Dominos: Strategy, Mission, and Organizational Structure

This document provides an overview of the strategy, mission, and organizational structure of Dominos Pizza. It discusses the positive aspects of the company's approach and goals, both short-term and long-term. Additionally, it offers suggestions for improvement.

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Dominos

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Contents
Introduction......................................................................................................................................2
Strategy, mission, and organizational structure...............................................................................2
Positive aspects of the strategy, mission, and organizational structure...........................................3
Short term goals and the Long term goals.......................................................................................3
Improvement....................................................................................................................................4
References........................................................................................................................................5

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Introduction
Domino’s Pizza is one of the most renowned company deals in the delivery of the best
kind of Pizza. Basically Dominos is an American pizza restaurant chain founded in the year
1960. Thee headquarter of the corporation are situated in Ann Arbor Michigan and the company
came into existence in the year 1960. Currently the company is having the 22.5% market share of
the pizza in the delivery market (Kumar, 2018). There are different mediums and platform
through which the Dominos caters the needs and the preferences of the customers. When Tom
Monahagan retires, he sold 93% share of the company to the Bain Capital Inc. thereafter the
company enjoyed a huge success under the supervision of the Bain Capital Inc. and in the year
2004 the company became the publically traded company in 2004. Dominos have always been a
dynamic company who keeps on changing the tastes and the recipes. Earlier, back in the history,
the Dominos changed the 49 year old recipe and started a heavy advertising campaign called “
New Inspired Pizza” (Gallop, 2015).
Strategy, mission, and organizational structure
The vision might not be clearly stated but the mission statement of the Dominos talks
about becoming the best delivering Pizza Company in the world. Dominos guiding principle are
based on the concept of the team building unity and the brand system it follows rigorously. The
mission statement also reflects the company treats the customers at the first place and makes
deliberates efforts to make each customer a long term and loyal one. The delivery of the dominos
is done with full positivity and the energy (Domino's Corporate. 2013).

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The organizational structure of the Dominos is bifurcated into four different keys of the
segments namely domestic company, domestic franchise stores, domestic supply chain and lastly
international. For the above segments the highest revenue generating segment is the Domestic
supply chain. From the franchises the revenue collected by the company is in the form of the
advertising fees and the royalties. The strategy followed by the Dominos is that of the differential
targeting strategy to the customers on the basis of the taste and preferences. Dominos have been
successful in positioning itself as the most wanted Pizza brand among the competitors (Lloret,
2016).
Positive aspects of the strategy, mission, and organizational structure
The positive aspects of the strategy chosen by the company are it lets the company sell at
the deeper demographic levels and localized menu was equally relatable to the culture. Thus this
strategy helps in the enhancing the market share and ultimately results in more demand. The
mission statement had a greater impact in reaching to at this position. Particularly in the
organizational structure the different segments help the dominos understand each area at the
deeper level (Ramalingam & Alexander, 2017). The backward integration strategy assist the
company in selling the pizza at the lower prices and lets the store manager to move its focus to
the store operations rather than doing the regular chores such as mixing the dough in site. Also to
make sure the division is in viable condition, the franchisees can buy the products form the
dominos on the basis of the profit sharing incentives. The positive aspects also include the
formation of the strategy of the using the pure products and for the development of
organizational structure the hiring are under process (Shokeen, 2017). The mission of the
company also states the priority of the Dominos to keep the customers at the peak and therefore
this enhances the trust factor of the customers.

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Short term goals and the Long term goals
The short term goals and the long term goals of the organizations decide the future path
and therefore they are the deciding factor in determining the future progress of the company. The
main short term goal of the dominos is to ensure the sustainability of the each and every
franchise. It looks forwards for the operation of the each franchise at the same parallel level.
The long term goal of the Dominos lies in the value of the future dollar the company can
make by selling the pizzas keeping in mind the tastes and the preferences of the customers. The
company has the momentum at the global level and this can be said after observing form the case
study that there was an increment in the earnings of the company by 10.7% and fetched the great
results for the domestic sale stores (Silverburg & Cuéllar, 2016). Moreover for the future
attraction the company is also planning to have pizza theatre concept into the restaurants that will
provide the joy of both the food and the entertainment. The short term goal of the company also
includes using the social media platform to a greater extent as half of the sales are stemmed up
because of the concept of the online selling.
Improvement
To improve the strategy mission and the organizational structure of the Dominos there
are several suggestion and the recommendations which can be followed by the company. The
strategy can be improved by exceeding the expectations of the customers. For improving the
mission statement of the organization the company shall diversify the menu and control the
cost structure. The company shall introduce the organic pizza and shall increase the return on
assets as well as the return on equity. Therefore after making such improvements the company

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can grab a greater market share (The Street, 2015). The company is having lot of the
opportunities and on that basis the company must overcome the weakness to create a product
worth keeping.

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References
Domino's Corporate. (2013). Vision & mission. Retrieved from
http://www.dominospizza.co.nz/corporate/vision-mission
Gallop, D. L. (2015). Delphi, Dice and Dominos: Techniques to Understand and Mitigate
Technical Risk. Defense Systems Management College Fort Belvoir United States.
Kumar, R. (2018). A study of Domino’s pizza with reference to marketing strategies and
consumer behaviour in Jammu(Doctoral dissertation, Sher-e-Kashmir University of
Agricultural Sciences and Technology of Jammu, Jammu).
Lloret, A. (2016). Modeling corporate sustainability strategy. Journal of Business
Research, 69(2), 418-425.
Ramalingam, U., & Alexander, P. (2017). Target marketing for a research organisation.
Shokeen, S. (2017). A Study on Fast Food Consumption Pattern in India. International Journal
of Research and Engineering, 3(12), 10-15.
Silverburg, S. R., & Cuéllar, A. J. A. (2016). Diplomatic Dominos: South America and the
Recognition of [the State of] Palestine. Review of Social Sciences, 1(3), 11-24.
The street, (2015). Domino's Pizza Looks to Upgrade Stores, Hire More Workers, CEO Says.
Retrieved form https://www.thestreet.com/story/13172667/1/dominos-pizza-ceo-on-
foreign-exchange-headwinds-2015-store-growth.html
Varghese, A., & France, A. (2017). Difference in Social and Environmental Disclosure between
Profit and Non-profit Organisations.

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