MKT744 ASSESSMENT GLOBAL MARKETING AND SALES DEVELOPMENT

Module code and Title: MKT744 ASSESSMENT GLOBAL MARKETING AND SALES DEVELOPMENT

1. Introduction

Global business management depends on effective strategy development by the organisation through better implementation of policies and effective sales management that has provided the organisation to progress well. Moreover, effective sales management has provided a global company to manage the services by analysing the market in a better development strategy through the internationalisation process in a much more efficient manner.

The essay will deal with Domino’s position in the international market by analysing the market of India and Canada on understanding the market entry strategy in a much more effective way through effective STP implementation on the company’s development. The effective marketing mix is managed well and it allows the company to understand in a much more systematic order through which the essay will help in managing the working of the organisation in a much more efficient way.

The role of the sales manager has to be managed well by managing effective business development and operating effective sales development through effective logistics by managing the overall prosperity of the company (Cook, 2020). Thus, through the help of the effective structure of the essay for understanding the impact of sales and business development through effective process management of the organisation to flourish well in the competitive arena.

2. Domino’s outlook on an international platform

Domino’s image as a brand has the image of operating the pizza making and delivery which has the franchise owner and the company owner which makes a great influence in the global market. The crisp and high gluten dough makes the pizza makers the brand’s image which is unique and different from the other pizza brands.

Products and services that are delivered by Domino’s are the serving of aromatic and outstanding pizza with a delicious touch of productivity along with the service of delivering the pizza and dining in the process makes the company different and more attractive than others. The range of pizza delivered by Domino’s has variations over its size and crust, non-vegetarian and vegetarian along with beverages that are even served along with that.

According to the author (Suganda et al., 2021), Domino’s uses competitive pricing strategy as a competitive strategy to achieve the rate of market share in a robust manner hence the profit margin of Domino’s focuses on the increment of sales. Furthermore, Domino’s Quality Improvement (QI) strategy is another competitive strategy to maintain standard food quality that has a good impact on the view of the customers.

Domino’s has been recorded as the world’s largest in the making of pizzas and delivering its services in and around the world by its presence in different countries such as the UK, Canada, Japan, India and many more. There are many competitors of Domino’s some are Pizza Hut, Starbucks, McDonald’s, Zume Pizza and many more however the effect did not ping the company due to product quality. Hence the brand is in a good effective position with the pizza brand with respect to the pricing and the services that have been seen for the improvement of the business world with a good financial base (ADMINISTRATION, 2021).

Figure 1: Competition between Pizza Hut and Domino’s (Source: ADMINISTRATION, 2021)

3. Overview of the market environment of India and Canada

a) Macro Environment

Pestle of India

PESTLE	Explanation
Political	The political stability in India is on an edge that makes the country fail to make any significant progress and therefore has to face huge challenges in managing Domino’s business
Economic	The Gross Domestic Product (GDP) of India is 8.9% in 2021 which identifies the country to be quite economically stable for business (Data.worldbank.org. 2022)
Social	The social situation of the country is good by managing various types of institutions and schemes for effective benefits management that positive impact on the business (India.gov.in. 2022)
Technological	The country has become a major exporter of Information Technology (IT) products by managing better affordability and meeting the demands of the stakeholders
Legal	By implementing the Industrial Employment Act in 1946 which has provided Domino’s to achieve success
Environmental	The country’s main problem is pollution and the depletion of natural resources by effective coastal management through effective environmental governance quite well

Table 1: PESTLE analysis of India (Source: Self-created)

Pestle of Canada

PESTLE	Explanation
Political	The political system of Canada is quite stable as the country has various rights and equality by managing different cultures in a much more effective way
Economic	The GDP of Canada is 4.6% which is comparatively lower than India to understand the instability in the economic management for the business (Data.worldbank.org. 2022)
Social	The situation regarding society has improved with better living conditions for the people by managing the labour market of the country effectively (Canada.ca. 2022)
Technological	The country has managed effective innovation in the technologies by managing the new innovative technologies according to the needs and demands of the people
Legal	The implementation of the Gender Equality Act of 1976 has been highly effective for the business
Environmental	The country’s main concerns are in oil and gas and also in the precipitation patterns with the increase in the health hazards through effective shifts in the temperature

Table 1: PESTLE analysis of Canada (Source: Self-created)

b) Microenvironment

Customers

The customers of Domino’s in India include children and students of schools and colleges and even adults who want some refreshment which has helped the company to make such a huge market share whereas in Canada also the customers of Domino’s are the students and children and in certain cases middle-aged people too who go for refreshment and even on the weekends for a change.

