Domino's Marketing Plan Essay

4836 words - 20 pages

Domino’s Pizza Goes Natural
Nicole Phillips
MKG310 – Introduction to Marketing
Colorado State University – Global Campus
Professor Michael Aubry
October 25, 2015

Executive Summary
The pizza industry is a mature and highly competitive market, while the organic/natural and vegetarian market is one that is seldom addressed, yet consumers are increasingly showing their interests in such foods. Domino’s Pizza has the opportunity to be an innovator in this groundbreaking field, and by only seeing a slight increase in costs of sales and advertisement, creating and releasing menu items that are organic/natural based or vegetarian will help Domino’s dominate the competition, while gaining ...view middle of the document...

d.). Along with being the world’s second-largest pizza chain, Domino’s has a strong competitive advantage over its competition via being a leading innovator in technology-driven initiatives, like the revolutionary pizza tracker that launched in 2009 allowing consumers to track the progress of their pizza from beginning to end, or more recently in 2014 when Domino’s unveiled their app update combining the Pizza Profile and Ford SYNC AppLink System, and ultimately enabling consumer’s to easily and safely order their favorite Domino’s item while traveling (History, n.d.; Zacks Investment Research; 2015). Domino’s Pizza values their customer’s opinions and overall satisfaction above all else, and in 2009 when the company was voted into a tie for last place with Chuck-E-Cheese for worst pizza, they embraced transparent communication and launched a marketing campaign that most deemed “insane”; Domino’s announced to the world that they realized their pizzas were terrible quality, and they would be relying on consumer’s feedback to fix the problems with their recipe (History, n.d.; York, 2010). This unheard of strategy was a massive risk for the pizza company, but after eighteen months of trial and error, their new and improved pizza was released, and resulted in Domino’s Pizza experiencing a record-breaking revenue jump of 14.3% by the end quarter one in 2010 (Le & Pashut, n.d.). The following marketing plan proposes another groundbreaking revolution for Domino’s Pizza to stay ahead of the competition while promoting a healthier alternative lifestyle for their consumers, while bringing in a new marketing segment.

Situational Analysis
The following situational analysis contains a thorough examination of Domino’s Pizza’s strengths, weaknesses, opportunities, and threats using a SWOT analysis and a comparative chart that scrutinizes Domino’s current business situation and social trends on the horizon versus the competition (Grewal & Levy, 2014). The analysis overall will highlight Domino’s positive attributes as well as potential components that could prevent goal achievements, prospects the company should consider, and inherent threats that the pizza chain may face (Grewal & Levy, 2014).

SWOT Analysis
Figure 1 displays the strengths, weaknesses, opportunities, and threats that Domino’s is facing. One of Domino’s main strengths comes from their emphasis on innovation technology, which contributed to approximately 50% of U.S sales in 2014 being placed through a type of digital channel offered by the company, and reach a revenue of $4 billion annually in global digital sales (Our Strengths, 2014; Zacks Investment Research, 2015). In a time where companies are failing to be honest and transparent in their operations, Domino’s vows to remain transparent and brutally honest, even if it involves running a national ad campaign to show consumers you’ve realized the old recipe produced bad quality pizzas, but you’re dedicated to creating a...

Other Papers Like Domino's Marketing Plan

Hate Crime Laws Essay

2348 words - 10 pages On June 7, 1998, 49-year-old James Byrd Jr. of Texas accepted a ride from three white men, who then beat him severely, urinated on him, chained him by his ankles to the back of their pick-up truck, dragged him for three miles into the countryside, and dumped his corpse in front of an African-American cemetery (Graczyk). A little over a year later, a jury sentenced ring leader John King to death by lethal injection (“Man Executed for Dragging

Rational Emotional Behavior Therapy Case Study Conceptualization And Treatment Plan

2140 words - 9 pages Rational Emotional Behavior Therapy Case Study of Sarah: A Conceptualization and Treatment Plan Rational emotive behavior therapy, REBT, was developed by Albert Ellis and holds the central belief that the events in our lives do not cause our disturbances but that they are instead caused by our view of the events (Murdock, 2009). Murdock (2009) states that “people are seen as responsible for their behavior” (p. 279) but, because they are

Holidays In Albania

1636 words - 7 pages Have you ever thought about having exciting and incredibly cheap vacations? Albania might be the right choice. According to My Travel Guide, Albania is ranked the fourth among ten places worth visiting in Eastern Europe (“Top 10 Eastern European Destinations”). One can encounter three kinds of vacations in this Mediterranean country: winter, summer, and cultural. The ideal places to spend your winter vacations are the Albanian Alps. They are

