Communication Strategy in Domino's: SWOT, Channels, and Barriers

This report provides a comprehensive analysis of Domino's communication strategy, beginning with a SWOT analysis to understand its strengths, weaknesses, opportunities, and threats. It examines the impact of the SWOT on communication and business processes, identifying key internal communication needs such as employee engagement and the importance of effective communication tools like headsets. The report explores conflicting interests and threats, including employee attrition and data security concerns, and evaluates Domino's communication channels, highlighting the effectiveness of both formal and informal channels. It also discusses the role of legal and ethical considerations, such as privacy, discrimination, and duty of care, in communicating with internal stakeholders. Furthermore, the report outlines strategic workplace communication strategies, including the use of headset communication and newsletters, and proposes a communication plan to address internal and external communication needs, suggesting strategies to reduce communication barriers through regular meetings and digital communication formats.

Running head: COMMUNICATION
Communication strategy in Domino’s
Name of the Student:
Name of the University:
Author note:

1COMMUNICATION IN DOMINO’S
Executive summary
The purpose of this report is to analyse Domino’s strategy of communication. Therefore, the
SWOT analysis gives the insights in this process. The human resource management here
analyses the only communication need of the study. The main structure of the company depends
on the effectiveness of the communication in the internal territory. The employee feedback
system can be suggested for the company to eliminate the identified problem. The certain
internal channels that the company has like, digital training sessions, testing, and employee
check ins in their outlets and other unofficial group chats. The newsletters are part of official
communication channels and thus are effective in communicating the proper information. The
second task contains different strategy of communication to the external stakeholders of the
company. The objective of the communication is also suggested. The third task outlines the
following communication barriers and how to eradicate them. The strategies are suggested to
eliminate the problems of communication with external and internal stakeholders.

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Table of Contents
1. Company’s SWOT analysis.........................................................................................................3
2. Impact of SWOT identified in communication and in process of business................................4
3. Two major internal communication needs of the business..........................................................5
4. Two conflicting interests and threats of the business..................................................................5
5. Evaluate organisation’s communication channel........................................................................6
6. Role of the following legal or ethical considerations in communicating with internal
stakeholders in Domino’s................................................................................................................7
7. Strategic workplace communication strategies...........................................................................8
8. Communication plan....................................................................................................................8
Task 2.............................................................................................................................................10
1. Communication objective..........................................................................................................11
2. The two relevant information that I want the stakeholders of the organisation to understand
are..................................................................................................................................................12
3. Analysis of the target audience or stakeholders group..............................................................13
4. Evaluation of two communication tactics to get the message across the target audience and
stakeholders...................................................................................................................................13
Task 3.............................................................................................................................................15
1) To involve the staff in achieving the professional relationship in the workplace the following
processes are considered................................................................................................................15

3COMMUNICATION IN DOMINO’S
2. Evaluation of workplace of relationships using the criteria below............................................17
3. Generic communication strategy to develop quality focused professional relationship to
address the weakness.....................................................................................................................18
4. Developing the strategies to establish the productive working relationship by involving the
staff in............................................................................................................................................18
Reference.......................................................................................................................................20

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1. Company’s SWOT analysis
The company is in the industry of producing Pizzas and in charge of home delivery.
Strengths
 The most important trait is the brand recall factor of the company. The company’s
aggressive marketing strategies provided them with the brand recognition in the market.
 Domino’s has franchises all over the world, which helps them in communicating properly
in an integrated way (Andersson, 2016).
 Consumers differentiates Domino’s service also in their delivery precision
 Healthier alternatives given by them have become very important, as that helps them in
increasing Corporate Social Responsibilities.
 Efficient supply chain management
 Efficient communication strategy with customer
Weakness
 The major down turn of the company was in the year 2009 when the company faced
crisis in their communication strategies.
 Maturity of the market also affected them
 Low staff retention and absence of the proper training and development strategies in the
human resource management function is also weakness of the company
Opportunities
 The company is currently expanding internationally as well as planning to extend its
operation in other countries too.
 Enhancing their services in the health conscious eatables and additives are very far-
sighted decision that may reflect in their annual revenue.