Competitors

The competitors of Domino’s in India are Pizza hut, Starbucks, Subway and Little Caesars which have been a huge competition in the market while the competitors in Canada include Panago, Pizza hut and Little Caesars which has helped in managing the competition of the company quite well.

4. Market entry strategy of India and Canada

India

Additionally, with the help of franchising Domino’s shares the branding of the world as it is the key that has been used to enter India which is creating awareness about the brand and increasing the profit margin (refer to appendix 1). The franchise of Domino’s is regulated by Jubilant Foodworks Limited which is relishing the grand success of the entry into the Indian market. The collection of fees by Domino’s over its new launched stores makes the royalty and the increase in the percentage of the sales which maintains the quality of the food along with the services that are in the robust mention (Hardy, 2018).

Canada

Dominos has a franchising market entry strategy that has been followed which maintains the singular and multi-franchising availability that develops the seamless journey in the global business. The method of franchising has the ability to maintain the balance between the company sale and the profit hence it does not involve additional investment as the selling is based on the profit (Ternova, 2022).

5. Analysis of Domino’s practices to implement STP

Segmentation

The segmentation according to the demographic of Domino’s practices to implement has the focus on the age group of the people in India the age group that has been selected for the sale of the voices on the company is from 20-45 years. It includes the professor along with the students from the entire nation who have the hunger of consuming pizza which adds up to the opportunity in the sale and then profit (Domino et al., 2021).

The segmentation of Canada with respect to Domino’s has the psychographic reach over the people of Canada has the preference of the taste vans preferences that makes the people get more attracted towards the buying and munching of the pizza.

Targeting

Targeting the taste of India, the approach of Burger, pizza will be robust touch for the development in the international market for Domino’s hence the living stand and the classic way of approach have taken the breath of tied publicly. On a broad level, the country has made the company’s goals possible by giving a good reaction to the success of the band choice (Gupta, 2019).

Figure 2: Analysis of Domino’s practices to implement STP (Source: Gupta, 2019)

The lifestyle and the maintenance of the standard of the people of Canada have the targeting Domino’s practices to implement that gives the targeted costumes to consume the services more for the good impact of the brand.

Positioning

Positioning Domino’s in India has been made possible by creating awareness through the making of promotions via television and other social networking platforms that have led to the buying and noteworthy of the company. The thirty-minute delivery or the money-back policy of the company in different parts of the world along with Canada has made a great influence on the life of people as the fast-growing world has much less time to wait for the delivery hence the achievement of success by this process has made a great influence.

6. Marketing Mix of India and Canada

Product

In India Domino’s needs to follow the law of Standards of Weights and Measures (Packaged Commodities) Rules of 1977 for packing the products to be preserved in high maintenance by checking the quality. The Fair Packaging and Labeling Act (FPLA or Act) which was enacted in 1967 has been followed by the US which maintains the regulation for all commodities of customers which will be labelled for the disclosure of the net content, identification of commodity, name and place of the business. Hence the method and the law have been followed by Domino’s which ensures the customers safer content (Benham, 2018).

India has been evidently using cardboard boxes for wrapping the food which makes the food quality maintained and safe which helps in the good positioning of the food as well as helps the customers’ satisfaction. It helps in the good preservation of the product as nature’s safety places a crucial part for the company the growth of the company is based on strategic management.

