Domino`s Pizza
Introduction
The purpose of this paper is to discuss the development of “Domino`s Pizza Inc.”, its strategies, goals and sustain the position in a competitive market, performing an internal and external marketing analysis. The key functional areas are discussed in the paper as well as the internal resources and capabilities which plays an important role in completing the internal environment analysis. External Environmental AnalysisAn Industry AnalysisThe Hospitality and Travel Industry aims at the families and businessmen, who travel or take a rest. The quick-service sector is large and fragmented, having $33.9 billion turnover. The primary demand drivers for this industry are business and tourists travel and competitive market condition. The profitability drivers include efficient operations, effective marketing strategies, establishing strong brand loyalty and recognition (msu.edu, 2016).
Except of foodservice establishments, the industry includes travel agencies and services, gambling, recreation and attractions and airlines. The industry becomes increasingly important with a tendency to spend more on travelling and recreation. The major companies of foodservice market are McDonalds, Yum!, Starbucks and Domino`s Pizza.
The analyses of the market environment, opportunities and threats
Domino`s as successfully opened its stores in six new international markets: Cambodia, Azerbaijan, Republic of Georgia, Portugal, Italy and Belarus for 2016 (biz.dominos.com, 2016). The direct and indirect competition is one of the main threats for the company, as to the direct competitors, the main is Pizza hut, indirect id McDonalds or KFC where the customers also like eating fast-food. Also, the cost of product, especially fresh vegetables and meat are rising, so that the company has to increase process in the chains. However, to sum up all the above mentioned threats, it is clear that the opportunities for the company are the following: first to expand market and develop it, secondly penetration will help to increase the revenue. The next step is to introduce more healthy food due to the customer`s preferences. To increase more brand recognition, the company has to establish more outside exclusive restaurants for those customers who do not like eating at home.The Company`s Mission, Vision and
Objectives
The Quick Service Restaurant or QSR with pizza category is developing rapidly, especially in the United States of America. In accordance with Franchise Disclosure Documents, Domino`s Pizza sells Italian-American cuisine, Pizza, pasta, chicken wings, submarine sandwiches, wraps, desserts and other authorized products with the help of carry-out service or through delivery (fddexchange.com, 2016). The company proposes Traditional, Non-Traditional and Transitional Domino`s Pizza Stores for its franchisees. It was founded 55 years ago in June by Tom and James Monaghan. The headquarters is in Domino Farms Office park, Ann Arbor Charter Township, Michigan, United States. The Domino`s is recognized as the world leader in delivering pizza, being the second largest pizza chain after Pizza Hut in the USA. Moreover, it has thousands of franchised stores with exceptional people, operating all over the world. The mission of the company is to become the best pizza delivery company and to maintain its image for a long …
