Special Issue on Recent Trends in the Food Industry and Food Chain - Case Study Example

RKЕTING STRАTЕGY & АNАLYSIS РАRT B Name of Student Institution affiliation Table of Contents EXECUTIVE SUMMARY 4 1.0 INTRODUCTION 4 2.0 FIRM BACKGROUND 5 3.0 GROWTH OPPRTUNITY 6 4.0 ANALYSIS 6 4.1 Macro environmental factors 6 4.1.1Political forces 6 4.1.2 Economic forces 8 4.1.3 Sociocultural forces 9 4.1.4 Technological factors 10 4.1.5 Environmental factors 11 4.1.6 Legal factors 12 4.2 Major financial data and analysis 14 4.1.3 Competitors 14 Other potential future competitors in this Australian industry that pose a threat to Domino Pizza existence in this specific market include; Nando's, Oporto and Eagle Boys Pizza which have a market share of 5.6%, 2.1% and 9.2 % respectively according to a recent research conducted by IBIS World (Maltseva, 2016). 16 4.4 Industry attractiveness 16 The attractiveness of Australian fast-food industry is attributed to the huge population in this country; in line with this the high population densities especially in the major cities like Adelaide. It is estimated that the current population in this country is 23.13 million people; however, the North territory of Australia is densely populated leaving the cities quiet populated which provides a huge market margin for the fast food companies which is a significant contributor to the industry attractiveness (Jham & Tandon, 2012). Additionally this industry is attractive due to the availability of adequate niches; in this case, the boundaries of technology and innovation have also contributed to the attractiveness of this industry which has provided a lot of opportunities for nearly all of the fast food companies in this industry. 17 4.4.1 Key success factors 17 5.0 FIRMS CURRENT MARKETING 18 5.0.1Market share 18 5.0.2 Market segmentation 18 5.0.3Target market 18 5.0.4 Values delivered 19 5.0.5 Value proportion 19 5.0.3 Positioning 20 5.0.4 Product range 20 5.0.5 Other marketing mix elements 21 5.0.5.1 Price 21 5.0.5.2 Promotions 21 5.0.6 Green Marketing 21 5.0.7CSR Programs 22 6.0 RECOMMENDATION FOR GROWTH OPPRTUNITIES 22 6.01 Three year growth opportunity 22 6.0.2 Target market 24 6.0.3 Value to be delivered 24 6.0.4 Positioning 24 6.0.5Product range 25 6.0.6 Other marketing mix elements 25 6.0.6.1Price 25 6.0.6.2Promotions 25 6.0.7Green marketing 26 6.0.8 CSR program 26 7.0 CONTINGENCY PLAN 26 References 28 Apendix 32 МАRKЕTING STRАTЕGY & АNАLYSIS EXECUTIVE SUMMARY 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 this products and company 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 recommendation in line with these findings on how they can be tailored to foster the appeal of Chicken prawn pizza product from Domino’s Pizza. 1.0 INTRODUCTION 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 strategic 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 is 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. 2.0 FIRM BACKGROUND 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 was 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). This firm operates in Australian fast-food industry which is experiencing rapid growth due to Australia’s rich variety of foods and drinks and the country’s multi-cultural society. Domino’s Pizza is also one of the global brands and pace centers in Pizza making and delivery. Evidently, the company has a total of 1,300 stores spread out globally (Domino’s Pizza, 2009). Its Australian division, well known as Domino’s Pizza Enterprises Ltd is the largest Domino master franchise globally. 3.0 GROWTH OPPRTUNITY The major growth opportunity that the firm will focus on is the three-year growth opportunity plan. This growth opportunity will significantly focus on the sustainable development, expansion and CSR. In this case, the introduction of new ingredients will ensure health cautiousness to the fresh chicken and prawn pizza hence help the company achieve this particular growth opportunity. On CSR growth Domino’s Pizza will offer low calories fresh chicken and prawn pizza in its pizza product portfolio and also increase the global awareness of the importance of a balanced diet and the risk of food allergens (Warsi & Nisa, n.d.). 4.0 ANALYSIS 4.1 Macro environmental factors 4.1.1Political forces These are forces which revolve around the countries laws and policies which impact on Domino’s Pizza. Due to the long existence of Domino Pizza in Australia the level of threat regulation has significantly gone down. This is also attributed to the great trade relationship that the Australian and American government have had over the years hence leading to the Australian government ensuring that its policies favour the existence and operation of Domino’s Pizza in Australia. The graph below shows the performance of Domino’s Pizza; an international fast food store company compared to the domestic fast food stores in Australia (Sipahi, 2010). http://www.wikinvest.com/stock/Domino%27s_Pizza_%28DPZ%29 Threat Rate Probability of occurrence Rate Domestic regulation 4 1 http://www.abc.net.au/news/2013-10-30/5056904 