As a marketing consultant from XYZ Company, I am writing to RR WWW, Chief Marketing Officer, Domino’s, addressing the two key issues Domino’s is currently facing—First, it needs to find more ways to increase its sales/business in its national market (U.S) Second, the global performance also be considered by the management. This reports identifies new marketing strategies to help Domino’s build its business and have a higher global presences.
Pizza is one of the most popular foods in U.S, more than 95% of Americans eat pizza regularly and of that nearly 21% of 18-24 year olds order pizza more than three times a month. Household with children purchase pizza more than three times a month, and typically do so via a chain restaurant like the Domino’s, Pizza Hut etc. (“Customer Profile,” Domino’s Pizza: Growing Sales With Technology, Page 301). There are over 69000 pizzerias in U.S alone, which includes both the pizza chain restaurants and the local independent shops. (www.dominos.com)
Domino’s Pizza is a U.S based Quick-Services Restaurant (QSR) chain in the world. Timely delivery of affordable quality pizza is their mission, and currently Domino’s is the number one pizza delivery company and was also ranked number one is customer satisfaction in U.S. (“Industry overview,” Domino’s Pizza: Growing Sales With Technology, Page 300.) Today, with its continued expansion and growth, Domino’s has swiftly become the second-largest player in the market, behind Pizza Hut. By the year 2010, the company had over 9000 stores worldwide, most of which were franchises and had total global sales of over $5.6 billion in 2009 (“Industry overview,” Domino’s Pizza: Growing Sales With Technology, Page 300). The U.S pizza delivery and car...
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...pen new stores by increasing revenue-sharing percentages or reducing the franchise fees.
In conclusion, to increase its sales/business in both domestic and international markets, and have higher global presences, Domino’s has to enhance and increase the use of different media channels/strategy to attract more customers. They need to research into behavioral target audience across online advertising (leveraging multiple data sources). Figure out where the consumers are spending most of their time, what are they interest in i.e. shopping, browsing, social media, mobile usage, email, etc. Understanding consumers and creating an audience-based media-strategy could help Domino’s reach their consumers with the right message/advertisement at the right time, and with this strategy Domino’s could get a larger reach leading to higher sales and global presences.
The article discusses how Panera Bread had to rethink its service model seven years ago. Customers had to wait in line approximately eight minutes to place an order. Furthermore, ten percent of the time, the orders were incorrect. As a result, the company decided that online ordering was the solution to their problem. In 2012, the organization opened a Panera prototype in Braintree, Massachusetts to test the elements of “Panera 2.0”. “Panera 2.0” consisted of self-order kiosks, delivery, digital ordering and a new practice of bringing food to customers’ tables. Getting the right process took Panera Bread over six years. However, all the time spent and money invested paid off for the company. Panera is now recognized as one of the best-performing chains in the industry. In addition, a quarter of the company sales come from online ordering and customers waiting time to place an order reduced to one minute. In 2016, the company posted its best sales growth in four years, outperforming the industry average by 6.5% points.
In determining strategy and tactics, it is good to look at the overarching strategy of the marketing objectives for Chipotle before delving into the tactics involved.
...alented young managers in this area need to be aggressively obtained for long term growth. For a quick fix, this service should be outsourced to handle current needs. Distribution channels need to improve as well. Currently, competitor’s products are easily found at major retail channels. Nestle is in the position to gain a strong hold on the home dessert market for ice cream. Ice-fili needs to compete more aggressively in this portion of the market. In addition franchises and fast food chains should be targeted for partnerships or joint ventures so Ice-Fili’s ice cream can grow in association with a post meal dessert opposed to simply impulsive snack purchases. A key avenue to explore is an Initial Public Offering. This would generate enough funds to continue capital investment in technology desperately needed as well as promoting international market growth.
PepsiCo can potentially acquire California Pizza Kitchen and integrate it in the company’s decentralized management approach. Since PepsiCo executives have experience in the quick service food industry, it should not be a reach for the company to successfully run this casual dining restaurant. For this venture to be successful, it is imperative that management cut down the operating costs at California Pizza Kitchen through the PepsiCo Food Systems distribution network and improve on the 3.1% operating margin that California Pizza Kitchen is currently operating at.
