GLOBAL MARKETING AND SALES MANAGEMENT ASSIGNMENT SAMPLE 2022
1. Introduction
The assignment aims to focus on the global marketing and sales management for Dominos in the UK and India. Global marketing refers to the process of developing plans and strategies to promote the products of a company in the global market.
Global marketing and sales management refer to the process in which a company analyses the external and internal environment of a business and develops various strategies to successfully implement them and achieve the goals of expansion in the global market.
The following paper will elaborate on the competitive strategy, type of products and a complete overview of the company. In this paper, the market analysis of Dominos will be discussed specifically focusing on two countries such as India and the UK.
Macro environment market analysis of Dominos through PESTLE analysis and micro environment market analysis of Dominos through SWOT will be discussed here. The market analysis of Dominos will majorly focus on the political, economic, environmental, legal and many other aspects of the external environment and customer analysis, strengths, and weaknesses of the company in the internal environment in the UK and India. The market entry strategy will highlight the company’s practice and the way of entering the market in the UK and India.
The paper will describe the STP practices of the company and their implementation in the UK and India. The marketing mix strategy for India and the UK will also be explained in this paper.
2. Company Overview
Domino’s Pizza Inc. is a multinational pizza restaurant chain in America which was founded in 1960 and led by CEO Richard Allison. The company has stores in over 5,701 cities and 83 countries all over the world and the maximum number of stores in the US is approximately 15,000 (Dominos.co.in, 2022).
The main product that is sold by the company is pizza which is a very famous Italian dish consisting of several ingredients like vegetables, meat, mushroom, hams and many more. In addition to a wide variety of pizzas, the company also sells oven-baked sandwiches, pasta, beverages and desserts and bread bowls. The major international competitors of the company are McDonald’s, Pizza Hut, Dunkin Donuts, Burger King, KFC, Starbucks, Subway and many more.
The annual revenue of Domino’s in 2021 was $4.357 billion and as of March 2022 was $4.385 billion which reflects that there is a 3.71% increase in the annual revenue of the company (Dominos.co.in, 2022). The competitive strategy of Domino’s is very effective for increasing its sales and expanding its business in the global market.
The company follows a competitive pricing strategy and focuses on serving the customers depending on their preferences and tastes in different countries. The company also follows a strategy of providing services of a wide variety of products to the customers which have helped the company to be successful in many countries and position itself as a popular pizza brand.
3. Market Analysis
3.1 Macro Environment analysis
The macro-environment analysis of the market In the UK and India for Dominos is done through PESTLE analysis. The strategic management tool will help to describe the political, economic, legal, social, technological and environmental factors of the UK and India which are important to consider to operate a business in those countries.
| United Kingdom | Description | Risk |
| Political | · The taxation policy in the UK is in benefits the company.
· High profits can be gained through the tax benefits policy of the government. · Political instability due to an increase in population. · Lower threats from the military policies of the UK. · Strict policies for packaging and labelling. |
Medium
|
| Economic
|
· The GDP growth in 2021 was 7.4% in the UK.
· The current employment rate is 75.7% which has increased slightly after the pandemic. · The UK market is highly developed, diversified and sophisticated which will help the global marketing of Dominos. |
Low |
| Social
|
· Education is high in the UK.
· The average income of the citizens is high. · According to the reports in 2021, the average income of a person in the UK is approximately £31,772 per annum. · The societal norms and attitudes support the type of products Dominos sells. · Family size is increasing and household income has also increased. |
The opportunity for the company and the product is high. |
| Technology
|
· Technological advancements are high in the UK.
· The government funds greatly the research for technological up-gradation in the business. · Developments and the use of mobile technology, social media marketing and digital technologies have increased the opportunity (Chattopadhyay, 2019). · According to the reports of the International Telecommunications Union Index, the country has the fourth-best communications technology. · The funds in the R&D have increased by 37%. |
Opportunity for the company or product is high |
| Legal | · Strict laws by the Food and Drug Administration to reach the standards of national food standards.
· Strict consumer laws, health and safety law, employment law and discrimination law make it difficult for Dominos to do business in the UK. |
Challenging doing business |
| Environment | · The UK provides subsidies for investing in renewable technologies.
