Strategic Marketing Plan for Domino's Pizza

Running Head: STRATEGIC MARKETING PLAN
Strategic Marketing Plan
Name of the Student
Name of the University
Author Note

1STRATEGIC MARKETING PLAN
Executive Summary
The paper aims at preparing a strategic plan for the Domino’s Pizza by analyzing the internal and
external analysis along with the stakeholder analysis. Domino’s Pizza, Inc. better known as
Domino’s is an American pizza restaurant chain which was founded in the year 1960. The
company products are Italian-American main and side dishes, the artisan style pizzas, the bread
bowls, pasta and oven baked sandwiches too. However, since pizza and cheese oriented dishes
are high fat and high calorie food, maximum people are on the verge of avoiding such
consumption. The forces like the political condition, the social integration, legal boundaries can
pose hurdles on the way of the company’s success. On the other hand, there are market giants in
the industry which can again disrupt it smooth operations. The report finds that the internal
analysis of a brand helps to know the internal strength, weaknesses which can well reflect the
opportunities and threats of the company. The success of Domino’s lies in its global brand
recognition. The management of human capital is another competitive advantage factor of the
company. The report concludes with summing up the main points.

2STRATEGIC MARKETING PLAN
Executive Summary
Table of Contents
1.Introduction...................................................................................................................................3
Background of the Business........................................................................................................3
2 Assumptions.............................................................................................................................4
3. External Analysis.....................................................................................................................4
3.1 Discussion of the theory...................................................................................................4
3.2 Macro/ General Environment............................................................................................5
3.3 Micro/Task Environment /Industry Analysis........................................................................6
3.3.1 The key success factors..................................................................................................6
3.3.2 Industry Analysis............................................................................................................7
3.3.3 Competitor Analysis.......................................................................................................8
4. Stakeholder Analysis...........................................................................................................9
5. Internal Analysis....................................................................................................................10
5.1 Discussion of the theory..................................................................................................10
5.3 Analysis of the company’ vision, mission and goals.......................................................10
5.3 Triple Bottom Line..........................................................................................................11
5.4 The value chain analysis..................................................................................................13
5.5 Competitive Advantage...................................................................................................15
5.5.1 The current competitive advantage.............................................................................15
5.5.2 VRIO on the current competitive advantage................................................................15
5.7 SWOT analysis....................................................................................................................16
5.8 Long term Viability of the Business....................................................................................17
Conclusion.....................................................................................................................................17
Reference.......................................................................................................................................18

3STRATEGIC MARKETING PLAN
1. Introduction
The aim of the report is to prepare a strategic plan for Domino’s Pizza company. The
paper will begin by examining the external and the internal environmental forces along with the
stakeholders’ analysis of the company. The external analysis will divide into macro and micro
environmental factors which will be examined with PEST and Porter’s Five Force Analysis
respectively. The internal analysis will include the SWOT analysis, value chain analysis, VRIO
analysis and Triple Bottom Line. The paper will sum up the main findings and conclude briefly.
Background of the Business
Domino’s Pizza, Inc. better known as Domino’s is an American pizza restaurant chain
which was founded in the year 1960. The main headquarter of the company is in Ann Arbor,
Michigan. In the year 2018, February, it became the largest pizza seller in terms of sales. In the
year 1983, it opened its first international store in Manitoba, Winnipeg (Canada). In the year
1998, the founder of the company Tom Monaghan retired after 38 years of ownership and
handed over the company to Bain Capital Inc. After one year, Dave Brandon became the CEO of
the company (Dominos.co.in, 2019). In August 2012, the company changed its name from
Domino’s Pizza to only Domino’s. A new logo also became introduced.

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2. Assumptions
The Domino’s Pizza is open to the global market and it can be assumed that the various
external and internal forces which can leave impact on the company. The forces like the political
condition, the social integration, legal boundaries can pose hurdles on the way of the company’s
success (Ansoff et al., 2018). On the other hand, there are market giants in the industry which
can again disrupt it smooth operations. The external, the internal and the stakeholder analysis of
the company is highly necessary.
3. External Analysis
3.1 Discussion of the theory
An external analysis is aimed at assessing the changing world where an enterprise
operates. The main purpose is to identify the potential opportunities and threats with an early
warning system. All the businesses in the changing world are subject to the forces more
powerful than they are. This is beyond their control. Hence, any business strategy requires
taking the account of all the forces for recognizing the opportunities and the threats. The
PESTEL analysis helps to analyze the political, sociological, economic, technological, legal and
environmental factors as macro environmental factors (Bhosale & Deo, 2018). On the other hand
the Porter’s Force analysis is helpful in analyzing the market specific factors such as the
bargaining power of the buyers, the suppliers, the rivalry in the market, the threats of new
entrants, threat of substitutes in the market (Cameron, Barrett & Stewardson, 2016). The report
will analyze the macro and the micro environment of Domino’s Pizza through the PEST and
Porter’s Five Force analysis.

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3.2 Macro/ General Environment
Political Issues:
The political issues consist of the work operating in the judicial system and the
regulatory framework that can be distressing for the business in various ways. In the UK, there
are no such factors but in the other countries where the company operates might have political
issues. It can leave impact on the success of the company along with its long term profitability.
As it has opened itself to different types of political environment, the chances of political impact
are high. In order to avoid the political impacts, the Domino’s company can properly analyze the
political conditions before entering a particular market. The factors such as wage legislation,
mandatory employee benefits, the trading partners, level of corruption must be examined
Economic factors
The macro economic factors such as the savings rate, the inflation rate, the foreign
interest rate and the economic style determines the aggregate investment and demand in a
particular economy. The competitive advantage of the company is gained by the competition
norms. The economic factors of a particular country such as inflation, growth rate and industry
economic indicators can be used by the company to forecast the scenario. The exchange rate and
stability host of the company, the infrastructure and government intervention in the market
should be analyzed properly.
Social Factors
The social and the cultural factors leave hug impact on the way an organization works in
the environment. In a particular population, the shared beliefs and the attitudes play a major
contributory role in the way a company understands the customer preferences. The social and