca-Cola.the brand value of the company is a unique proposition because of
switch customers favour purchasing a Apple product.
Future value proposition from Apple
The foundation of the future value proposition of Apple Inc. is typically derived from the pre
launch of new products, Sourcing commitments, and management of inventories and evaluation
of these processes. Business processes like demand forecast, resolution of potential backlog and
ensuring a fast cycle time of new product delivery along with periodic review of the demand,
lifecycle status as well as component cost forecasting are the typical prepositions of the company
towards their shareholders and other stakeholders (Clarke and Boersma 2017). Other than that
the exclusivity of the supply arrangements, volume guarantee as well as and in-depth supply
chain infrastructure that can support the aggressive market leadership of Apple will also help the

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company in its future sustenance (Xiao and Shi 2016). However, which time Apple will say
small challenge in context of affecting quality components for their consumer electronics
because of the potential supply chain disruptions, exercise dependence on the third party logistics
providers and the inventory management issues of Apple.
Product pricing sustainability and comparison with Samsung
Relationship development with their network partners is a factor of strength that has helped in
increasing scaling of production as well as improvement in quality of manufacturing process.
These facilities help the company to be equipped with the greatest product line, which uses best
components in terms of basic Software and Hardware which is achieved also by the employment
of most talented employees. Hence, in this regard it can be argued that in terms of
competitiveness over quality and effective pricing, not only Samsung, but also other hi market
brands like oneplus, Xiaomi in Asia and Huawei have been attempting to offer products at most
affordable prices (Marshall et al. 2016). However, the price component is one of the most unique
value propositions of Apple against their brand equity. This implies that customers purchase
Apple products because they are costly.
Sustainability of the Global supply chain model of Apple
The general supply chain model of the company follows the strategy of the most large
multinational corporations supply chains. Apple does research for cultivating new technologies
for acquisition of intellectual property for their future products. The pre launch of products
comma helps in in analysing Global production possibility, Sourcing commitments as well as
inventory management (Lockamy 2017). Other factors that make the supply chain effective are
that Apple takes many steps for managing total value created for the supply chain management

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of suppliers as well as provided within the chain. Predetermination of expectation of the
suppliers, exclusiveness of the supplied arrangements as well as volume guarantees ensures a
supply chain infrastructure that can support the address the market leadership strategy of Apple.

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Reference List
Bhosale, P. and Deo, S., 2018. An examination of the inventory management system at
Dominos.
Clarke, T. and Boersma, M., 2017. The governance of global value chains: Unresolved human
rights, environmental and ethical dilemmas in the apple supply chain. Journal of Business
Ethics, 143(1), pp.111-131.
Kirkpatrick, J., Cuvelier, K. and Flanagan, J., 2018. Chartered Financial Analyst Challenge:
Analysis & Research of Domino's Pizza.
Lockamy III, A., 2017, July. An examination of external risk factors in Apple Inc.’s supply
chain. In Supply Chain Forum: An International Journal (Vol. 18, No. 3, pp. 177-188). Taylor &
Francis.
Marshall, D., McCarthy, L., McGrath, P. and Harrigan, F., 2016. What's your strategy for supply
chain disclosure?. MIT Sloan Management Review, 57(2), pp.37-45.
Rathore, A.K. and Ilavarasan, P.V., 2017, February. Social media analytics for new product
development: Case of a pizza. In 2017 International Conference on Advances in Mechanical,
Industrial, Automation and Management Systems (AMIAMS) (pp. 213-219). IEEE.
Taylor, B., 2016. How Domino’s Pizza reinvented itself. Harvard Business Review.
Xiao, T. and Shi, J.J., 2016. Pricing and supply priority in a dual-channel supply
chain. European Journal of Operational Research, 254(3), pp.813-823.