Domino's Marketing Plan

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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 three new market segments and positive PR. The…show more content…
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 better pizza based on consumer feedback and opinions, like Domino’s did in 2010 after they tied for last place

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