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 Integrating their channel communication among the internal and external stakeholders
can be used to their advantage (Andersson, 2016)
Threats
 Direct and indirect competition from international chains like, McDonalds and KFC
 Change in consumers eating habits and health consciousness. (Wehrmeyer, 2017)
2. Impact of SWOT identified in communication and in process of business
From the above analysis, it can be stated that the company has effective communication
strategy incorporated with them. The main structure of the company depends on the effectiveness
of the communication in the internal territory. To understand the impact of their communication
system, the structure of the company must be discussed. The company is lead by J. Patrick
Doyle, the CEO of Domino’s USA (Kim, 2016).. Board of directors in the company oversees the
different activities. The franchises in different countries for over than 5701 cities in the world.
Their rights to operate in franchises are very limited and their master franchise is publicly listed.
Therefore, from the brief of the company’s governance structure it can be said that the franchises
operate in different countries and cities with their own operational process. This operational
process affects their communication system. The integration of this system has influenced their
quality management issues. The challenges they faced in the year 2009 shook their root of the
communication system and crisis management. The social media exposure of the adulterated
food was exposed by their employees who were very upset with the companies’ policies of
human resource management, as identified in the threats analysis of the business. The strength of
the business also lies in the efficiency in providing quick service. Good network in the channels
also provides correct information flow in the company. The company maintains proper control
among their franchises as well as the domino’s outlets in USA.

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3. Two major internal communication needs of the business
As a quick service restaurant, the company has certainly achieved the proper height of
success. However, there are some problems in the internal communication system that can
eliminate the problems the human resource management faces. Employee engagement of the
company is crucial for the business to grow. High attrition rate in the employee indicates the
poor middle management structure and communication system of the company. The employee
feedback system can be suggested for the company to eliminate this problem. Another, internal
communication upgradation can be suggested is the use of headsets and all the similar
equipments that comes with it. This will ensure all the key person in the service delivery process
is well connected. This will also increase the service efficiency. Using SMART goals and
making the middle level managers understand is way of driving towards the purpose of
effectively communication. All hands free headset and gadgets to access information of the client
from the centre. These equipments will enable the staff to private and secure communications as
well as the comfort of accessing that and work at the same time. The delivery persons can access
all the information while doing the delivery, which will also increase their efficiency.
4. Two conflicting interests and threats of the business
The major threat in the communication system among the company is in their
vulnerability in retention strategy of their employees. The company faces excessive amount of
employee attrition. The company’s strategy to increase the payment of their employees failed
miserably. Therefore, the company adopted plan of e learning service for their employees. This
process helped them in increasing the efficiency of the training and development process before
recruitment. This also helped in the process of enhancing the staff’s passion in their work. This is
one the conflicts as well as threat that is identified. Another threat to the business associated with

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the communication system is in its weak security administration. This is the major threat that has
potential to break its communication purpose. As an actively operating multinational, they have
access to a huge database of customer that are shared by the company in all its outlets.
Exploitation of that data can lead to spoofing of internal application issues. The network security
threats could lead to connection hijacking, snooping, authentication attacks and other fraud and
misuse cases.
5. Evaluate organisation’s communication channel
There are three different form of communication channel in Domino’s. Formal, informal
and unofficial. As the different outlets of the company has formed a group and is connected by
the central body at different country. The culture and ethics that the company goes by, is one of
the most important part of communication (Stegaroiu & Talal, 2014). This has been their motive
from the origin of Domino’s. The certain internal channels that the company has like, digital
training sessions, testing, and employee check ins in their outlets and other unofficial group chats
(Peppard & Ward, 2016). The newsletters are part of official communication channels and thus is
effective in communicating the proper information. The feedback sessions held in the companies
are also effective in gauging the employee review. The other communication among the master
exclusive franchises all over the world is also engaged digitally with emails, chats and video
conferencing among them (Beckley, Best & Beeke, 2017). This provides them a certain
advantage of having the fastest delivery. Moreover, the separate entities takes care of their
employee’s well being with different basic standards that are set by Domino’s. The only
ineffective part of the communication is the procedure and standards set by human resource
management. The result of this affected the company very poorly in terms of handling the
massacre of Domino’s that happened in 2009 regarding serving an adulterated food. The

