Paper Summary:

This paper discusses the success of the Domino's Pizza marketing plan. It evaluates the pizza delivery market, and makes suggestions for the Domino's chain to continue to grow. Finally, the paper reviews industry competitive pressures, factors leading to economic growth and stability, sociocultural trends, the customers' environment, and the internal organizational climate. The paper includes a number of charts and graphs.

Outline:
Executive Summary
Situation Analysis
Product Market Structure
External Environment
Industry Analysis
Porters' Five Forces
Model of Competition Applied to Domino's
Competitive Pressures Most Prevalent in Advertising
Economic Growth and Stability
SWOT Analysis
Weaknesses
Opportunities
Threats
Marketing Goals and Objectives
Marketing Strategies
Marketing Implementation
Budgets
Evaluation, Control, and Contingency Plans
Appendices

From the Paper:

"Domino's Pizza's strong financial performance during 2005 has given the company a significant amount of flexibility and freedom given the increased revenues and earnings in defining its strategies for the future. For continued growth however Dominos has to reduce customer churn, drive up same-store sales, continually reinforce and strengthen their brand, capitalize on the sociocultural shifts occurring in the United States and elsewhere, and finally continually redefine its in-store dining strategies relative to the growing rise of online sales."

Sample of Sources Used:

• Domino's Market Research (2005) - From the 2005 Analyst Day Presentation downloaded from the Internet on May 28, 2006: http://media.corporate-ir.net/media_files/irol/13/135383/presentations/DPZ_InvDayAll.pdf
• March, 2005 investor presentation given by Domino's CEO - Downloaded from the Investor's Section of the website on May 29, 2006: http://media.corporate-ir.net/media_files/irol/13/135383/presentations/DPz_052506.pdf
• Roper (2005) - Roper Starch Worldwide Market Research. Bakery and Pizza Goods Market Analysis, 2005. From a press release at Pizza Marketing Quarterly: http://www.pmq.com/industrynews.shtml downloaded from the Internet on May 15, 2006.
• Roper (2006) - Roper Starch Worldwide Market Research. Bakery and Pizza Goods Market Analysis, 2006. From a press release at Pizza Marketing Quarterly: http://www.pmq.com/industrynews.shtml downloaded from the Internet on May 10, 2006

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