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

10COMMUNICATION IN DOMINO’S
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

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communicated with short, simple but effective message (Mishra, Boynton & Mishra, 2014).
Therefore, the external stakeholder’s message and the objective of communication must be
cleared at the initial stage
1. Communication objective
o According to the analysis of done above about the company’s goals and objectives is clear
that main focus if the company is to be leader in the fast food chain and also provide food
with quality.
o They also want to deliver food in with the time frame of 30 minutes.
o They also want to affect the food habit and mindset of the people of getting food on time,
making them differentiate among other multinational food chain (Zhao. 2017).
o Another objective that can be surely achieved by Domino’s is their relationship with the
suppliers of the company’s food resources and equipments (Mishra, Boynton & Mishra,
2014.
2. The two relevant information that the stakeholders of the organisation should
understand are
As a multinational fast food chain, Domino’s revenue is dependent on the function of the
stakeholder’s interest. Thus, the company is dependent on the stakeholder’s like consumer and
suppliers. They must be coaxed to understand the key messages that the company is trying to
make them understand. The key messages that are aimed to make people understand the core
benefits that the company is looking to provide in their customers are

13COMMUNICATION IN DOMINO’S
 Domino’s goes by the quality maintaining and improvements process, so they are also
looking for their suppliers to do the same. The company to use the updated information
must prioritise it and they must continue to provide the accurate, balanced and
proportional amount of supply they are providing. The consistency must also be provided
as the company is dependent on the materials they are using.
 Domino’s is provides a quality food to their customers. The factors that are maintained
while making the food are, it is certainly made with keeping in mind about the health and
safety standards, environmental impact is also maintained. It is also build while
maintaining cost efficiency (Hoque 2013). The company and its entire master franchises
also maintain the legal frameworks. They also want the customers to understand that they
are very much interested in evolving with the society, they are not afraid of taking the
bad review. They also are willing in taking steps to change with the customer’s negative
feedback process.
3. Analysis of the target audience or stakeholders group
The analysis of the target or the stakeholders group is one of the most important factors in
marketing. Profiling the customers is necessary and who are the competitors in the market gives
insights to certain parameters that are crucial for the company. The external stakeholders of
Domino’s include the customers all over the world and suppliers of the products and equipments
of the company (Enkel, Dingler & Mangels, 2017). The decision making process is affected by
this evaluation process. The findings are used in making policy considering these factors.
Domino’s target audience was slowly diminishing in number, which disappointed the
company very much. After the analysis, they found that the company has only focused on the 18-

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35 years age group. This focused group contains the most target audience of Domino’s. They
also focused on the loyal customers of the company. As quick service restaurant, they also
focused on providing meals to the blue-collar officials (Brewster et al., 2016). As they have very
little time to spend on meals.
4. Evaluation of two communication tactics to get the message across the target audience
and stakeholders
The company vastly uses the digital media to communicate the messages to their
customers. All the social media channels YouTube, Twitter, Facebook are used in
communicating. They have also developed their own optimised website in order to take orders
and it provides the different payment options. The social media channels are effective in
communicating the key messages to the customers of Domino’s (Baker, 2014). The other media
to get the message to their suppliers are the emails and phone calls. Keeping the messages simple
and following up with brief phone calls to their customers are necessary as well as effective. This
communication tactics with the courtesy of maintain the relationship is necessary for the
company.

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Task 3
1) To involve the staff in achieving the professional relationship in the workplace the
following processes are considered
(a)
 Two common communication barriers in workplace - It has been seen that there is gender
barrier in the workplace of Domino’s. According to this disproportionate factor there is
also a fear of inferiority among the company’s personnel. The minority in gender in the
organisation might feel uncomfortable in communication. This may increase the
unnecessary conflict in the company (Enkel, Dingler & Mangels, 2017).
 As a multinational, they have to deal with different country that includes dealing different
languages. Much society has evolved and adopted English as a second language. The
franchises are managed by the master franchises in every country, which have to be dealt
with different people with variety of languages, thus this becomes a huge barrier for the
company to seek solution for cultural differences among the people (Enkel, Dingler &
Mangels, 2017).
(b)Importance of professional relationship in workplace
People’s are organisation’s important part where the developing a professional
relationship is necessary. The co-workers build a relationship based on the work they shares or
time they shares. This relationship must be developed based on informal get-togethers as well as
encouraging employee interaction. To improve the teamwork teams must consider that the

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collaboration among the team members is easily accommodated (Brewster et al., 2016). To build
the employee morale this relationship is also extremely essential. The improved overall morale
of the team is needed and unfriendly factors should be avoided in this process. The people person
of the company craves this relationship to feel connected. This affects the employee retention
and lowering the prospect of attrition. The common objective of the company is to increase the
productivity. Happy and satisfied employees naturally create the most productive result
(Brunton, Eweje & Taskin, 2017).
(c) Four factors in developing the relationship in the workplace
The main factor in developing the workplace relationship is the communication. The
intercommunication channels to develop a workplace communication are necessary. The people
in the teams must communicate regularly. For a better bonding people in professional
relationship must discuss all the issues face to face, with mutual understanding of each other’s
position. Compatibility is another factor that must be considered to eradicate the conflicts to
build this relationship (Booth, 2015). Honesty, forgiving nature, time plan are necessary for the
company to develop the relationship in the workplace
(d) Strategy to reduce the communication barriers to allow effective innovative decision-making
process
To eliminate the barriers in communication regular gatherings and meeting should be
held in proper manner. The discussions of the status and general meetings should be monitored
and evaluated afterwards (Booth, 2015). Another process of reducing the barriers is usage of
common rooms. This helps in developing innovative decision-making process.

17COMMUNICATION IN DOMINO’S
2. Evaluation of workplace of relationships using the criteria below
Every business is dependent on the timelines to meet the target to provide the customer
with the product or the service. This affects the workplace relationship, as people have to
perform within the deadline (Amorim & Machado, 2014). This is necessary to be monitored as
people with different ability provide different performance with time factor taken into
consideration.
To monitor the quality and quantity of workload the evaluation of the workplace
relationship of the company is necessary. There will certainly be difference in performance
between the poor, good, and better performing employees (Riley, 2014). People will be unhappy
and jealous regarding the matter, but it can be reduced by the transparent performance review
system.
A proper cost benefit analysis of the strategies taken in improving workplace relationship
can be used in determining the proper outcome (Beckley, Best & Beeke, 2017). As this will be
complex procedure as calculating relationship matter is not possible, but if the productivity of the
company increases then it can be determined that the workplace relationship has improved. The
fundamental assessment will be helpful in decision-making process.
Willingness to build a long-term relationship of the employees must be given emphasis as
this affects the relationship among the colleagues. This can also be developed as positive
relationship influences the work (López & Monfort, 2017). Becoming an encouraging person and
communicating daily, making sure all the necessary information is communicated is also
essential.

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3. Generic communication strategy to develop quality focused professional relationship to
address the weakness.
As highlighted in the tasks above that professional communication strategy to reduce the
barrier of gender difference meetings should be held on regular basis to track is any gender
issues are affecting the workplace relationship. The company’s human resource managers should
also be aware of any kind of situation that hampers the productivity of the employees (Breitsohl,
Khammash & Griffiths, 2014). To reduce the language biasness all the personnel must be trained
in terms of any requirements at the initial stage. This will ensure the teams are well collaborated.
In this case, the codes languages help in maintain the quality of the workplace relationships as
well as smooth execution of the process.
4. Developing the strategies to establish the productive working relationship by involving
the staff in
(a)Setting goals and objectives – to develop strategies the feedbacks, systems by individual
emails of the employees are necessary, as they are the elements of the company’s quality
workplace relationships (Bailey et al., 2017). The objectives should be aligned with the main
goals of increasing company’s productivity.
(b) Opportunities to provide feedback on work related issues – the general meeting sessions
should be a communication process. As communication is a two way process, therefore, the
opportunity for giving work related feedbacks are necessary.
(c) Sharing constructive ideas and opinions – the discussion forums are focus of generating the
constructive ideas. Many companies have workgroup chats and opinions for sharing the ideas.

19COMMUNICATION IN DOMINO’S
Example – IBM has an expert pool network to generate and brainstorm the ideas dropped on that
network (Boella & Goss-Turner, 2013).
(d) 360 degree feedback – A 360 degree feedback is important to develop a workplace
relationship. This ensures a proper grooming of the people who are listed for promotion (Argenti,
2015). The behavioural aspect of those individuals as well as the performance measurements are
well evaluated in this process. If a person listed to promote to a senior position then his
subordinates colleagues and supervisor must be included in the feedback process.
(e) Policy change – the policies includes the standards and procedures of the company. In this
case, the change in the policy must be considered if the current regulations are not effective in
generating the proper workplace relationship.
(f) Operational change – the operational change is needed if the procedures hampers in forming
workplace relationship. If the nature of work or timing or place of the workplace becomes a
hindrance in forming a proper workplace relationship then the company must consider a change
in timing or accommodate a common room for discussion.

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