Marketing Management: Evaluating Domino's and Pizza Hut Success

This report provides a comparative analysis of the marketing strategies employed by Domino's and Pizza Hut, highlighting their respective successes and approaches to gaining a competitive edge. The report examines the use of concepts such as the production concept, product concept, and marketing and selling concept, and explores how each company has leveraged these principles. Pizza Hut's success is attributed to its product development strategy, fresh ingredients, and the application of Ansoff's matrix for diversification. Domino's, on the other hand, has achieved growth through market penetration, opening new stores globally, and reinventing its product offerings. The report concludes that both companies have successfully utilized various marketing strategies to enhance their market presence and achieve sustainable growth, with the articles used providing insights into their popularity and success factors in the competitive market.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has helped in analyzing the different kinds of strategies related to marketing for
both the companies namely Domino’s and Pizza Hut. Furthermore, this has been seen and
analyzed that there are different success stories which have been identified and this has
helped in understanding the marketing success for both the companies effectively.
Furthermore, the different kinds of articles have been used which has helped in gaining more
knowledge on the theories of marketing which have been used.

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Table of Contents
Introduction................................................................................................................................3
Description of Pizza Hut............................................................................................................3
Description of Domino’s............................................................................................................4
Evidence of Marketing Related Success for Pizza Hut..............................................................5
Evidence of Marketing Related Success for Domino’s.............................................................5
Ways through which Pizza Hut Achieved Success in Industry.................................................6
Ways through which Domino’s Achieved Success in Industry.................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Introduction
The report helps in analysis of the different evidences of the success which has been
gained by the different organizations in the entire market. Marketing is essential in nature as
this increases overall effectiveness of the organization as this will help them in competing in
the entire market. The companies which are taken into consideration are Pizza Hut and
Domino’s. Furthermore, this helps in creating trust between different kinds of individuals and
this helps in increasing the overall reputation of the business as well.
Different marketing concepts which are analysed in an effective manner which
includes:
Production Concept- The different consumers will favour such kinds of products
which are highly available and affordable in the market. The company management mainly
focuses on overall distribution and production efficiency (Bailey and Alexander 2017).
Product Concept- The product concept includes the purchase of different products
and services which will be offered to the customers with effective quality along with
affordable prices of the same (Bettis et al. 2015).
Marketing and Selling Concept- The aim is to build profitable relationships with the
different customers along with increase productivity and sales of the company.
Description of Pizza Hut
Pizza Hut is one of the largest American restaurant chain along with international
franchise which was founded in the year 1958 by Dan and Frank Carney. The company is
famous for the American and Italian cuisine menu which includes different kinds of pizzas
and there are more than 16796 stores in the different places (Pizzahut,com, 2018).

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Pizza Hut has gained huge success in the market by introducing the product
development strategy which has helped the company in managing their popularity in
comparison to the other competitors in the entire market. The success which has been done
by Pizza Hut is regarding the reputation of the fresh meat along with vegetable toppings and
the baked pizza which are being served to the customers in the market. With the help of
Ansoff’s matrix, the company has been able to provide the diversification in the menu and
this has helped Pizza Hut in managing and analysing the different preferences of the
customers in an effective manner as well.
Description of Domino’s
Domino’s is the American pizza restaurant which was founded in the year 1960 and
the headquarter of the company is situated in Domino’s Farms Office Park in Michigan
(Dominos.com.au, 2018). The founders of the company are James Monaghan and Tom
Monaghan and the areas served by Domino’s is the entire worldwide and the main products
which are being sold by Pizza hut are Pizza, Pasta, Chicken Wings and Submarine
sandwiches. The number of employees in the organization are more than 14100 till the year
2017 and this has helped Domino’s in becoming successful in the entire market as well.
The success which has been gained by the Domino’s is the opening of more than 160
outlets in different parts of the world. The Ansoff’s matrix market penetration strategy has
been applied by Domino’s which has helped them in managing the growth of the company in
the market and this has become popular among the different customers in the entire market as
well. With the implementation of the respective theory has helped Domino’s in managing the
different kinds of preferences of the customers effectively (Bettis et al. 2015).

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Evidence of Marketing Related Success for Pizza Hut
There are different success stories of Pizza Hut which has helped the company in
becoming popular and expand their business operations in different parts of the world.
Furthermore, this has been seen and analysed that the main focus of the company is to
provide the customers with the best quality food along with best services to the customers.
It was seen in the respective article, Business News Philippines, (2018), it has been
seen that the college students in all over the world has provided recognition to the food which
are being prepared by Pizza Hut as the best.
Furthermore, the article Streetdirectory.com (2018) has revealed that the store has
gained huge popularity in the entire market for the reputation which has been gained by the
company. The company has the reputation of providing fresh vegetables tossed and the fresh
kind of food along with the pizzas which are being provided to the customers are freshly
baked as well.
Evidence of Marketing Related Success for Domino’s
The marketing related success which has been gained by Domino’s in the entire
market is related to the market penetration strategy which has been adopted by them as to
spread their presence in different parts of the world. Business Insider (2018) article has
helped the company Domino’s in becoming successful in the entire market in which this has
been seen that the profits of the company increased to more than 16% in the entire market
and this has helped them in reaching the new heights in competitive market.
Furthermore, the Business Insider, (2018) has tried to highlight the facts in which this
has been seen that Domino’s applied the market penetration strategy wherein this has opened
more than 1800 stores in more than 10 countries in the past few years and this is one of the
most effective strategies which has been applied by them in order to become more popular in

