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
| Strength | Week | |
| 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. | |
| O | SO | OW |
| 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. |
| T | ST | |
| 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
| project | start time | Consumption days | Responsible department |
| market research | 1/1/2020 | 30 | R & D, customer service |
| Comprehensive analysis of consumer demand | 2/1/2020 | 15 | R & D, customer service |
| Form new product R & D plan | 2/15/2020 | 15 | R & D, customer service |
| Small scale production of new products | 3/1/2020 | 15 | Production center, supply department, purchasing department |
| Market trial promotion | 3/15/2020 | 30 | The marketing department, financial department |
| Promotion effect evaluation | 4/15/2020 | 15 | Planning center, US operations, global operations |
| Change error again | 5/1/2020 | 30 | R & D, customer service |
| mass production | 6/1/2020 | 60 | Equipment supply department |
| Develop 4P plan | 8/1/2020 | 15 | Marketing, U.S. operations, global operations |
| Cooperate with catering platform to increase promotion channels | 8/15/2020 | 30 | Network service department |
| Large scale marketing | 9/15/2020 | 30 | Marketing Department |
| Change of restaurant service environment | 10/15/2020 | 30 | Planning Department，Marketing Department |
| Optimize takeout and restaurant service standards | 11/15/2020 | 15 | Planning Department，Marketing Department |
| Include dividend distribution in retained earnings | 12/30/2020 | 2 | Finance Department |