However, USA maintains the packaging of the pizzas in paper-based packaging material hence Domino’s has been seen to perform best in the development as well hence the marketing strategy of USA Domino’s has been evidently steering up for a long time. On a broader note, the meaning of Domino’s has been found from the base with the referred maintenance of the strategy and management of the business.

The labelling of Dominos in India is done with the help of Trademark applications, Intellectual Property (IP) India, Trademark registry and Trademark class and status which is highly reliable for the companies to flourish well through effective advertisement management (Refer to appendix 2). Moreover, the trademark has to be managed well which provides the organisation to flourish well and establish an effective labelling process by managing the effective activities of the company.

However, in Canada, all businesses including Domino’s have to follow The Nutrition Labelling regulations, 2003 as a strategy for food product labelling that helps the company to deliver a good quality of service to the customers (Canada, 2022).

The branding process of Domino’s in India depends on franchising through which the consumer engagement process is supervised by getting efficient opportunities by getting into promotion and advertisement management for better development of the company. On the other hand, Canada maintains franchise entities and also manages and engages with other local suppliers and vendors that help the company to manage the economic conditions of the company quite well.

The effective management of the company depends on the prices and the brand recognition of the customers which provides flexible business management by looking after the costs of the company effectively (Bhosale and Deo, 2018). Domino’s manages the branding process of the company which helps the company to develop well by establishing the company’s position in the market.

Price

The company maintains an adaptation process in managing the pricing of the company by taking care of the Product cost-based pricing on managing the production, manufacturing and distribution of the product management effectively. The pricing strategy used by Domino’s to flourish in India depends on Product cost-based pricing through which the company tries to attract customers by maintaining the prices of the food items by providing people with reliable options (Desk, 2020).

Furthermore, the pricing has to be maintained by the company in order to develop the company’s revenue in the most essential manner which has provided the company to flourish well in the global arena by managing the local markets. The company has to look after the production cost which the company tries to manage by getting supplies from the local market which has provided the company with managing the manufacturing costs and maintaining the demands of the customers effectively.

The company has a flourishing business in the country with the help of effective technological innovation that has provided the company to establish well in the market and has provided the company to stay intact within the community for better development. Additionally, the flexibility in the prices of the products of the company has helped the company in attracting a good number of customers from the market and it allows the company to manage the competitors in a much smoother manner.

Artificial Intelligence (AI) has to be managed well by the company to essentially monitor the supply chain of the company by making sure it manages the costs and helps in enhancing the cost-effectiveness of the products of the company (Dash et al., 2019).

Figure 3: Supply Chain Management (Source: Dash et al., 2019)

Domino’s is situated in various kinds of places all around the globe and the company has to manage the prices of the products depending on the economic condition of the place and the affordability of the products by the consumers. Thus, the company has tried to implement value-based pricing within the market by looking after the market of Canada and the demands of the people in the market in a much more effective way by making effective tracking records management (Crann, 2022).

The company has to manage e-commerce and sustainability development by managing green logistics which provides the company with efficient opportunities by managing satisfaction and loyalty in a much more effective manner (Brahme and Shafighi, 2022). The pricing value of the company has to be managed well through which the company has to develop a competitive advantage which has provided the company with better sustenance within the global market in a much more effective way.

The understanding of the consumers of Canada and the kind of lifestyle the people have is highly essential for the company to put the prices on the products and it aids the company to progress well. Therefore, the company has to manage the prices of the products to adapt to the market well with an effective adaptation strategy which allows the company to manage the desires and demands of the customers in the most effective manner.

Place

The place of distribution of the company has to be managed well by understanding the market of the company and by establishing a global service development in a much more effective manner. Domino’s on flourishing in the competitive market has to manage direct selling and by managing an effective distribution channel which allows the company to progress well in the global competitive market in a more efficient way.

Thus, the company in India has collaborated with Jubilant food works which provide the company with better access to the market and has provided the company with efficient customers for better revenue management (Domino’s pizza 2022). Effective business management and development depend on the kinds of marketing channels used by the company the social media marketing which provided the company to reach potential customers in a much smoother manner.

