Domino's Pizza E - Commerce Strategy Development, Implementation, and Evaluation - Example

Domino’s Pizza E-Commerce Strategy – Development, Implementation and Evaluation Student: Institutional Affiliation: Date: Domino’s Pizza Business Plan 1. Vision The vision of Domino’s Pizza is to be the “number one in pizza and in people”[Dom14]. 2. Mission The mission of Domino’s Pizza is to sell more pizza[Dom14].This statement underlines the core business of Domino’s Pizza which is selling pizza and fun. 3. Goal In line with Domino’s Pizza vision of being the “number one in pizza and people”, the business plan intends to increase the market share enjoyed by Domino’s Pizza and also increase client satisfaction. This will be achieved through successful implementation of an e-commerce ordering system and institution of efficient delivery logistics functions. 4. Objectives To increase the number of pizzas served by Domino’s Pizza by 15% To reduce customer complaints on service and pizza quality by 5% To increase online pizza orders and deliveries by 10% 5. Market Target market Domino’s Pizza products are targeted for the general population in Australia and other markets it is present. The e-business strategy is particularly targeting young consumers between the ages of 18 and 45. This group is very likely to use smartphones and other computer devices to engage in e-commerce. According To a report by IBIS World (2014), online shopping industry in Australia is worth $14 billion, with an expected annual growth rate of 18.2% up to 2015. Domino’s Pizza e-commerce strategy will be fairly simple but effective. Domino’s Pizza will develop online shopping applications to be used by android-based and apple smartphones. Customers can use the applications to make orders for Domino’s Pizza pizzas and other food items. Domino’s Pizza will rely on discounted prices and viral promotions on social media to attract online customers in the initial phase. New E-business processes 1. Inbound logistics Domino’s Pizza will maintain its full control on the supply chain. This will guarantee consistency of raw materials supply and the quality of the end products. Domino’s Pizza will in partnership with an experienced third-party company, develop an integrated ERP system that will streamline the supply system to reduce delays in deliveries. 2. Operations The e-commerce ordering system will be managed from a central location that will in turn relay customer ordering information to the nearest Domino’s Pizza store. Domino’s Pizza stores will have a standby team dedicated to delivery of online orders. 3. Outbound Domino’s Pizza will rely on its own delivery system to get supply its products to the customers as ordered. Each product line will be managed separately in the respective departments. Separation of product lines will maximise efficiency and enable faster product and service improvement. 4. Marketing and Sales Marketing of online ordering at Domino’s Pizza will be done through advertisement in mainstream media and also through digital media such as YouTube videos, Google ads and social media accounts. Sales will only be made on the Domino’s Pizza websites in different regions. Each region will have an online sales manager who will monitor achievement of sales targets and customer feedback. The regional online sales managers will report to an overall online sales manager. Services Supply chain management Domino’s Pizza will operate a fully integrate enterprise resource planning system. This system will ensure real-time coordination of procurement between suppliers, Domino’s pizza and franchisees in order to have raw materials delivered in time. The system will also assist in inventory management and data analysis. The supply chain management function at Domino’s will remain part of domino’s core functions in order to guarantee quality of raw materials and organisational efficiency through vertical integration. Supply chain management roles Head of Procurement Coordinate overall procurement system at Domino’s and franchises Procurement managers Work with head of procurement to ensure efficiency Procurement IT support department Maintenance and improvement of E-Procurement and ERP system Inventory Manager Ensure timely delivery and prompt stock level notifications to avoid losses and shortages Logistics Head Work with suppliers and procurement departments to facilitate timely and efficient supplies delivery Franchise managers Work with central logistics centre to identify supply problems and suggest solutions Value Chain 1. Infrastructure Domino’s Pizza has over 10,000 store servers meant to receive, store and process ordering data from customers. This capacity will be utilised to implement the e-commerce strategy at Domino’s Pizza. Some of the 1,330 Domino’s Pizza stores will be used as collection centres and also to deliver orders to clients. 2. HR Domino’s Pizza will rely on the existing staff for order processing. However, an additional 2000 staff will be hired to cater for pizza and other products delivery. Domino’s Pizza will develop a management team composed of an overall online sales manager and regional sales managers for the online sales department. 3. Technology Domino’s Pizza will install robust Windows 2008 R2 servers which are powerful enough to handle large amounts of data. The operating system and database management applications must be stable and reliable to avoid inconveniences in the ordering system. Implementation 1. Research on site development Site development will first consider the vision and mission of Domino’s Pizza as outlined in this document and also the specific objectives relating to the online ordering strategy. A market research will reveal the nature of the target market and the competition profile in order to package advertisement and promotion messages appropriately. Search Engine Optimization content will be developed and approved at this stage. 2. Planning This stage defines the actual element of the e-commerce website as per the target audience research data. The website must be functional and suited for use by a person who is representative of the target market. The appropriate ordering content such as Domino’s Pizza products should be identified at this stage. Data security, browser applications and support and other technical aspects will also be addressed at this stage. 3. Information Architecture First a user-focused navigation aids such as quick links, FAQs and inbuilt search will be developed and implemented when developing a navigation tree that will help customers identify their location, shop for their desired product, access discounts and pay securely for order delivery. A functional design will be developed and well detailed to assist data administrators in managing and improving the online ordering system. User Experience Guidelines (UEX) will be developed to determine the expected nature and quality of experience delivered through Domino’s Pizza e-commerce. 4. Construction Construction of the site will be in-house in order to guarantee on quality and reliability. An IT consulting team will be hired to work with the IT department at Domino’s Pizza to construct the site. Once the server side and the user side applications have been integrated with SEO components, their usability will be analysed. 5. Migration and launch Applications and content will be launched in live environment at the e-commerce platform on Domino’s Pizza sites. The applications will be linked with SEO pages to enhance traffic into the ordering sites. Performance expectation will be analysed at this point. Training Training of workers and managers in the ordering departments will have been done at the planning stage of implementation. Training will mostly be focused on order processing, queries management and data processing for analysis and improvement. The type of training will mainly focus on using the e-commerce software developed by Domino’s Pizza in partnership with a contracted IT firm. Evaluation 1. Analytics Analytic tools such as Google Analytics will be used to identify the number of visitors acquired through SEO strategies and partner sites. Analytics will mostly focus on identifying the conversion of visitors to the Domino’s Pizza sites into customers who order through the online system. This will help identify the volume of online sales as compared to store sales and the set targets. 2. Review The review process will be designed to identify the usability of the e-commerce site amongst customers and its uptake from time to time. Offline reporting will be achieved through a market research that will among other things identify Domino’s Pizza e-commerce usability, popularity and its value to customers. Online review will be achieved through short customer surveys that will give feedback on service quality and level of satisfaction. Domino’s Pizza regional sales managers will regularly check the available feedback on service quality to continuously improve until fewer complaints are received from customers. Only the regional and overall online sales managers have access to online and offline review reports. References Dom14: , (Domino's Pizza, 2014), Read More