Case Study of Apple Inc & Domino’s: Evolution of Decision to Stick to Home Delivery Business Model

INTERNATIONAL BUSINESS STRATEGY
Case Study of Apple Inc &
Domino’s

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).

Strategies to evaluate local differences in consumer
taste and preferences
• It is evident that unlike 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

Marketing Mix
• USA
• The product offerings in USA standard with very less price variation and incorporating only
differences like seasonal toppings.
• Prices of pizza where is between 10 US dollars to 15 US dollars
• Promotion does not take place through traditional media like television or 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 creates unique value propositions towards customers and in turn
creates news which provides free publicity to the brand
• 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.
• Japan
• Because of the low consumption trend in Japan, the company uses premium toppings like snow
crab, mangalitsa pork, 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).
• 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 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 2.5 million yen for a one
hour job at dominos for a lucky winner.
• Pizza delivery at customers location is the most famous business model in Japan also.
• 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 towards the
moderate and low end customers, they have developed the Pizza Mania series where pizza for one
customer starts from 55 INR.
• 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