The effective logistics services of the company have to be managed well to understand the consumers’ demands in managing the performance of the delivery by managing the direct selling through various kinds of distribution channels management. Therefore, effective food delivery service management has provided in managing the prices of the company by understanding effective economic balance by maintaining effective delivery and management in a quite efficient manner (Stapp, 2021).

On the other hand, the distribution channel of Domino’s in Canada is the same as the company maintains Omni-channel networking by managing effective quality food for better service management of the organisation quite well. The company is the sole distributor of the products and is able to manage the market through efficient management of the competitors by holding the ground in the most reliable way.

However, the Omni-channel marketing of the company has to be well-established through better consumer practices by managing effective marketing strategy through value-based management of the services (Akter et al., 2021). The company is the sole distributor of the products and less amount of competition in the market has provided the organisation to flourish well in the global market which has provided the organisation to progress well.

Additionally, organisational development solely depends on the performance of the company and the way the company is able to manage distribution networking in the most efficient manner. The company has to understand the global market well and provide better development in marketing management through the implementation of better business model development in a much more efficient way by managing the quality of the products in a much more essential manner.

Promotion

Personal Selling

The direct selling of Domino’s in India has been managed quite well through the help of a delivery system on time and being a sole distributor, the sales representative of the company being the store managers and the company promoting more up-selling. On the other hand, in the case of Canada, it has to manage the supply chain management through the help of effective planning by selling the products through the necessary stores of the company which helps in retaining the customers effectively (Investor relations 2022).

Sales Promotion

The sales promotion of the company in India by both online and offline modes due to less access to the internet in some places for the people and the promotion through media influencers, event marketing and partnerships allows the company to make a better market (Dugar, 2021). Whereas, in Canada, the promotion of the products of the company is done with the help of coupons and gift cards which helps in attracting potential customers to the company and allows the company to increase the revenue in a much better way.

Direct Marketing

The direct marketing channels of the company have been quite well managed by the company through social media in both India and Canada to reach the customers in a much more effective way and also through various posters and flyers to the customers. Thus, the company has to manage the customers’ attraction through various leaflets and take the email address of the customers to make the customers aware of the new offers and also the new introductions to the company.

Public Relations

The staffs of the company are recruited from the respective country and especially from the region the store is situated to make the interaction with the customers smoother and especially in India, the effective sponsorship has to be managed well by managing the production quite well. Public relations in Canada have to be managed through press releases which provide in managing strategic and creative value management for effective creativity by effective collaboration quite well (Domino’s Pizza of Canada selects LG2. 2022).

Advertising

Effective advertising management through effective development by better development of the quality of the products has provided India to manage marketing in a much more effective way through various television, billboards and newspapers. The advertising in Canada is more through social media and television which is much helpful for the company to reach the customers and aids in managing the customers to retain well and provides a better market.

Conclusion

Finally, it may be concluded that through effective planning and management the development of the company in the new market becomes quite well through the help of better supervision of the leaders of the company that helps the company to progress well. Effective digital process management and better technological innovation have provided the company to establish a good market in both India and Canada in a much more essential way.

The effective product development and efficient management of the organisation have helped in establishing a better market through the help of quality products by managing the brand of the company by implementing an effective pricing strategy depending on the country. The company has to look after the distribution channels through which the products of the company have reached the consumers by managing the better promotion of the products in the market effectively. Thus, the company has to manage well on developing the organisational management on getting out of the Covid-19 situation in a much more efficient manner by making safe distribution networking in an effective way.

References

ADMINSTRATION, B.O.B., 2021 A STUDY ON ONLINE BUYING BEHAVIOUR OF A CONSUMER WITH SPECIAL REFERENCE TO DOMINOS V/S PIZZA HUT (Doctoral dissertation, BANGALORE UNIVERSITY).

Akter, S., Hossain, T.M.T. and Strong, C., 2021. What omnichannel really means?. Journal of Strategic Marketing, 29(7), pp.567-573.

Benham, E.J., 2018. Expand Labeling Options to Benefit US Exports-A Proposal to Amend the Federal Fair Packaging and Labeling Act (FPLA).

