Comprehensive Marketing Report: Domino's Pizza's Australian Operations

This report offers a comprehensive analysis of Domino's Pizza's marketing strategies in Australia, examining its operations, product offerings, and consumer base. It delves into the extended and current marketing mixes, highlighting key elements like product, price, place, promotion, process, packagi...Read More

Running head: MARKETING FUNDAMENTALS
MARKETING FUNDAMENTALS
Name of the Student
Name of the University
Author Note

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Executive summary
This paper talks about the company Domino’s and sheds a light on its operations in Australia
and the impact of Australia on the operations of the company. The paper provided the
marketing mix of Domino’s and provide recommendations to make effective changes and
come up with new strategy management that will help the company retain its position and
protect the company from probable threats that will pave for the success of the company and
help in the expansion of Domino’s in Australia.

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Table of Contents
1. Introduction.........................................................................................................................3
1.1 Company......................................................................................................................3
1.2 Product.........................................................................................................................3
1.3 Consumers...................................................................................................................3
2. Extended marketing mix.....................................................................................................4
3. Current marketing mix........................................................................................................6
4. Market trends......................................................................................................................9
4.1 PEST analysis..............................................................................................................9
4.2 Corporate Social Responsibility................................................................................12
4.3 Environmental issues.................................................................................................12
4.4 Ethics and diversity...................................................................................................12
5. Recommendation..............................................................................................................13
6. Conclusion........................................................................................................................13

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1. Introduction
Marketing strategy is the overall plan of a company or a business in order to reach people
and turn the people into customers of their service or products that the business or company
may provide. Marketing strategy of a business or a company contains the value proposition of
the company, the key and important marketing message, the information of the target
audience and other high-level and important elements (Moorman & Day, 2016). Marketing
strategy is an important aspect of every business and it helps to provide the company an edge
over the competitors of the company. This paper will shed a light on the marketing strategy
of Domino’s pizza and will assess the contemporary issues that are in the market in order to
make strategic changes that will help Domino’s to improve their overall marketing strategy.
1.1 Company
Domino’s is an American restaurant chain that sells pizza. The company has been very
popular and since then has established their franchise all over the world.Domino’s came into
existence in Australia in the year 1983 in Springwood, Queensland and currently has
established more than 600 outlets in Australia itself making it one of the most famous pizza
outlets in Australia (Dominos.com.au, 2019).
1.2 Product
Domino’s has huge variety of pizzas catering to both the vegetarians and the non-
vegetarians. Domino’s provides different drinks, shakes and desserts and even side dished
like chicken wings, garlic bread and many more to provide audiences with a lot of variety
(Dominos.com.au, 2019).

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1.3 Consumers
Domino’s targets all the customers however they focus on the young adults between 18 to
35 years of age. It targets the consumers on the basis of their lifestyle and psychology mainly.
According to research mostly college going children and young adults consume pizza
frequently.
2. Extended marketing mix
Marketing mix is an essential tool that helps organizations and companies to make ideal
and effective marketing strategies that will help the companies to become a success in the
market (Abidemi, Halim&Alshuaibi, 2017). The basic principles of the marketing mix are
price, promotion, place and product (Waheed et al, 2017). Based on the analysis of the four
main factors companies create innovative marketing strategies that will help in making
effective changes. However there other factors that is also important factors of the marketing
mix. They are process, packaging and physical evidence. These factors are the extended