4.1.2 Economic forces The fast growing economy of Australia is a significant factor that has impacted Domino Pizza growth in the Australian market. This is because the rapidly growing economy has made cities like Adelaide, Australia to increasingly become Metropolitan which has resulted in more people moving to these cities due to the significant opportunities which they are presented with for instance job opportunity and conducive environments to carry out business. Domino Pizza, in this case, ends up benefiting from the huge customer base in these cities and the whole country in general. Due to the significantly huge customer base and a stable economy the preference and change of Domino Pizza customers is likely to vary (Sharkey, Horel, Han, & Huber, 2009). This, therefore, means that there is a quite high likelihood that the chicken and prawn pizza will be adapted by this particular customer base. The fall in fuel and energy cost is another issue in line with the economic factors that greatly impacts on the sales of the chicken and prawn pizza. This specific issue is highly likely to lead to a decrease in the chicken and prawn pizza prices. This might, therefore, encourage the customers and other potential customers to buy this particular product from Domino’s Pizza due to the significantly low prices. In line with the economic factors the falling inflation rate in Australia as seen in the graph below, means that there is a gradual decrease in prices of goods in the country. Similar this might result to Domino’s Pizza maximizing on this opportunity through encouraging customers to purchase chicken and prawn pizza despite the slightly high prices. Opportunity Rate Probability of Occurrence Rate Fall in fuel and energy prices 5 5 Declining inflation rate 5 5 4.1.3 Sociocultural forces These are forces related to the lifestyle of people and their way of life. The current societal perception towards the fast food industry in Australia is that people have changed their preferences and taste in foods leading to a preference for healthier food choices. This backed up by a recent finding of IPSOS; ASI revealed that price and health food top the list of purchase drivers in fast-food stores in Australia at 76% and 67% respectively (Poti, Slining, & Popkin, 2014). Opportunity Rate Probability of occurrence Rate Health concern 4 4 4.1.4 Technological factors These factors impact the societal lifestyle and the firm’s way of operation. Technology has had a huge impact in the fast food industry specifically by improving the fast food service delivery. In line with technology one significant opportunity that presents itself to is real-time Pizza delivery (Maltseva, 2016). Through technology customers can be able to view the Domino’s Pizza menu and make their order online which will be delivered to their place of choice in a short while. On the other hand, technology has also fostered the usability of Apps in the Pizza ordering and delivering process (Maltseva, 2016). Customers are also be able to be inform on any news regarding Domino’ Pizza through constant updates trough the app, for instance, discounts for the chicken and prawn pizzas or a newly introduced package. Opportunity Rate Probability of occurrence Rate Real time Pizza Delivery services 5 5 Pizza ordering App 5 5 4.1.5 Environmental factors Due to the current environmental conservation awareness, the Australian government bodies are encouraging the fast food industry to go green. This is to ensure that the organizations are also contributing in the global course of environmental conservation and achieving sustainability (Luxton, 2011). This is carried out through ensuring that these organizations are using the environmentally friendly material for instance shopping bags which do not pose any risks to the environment and renewable energy ensures there is minimal deforestation and use of gases which are not environmentally friendly(Luxton, 2011). Domino’s Pizza should, therefore, be vigilant in adopting environmental friendly operations and resources in order align itself with purchase preference of its customer base which tends to prefer fast food stores that are cautious about the environment. This is backed up by a recent research carried out by IPSOS, ASI the environmental cautiousness come third in the list of purchase drivers in fast-food stores in Australia. Opportunity Rate Probability of occurrence Rate Green initiative 4 4 4.1.6 Legal factors These factors affect how an organization complies with the rules and regulations set in a particular industry. Domino’s Pizza is, therefore, responsible for complying with all required legal issue in the fast food industry in Australia. Compliance with the legal requirements is another issue which significantly influences the purchase behavior of customers in the Australian fast food industry. For instance, firms are responsible for abiding by the health and hygiene requirements stipulated in the Australian law directed to the country’s fast-food industry. In this case, Domino’s pizza should ensure that it complies