Bhosale, P. and Deo, S., 2018. An examination of the inventory management system at Dominos.

Brahme, S.S. and Shafighi, N., 2022. Green Logistics in Last-Mile Delivery: A Focus on Customers’ Requirements and Satisfaction.

Canada, H. (2022) Government of Canada, Canada.ca. / Gouvernement du Canada. Available at: https://www.canada.ca/en/health-canada/services/food-nutrition/legislation-guidelines.html (Accessed: October 20, 2022).

Canada.ca. 2022. [online] Available at: <https://www.canada.ca/en/employment-social-development.html> [Accessed 19 October 2022].

Cook, T.A., 2020. Mastering Global Business Development and Sales Management. CRC Press.

Dash, R., McMurtrey, M., Rebman, C. and Kar, U.K., 2019. Application of artificial intelligence in automation of supply chain management. Journal of Strategic Innovation and Sustainability, 14(3), pp.43-53.

Data.worldbank.org. 2022. GDP growth (annual %) – Canada | Data. [online] Available at: <https://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG?locations=CA> [Accessed 19 October 2022].

Data.worldbank.org. 2022. GDP growth (annual %) – India | Data. [online] Available at: <https://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG?locations=IN> [Accessed 19 October 2022].

Desk, W. (2020) How Domino’s managed to capture a big slice of the Indian Pizza Market, The Week. The Week. Available at: https://www.theweek.in/news/biz-tech/2020/11/22/how-dominos-managed-to-capture-a-big-slice-of-the-indian-pizza-market.html (Accessed: October 20, 2022).

Domino, M., Borowska, M., Kozłowska, N., Zdrojkowski, Ł., Jasiński, T., Smyth, G. and Maśko, M., 2021. Advances in thermal image analysis for the detection of pregnancy in horses using infrared thermography. Sensors, 22(1), p.191.

Domino’s pizza 2022. Domino’s pizza. Available at: https://www.jubilantfoodworks.com/brands/dominos-pizza (Accessed: October 20, 2022).

Dugar, M. 2021. Dominos marketing strategy: Delivering success in Time, MarqueEx. Available at: https://marqueex.com/dominos-marketing-strategy/ (Accessed: October 20, 2022).

Gupta, M., 2019. A Study on Impact of Online Food delivery app on Restaurant Business special reference to zomato and swiggy. International Journal of Research and Analytical Reviews, 6(1), pp.889-893.

Hardy, T., 2018. Big brands, big responsibilities: An examination of franchisor accountability for employment contraventions in the United States, Canada, and Australia. Comp. Lab. L. & Pol’y J., 40, p.285.

India.gov.in. 2022. Social Development| National Portal of India. [online] Available at: <https://www.india.gov.in/topics/social-development> [Accessed 19 October 2022].

Investor relations 2022. Domino’s Pizza. Available at: https://ir.dominos.com/ (Accessed: October 20, 2022).

Justin Crann June 14, 2022. Domino’s pizza Taps LG2 as its Canadian AOR, strategy. Available at: https://strategyonline.ca/2022/06/14/dominos-pizza-taps-lg2-as-its-canadian-aor/ (Accessed: October 20, 2022).

Press release: Domino’s Pizza of Canada selects LG2. 2022. LG2. Available at: https://lg2.com/en/news/press-release-dominos-pizza (Accessed: October 20, 2022).

STAPP, A., 2021. Price Controls Won’t Fix What’s Ailing the Restaurant Industry.

Suganda, U.K., Oktavia, P. and Fridayanti, V.D., 2021. The Effect of Experiential Marketing and Service Quality on Customer Loyalty of Domino’s Pizza in Cirebon City. Review of International Geographical Education Online, 11(6), pp.772-777.

Ternova, Y., 2022. Technological innovations and their influence on green and environmental products (on the basis of Domino’s pizza) (Doctoral dissertation, Private Higher Educational Establishment-Institute “Ukrainian-American Concordia University”).