A Heart Of Darkness

1748 words - 7 pages In this short story, there are frequent significant subject and ideas that make the story, "A Heart of Darkness," by Joseph Conrad, and haunting novel. The main theme is absolute white power over the natives. The theme validates the corruption, and the dependence caused by the white people as they took over the Congo. White men were giving all the power; they had no self-control, and in the end they did not use wisely. The white men became

The Aspects Of Vulnerability Among The Exploited In Medical Research

2287 words - 10 pages Essentially, everyone is in some state of vulnerability. However, some of us are more susceptible to harm due to our vulnerabilities. The susceptible are the individuals with the greatest risk. These individuals risk the loss of their autonomy, and maybe even their lives. Vulnerable populations can be found in every subset of society. However, as previously mentioned, there are some vulnerable populations that are at an even greater risk than

The Hitchhiker’S Guide To The Galaxy

1171 words - 5 pages The Hitchhiker’s Guide to the Galaxy As the human race makes life-changing discoveries, it is made apparent that there is always more to learn as the universe, instead of becoming familiar, is becoming absurd. The Hitchhiker’s Guide to the Galaxy, written by Douglas Adams, as well as the 2005 film adaption, portrays absurdity to be an all-encompassing system in the universe. Through the introduction and attempt to understand lack of reason, the

The Ford Motor Company Wage Increase Of 1914 And The Theory Of Incentives And Efficiency Wages

1252 words - 6 pages ‘It’s not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages’ (Henry Ford, cited in Johnson and Weinstein 2004, p. 2). When the Ford Motor Company announced that it would more than double the wages of its workers in January 1914 to a ‘five-dollar day’ minimum, was this a contradiction to Henry Ford’s statement? If customers are actually the ultimate payers of wages, then more than

Historical Analysis Of The Economical Breakthroughs Of The Industrial Revolution

1396 words - 6 pages , according to Karl Marx, there would be no government, and some form of governance is necessary in order to prevent these human tendencies. Another large flaw in Marx’s plan was that he put too much trust in communist parties that he recommended that all capitalist countries form in The Communist Manifesto in order to make socialist communism . He recommended that these parties become dictators of the country until world unity was achieved, and that

Leadership Portrayed in Monologue from Shakespeare’s Henry V

1214 words - 5 pages Leadership is defined as a socially constructed process and which also affect organizational future outcomes. Leader is someone at high position who have overall duty for an organization, she or he decide what to do and the way how to achieve it. (Carter and Greer, 2013)The role of leader is extremely important for an organization, leader use their own power to influence the followers though many different ways such as motivation in order to

Cuba Civil Rights

1906 words - 8 pages Picture a country that has limits on how much you can make random government imprisonments and more what do you do. That is the situation for the eleven million seventy-five thousand two hundred forty-four people of Cuba since the takeover of Fidel Castro. The US is opposed to Castro taking control of Cuba. Castro managed to ease the United States nerves when he said that Cuba was against all forms of communism. According to Lana Wylie the Union

US Freight System

1273 words - 6 pages General Environment Each American requires the movement of approximately 40 tons of freight per year across the freight network. This includes everything from shirts to lawn mower to orange juice. • As the U.S. population expands, the U.S. freight system will be called upon to meet the demands of a larger population • Between 2010 and 2035, the system will experience a 22 percent increase in the total amount of tonnage it moves • By 2050, with

Related Essays

Qsr Brands Essay

2101 words - 9 pages restaurants throughout Malaysia and Singapore, making it the largest pizza operator on both sides of the causeway. Offering an enticing range of nutritious Italian-American dishes, including the ever-popular pan pizza, Pizza Hut caters to both young and old. The success of Pizza Hut is derived from its imaginative and innovative ways with continuously development, marketing and promoting of new products. Due to the rapid growth in demand, Pizza

Custmer Value Essay

3163 words - 13 pages can't capture important opportunities such as cross-selling. Businesses should have customer managers, not product managers. The annual marketing plan should change its focus from product and price to customer acquisition, retention, and expansion. • Measure performance, not past investment. Marketing and IT budgets ' inability to show clear ROI is one of the key reasons why they're among the first to get cut. All too often, managers' requests

Yes Chapter 1 Marketing Essay

4532 words - 19 pages inherently "good" or "bad" about any color of the spectrum and all associations and perceptions regarding color arise from culture. Which of the following statements is not true: D) Red color is highly preferred in some African countries. 4) Cultural influences are also quite apparent in food preparation and consumption patterns and habits. Domino's Pizza, the world's largest pizza-delivery company, pulled out of Italy because: C) Italians

Freedom And Responsibility Essay

2141 words - 9 pages Built within the Constitution of the United States are specifically defined freedoms that are guaranteed to all citizens. Conversely, with every constitutional freedom there comes a corresponding responsibility. On September 25, 1789, the state legislature’s twelve proposed amendments were transmitted by congress, the first two dealing with congressional representation and congressional pay. The following numbers three through twelve were