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the competitive market. Furthermore, the products were reinvented and the new recipe of the
pizza preparation has been introduced by the Domino’s and innovated the different kinds of
sandwiches and pastas along with side dishes.
Ways through which Pizza Hut Achieved Success in Industry
There are different ways and processes through which the Pizza Hut has gained huge
success in the entire market through which this has helped them in managing their popularity
in an efficient manner (Bailey and Alexander 2015). With the help of customer centric
marketing, this has helped Pizza Hut in becoming more popular in their different approaches
of introducing various kinds of pizzas and this has created huge growth in the company as
well (Baker and Saren 2015).
Furthermore, this has been seen that Pizza Hut has been successful in different
ventures with the implementation of the Ansoff Matrix and this has helped them in being
successful in introducing new products with best quality and this has helped the company in
gaining competitive advantage (Peeroo, Samy and Jones 2015). This has been seen that Pizza
Hut has introduced the fresh baked pizzas for the customers and this has helped the company
in becoming popular in the different approaches to attract the customers in the entire market.
Ways through which Domino’s Achieved Success in Industry
On the other hand, the Domino’s has tried to achieve the success in the different kinds
of marketing activities with the help of the opening new stores across the world. This has
been noticed and analysed that the company has opened new outlets in different countries
such as for more than 160 stores across the world. This has been done by Domino’s as the
company has been able to gain huge popularity in the market (Jaworski 2018).
Furthermore, this has helped the company in managing the different locations in
different areas with implementation of diversification strategy. Additionally, this has been

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seen that the company is trying to improve the market penetration strategy by targeting huge
number of customers in the market and gained huge popularity in terms of the other
competitors in the entire market. The reinvented products which has been created by
Domino’s has assisted them in managing the preferences of the customers in such a manner
that has assisted them in providing inexpensive and affordable range of pizzas to the
customers as well (Mollah 2014).
Furthermore, the growth of the company in the entire market has become huge
success as this has helped Domino’s to become and gain competitive advantage in
comparison to the other competitors in the market (Kumar 2015). From the entire analysis,
this can be analyzed and identified that Domino’s and Pizza Hut tried to gain huge success in
the market which has helped them in introducing the market growth and penetration
strategies and this helped them in managing the entire popularity and gain success as well
(Dibb and Simkin 2016).
Conclusion
Therefore, this can be concluded that the marketing strategies which have been
adopted by Pizza Hut and Domino’s have helped them in being more competitive in nature.
Furthermore, this has helped the companies in identifying the different marketing related
success factors which has been adopted by the company in being more successful in nature.
This has been observed that the companies tried to include the Ansoff’s matrix which
has introduced different kinds of strategies and approaches which has helped them in
managing the different kinds of development and this has assisted the companies in being
more successful in the entire competitive market. Lastly, the marketing strategies which have
been adopted by the company in managing the differences and gain more competitive

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advantage and the articles has helped in understanding the popularity and success factors of
both the companies which has helped them in becoming popular.

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References
Bailey, A.R. and Alexander, A., 2017. Cadbury and the rise of the supermarket: innovation in
marketing 1953–1975. Business History, pp.1-22.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Bettis, R.A., Gambardella, A., Helfat, C. and Mitchell, W., 2015. Qualitative empirical
research in strategic management. Strategic Management Journal, 36(5), pp.637-639.
Business Insider. 2018. Domino's Is Suddenly the World's Hottest Pizza Chain. [online]
Available at: https://www.businessinsider.in/Dominos-Is-Suddenly-The-Worlds-Hottest-
Pizza-Chain/articleshow/44920490.cms [Accessed 3 Aug. 2018].
Business News Philippines. 2018. Success Story: How 2 College Students Founded Pizza Hut
- Business News Philippines. [online] Available at:
https://www.businessnews.com.ph/success-story-how-2-college-students-founded-pizza-hut-
20151125/ [Accessed 3 Aug. 2018].
Dibb, S. and Simkin, L., 2016. Market segmentation and segment strategy. Markefing theory:
A student text, Sage, Los Angeles, pp.251-279.
Dominos.com.au. 2018. Domino's Corporate - Domino's Pizza. [online] Available at:
https://www.dominos.com.au/inside-dominos/corporate [Accessed 3 Aug. 2018].
Ibrahim, A.A., Alkhawlani, M.A.A. and Al-shaghdari, F.M., 2017. Customers Desires on
Marketing Mix and It’s Impacts on Tesco (Malaysia). International Sciences of Management
Journal, 1(1).
Jaworski, B.J., 2018. Commentary: advancing marketing strategy in the marketing discipline
and beyond. Journal of Marketing Management, 34(1-2), pp.63-70.

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Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to
look out for. Journal of Marketing, 79(1), pp.1-9.
Mollah, A.S., 2014. The impact of relationship marketing on customer loyalty at Tesco Plc,
UK. European Journal of Business and Management, 6(3), pp.21-55.
Peeroo, S., Samy, M. and Jones, B., 2015, December. Customer engagement manifestations
on Facebook pages of Tesco and Walmart. In Computing, Communication and Security
(ICCCS), 2015 International Conference on (pp. 1-8). IEEE.
Pizzahut,com, 2018. [online] Available at: https://www.pizzahut.com/international [Accessed
3 Aug. 2018].
Streetdirectory.com 2018. success story of Pizza Hut - Google Search. [online] Available at:
https://www.google.co.in/search?
q=success+story+of+Pizza+Hut&oq=success+story+of+Pizza+Hut+&aqs=chrome.69i57j69i
60l3j35i39l2.32476j0j7&sourceid=chrome&ie=UTF-8 [Accessed 3 Aug. 2018].