MKT600: Domino's Marketing Analysis: SWOT and PESTEL Analysis

This report provides a comprehensive marketing analysis of Domino's Pizza, examining its micro and macro environments. It explores consumer behavior, competitive forces, and the application of SWOT and PESTEL analyses to understand Domino's market position and strategies. The report delves into factors influencing consumer buying behavior, including cultural, social, and psychological influences. It assesses Domino's strengths, weaknesses, opportunities, and threats, alongside its competitive landscape, including Pizza Hut and Little Caesars. Furthermore, the analysis covers the macro-environment, including economic, social, cultural, technological, demographic, natural, political, and legal factors. The report concludes with insights into Domino's market capabilities and recommendations for future marketing strategies, offering a detailed overview of the company's operations and its ability to serve the needs of its target market.

Running Head: DOMINO’S MARKETING ANALYSIS
Domino’s Marketing Analysis
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DOMINO’S MARKETING ANALYSIS 2
Executive Summary
Marketing analysis is significant to every organization that needs to grow its market
command both in the domestic and international market. The following report explores Domino
Pizza and its market capability with focus on the micro and macro-environment factors through
the application of SWOT and PESTEL analysis.
Table of Contents

DOMINO’S MARKETING ANALYSIS 3
Brief company background..............................................................................................................4
Domino’s consumer behavior..........................................................................................................4
Microenvironment...........................................................................................................................5
Domino’s SWOT Analysis..........................................................................................................5
Dominos microenvironment market analysis..................................................................................8
Summary of competitors, what they offer and who they seem to target.......................................10
Pizza Hut....................................................................................................................................10
Little Caesar Enterprises Inc......................................................................................................11
Macro-environment.......................................................................................................................12
Economic environments.............................................................................................................12
The social and cultural environment..........................................................................................13
Technological innovations.........................................................................................................13
Demographic..............................................................................................................................13
Natural environment..................................................................................................................14
Political and legal.......................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

DOMINO’S MARKETING ANALYSIS 4
Brief company background
Dominos is an Australian Pizza enterprise that is a franchise of the US-based Domino’s
Pizza Inc. basing on the value of the Domino’s in Australia: to deliver value to staff, customers,
stakeholders, and shareholders thus need an extensive marketing strategy. The company's
customer profile entails both men and female between ages of 18-39 thus has large customers
base. Currently, Dominos owns about 586 stores in Australia thus commands about 32% of the
Australian pizza market.
Domino’s consumer behavior
Every successful organization always focuses on consumer buying behavior during the
marketing mix development and implementation. Consumers buying behavior thus is based on
the purchase decision-making process that is always disturbed by factors such as cultural, social,
individual and psychological factors. Dominos’ marketing should be directed by consumer
buying behavior. Dominio’s consumer buying behavior is influenced by both the external and
internal forces. The external forces that affect consumer buying behavior include social and
cultural, social classes. All consumers’ behaviors are depended on other people’s behavior such
as family members (Shahid, Rappon & Berta, 2019). Socialization among the family and friends
influences purchase decision making among the little ones (Yuha, Jin, Choi & Kyungmook
2018). Proper marketability for the dominos products, the market strategy should focus on the
social classes. The global health awareness has also transformed the purchasing behavior of the
dominos consumers, as numerous are now focusing on more healthy pizza. The internal factors
such as motivations, perception, and attitudes have to influence o consumer behaviors.

DOMINO’S MARKETING ANALYSIS 5
Microenvironment
Marketing environment entails forces outside the marketing that directly impacts the
marketability of an organization to have a successful relationship with potential customers. The
forces include microenvironment and macro environment. The microenvironment refers to the
forces that are close to the company to offer good service to the customers such as competitors,
company, suppliers, customers, and intermediaries(Madsen & Pilditch, 2018).
Domino’s SWOT Analysis
A SWOT analysis is a strategic tool to evaluate Strengths, Weakness, Opportunities, and
Threats of the organization.
Strength Strong service facilities Australia Domino's pizza
poses strong service facilities
that enable quick delivery of
orders within the shortest time
possible.
Popular brand name The popular brand name
across many countries
obtained from the operations
of the global franchise help in
retaining customers’ loyalty.
Innovative skill Domino has a strong,
innovative skill that enables it
to become the first pizza
producer to use hot cell bags

DOMINO’S MARKETING ANALYSIS 6
that improved the efficiency of
delivery of pizza
Efficient and effective supply
chain
Dominos has a strong
distribution channel that
enables the company to
deliver pizza to customers
without delay or faultiness
Weakness High fat and calorie foods Pizza is perceived as one of
the foods with high calories
and fat, thus affects the health
of many consumers. Due to
this many people look for
alternatives.
Limited market growth due to
high competition
Stiff competition from Pizza
Hut and others reduces
domino’s market share thus
weakening its operations in
Australia.
Opportunities Improved delivery With technological
advancement, Domonic has an
opportunity in using
technological applications
such as iPhone apps to

