The paper "Special Issue on Recent Trends in the Food Industry and Food Chain" is a great example of a Marketing Case Study. The report gives a detailed marketing strategy that Domino’ s Pizza should take up for its chicken prawn pizza product. The paper reviews the firm’ s background and growth opportunity with the focus of whether there are evident issues that it may take up to increase the appeal of its chicken prawn pizza product to the market. It further reviews the external factors affecting these products and companies in general where it, later on, finds that there are more opportunities around these external forces as opposed to threats.
The report consequently, reflects on the findings made on key success factors revolving around the Domino’ s Pizza with a keen emphasis on its chicken prawn pizza product. The report also reflects on the target market, values in product delivery, product range other marketing mixes, green marketing, and CSR. The paper also offers some recommendations in line with these findings on how they can be tailored to foster the appeal of Chicken prawn pizza products from Domino’ s Pizza. The purpose of this second part of the report is to demonstrate understanding processes involved in the business plan strategic marketing.
As proof this part of the report will cover the chosen firm; Domino’ s Pizza organization background while pointing out at its industry and other distinctive features. This part of the report will also cover the firm’ s growth opportunity where one specific growth opportunity is taken up by the firm. “ The Build Style” reporting format will help in the articulation of the marketing strategy analysis of Domino’ s Pizza supplies in Adelaide, Australia while focusing on the chicken and prawn pizzas product series over a period of the next three years.
Domino’ s pizza current financial ratios are; gross profitability margin ration of 30.82%, valuation ration of 43.66%, Price to sale ration of 2.79% and cash ratio of 0.82%. Domino’ s pizza most significant competitors in the Australian market include; Crust Gourmet Pizza Bars, Eagle Boys and Pizza Hut these three competitors have their own distinct Pizza recipe which has further increased the level of competition in this industry.
On the other hand, the Australian fast food industry has an annual growth of 2.3% over the past 10 years through this industry also contributes an estimated 2.5% to Australian. This industry’ s growth is attributed to the current growing demand for healthier fast-food options in Australian. Domino’ s Pizza was first introduced in Australia in the year 1983, with its first store opening in Springwood, Queensland. However, Domino’ s Pizza growth and development were stunted due to major setbacks experienced by the chain. Later on, the Domino’ s Pizza expanded into Perth, Brisbane, Sydney and also Adelaide.
Domino’ s Pizza dominance of the Australian Pizza market is attributed to Dial-A-Pizza purchase of the firm’ s master franchise where it converted 70 of its stores across Australia to Domino’ s Pizza stores (Domino’ s Pizza (Australian) Case Study: Building From a Platform of Scale & Innovation to Grow During Recession, 2009).
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