· Extreme weather conditions. · Strict issues related to recycling, waste management, and reduced usage of plastic. · Increased consumer awareness. |
Challenging doing business |
Table 1: PESTLE analysis of Dominos in the UK
(Source: Self-made)
| India | Description | Risk |
| Political | · High profits can be gained through the tax benefits policy of the government.
· Political instability due to an increase in population. |
Risk: Medium
|
| Economic
|
· The GDP growth from 2021 to 2022 was 8.7% in India.
· According to the Centre for Monitoring Indian Economy’s monthly time series data, the current unemployment rate is 8.10% in India. |
Risk: High |
| Social
|
· Education is high in India. The literacy rate is 77.70% in 2021.
· According to the reports 2021, the annual per capita income is 91,481 rupees from 2021 to 2022. · The societal norms and attitudes support the type of products Dominos sells. · Family size is increasing and household income has also decreased. |
Opportunity for the company and the product is low. |
| Technology
|
· The government funds greatly decreased for the research in innovation, technology development and deployment.
· Developments and the use of mobile technology, social media marketing and digital technologies have increased the opportunity (Chattopadhyay, 2019). |
Opportunity for the company or product is low. |
| Legal | · Strict laws for national food standards.
· Strict consumer laws, health and safety law, employment law and discrimination law make it difficult for Dominos to do business in India. |
Medium Challenging doing business |
| Environment | · India provides subsidies for investing in renewable technologies.
· Good weather conditions. · Lack of consumer awareness of issues related to recycling, waste management, and reduced usage of plastic. |
Less Challenging doing business |
Table 2: PESTLE analysis of Dominos in India
(Source: Self-made)
3.2 Micro Environment Analysis
Customer Analysis
The customers of the UK have the nature of being loyal to the brands which reflects that they are more comfortable buying products from familiar brands. However, the customers of the UK are highly educated and the average income of a person in the UK is approximately £31,772 per annum. The lifestyle, age-range and purchase history of the UK customers are favourable for doing business. The customers love pizzas and the wide variety of products will help the company to expand its business in the UK.
The customers of India are open to new products which will help the company to easily enter the market. The diversity in demographics and religion results in different tastes of the consumers which is a tough challenge for Dominos to fulfil.
SWOT analysis
The SWOT analysis helps to understand the strength, weaknesses, opportunities and threats of Dominos in the UK and India. The strengths of Dominos are high brand awareness through continuous promotion through social media platforms, fantastic networking channels, its 9000 franchises and quick services and facilities of home delivery within 30 minutes.
The company has an efficient supply chain, low-cost food products and an offering of a wide variety of pizzas to satisfy the taste of various customers. There is a high opportunity for market expansion of Dominos in the UK and India. Including health-conscious eatables, and strengthening the outlet’s network will help to expand the market in both countries.
There is high competition in both the markets, changing consumer eating habits and increased price of the raw materials can cause a threat to Dominos. Operational difficulties in the outlets and low staff retention are the weaknesses of the company.
4. Market Entry Strategy
The market entry strategy used by Dominos in India has used various strategies to expand their business. They have focused on differentiated targeting strategies to serve the customers depending on their tastes and preferences (Greer, 2018). Dominos has given the master franchise to Jubilant FoodWorks in India. Dominos opened its first store in India through a joint partnership with Jubilant FoodWorks.
The company has also focused on digital marketing strategies and launched mobile applications for the customers which resulted in huge success for the company in India. Similarly, Dominos has focused on the mobile and digital innovation strategy to enter the market in the UK. Dominos has also focused on tracking repeated customers. The competitive pricing strategy and offerings of a wide variety of products have helped the company to enter the highly competitive market of the UK.
5. STP for UK and India
The STP model helps to understand the segments, targeted audiences and position any company wants to achieve for entering a market (Romppanen, 2021).
Segmenting: The demographic segmentation refers to that the company has focused majorly on the urban areas at first like tier-one cities in India like New Delhi and Mumbai and the UK. The company has also focused mainly on psychographic and behavioural segmentation which includes the habit of consuming fast food or pizzas.
The company has used segmentation to segment their customers according to their culture, religion and choice of food which includes vegetarian and non-vegetarian sections greatly.
Targeting: The company has tried to penetrate the market in both countries by targeting customers aged between 18 and to 36years. The targeting strategy of Dominos involves this age group because they are more inclined toward exploring a variety of fast foods. The young audiences are more capable of using digital technologies properly like the use of mobile apps or use of various social media platforms.
