How the Marketing Process Works

RUNNING HEAD: MARKETING STRATEGIES AND MARKETING PROCESS
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Marketing Strategies and Marketing Process

Marketing Strategies and Marketing Process
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Table of Contents
Introduction......................................................................................................................................2
A. Current marketing strategies....................................................................................................2
B. Segmentation, Targeting and Positioning................................................................................5
C. Recommendations....................................................................................................................6
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

Marketing Strategies and Marketing Process
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Introduction
Marketing is the essential part for success of any organization; marketing is considered as the
process of attracting more people by offering them products and services according to their need
and wants (Chernev,2018). In order to understand the concept of marketing concepts and
strategies an organization has been selected. Domino’s is an American multinational restaurant
chain that was founded in Michigan in 1960 and by 2008; the restaurant chain became the largest
pizza seller in terms of revenue at the global platform (Dominos,2020). Dominos offer Pizza
with specialty, traditional and custom pizzas with options of different toppings and crust styles.
In addition to this the chain offers bread bowls, pasta, oven baked sandwiches and desserts as
well as beverages. The company continues to stand out in the market, because of its proactive
approach. However, on the other side marketing strategy of the company in this competitive
environment is weak (Dolnicar et.al,2018). Further, the issue is in the positioning, targeting and
segmentation strategy adopted by the company. Therefore, this report will use marketing
concepts and theory to critically evaluate Dominos marketing strategy and develop marketing
strategy considering this changing business environment.
A. Current marketing strategies
According to Kotler,2012, “marketing strategy is a foundation of company’s all marketing
activities”. A marketing strategy includes selecting a target market, analyzing it and creating
marketing mix according to the characteristics of target market. In general terms, marketing mix
is considered as the set of convenient tactical marketing tools that the organization combines to
produce the desired response amongst the target market. Marketing mix is classified as 4 Ps
named as Product, Price, Place and Promotion. Consequently, the essential part of marketing
strategy is marketing mix that includes different tactics to influence perception of target market
favorably towards the product (Armstrong, et.al,2018). In below sections, current marketing mix
of the Dominos is explained.
Target Market
According to Parment et.al 2016, The marketing strategy includes firstly identifying the target
audience. Dominos target market is very broad, they target consumer age of 18-35 , with that the

Marketing Strategies and Marketing Process
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company target working class and couples of middle income group who live in semi urban and
urban areas.
Marketing Mix
Product: Dominos is well known for its fresh pizza and quality and services. The restaurant
chain offer non vegetarian and vegetarian variety and focus on localizing the flavors as per the
region and country. Dominos offer wide varieties in pizza in all sizes and flavors and offer
different crust styles for higher customization. Along with that the restaurant chain offers other
food items such as Calzone pockets, garlic breads, Chicken wings, and beverages (Teoh, 2019).
Dominos offer a complete meal package for business class people and individuals.
Price: The target market of Dominos is the middle class income group and lower middle class
group. The main objective of the company is to provide best quality products at the reasonable
price. The company adopted for uniform pricing policy to attract customers. But on the other
side prices of Dominos are higher compared to its competitors McDonalds and KFC. Hence, the
price conscious customers will shift to other brands (Teoh,2019). In order to compete, the
restaurant chain offer special discounts and promotions code to lower the prices.
Place: Dominos opted for direct channel to offer its product to customers. The online platform
and outlets are used in order to reach to customers. In both the cases, packed food is provided to
customers with high quality and services. Dominos has presence across the world with many
outlets in very good locations. The restaurant chain is located in 5,701 cities at the global level
and has 15,000 outlets along with that have presence on online platform (Teoh,2019).
Source: (Dominos,2020)