with the set health and hygiene responsibilities set on the food handlers in Australia (Thomadsen, 2007). This is backed up by a conclusive research carried out by IPSOS, ASI in efforts to determine the main factors influencing the purchase behavior of customers in the Fast-food industry in Australian. In this case, compliance with the legal requirement was ranked as a fifth factor influencing the purchase behavior of customers with 49% of the participants involved agreeing that their purchase behavior was significantly dependent on whether a fast food store complied with the stipulated legal requirement or not (Laužikas et al., 2015). Therefore, this is an essential opportunity that Domino’s Pizza should take up. In this case, this fast food store should ensure that it complies with all legal requirements in order to get a substantial market share for its chicken and prawn pizzas product. Opportunity Rate Probability of occurrence Rate Compliance with all legal requirements 4 4 External Environmental Forces Summary Opportunity Rate Probability Threat Rate Probability Fall in fuel and energy prices 5 5 Domestic regulation 4 1 Declining inflation rate 5 5 Health concern 4 4 Real time Pizza Delivery services 5 5 Pizza ordering App 4 4 Green initiative 4 4 Compliance with all legal requirements 4 4 This, therefore, shows that there is a high likelihood for growth whiles the number of threats deterring this likelihood being significantly low. However, consideration of these threats is also crucial while taking up any other future strategies. 4.2 Major financial data and analysis The Australian Domino’s Pizza statement of Profit/Loss (Financial position statement as in appendices 1). From the year 2013, the Australian Domino’s Pizza has recorded a gradual increase in its profits and revenues which was 4306.60 million to in the year 2013 $4,749.20 million in 2015(Domino’s Pizza, 2009). The Australian Domino’s Pizza also recorded a significant improvement in its net loss which back in the year 2013 was $-353.80million to $-93.8 million in 2015. In line with this, the Australian Domino’s Pizza financial performance also recorded a significant improvement in the year 2013 compared to that of the year 2015(Domino’s, 2016). The Australian Domino’s Pizza financial position, therefore, suggests that it’s conducive to support opportunities growth taken up by the company. 4.1.3 Competitors The Australian Domino’s Pizza is one of the leading fast food companies in the Australian market. It holds 57% of the global market share however in the Australian market the Australian Domino’s Pizza enjoys a 74% market share. This result is dependent on its dominance in the Australian market which has led to the company having a division in this market known as Domino’s Pizza Enterprises Ltd (Domino’s Pizza , 2009). However due to negative publicity that the company was involved in in the year 2015 where a delivery employee from Dominion Pizza was accused of over speeding and causing a tragic accident that cost the life of one middle-aged woman the company’s projected 3 %growth in the second quarter of 2015 was not achieved(Maltseva, 2016).The company's growth has since been affected with the third and fourth quarter of the same year showing some unstability in growth. Some of the major competitors of Domino’s Pizza especially in the Australian market include Pizza Hut and Macdonald's. These two global brands have a relatively huge influence in Australia due to their rich reputation and global brand, two aspects which are quite similar in the case of Domino’s Pizza.This can be backed up by the market share taken up by Pizza Hut and MCdonalsd which stands at 56% a 59% respectively(Su-Mei Lin, 2011). https://mpk732t22016clustera.wordpress.com/2016/07/ Significant of the strength Rate Market leader & Brand loyalty 5 Other potential future competitors in this Australian industry that pose a threat to Domino Pizza existence in this specific market include; Nando's, Oporto and Eagle Boys Pizza which have a market share of 5.6%, 2.1% and 9.2 % respectively according to a recent research conducted by IBIS World (Maltseva, 2016). 4.4 Industry attractiveness The attractiveness of Australian fast-food industry is attributed to the huge population in this country; in line with this the high population densities especially in the major cities like Adelaide. It is estimated that the current population in this country is 23.13 million people; however, the North territory of Australia is densely populated leaving the cities quiet populated which provides a huge market margin for the fast food companies which is a significant contributor to the industry attractiveness (Jham & Tandon, 2012). Additionally this industry is attractive due to the availability of adequate niches; in this case, the boundaries of technology and innovation have also contributed to the attractiveness of this industry which has provided a lot of opportunities for nearly all of the fast food companies in this industry. 