Sainsbury’s entered a joint venture with British Home Stores in 1971 to create hypermarket style stores under the brand SavaCentre. These stores reverted to the standard Sainsbury’s brand and superstore format in 1999.
The quality control in Pizza My Heart begins from procurement to kitchens at every location. The first thing that sets it apart from others is local sourcing to en...
The increasing process of globalization, coupled with an organization seeking to satisfy the needs of consumers globally, contributes significantly in embracing technology in the marketing process. In addition the marketing strategies are inclined towards reaching not only the targeted segment, but also potential customer that can be captured based on the market forecast of the firm. Therefore, integrating various tools of communication as well as platform of reaching out to a wide range of audience has been embraced by corporate globally. Notably, effective communication is vital in the marketing process (Percy, 2008). On the other hand, reaching out to a wide range of customers or audience in the advertising process in significant important. From this perspective organization can utilize both effective communication and a contemporary platform to reach to a wide range of
S – Even after 54 years Domino’s greatest strength has been sticking to its original values, the very ones that have made it a top company since its founding: delivery speed, operational transparency, and responsiveness to customer wants and concerns. Since the beginning Domino’s top focus has been on the customer and his or her experience. By providing a simple, inexpensive, and convenient pizza option, Domino’s has been able to remain a top competitor in its industry. Over the years they have expanded their menu, going beyond the pizza box, to answer desires for additional food options such as pasta, subs, and chicken wings, as well as dessert options. This way they not only attract your everyday pizza eaters, but also can appeal to the lunch crowd as well as families looking to have a full meal equipped with appetizers, a main course, and dessert all for a low-price. Domino’s is able to remain on top due to their heavy presence in the United States as well as internationally. Domino’s also posses the ability to quickly adapt to the changing trends. With the world becoming more and more technology driven, services such as the on-line ordering website, iPhone-app, and pizza tracker, Domino’s has been able to hold its own in the ever changing world, constantly delivering a quality product at top speed.
The company can also improve its advertising methods to attract more customers and create a brand image.
An evaluation of the restaurant’s strengths, weaknesses, opportunities and threats served as the foundation for this marketing plan. The plan focuses on the restaurants marketing strategy, suggesting ways in which it can build on new customer relationships, and development of new food products and targeted to specific customer groups.
The financial figures for Heinz in 2003 show that the company had nearly one billion dollars less in sales than for the year 2001. Despite this decline in monetary sales Heinz reported net income that was nearly 85 million more than the year 2001, but down about 260 million from 2002 figures. Heinz reported that growth was mostly realized in the international markets and significant products responsible for expansion were tuna and pet food markets. A merger with Del-Monte (joint venture) was implemented this year and regarded as an opportunity that allowed Heinz to lower debt and expand some products internationally. Heinz was also able to decrease net debt by 1.3 billion in 2003. With these gains in performance Heinz has increased stockholder return by 17%.
Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.
For years now Pizza Hut, Inc. has been the leader of the pizza industry. We have been privileged to have had the opportunity to perform research on advancements we can make to maintain this reputation. Based upon our Economic Analysis we have decided to not launch the BIGFOOT pizza. The following gives a detailed analysis, offers alternatives to improving the Pizza Hut experience, and gives reasons why we came to this conclusion.
Domino’s Pizza is operated internationally through a network of 10,255 company-owned and franchise stores, located in all 50 states and more than 70 international markets (Domino’s Pizza Annual Report 2012). There are three business segments which is domestic stores, domestic supply chain and international. The core operation of this company is delivering pizza. Based on number of units and revenue, they rank second largest pizza company in the world. It carry tagline of ‘you got 30 minutes’ in December 2007 to deliver pizza in that time but it is late they will get free pizza or voucher. Free pizzas not apply to all country (Adamy, 2007).
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach