INTRODUCTION:

Domino’s Pizza, founded in 1960, is a leading pizza brand in the world. It has more than 14300 restaurants in 92 countries and regions around the world and provides more than 1 million pizzas every day. Although Domino’s pizza has achieved a very proud performance, it also faces a lot of problems, such as low ROE value, high pressure of competition in the industry, and changing consumer demand.

Therefore, in order to better promote the market performance of Domino’s pizza, based on the SWTO model, this paper proposes the SW, OW, ST strategies, and selects the OW strategy for specific analysis, and elaborates the implementation steps of the OW strategy.

SWOT Analysis

SWTO

StrengthWeek
1. Product: pizza is made by hand. A variety of fried chicken products and bread.

2. Strategy: take out service insists on delivering hot pizza to customers within 30 minutes.

3. Technology: a variety of convenient takeout service systems

 

1. Products: pizza tends to be more American taste, not suitable for global promotion.

2. On the customer side: the price is high, which can not meet the low consumption-ability of the group.

3. Strategy: pay attention to delivery service, not to restaurant service.

4.ROE is lower.

OSOOW
1. Expand the number of franchise stores.

2. Increase brand awareness and make more use of advertising and the Internet for information dissemination.

3. Now consumers are in pursuit of health. They can investigate customers’ needs and develop new products and by-products.

Give full play to the advantages of taking out, combine with the catering platform, and make use of the rapid expansion of franchise stores. New product development and continuous promotion of health concept. Carry out marketing and enhance brand awareness.Include dividend distribution in retained earnings and improve the value of roe, so as to attract market expectations for the organization. Then, it provides preparation for the injection of funds needed by the organization’s market expansion. Domino’s pizza should increase the variety of new products according to the needs of consumers and build a reasonable product price system. Increase marketing means and brand awareness. Pay attention to take out, but also pay attention to the improvement of the consumption environment in the restaurant.
TST
1. There are many competitors in the industry.

2. In recent years, there have been competitors in the same industry who adopt low price promotions.

3. There are many substitutes and fast food products.

Keep the organization’s take-out service advantage, different from competitors. Domino’s pizza should publicize the level of takeout technology and make proper differential pricing.

This paper chooses the ow strategy.

Implementation plan

strategic objective

The main purpose of the ow strategy is to improve the disadvantages of Domino’s pizza and combine the choice of market opportunities.

Operation plan

Function

projectstart timeConsumption daysResponsible department
market research1/1/202030R & D, customer service
Comprehensive analysis of consumer demand2/1/202015R & D, customer service
Form new product R & D plan2/15/202015R & D, customer service
Small scale production of new products3/1/202015Production center, supply department, purchasing department
Market trial promotion3/15/202030The marketing department, financial department
Promotion effect evaluation4/15/202015Planning center, US operations, global operations
Change error again5/1/202030R & D, customer service
mass production6/1/202060Equipment supply department
Develop 4P plan8/1/202015Marketing, U.S. operations, global operations
Cooperate with catering platform to increase promotion channels8/15/202030Network service department
Large scale marketing9/15/202030Marketing Department
Change of restaurant service environment10/15/202030Planning Department，Marketing Department
Optimize takeout and restaurant service standards11/15/202015Planning Department，Marketing Department
Include dividend distribution in retained earnings12/30/20202Finance Department