MKT110 Marketing fundamentals.

Name
Affiliation
Student Id
MKT110 Marketing fundamentals

Dominos Perceptual mapping
High Price/High value
proposition
Pizza hut
KFC
Dominos
High value
proposition/Competitiv
e price
McDonald's
Jumbo King
Low value
proposition/high price
Competitive price/low
value proposition
Vada Pavs

Competitor analysis
• Dominos faces stiff competition from KFC,
Pizza hut, MaDonald’s, Jumbo King and Vada
Pavs among others.
• However, dominos have managed to continue
operating in the market despite the stiff
competition from the above competitors.
• There are some factors which helps it to
perform well in the market.

Targeting Strategies
• Targeting of strategies refers to the process of
selecting customers a company sees as
potential buyers of their products and
determining which product should be sold to
particular customer.

Segmentation variables
Geographical
-Location
-language used
Demographic
-Age
-gender
Behavioral
-Consumer
-Advertisement

Primary segmentation
• Demographical
• Psychographic
• Geographical
• Behavioral

Secondary segmentation
• Age
• Gender
• Activities
• Interest
• Opinions
• Family size
• Location
• Nationality

Definition of targeting strategies
• Targeting of strategies refers to the process of
selecting customers a company sees as
potential buyers of their products and
determining which product should be sold to
particular customer.

Targeting strategy that is useful in Dominos
• Valuable target market
• Market existence period
• Targeting depending on customer taste and
preference
• Gap analysis

References
• Ronald D. Michman, . M. (2018). The food industry
wars : marketing triumphs and blunders. Westport,
Conn: Quorum.
• Rosalind Masterson, . P. (2017). Marketing : an
introduction. Los Angeles: SAGE.
• Sarsby, A. (2015). SWOT analysis. Not known:
Leadership Library.
• Smith, A. F. (2011). Fast Food and Junk Food: An
Encyclopedia of What We Love to Eat. Berlin:
Greenwood Publishing Group.