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marketing mix and are equally important that help businesses to come up with effective
decisions and to create an effective marketing strategy.
Packaging of a product or a service is one of the important factors in creating a marketing
strategy. According to scholars many people buy products on the basis of how it looks and is
presented (Selvaraj& Jacob, 2017). Scholars say that visual appeal is important while
choosing or selecting product (Rathee&Prakash, 2017). Attracting the target audience is
keyas there are many products in the market that the consumers do not know anything about
but solely and purely buy because of the packaging.
Process is another factor of the extended marketing mix where the offering of a company
or an organization and the experience of the customer is assessed.There are various types of
process and they are enhanced to cater to the needs of different customer that will help the
company in the experience of the company. Processes include indirect and direct activities
(Reymen et al, 2015). Indirect activities are the back office jobs which support services
during, before and after the service or the product are consumed by the market.Scholars say
this is an important factor that leads to brand loyalty (Tsiotsou& Goldsmith, 2017). If people
are provided with services after consuming services and products the customers start having
faith in the company which makes them make a second purchase or paves way for the loyalty
of the customers towards the brand.
Physical evidence is another important extended marketing mix factor and principle.
Services are intangible however consumers mostly rely on the physical cue that helps the
customers to evaluate before making a purchase (Khan, 2014). Thus marketers need to create
and implement tangible decisions that will help to take care of the needs of the
customers.Company focuses on the elements that make the company’s services.

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3. Current marketing mix
The current marketing mix of Domino’s is nicely planned and has helped to attract the
customers and potential customers in Australia to buy pizzas from here that has made the
company to successfully operate in Australia.
Product  Brand name
 Hygiene and quality of the pizzas
 Innovative new recipes(Vandevijvere
et al, 2014)
Price  Affordable price
 Provides various discounts, schemes
and offers
 Caters to customers according to their
income as they provide a huge price
range (Wolfe et al, 2017)
Place  Established in about 50 countries with
over 8000 outlets worldwide
 Mostly centrally located for the
convenience of the people and also
for the delivery as they provide
delivery services as well
 Efficient delivery as they carry pizzas

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for delivery in heat wave bags
Promotion  Regular offers and discount schemes
 Provides combo packs
 Customization of pizza
 Cater different flavors as per the
preference of the local market
 Availability of web coupons on their
official site
 Launched apps for delivery of pizzas
in an easier manner (Bettiga,
Lamberti&Noci, 2018).
 Provides coke because of the business
deal with the aerated drink company
 Fast delivery service
People  Trained employees (Moore, 2017)
 Enthusiastic, dedicated and young
employees
 Provide their employees with basic
and necessary facilities like travelling,
incentives, bonuses and perks

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Processes  Believes in thinking locally and
acting regionally
 System of self service
 Introduce new products and innovate
with the flavors to gain competitive
advantage in the market
(Bhosale&Deo, 2018)
Physical evidence  Friendly and clean services
 Effective and efficient customer
service
 The brand logo (Tung,
Cheah&Foster, 2016).
 Favorable parking space
 Use of advanced technology
 The use of online websites
 Good infrastructure
4. Market trends
With time the trends of market change. Market change is the tendency of the change in
the financial market over time in a particular direction.

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4.1 PEST analysis
PEST analysis is a strategic tool for businesses to determine, organize, evaluate and track
the macro environmental factors that impacts the business of the organization or a company
in the future. This analysis helps in examining the threats and opportunities based of political,
social, technological and social factors. The PEST analysis of Australia that impact Domino’s
is the following:
Political factors  Importance and active presence of the
local governments
 Governance system (Sotarauta&
Beer, 2017).
 Presence of pressure and protest
groups, non-government
organizations and activists.
 Continuous change in policies with
the advent of new government
 Regulatory practices
 Taxation policies (Bartlett, 2018)
Economic factors  Efficiency of the financial market
 Economic cycles
 Increase in the inflation rate (Bishop
& Cassidy, 2017).

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 Availability of infrastructure
 Moderate to high skilled labor force
Social factors  High literacy level
 Shift in lifestyle for achieving healthy
living (Leslie et al, 2015)
 Power structure
Technological factors  Technological innovation
 Advanced technology
 Research and development
investment
 Lowering cost
From the PEST analysis of Australia it can be assessed that the country can have
various impacts on the business of Domino’s. The local government in Australia plays a vital
role in the regulation and policy making.Thegovernance system of Australia that is currently
present, has served their purpose for a long time and the introduction of new leaders are not
going to affect much but they may initiate new and make changes in the existing laws that
may be difficult for the company to follow. Domino’s has benefitted from the lower taxation
policies that has resulted in the increase in expenditure for development and the research
policies and high profits however the increase in inequality in Australia may lead to the
changes in the tax policies that may impact the business of Domino’s negatively. Apart from
the government other stakeholders like the activist movements, pressure and protest groups