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company went through a huge loss afterwards (Greene, 2016). Thus, this communication channel
is not effective.
6. Role of the following legal or ethical considerations in communicating with internal
stakeholders in Domino’s
(a) Privacy, confidentiality and disclosure – the privacy of the information is of utmost
importance in Domino’s. As highlighted before, the data security for Domino’s is a vulnerable
situation. Therefore, the privacy of customers as well as the supplier’s information should be
communicated to the internal stakeholders of the company.
(b) Discrimination – As the company operates on an international level the policies regarding the
racial as well as language discrimination should be communicated at the initial stage of
induction. All the subordinates and master franchises of Domino’s should also maintain this
ethics.
(c) Duty of care - The employees must be taken into consideration of employee safety and well-
being while forming these policies. This act according to the respective countries should be part
of the communication policies framed by the company. The negligence of this act should be
avoided at priority.
(d)Mandatory reporting – this requirement of providing information on legislative bases is
necessary (Greene, 2016). The report should be submitted in observation of suspected cases of
child abuse, disable and neglect of government authorities and others. Mandatory laws on
reporting also must be given emphasis with description.

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(e) Informed consent – this consent of the employees must be taken before recruiting the people.
Regarding healthcare and clinical approval of the employees, they should not be recruited. The
clear prescription of their work, facts and implication of performing an action should be made
understood before the signing off the paper.
7. Strategic workplace communication strategies
(a) There are many form of communication process in a workplace. Thus, the internal
communication strategy for the internal stakeholders can be a headset communication. Using the
headset will ensure the specific information is communicated and they will also ensure the all
channel headset communication that all the relevant information about the customers are
processed with the key person (Wang et al. 2016).
(b) Another external written communication strategy based on the research is communicating
with the companies newsletters. This written communication strategy will ensure all the
important information are communicated to the external stakeholders. This will also ensure what
are the information and action are needed to be performed by them to fulfil the strategy’s
effectiveness.
8. Communication plan
a. Two process that can be adapted to communicating the strategies for internal stakeholders to
suite the range of context is using a face-to-face meeting sessions to for discussion in serious
matters (Wang 2016). A serious tone should also be used in this context. Another, adopted
process is outlining the procedure of communication in Domino’s in a digital format that can be

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used by all the internal stakeholders of the company. This will help in connecting the people
from different countries as well as standardising the process.
b. To reduce the communication barrier a regular basis status and general meetings should be
held. Paying attention to the person’s nonverbal messages, listening, and focusing on the major
thoughts of the individuals can reduce the communication barrier of in the workplace.
c. To implement each of the communication strategy the following procedures should be
followed
o Outline the rules and regulation keeping in mind of the working time
o Standard procedures of the company should be communicated to the employees in both
printed and electronic form
o The standard procedures should be highlighted in the common bulletin board of the
company.
o The pros and cons of any actions regarding the communication procedures should be
outlined and communicated too.
d. Analyse information and resources for implementing the communication strategy
As a headset channel is selected for communicating through the internal stakeholders, the
resources needed would be expensive to implement. A headphone for work purpose for all the
key people who are connected to the customer’s relationship function as well as the delivery
process will be costly for the company (Wehrmeyer, 2017). The information shared within the
company will be private in using the headphone and will be limited among the key people.
Another communication strategy that has been selected is the company newsletters. To

11COMMUNICATION IN DOMINO’S
implement those proper resources would be the key information to be communicated. This will
be cost effective way of communication.
(e) Developing a communication plan reflecting the strategies and resources to reduce
communication barriers among the internal stakeholders in the workplace
The barriers that are identified in the company are language and gender barriers.
Therefore, the new strategy of using headphones is suggested. The barriers of gender would also
be eradicated if they are educated enough of the process. This would ensure the gender barriers
will be slightly eradicated from the company. The conversation among the company’s personnel
will be limited less affected by gender issues (Zhao, 2017). To remove the other barrier of
language Domino’s should be focused on recruiting people who are proficient in the common
language of English. In addition, at the initial stages of work, they also should provide training
them in the verbatim that are common to use in the industry. This way the problems can be
solved further.
Task 2
Domino’s main objective is to be more recognised in the fast food industry of quick
service restaurant. Their slogan of “you got 30 minutes” is one of the major focus area for them.
The guarantee is certainly maintained by them. The stakeholder’s network is very important to
maintain. The external stakeholders for Domino’s includes the consumers, suppliers of the
company. Communication with the internal stakeholders that is outlined in the previous task, is
dependent on the communication with the internal stakeholders. If the company’s employees are
not satisfied with the work and all the related elements of that they are provided with then it gets
reflected in their work. The company’s motive to serve fast food to the customers must be