Synopsis: Domino’s Pizza expanded its business globally and took precise steps in various countries to ensure success. Address the following questions:
1: Do you think it is wise for Domino’s to stick to its traditional “home delivery” business model, even when that is not the norm in a country and when its international rivals have changed their format?
I do not think that the traditional delivery business model is pertinent to the new country for Domino. Business trends have been changed now, and it is a perfect time to use technology to shape the whole business process along with the tech-savvy delivery process. It can help the firm gain an advantage over both international and local fast-food giants. The change in the business model can help the company integrate with the country’s norms.
2: What do you think Domino’s does from an organizational perspective to make sure that it accommodates local differences in consumer tastes and preferences?
I think Domino has the capability to integrate with the culture of different countries. The perception of the company is to align with different cultural values, including eating habits, living standard, traditions, and tastes. Thus, accordingly, the company can shape the products for customers and build the prominent narrative that can increase customer preferences. Building the strong narrative in the country depicts the perspective of both the company, and customers in the competitive market.
3: How does the marketing mix for Domino’s Pizza in Japan differs from that in the United States? How does that in India differ from the U.S. marketing mix?
The marketing mix for Domino’s pizza is quite different in The United States, India, and Japan. For Instance, the product line is quite different in Japan, according to buying and eating habits along with some unique cultural values. Similarly, in India, the pricing strategy is different, as the company comes up with the penetration pricing strategy to attract low or moderate-income people. Moreover, the placement strategy in Japan and India is different as usual urban areas are targeted. In the United States of America, the promotion has been enhanced on social media platforms as compared to the traditional promotional traits in India and Japan (Bowman, 2016).
4: What lessons can we draw from the Domino’s case study that might be useful for other international businesses selling consumer goods?
The big lesson that can be derived from Domino’s international business is the cultural integration and the adaptation. When selling consumer goods in a competitive market, it seems mandatory to evolve with time to align with the new customer or market trend. Same business traits can be imitated by other international firms to gain success and sustain the business for a long run (Buss, 2013).
References
Bowman, J. (2016, April 21). The Secret to Domino’s Pizza Inc.’s Success. Retrieved from https://www.fool.com/investing/general/2016/04/21/the-secret-to-dominos-pizza-incs-success.aspx
Buss, D. (2013, March 9). Domino’s Global Growth Feeds Pizza Chain’s Rising Success. Retrieved from https://www.forbes.com/sites/dalebuss/2013/03/09/dominos-global-growth-feeds-pizza-chains-growing-success/
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