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and non-government organizations have a vital role to play in the policy making of the
country. Pizza is labeled as junk food and Domino’s is a pizza company thus the other
stakeholders may protest and come up with initiatives to ban this chain in the country to
promote healthy lifestyle. The change in governmental policies may affect the company
negatively.
Australia has much skilled labor force that may help in the smooth operations of the
company. The financial market of Australia is highly efficient and will help Domino’s in
their further expansion in the country.The government has decided to increase their
investment in order to develop core infrastructure in order to improve the business
environment of the country that will help Domino’s to set up their chains efficiently.
The country has high literacy level that will help the company to hire efficient
employees in the workforce in managerial position in order to develop their business. The
change and the shift to healthy living of the people in Australia might reduce the sales of the
company as the main product they sell is pizza which is unhealthy and categorized as junk
food in the market. The income inequality in the country is increasing that has resulted in the
stagnation of income in the society. This will affect in the pricing strategy as Domino’s will
not be able to increase the price.
The advanced technology has helped the company in their operations and has helped in
providing high quality services. The innovation will help the company in enhancing their
performance.
4.2 Corporate Social Responsibility
Domino’s has developed Give for Good program that is a registered charity that collects
donations to support charities across Australia. The program focuses on four primary areas
that is youth and education initiatives, disaster relief, rural communities and entrepreneurship

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(Dominos.com.au, 2019). The company provides all the information related to additives,
allergens and nutritionals for transparency for the customers so that they can choose the
product they want to consume. Domino’s does not deliver and market to children as it is not
healthy for children and can pave way for obesity (Dominos.com.au, 2019). Domino’s
supports practices to sustainable food and highly supports the farmers and look into the
development of the farmers by providing wellness, improve the practices and help by
researching and developing the conditions of the farmers (Dominos.com.au, 2019). For
deliver the company provides E-Bikes to keep the environment pollution free
(Dominos.com.au, 2019).
4.3 Environmental issues
Energy consumptions by the outlets of Domino’s have created certain environmental
issues in the country. The use of extra energy has resulted in the scarcity of power.
4.4 Ethics and diversity
Domino’s has a diverse workforce. The company hires young and dynamic people who
will be able to cope up with the environment instantly. The company motivates employees
with incentives and perks that has been appreciated however there have been reports of
Domino’s underpaying their employees and making them work in avid and extreme
conditions.Reports of replacing workers show the cruel reality of the famous company and
show the issues in the workplace and the company does not have a proper business ethics
code that can be implemented to diversify and bring positivity in the workforce.
5. Recommendation
The recommendation for Domino’s company to try a new marketing mix is the following:

13MARKETING FUNDAMENTALS
Product  Introduce more categories to the
menu
 Add healthy drinks and pizzas to the
category

Price  Offer separate discounts for people
downloading the app
 Come up with more combo meals
with suitable price affordable
especially for the young college
goers.
Place  Availability of their services in
outskirts
 Availability of their services near
beach areas
 Expansion of outlets near schools,
universities and malls.
Promotion  Offer different schemes for school
and college going people as they
consume pizza the most compared to
adults
 Come up with new toppings for

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customization
People  Hire more employees
 Provide medical benefits for their
employees
 Increase the salary of the employees
Process  Introduce new modes of services
other than self service
 Open till late nights during occasions
and matches
Physical Evidence  Usage of advanced technology
efficient for business
 Provide comfortable seating
arrangement
6. Conclusion
Domino’s has been a successful company not only in Australia but all over the
world.The marketing strategy of the company is strong that has helped the company to
expand their business all over the world opening about 600 outlets in Australia itself.

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However there are certain problems that may arise in the future with the change in the society
of Australia that has the potential to negatively impact the company. Domino’s needs to make
minor changes in the operations and come up with new marketing strategies that will help the
company flourish and establish more outlets in Australia that will generate profits for the
company.

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