Marketing Management for Dominos Pizza

Marketing Management
Dominos Pizza
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Marketing 1
Executive summary
The term marketing management is the process of developing strategies as well as for the
planning for the product or services, promotion, advertisement and sale directly to the customer
segment. The theories related to the market management are applied for analysing the case study
and provide appropriate solutions to issue faced by the Dominos Company. The findings of the
report show that marketing tools, which are used to analyse the situation of the case study, is 5Cs
and SWOT analyses. Further, based on the 5Cs and SWOT analyses, the targeting strategies
have been decided by Dominos in order to deal with the problem of slow growth in the market.
In the end, the recommendation to the manager is provided for the research method in order to
understand the behaviour of the consumers.

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Contents
Introduction......................................................................................................................................4
Background of the case................................................................................................................4
5Cs analysis.....................................................................................................................................5
Company......................................................................................................................................5
Customers....................................................................................................................................6
Competitors..................................................................................................................................6
Climate.........................................................................................................................................7
Collaborators................................................................................................................................8
SWOT analysis................................................................................................................................9
Strengths......................................................................................................................................9
Weaknesses..................................................................................................................................9
Opportunities.............................................................................................................................10
Threats.......................................................................................................................................11
Segmentation, targeting and positioning strategies.......................................................................11
Segmentation.............................................................................................................................11
Targeting strategy......................................................................................................................12
Positioning strategy...................................................................................................................13
Recommendations for Research....................................................................................................14
Research methods......................................................................................................................14

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Data collection method..............................................................................................................14
Research problem/objectives.....................................................................................................14
Data analysis..............................................................................................................................15
Conclusion.....................................................................................................................................16
References......................................................................................................................................17
Appendix........................................................................................................................................20
Survey........................................................................................................................................20

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Introduction
The aim of the report is to evaluate the case study that is provided and the existing information
that is available in the market related to Dominos Company. The problems are designed in the
report for which there is need to apply the theory to achieve the solutions. The concept or
theories related to marketing management are applied. Initially, 5Cs and SWOT analyses about
the Australia market for Domino has been conducted which is supported with the case study
details and secondary sources. In addition, the report include the strategies like segmentation,
targeting and positioning strategies for the market of Australia for new product or service that is
introduced by the company which is based on the analysis of 5Cs and SWOT analysis. In the end
of the report, the marketing research methods has been recommended to the senior management
in order to understand the behaviour of the consumer for the targeted market segment for the new
product or any service. The detailed research proposal for one of these marketing research
methods has been done with the support of research proposal.
Background of the case
The company is the largest pizza chain in the market of Australia in terms of the network store
numbers. It has been found that the first Domino’s store to open in the market of Australia was in
Springwood, Queensland in the year 1983 (Domino's, 2019). Currently, the company is
registering the issue with the sales due to different reasons like shift in customer preference,
change in demand and many others. The case study that has been provided says, “Domino’s
pizza in store opening blitz after growth slows”. The company is willing to maintain the growth
in sales by opening the new stores that clearly shows that the company is dealing with the issue
of slow growth. This has been found that the earnings of Dominos were down by 6.8% in the

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Australia market and this has been witnessed in Europe also by 25% and but there is rise in Japan
by 34% (Hatch, 2019).
5Cs analysis
5C analysis is one of the well-known techniques that are used in order to conduct the situational
analysis. In this section, the 5C analysis has been done in order to determine the situation of
Dominos in the market of Australia (Baker, 2014).
(Source: Baker, 2014)
Company
The company is leading Australian company in terms of pizza. It is an Australian-owned master
franchise holder majorly for Australia, New Zealand, France, Japan, Germany, Belgium and
many others.