Marketing: Background of the Company, SWOT Table, Area, Parameters, Strengths, Weaknesses, Opportunities, Finding and Explanation of SWOT Table (Research Paper Sample)

Table of Contents TOC \o "1-3" \h \z \u Executive Summary PAGEREF _Toc436566119 \h 2Introduction and Background of the company – PAGEREF _Toc436566120 \h 2SWOT Table PAGEREF _Toc436566121 \h 3Finding and Explanation of SWOT Table PAGEREF _Toc436566122 \h 4Recommendations PAGEREF _Toc436566123 \h 4Target market PAGEREF _Toc436566124 \h 4New product description PAGEREF _Toc436566125 \h 5Product: PAGEREF _Toc436566126 \h 5Price: PAGEREF _Toc436566127 \h 5Place: PAGEREF _Toc436566128 \h 5Promotion: PAGEREF _Toc436566129 \h 5Customer value proposition PAGEREF _Toc436566130 \h 5Justification of the choice of new product using at least one strategy PAGEREF _Toc436566131 \h 5References PAGEREF _Toc436566132 \h 6
Executive Summary
This is an individual assignment in which students have been asked to prepare a business research report by applying the knowledge and skills developed in this semester. Here student is required make evaluation of internal as well as external environment of an organization and based on analysis made of the target market, he/she is required to identify the new product which can be release into the market by targeting the particular group of customers. For preparation of this report I have selected Domino’s Pizza Enterprises Limited which is an Australian public company holding the exclusive master franchise for the Domino’s Pizza brand network at worldwide. Here I am required to make analysis of internal and external environment of Domino’s Pizza Enterprise with SWOT analysis and also required to identify the relevant strategy and target market based on such analysis a suitable new product to be suggested to the company. The SWOT analysis will make focus on the new proposed business concept.
Introduction and Background of the company –
The first Domino’s store was open in Australia in Springwood, Queensland in 1983 and it was the first company who introduce to offer home delivery of pizza. The Domino’s Pizza Enterprises Limited which an Australian public company is holding the exclusive master franchise for the Domino’s Pizza brand network at worldwide. It is engaged in the operation of retail food outlets and company is mainly operating in three segments Australia/New Zealand, Japan and Europe. The company’s menu consists of sides, deserts, chicken and dipping sauce, drinks, crusts and pizzas and there are varieties of pizzas available in company’s menu. The company’s operation is established in over six countries with more than 1500 stores. In May 2005, Domino’s Pizza Enterprise Limited becomes the first publicly listed pizza company in Australia. It has a largest pizza chain store in Australia with number of stores and networks. Domino’s runs world’s second largest pizza chain in more than 70 countries. The major competitors of Domino’s include PAPA John’s international Inc., Pizza Hut Inc. and Caesar Little Enterprises Inc. The average annual revenue of Domino’s Pizza Enterprise is $ 1993.83 million, with good contribution in fast-food and restaurant industry. If we analyse the Asian market of Domino’s Jubilant Food Works Limited and its subsidiary having exclusive right to operate for Domino’s Pizza brand for some Asian countries which includes India, Sri Lanka, Bangladesh and others. In India there are more than 959 restaurants located at various places and is has largest share in Pizza market with around 72% which is gradually decreasing with increase in competition in Asian Market. Over the period since 1996, Domino’s remained focus on the Pizzas & Slides of superior quality and able to maintain the taste of customers since long time. Now, company must focus on its vision with introduction of new product such as burger and other items of fast food as per the taste of Indian and other Asian customers. Here we try to make focus on the Asian market with such new products for making strong position of Domino’s in the market.
SWOT Table –
Domino’s is believing in dedication to quality, value to customers and technology and updating its business strategy according to it. Domino’s Pizza having a dominance position in 100% home delivery and takeaway channel with strong position in the market of domestic US, Western Europe and India. And with this strong performance with use of new technology company has great opportunities in future if company will bring new products in its menu as suggested above. As competition is increasing in Pizza market company is required to make focus on the other product which gives new sets of taste to its customers. Pizza was traditionally not accepted by the society, however gradually customers like it and accepted it as regular occasional food. Serving of pizza with varieties of salads and toppings will make it more delicious and tasty. India and other neighbor countries have a good market in fast-food industry and great opportunity remains for Domino’s. Let us try to understand it SWOT analysis:
Area

Parameters

Strengths

Brand: Domino’s is a very popular brand all over the world and have a good image in Indian market. It is making continuous advertisement and becomes famous with its taglines as ‘30 minutes nahi to free’. This kind of marketing has been considered as very aggressive however it creates a brand image with promise into mind of customers.
Fantastic channel network: Domino’s channel network is spread over into India in every state and it can easily make the customers home delivery in the time provided.
Quick service: The service of Domino’s has been considered as very quick and it delights the customers and it also helps the company in creation of a brand image into eyes of customers and make it differentiate from others.
Low cost establishment: Domino’s need not high class of amusement or ambiance so it gives an opportunity for dealer to make low investment cost.
Healthier food quality: Company is trying to change their dough by incorporating more wheat into their crusts, and introduction of salads and topping also makes it healthier.

Weaknesses

Operations of new line of business: Currently the company is having only one line of business and since 1996 in India, it is focusing on pizza only with varieties of flavors and tastes. With entering into other fast food products into the menu of Domino’s, the business focus will get divert for management and it also requires to make focus particularly when the outlets of Domino’s is located at so many places.
Decreasing sales in mature markets: The people becomes more health conscious, they are less preparing fast food and junk food now and as a result there is decreasing trend has been found in the sales of many companies.
Less number of eateries: Domino’s is very famous for its home delivery outlets and does have less numbers of sitting eateries which can be a problem for this new product market. As Indian customers are more like to eat fast food at malls and other stores by sitting in a cool place.

Opportunities

Market expansion and adding of new product in its menu: By targeting the Indian and neighbor countries market there is a good opportunity remain for Domino’s to make expansion of its market. The youngsters and other aged customers are more like fast-food which gives a huge market for Domino’s and with this company is able to diverse itself into new range of product in its menu.
Penetration of current market: With the introduction of competition and arrivals of new companies offering pizza it is necessary for Domino’s to recreate its image, so if company will offer new product with pizza then customers will also going to taste pizza also who right now preferring other brands and with this company can also advertise in indirect way for its main product.

Threats

Direct and Indirect level of competition in market: The entry in market of fast-food is not easy for any local company as there are big players who are continuously offering variety of products to its customers from domestic as well as international level. Like McDonalds, KFC, etc. which shall give a string competition to Domino’s as it has established market in this products.
Changing of customers habit: Currently Domino’s is well famous for its variety of Pizzas and with introduction of new product will may create a wrong image in customers that company is falling in its main product so entering into new one, and as a result it would be difficult to change the mindset and habit of customers to move towards to new product.

Finding and Explanation of SWOT Table –
All the above discussed strengths of the company will give it an easy entry into the market of fast-food. The introduction of burger and other fast food with brand of Domino’s will give a new taste to Indian customers and they have a good option to make try on it. There shall not be extra efforts required by Domino’s to capture the market of fast-food as the network chain of Domino’s is already spread over into the market of India and it can easily deliver also wherever it finds opportunity. The low cost establishment option will also attract new dealers to be associate with Domino’s. The quality maintained by Domino’s particularly use of more and more wheat in fast-food will attract more customers as today they become more conscious about health and diet. The weaknesses remain in this new line of business for Domino’s requires it to make focus on the health of c...