Positioning: The marketing strategy of Dominos emphasises highly on the digital marketing strategies in both countries to increase their market reach. The slogan of Dominos is majorly focused to provide food to the customers within 30 minutes which differentiates it from its competitors and increases its competitive advantages over other companies.
6. Marketing Mix Strategy
A marketing mix strategy is used by companies to produce the desired response from the targeted market through the application of a set of tactical marketing tools (Syapsan, 2019). Dominos has used a marketing mix strategy in the UK and India to achieve the goals of expansion in the UK and India and also to receive desired responses from the targeted customers in the countries. The marketing mix strategy focuses on 4P’s which include product, Price, Place and promotion strategy. [Refer to Appendix A]
6.1 Product
Dominos majorly provides pizzas to the customers. The products of the company are customised according to the taste and preferences of the local market in both countries. India has a vast diversity in religion and culture. This implies various choices such as vegetarian and non-vegetarian choices in the pizzas.
The company has adopted the strategy of producing more vegetarian pizzas because it has high demand in most of the local markets of India (Dominos.co.in, 2022). The pizzas of the company offer three different sizes-small, medium and large. The customers of the UK market prefer different types of dips and sauces in their pizzas.
So the company has adapted to introduce various types of dips, sauces and toppings to attract the customer in the UK. The side items that are offered by Dominos are chicken wings, bacon and other flavoured chicken dishes. These product offerings have helped the company to create its base in the UK market. There are more non-vegetarians in the UK. This has guided the company to customise its products in the UK market according to the choice of the local customers.
The company also offers various other products to the customers in both countries to reduce the boredom of the same products. The UK customers are very loyal to the existing brands. The customers of the UK majorly love to buy products from familiar brands.
Therefore to penetrate the UK market, Dominos took the opportunity to incorporate a variety of products to attract customers. Apart from pizzas, the company also serves garlic bread, various chicken dishes, bread bowls and many other things to the customers which have helped the company to increase its market reach (Dominos.co.in, 2022). Dominos also provides beverages and desserts and has tied up with Coca-Cola.
The company sells major juices and soft drinks made by Coca-Cola. Dominos provides offerings of various types of bread in the pizzas like extra crust, handmade, flavoured bread and desserts ranging from mousse cakes, choco cakes and many others. Other beverages that are served by the company are Fanta and Thumbs-up.
The strategy of applying various types of products in different countries is due to the taste, choice and preferences of the consumers of the local market. It has helped the company to increase its acceptance among the customers of the UK market and Indian markets. It has also helped Dominos to provide various pizzas according to the choice based on the religion and cultures of the Indian market.
6.2 Price
Dominos mainly targets the young audiences in both countries because they are mostly inclined towards the intake of fast foods. The pricing strategy of the company has significantly helped to penetrate the market of the UK and India. The company has applied the competitive pricing strategy to make a foothold in the market of the UK and India (Islaini and Nayan, 2020).
There are huge international competitors in the pizza market such as McDonald’s, Pizza Hut, Dunkin Donuts, Burger King, KFC, Starbucks, Subway and many more. To beat the competitors and create competitive advantages over others Dominos applied an effective pricing strategy. This includes providing the best quality products within a reasonable range.
Dominos has come up with a consistent and uniform pricing policy. Apart from targeting the young customers mainly, the company had also developed their pricing strategy by keeping in mind the lower middle class and middle-class income group in India (Islaini and Nayan, 2020). This motto has helped the company to attract more customers than its competitors. The uniform and consistent pricing policy have helped the company to keep its base price in check which is highly effective to attract customers.
Affordability is the key point in developing the pricing strategy for the products. To maintain the price level as well as keep it affordable for the customers it is required to provide various offers, discounts or schemes to the customers. Dominos has launched various innovative schemes like a buy one get one scheme, or the availability of discounts on the ordering of certain amounts have helped the company to influence the customers.
The company provides special discounts at regular intervals or during the festival season. For example, Dominos provides special discounts at the time of Christmas in the UK. Similarly, it provides special discounts to the customers of India during Holi. These pricing strategies of Dominos have helped the company to compete with strong competitors and position its business in the market of the Uk and India.
