Get Full Essay Get access to this section to get all help you need with your essay and educational issues. The external environment has 3 components:
Customer service Analysis of the current Dominos ecommerce and marketing strategy from an external standpoint identified missed opportunities and prospective areas for improvement relating to their ecommerce structure. Specifically Marketing analysis of dominos pizza essay was identified that Dominos had the potential to leverage the established business structures of eBay and utilise them with speed and efficiency to create an innovative solution to fill a gap in the market place.
Utilisation of an eBay store would grant Dominos first mover advantage in an extremely competitive industry with high buyer power that is heavily dominated by discounting offers.
In a marketplace dominated by traditional bricks and mortar business structures the online store allows Dominos to market to a wider consumer base and generate a point of difference. With comparatively low overall financial outlay, a successfully established online business that customers are directed towards and the ability to harness the proven business structures of eBay, the Dominos eBay Store is capable of meeting the market in rapid succession following approval.
An assumption is made that eBay would be conducive to a partnership of this nature and that non-monetary vouchers for foodstuffs does not breach the limitations of eBay listing guidelines.
Without direct access to Dominos marketing strategy and brand research conducted by the Dominos group the report is limited to review of strategy and business operations from an external perspective. It is identified that the Pizza Industry specifically and the Fast Food Industry as a larger whole is highly competitive.
Dominos currently enjoys large market share and positive representation of brand, however incremental evolution of the business is required in order to ensure stability in this volatile marketplace before growth can be considered. The process of analysing the potential of this innovation was multi-faceted and considered the existing marketing and ecommerce strategies of Dominos.
Clearly establishing the gap in the Market in light of the Industry standard practice, competitor activity and customer expectations reveals that value perception of the Dominos brand can be positively impacted from both a customer and business perspective.
Moving from the industry standard traditional bricks and mortar business structure to the dynamic online marketplace would grant Dominos first mover advantage in a marketplace that all direct competitors are yet to capture. Utilisation of the exiting information structures within the business limits business transformation requirements and significantly mitigates both financial outlay and time investment required to implement the innovation.
Inclusion of a Rich Picture in the Appendices visually highlights the incorporation of the innovation into the Dominos ecommerce strategy. History Currently Dominos, via the letterbox and newspaper insertion of vouchers, invests heavily on residentially centralised marketing localised to the immediate vicinity of the franchise outlets.
Although geographically targeted to those residence with the most convenient access to the stores there is little manner in which to track customer engagement and follow through.
This method of distribution also limits customer exposure to the frequency the store engages in the circulation campaign. Existing Dominos electronic marketing populates the majority of its clientele database with data entered directly by the customer engaging with the online ordering interface Image 1.
Severely limited in scope it requires the customer to both be already committed to purchasing from Dominos and amicable to receiving electronic marketing. Further, this method of data collection requires Dominos to trust that the information being entered by the Customer is complete and accurate with limited ramifications on the Customer for inaccurate or incomplete information.
By partnering up with an established and successful ecommerce business and utilising a focused marketing strategy Dominos, with an already established presence in the majority of countries in this region, is presented with a portal for advertising and brand exposure in addition to the ability to sell voucher deals.
Existing strategy is geared towards the evening dinner market and is utilised predominately by customers who ring up or go online to order when they are hungry. This innovation creates a limitless potential for exposure to new customers and an exponential sales increase via creating the option of purchasing a voucher at any time to utilise at their convenience.
This highly competitive and volatile marketplace makes it essential to create a point of difference and establish and maximise perceived brand value.
Immediate Benefits With society become increasingly mobile and demanding of instant gratification Muther Dominos needs to be able to meet and embrace this emerging culture. Successfully harnessing the clicks and mortar Baltzan et al. The EBay store would feature all the benefits of a pureplay Baltzan et al.
With the online store able to host multiple auctions the customer is able to access an auction at their convenience and leisure irrespective of time of day or location.
A customer currently residing outside the established distribution catchment of vouchers could conceivably purchase a voucher for a store in a town that they were visiting in a week at Dominos would also benefit from increased accuracy and completion of their clientele database as it is in the Customers best interest to ensure that shipping details, a mandatory requirement for any EBay account, and email addresses, required to create an EBay account, are up to date Image 2.
By implementing eBay as a Business to Consumer portal it targets a much larger consumer base. It also empowers existing customers. This enables customers to bid on bargains at their leisure.
With this new option of buying discounted pizza in advance it gives the consumers new options for buying pizza deals and using them at their convenience. Business Incorporating a business partner such as eBay grants Dominos instant access to millions of new customers, in the established eBay customers.Related Documents: Domino: Swot Analysis and Domino Essay SWOT Analysis Paper SWOT is one of the steps of the Strategic Marketing Process.
It is an effective way of summarize the situation of an organization. Essay on Dominos Pizza Competitive Advantage. Finding a company with Durable Competitive Advantage: Domino´s Pizza Group plc. Analysis of the current Dominos ecommerce and marketing strategy from an external standpoint identified missed opportunities and prospective areas for improvement relating to their ecommerce structure.
An Analysis Of Domino's Pizza. Print Reference this. Published: 23rd March, Last Edited: Dominos Pizza was able to gain ground by positioning Pizza as a snack and supporting it with its efficient home delivery system. Marketing Essay Writing Service Essays More Marketing Essays.
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Do these obstacles differ across franchised and corporate outlets? Should Pizza Hut enter the home delivery market? Dominos: Pizza Delivery and New Inspired Pizza Words | 21 Pages 's DOMINO’S PIZZA Domino’s Introduction Executive Summary Analysis Debt Analysis The New Inspired Pizza Oven Subs Entry Reevaluation Marketing Campaign Weaknesses Frozen Pizza Recomendations Citations Executive Summary Competing in the market today can be very complicated.
marketing strategy of dominos pizza submitted by hemanta das roll- f submitted to prof. AJAY PANDIT 1 COMPANY PROFILE DOMINO’S PIZZA Domino's Pizza is an international fast food pizza delivery corporation.