Domino's Pizza: Marketing & Management Case Study

Running Head: PIZZA 0
DOMINO’s pizzA
Marketing & Management
4/17/2019

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Executive Summary
Domino’s Pizza in store opening blitz after growth decreases as they bring new stores to
encourage sales. They are moving at a rapid rate and have plans to add more stores in order to
heat up the competition. Despite promotions, marketing blitz, and investment in new
advancements, Domino’s sales have underwhelmed several investors in recent quarters. In
the following, an effort has been made to analyze the case study and undertake the 5 C,
SWOT analysis, and STP strategies with respect to the Australian market for Domino’s. In
addition, the analysis has been made on the research proposal to identify the consumer needs
and preferences of the targeted market.

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Introduction
Domino’s Pizza plans to open a new store to develop growth momentum in its business,
which has flagged sales growth of 3 to 6 percent and return on earning between $227 and
$247 for the year to June. Dominos has introduced 90 stores so far and will have to open at
least 110 new stores as they have reduced its targets for the opening of the new store from
between 225 and 250 to between 200 and 215 across New Zealand, Japan, Europe, and
Australia. They have increased its European store-count targets from 2700 to 2850 and
Dominos have the capability to achieve the target as they are opening new stores at a rapid
rate. Dominos is more concentrating on encouraging organic growth due to the reason that
people are more prone to them. They have to recapitalize its brand capabilities and required
investment in IT systems, store equipment, and other systems. The stock has fallen down to
15 percent in the past six months and is considerably low from its all-time high price of
$80.10 in 2016 (Taylor, 2016). In the following, an effort has been made to conduct the 5C,
SWOT analysis, Segmentation, targeting & positioning strategies for the Australian market,
and research proposal for a new product/service.
5C analysis
5C analysis is a marketing tool to conduct a situational analysis in which Domino’s pizza
incorporates its marketing practices and includes both the micro and macro environment
factors that influence Dominos’ pizza. It permits the marketing managers to carry out
probabilities to several types of risk exposure, which Domino’s is facing to design marketing
strategies accordingly (White, 2018). The 5Cs of marketing analysis is described below-
 Company
 Customers
 Competitors
 Climate
 Collaborators
Company
The company analysis will assist the Domino’s Pizza to optimize the utilization of the
marketing resources as each organization has diverse skill sets and marketing budget to
implement the promotional campaigns and marketing strategies.

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Mission & vision- Domino’s pizza mission is to maintain greater standards of the
international chain of delivery of pizza and deliver the experience of an excellent product
with greater customer service. Their main mission is to offer the taste in the fastest means to
the consumer differentiated from other competitors. Their vision is to be the best operator and
achieves the high quality so that customers get satisfied.
Objectives- Their objective is to deliver the long-term value to its shareholders and letting
customers have snap-updates over their orders by utilizing mobile technology. They need to
increase brand equity in both among the perspective as well as existing customers.
Culture- Domino’s Pizza has a strong culture of the process as well as product innovation as
they need to generate strong marketing department, which assists in designing successful and
effective promotional campaigns (Nilofer and Rizwanullah, 2017).
Customers
The customers’ analysis will help the Domino’s Pizza to select a target market and
implementing marketing strategies to attain desired to a position in the minds of the
customers. This has been evaluated from the research that Domino’s Pizza treats people in
the best manner and maintain consistency in taste as well as quality. They are providing its
customers comfortable and well facility ambience to maintain a good brand image. They
should concentrate on making more coupons accessible to their customers. They should also
enhance their marketing strategy of pizza delivery, which assists in combating declining sales
and tough competition. They should also concentrate on enhancing their customer base,
which would improve their market share and profitability. They can also add new products as
well as producing more variety to their set menu with the changes in taste and needs of their
customers.
This has been analyzed from the research conducted that Domino has reported $1344 million
in revenue and a net amount of approximately $56 million. They need to continue to diversify
their product line and improve customer satisfaction in the future. This tends in encouraging
very loyal customers and builds a strong network with their franchisees. They need to
implement strategies that would be successful for customers who are seeking special events
and parties (Mishra and Modi, 2016).
Competitors