Market Analysis : Domino's Pizza

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

Markets consist of buyers that differ in their needs, wants, resources, locations, buying attitudes and buying practices. To reach customer insight, it is important to understand the needs of different segments and to communicate pertinently to them (Brown L, Brown C, Gallagher SM, 2008).

Founded in 1960, Domino 's Pizza is the recognized world leader in pizza delivery operating a network of company-owned and franchise-owned stores in the United States and international markets. Domino 's Pizza 's Vision illustrates a company of exceptional people on a mission to be the best pizza delivery company in the world(Domino 's, 2013).

The Australian pizza industry is among the most competitive in the world dominated by the market leader, Domino’s Pizza Enterprises Limited (Ibisworld 2013). Today, the publicly listed company is the principal largest, low cost, pizza chain in Australia operating four hundred and ten retail food outlets, employing over 21,000 employees Australia wide (Ibisworld 2013). The business currently provides customers with pickup and delivery pizza meal options offering customers the traditional methods of ordering such as telephone calls and in store walk-ins as well as a digital ordering service via online mobile applications and a desktop website.

The first aspect to consider when analyzing this industry is the rivalry amongst competition, which is huge in the restaurant industry. While there is an abundance of pizza restaurants, Papa John 's main concern is that of other major pizza chains such as Dominos and Pizza Hut. There are hundreds of pizza shops in

Before conducting a market research or making a product, researchers must ask themselves will it be helpful. Most businesses will not see progress or big profits within the first few years of the new business. The business must plan ahead to determine psychographic, demographic and geographic segments. They must also be able to provide the customers with their needs and wants. A Dan Whittner (2010) states, “in hard times or easy, setting customer strategies focuses on one thing: understanding your customers’ needs. Dan, indentifies how listening to customers guides strategy”. He also states, “It is important to know the difference between talking with your customers and talking at them. Dan Whittner (2010) highlights how engaging customers grows a business”.

Consumers are the most crucial factor to the environment of the company. They drive the company to profitable ends. And thus it is very essential to meet the needs of the customers at the right time and at the right place.

Papa John’s operates the world's #3 pizza chain (behind YUM! Brands' Pizza Hut brand and Domino's) with around 4,165 pizzerias across the US and in about 35 international markets. Domino’s, Little Caesars, and Pizza Hut are the major competitors when it comes to pizza.

The rivalry in the competing seller market involves the number of competitors to increase and become more equal in size and capability. Let’s keep in mind that the pizzas industry is dominate by four companies: Pizza hut, Domino’s, Papa John's and Little Caesars. In 2012, the pizza market for Pizza Hut gained the most market share, capturing 14.68% of pizza sales (Barret, 2012). In 2013, Pizza hut earned 11.65% market value, while Domino's earned 7.60% and Papa John's 4.23% (he, Zha& LI, 2013). Little Caesars dropped 1,000 outlet and $600 million in sales. Papa John's added more than 500 Units and $700 million in sales over the last decade. Some of the rivalry are fast casual restaurants like Chipotle and Panera that decrease the pizza industry market over the last ten years (Barret, 2012). Another competitive rivalry are prices and menu changes. We know that Pizza Hut and Domino’s are the top two in the pizzas industry. However, there store sales has increase once they re-elevate there price menu. Pizza Hut offers pizzas for the low starting at $ 8.00 and $10.00 pizzas any sizes. But want Pizza Hut is doing is attracting more customers and

When consumers speak of Domino’s pizza, they will just think of the high-quality service. Most of them would ignore their attractive and quality offering. Although the

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

Consumer behavior is the most important factor which we need to concentrate. The more we understand this factor the more success for our business. In our case, we focus on the following elements:

Historically, Domino’s Pizza has been a strong player in both the domestic US and international out-ofhome pizza marketplaces. With more than 9,300 locations in 65 countries, Domino’s is the number two pizza restaurant behind Pizza Hut and number one in the pizza delivery segment with market share numbers approaching 20 percent.1 (See Exhibit 1 for a ranking of the top 50 pizzeria brands in 2009 by sales.) In recent years, how ever, Dom ino’s ha s com e un der c onsumer fire and, although masked by

Domino’s Pizza is the No. 1 Pizza Delivery Company in the world and the undisputed pizza delivery expert. The Company has a unique business and operation model and is a pioneer in the fast food industry. Since 1960, Domino’s Pizza has successfully expanded from 3 outlets in the United State to 9,350 stores operating in seventy countries. Domino’s operation in Malaysia and overseas uses the franchise model. The parent company, Domino’s Pizza LLC is head quartered in Michigan, United State of America. It maintains overall control on the sourcing and supplying of raw materials to the master franchises and enforces quality of the service and products sold. Founded in 1960, Domino's Pizza is the recognized world leader in pizza

In tier I cities like Mumbai, pizza hut and dominos are facing a stiff competition from these providers (with respect to branded pizzas)