6.3 Place
The company has maintained a direct channel with their customers in both countries. The direct channel includes the process of taking orders through telephone or message or electronic resources like mobile apps or online. Conducting business through direct channels has helped the company to collect valuable data from the customers and use it further to analyse the buying behaviour, choices and preferences of the customers.
Consumers are also able to place their orders through the official website of Dominos which has helped the company to avoid any confusion in the orders and increase the quality of services provided by the company. Maintaining a direct channel with the customers has helped the company to distinguish itself from other companies in the market.
The facilities of providing feedback, ratings and opinions on the products as well as the delivery services have helped the company to increase its performance through customer feedback. The company has focused both on its distribution channel and outsourcing products through third-party delivery partners. It has helped the company to increase the market reach of the customer in the Uk and India.
6.4 Promotion
Domino’s focuses on direct selling strategies to achieve its goals and promote its products in the market of India and the UK. Dominos focuses highly on promotional strategies through social media platforms and different digital channels (Chiang et al., 2019).
Advertising or promoting the products and services of the company through various digital channels has helped the company increase its market reach of the company. Dominos has launched a mobile app to engage the customers more. Dominos has chosen to promote its products through sponsored Facebook ads for targeting the people of the local market in the UK and India.
The company also runs sponsored ads on Youtube through different videos and posts. The company uses various digital platforms like Facebook messenger, Twitter, Youtube, Facebook and many others to promote their business in the UK and India. Dominos listens to the feedback, opinions and views of the customers through social media platforms which have helped the company to improve the quality of the products (Källbäck, 2019).
The company has introduced Domino’s Tracker which has created an effective improvement in determining customer behaviour and buying habits.
The company has also focused on enhancing its services and improving the quality of its services by emphasising making the website search engine optimisation friendly. The Company recognised the importance of innovation and technological advancements in the business processes the company through developing digital solutions for the customers in the market of UK and India. The company focuses greatly on responding to the customers which help to build a relationship with the customer.
The promotion strategies and digital marketing strategies of Dominos have helped the company to increase its market reach and provide better services to the customers of both countries (Pollák and Markovič, 2021). It has also helped the company to gain knowledge of the preferences, choices and tastes of the customers in the local market. The promotional strategy has helped the company to lower the cost of Dominos for advertisement. It has increased engagement with the customers and created more inbound traffic for the company.
Improved search engine rankings and higher conversion rates have helped the company to improve customer experience in the market of the UK and India. This has helped to increase brand loyalty and brand visibility of the company (Grubor and Jakša, 2018). This has helped the company to increase customer satisfaction and brand awareness.
Implementing a social media marketing strategy has greatly increased the reputation of the brand and improved brand recognition (Esqueda-Walle, Marmolejo Rodríguez and Villarreal Estrada, 2020). Increased likes from the customers and positive feedback have also helped the company to increase its market reach in the UK market and Indian markets.
Using digital marketing strategies or social media marketing for promotion and advertisement of the products of the company has helped to improve its ranking of the company on the search engine results page. Promoting the products through different platforms allows the individuals to organically reach the products. It has helped to increase the organic search of the customers. Streamlining the services and digital strategies through using specific keywords on Facebook helps to increase the inbound traffic of the company.
7. Conclusion
The assignment has described the global marketing and sales management strategies of Dominoes. The global marketing strategy and sales management of Dominos have been described in two countries such as the UK and India. The assignment has focused on the market analysis of Dominos which has helped to gain knowledge on the various factors which have influenced the company in the UK and India.
The assignment has focused on the PESTLE analysis of Dominos in the UK and India. PESTLE analysis has helped to understand the political, economic, social, technological, legal and environmental factors in the UK and India. These factors are important before entering any new market.
The SWOT analysis and customer analysis of the UK and India have helped to gain knowledge of the microenvironment of the company. Customer analysis helps to understand the buying behaviour or habit and choice, preferences and likes or dislikes of the customers.
The STP analysis has helped to understand the strategies applied by Dominos to segment, target and position their business in the UK and Indian markets. In the concluding section, the marketing mix strategy provides the information on the customisation of products, competitive pricing strategy, conducting business through direct channels and promoting the business through digital marketing strategies or various social media platforms that have helped Dominos to penetrate the highly competitive market of the UK and India.
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