DOMINO’S MARKETING ANALYSIS 7
improve on the delivery
efficiency
New target market Dominos has an opportunity in
targeting Australian youths
such as in Melbourne that has
a high growth rate.
Threat Stiff competition Domino faces stiff
competition from various
competitors such as Pizza Hut,
Eagle Boys that reduces its
market share and revenue
collection.
Entrants of quick service
restaurants
The entrance of other quick
services restaurants tens to
offer a close substitute to
pizza such as crazy bread, thus
affecting the daily sales.
Increasing consumers’ health
awareness
Over the past decades,
consumers’ health awareness
has increased. Thus many opt
for more healthy products
rather than high fat calories
products such as pizza. This

DOMINO’S MARKETING ANALYSIS 8
reduces the number of
consumers and daily sales.
Dominos microenvironment market analysis
suppliers Provide resources that are instrumental in
producing the required goods and services.
Domino has a great number of suppliers such
as San Joaquin that provide Mozzarella e
cheese. The mozzarella cheese has great taste
and quality that enables in maintains the
product value and customer’s experience from
the pizza. Other suppliers include Precision
Tracking GPS company that help in locating
delivering products to customers who have
made orders online.
customers Customers form forces that purchase the
company’s products. Dominos focus on both
men and female aged between 18-39 years and
love going out to eat. However, the company
initiated a new marketing strategy known as

DOMINO’S MARKETING ANALYSIS 9
“freebie” to attract the attention of teenagers,
who were not initially targeted(Xin, Yun &
Shuojia, 2019).
Competitors The competitors refer to alternatives that serve
the same market with similar product or
substitute, thus reducing the company strategic
and competitive advantage. The potential
dominos computers are Pizza Capers, RFG’s
Crust.
Company Company entails all the internal departments
that collaborate to facilitate the effectiveness of
the organization. These include management,
finance, accounting, and research development
departments. Dominos
intermediaries Intermediaries refer to distributors who aid in
ensuring the availability of products to the
consumer at the right time and cost. The
intermediaries are significant in the distribution
channels of an organization, and they include
wholesalers, brokers, agents, and retailers.

DOMINO’S MARKETING ANALYSIS 10
Summary of competitors, what they offer and who they seem to target
Currently, over one in three ordered pizzas are delivered by dominos. The company
command 45% of the Australian pizza market share followed by Pizza Hut at 35% and others
occupying the remaining percentage(Sheehan, 2014). However, it faces stiff competition from
other key players such as Pizza Hut, Pizza Capers, and Little Caesars among many others.
Market share
Pizza Hut
Dominos
others
Pizza Hut
Pizza Hut is an American international restaurant chain that specializes in Pizza and pasta
alongside desserts and side dishes. Pizza Hut focuses on the general customers that entail out-
going families, school teenagers as well as college students. The consumer profiling is as below.
Products Demographic Topographical Occupation Social Class
pizza 10-40 years both
male and female
Casablanca,
Tangier, Rabat,
Young
professionals
Middle and
upper class

DOMINO’S MARKETING ANALYSIS 11
Agadir
Soups and salads 8-40 years both
male and female
Casablanca,
Tangier, Rabat,
Agadir
Young
professionals and
students
All categories
Hot and Cold
drinks
All ages and
most preferably
above 25 years
Casablanca,
Tangier, Rabat,
Agadir
Executives and
young
professionals
Middle and
upper class
Little Caesar Enterprises Inc
Little Caesar Enterprises Inc is ranked as the third largest Pizza chain in the United States
and operates in other countries such as Australia, Canada, and Asia. The company specializes in
pizza that ranges from Hula Hawaiian, Treat, Ultimate Supreme Pizza, and Veggie pizza.
Additional products include Italian cheese bread and Caesar wings.
Product Demographic Geographical Economic Social
Pizza 10-39 years both
male and females
Casablanca,
Tangier, Rabat,
Agadir
Executives and
young
professional
Middle and
upper class
Bread 4-60 years both
male and females
Casablanca,
Tangier, Rabat,
Agadir
Students and
young
professional
All categories
Caesar wings 10-60 years both Casablanca, All categories All categories

DOMINO’S MARKETING ANALYSIS 12
males and
females
Tangier, Rabat,
Agadir
Macro-environment
Every business organization gets affected by macroenvironmental forces that either
decrease or increase the product’s development need to ensure continuous market command\d.
Therefore, it is upon the organizations to identify the macro-environment forces, analyze them
and implement the best recommendations(Hipp & Roussell, 2013). The forces entail
demographic, political, economic, social and cultural and technological.
Economic environments
Economic environment covers the amount of disposable income that dictates the
purchasing power of the customers (Bhattacharya, 2014). With the high amount of disposable
income, people tend to spend more in buying goods and services; thus when the disposable
income is low, people tend to shy away from spending on the luxurious things such as pizza. In a
weak economic situation that might be brought about by the recessions of job loss, luxuries’
companies tend to face the impact more than non-luxurious companies/products (Mandel,
Rucker, Levav & Galinsky, 2017). Analyzing and understanding the economic status helps the
organization to make better production plan to reduce wastages the Australians economic growth
has been growing over the past decades.
The social and cultural environment
Every country possesses varied culture and social classes that directly impact the taste,
attitude, and preferences of members. The attitudes and preferences determine the purchasing