4.4.1 Key success factors Key success factors are critical issues which greatly depend on whether success will be achieved or not they may include; either skills or resources. Workforce management and operations, financial position and Brand are the keys to success. These awards are proof that these are the success factors which Domino Pizza is dependent on in this industry. • The best staff in service delivery and customer relation • The best and quality Pizza, in reference to health concern, hygiene and preparation. • The Best Pizza fast food chain by Australian National Retail Association • Australia’s Most Respected Company by The Australia Financial review in the year 2012 5.0 FIRMS CURRENT MARKETING 5.0.1Market share Domino’s Pizza market share is estimated to be around 50 per cent of the Australian chain pizza market according to a research conducted by IBIS World. This market share is said to spike recently due to Domino’s Pizza taking up 80 stores from Eagle Boys one of its industry competitors that is facing bankruptcy. This market share reveals Domino’s Pizza dominance of the Australian market. 5.0.2 Market segmentation Domino’s pizza market is segmented depending on the geography, demographic and phycology. Geographic market segmentation of Dominion Pizza covers the company’s overseas market. The demographic segmentation covers the different social classes that Domino’s pizza covers. Its psychographic segmentation covers its different customers with different lifestyles which entails customers preferring healthy pizza and those in need of a quick pizza meal. 5.0.3Target market This is the specific customers that Domino’s Pizza strategically tries to capture. Domino’s Pizza most significant target market would be busy parent in the age bracket of 25-49 (Jones, 2007). These are individuals with a quite occupied day; therefore, they rarely get time to prepare their family a meal hence opting for takeout foods. Therefore, a unique chicken and prawn pizza product would be quite ideal for them. Additionally, Domino’s Pizza focuses on university going student (Jones, 2007). More often than not these students are occupied with studies, therefore, they also rarely get time to cook, these students prefer eating out, and chicken and prawn pizzas product provides them with various options. 5.0.4 Values delivered One significant value that Dominion Pizza through its chicken and prawn pizzas product can deliver is utmost quality (Laužikas et al., 2015). In this case, Dominion Pizza should ensure that the recipe for this particular Pizza product is tested and proven to attain the best quality of ingredients balance and taste. The other significant value that Dominion Pizza should strive to attain is great customer services (Jham & Tandon, 2012). This is a quite broad value since it covers the fastness of the service delivery and the quality of service being delivered. This is backed up by a recent research carried out by Starbucks and McDonald's food store where it revealed that the waiting period time for an order to be processed and delivered is a significant issue that influences the fast food customers to purchase behaviour as evident in the graph below. http://www.consumerpsychologist.com/intro_Consumer_Behavior.html 5.0.5 Value proportion The value proportion of Domino’s Pizza is its trademark reference; “less for much less." This means that Domino’s pizzas are quite affordable. The low prices is the great incentive in this case. 5.0.3 Positioning This is a business strategically placing itself in the market in order to maximise on its current market margin. In this case, Domino’s Pizza ensures that it continues to deliver the freshest Chicken prawn Pizza to its customers. Dominion Pizza can also achieve its positioning marketing goal through strategically setting up their store in strategic areas near their target market (Maltseva, 2016). This entails near major roads and highway and concentrated office spaces. Through this positioning, Domino’s Pizza will be able to capture its target market due to its convenience location and also ensure that its deliveries are much faster due to the closeness to its target market (Thomadsen, 2007) . 5.0.4 Product range This is a variety of products which serve the customers different tastes and preferences. Domino’s pizza has various products that serve its Australian market. In this case, it has a variety of flavors from chicken prawn pizza product, gourmet pizza, lamb tzatziki, bangers and beef, gluten free n many (Su-Mei Lin, 2011). More emphasis on the importance of product range in the fast food industry have been put across by Brian Wansink in his scientific study which studies the over-consumption of people on fast food joints products. He emphasizes that product range is one of the significant contributor of individuals over consuming fast-food products (Warsi & Nisa, n.d.). 5.0.5 Other marketing mix elements 5.0.5.1 Price This are the charges that should be charged for different range of food products been offered by Domino Pizza. In this case, it is cautious of the price of the chicken prawn pizza; it, therefore, ensures that it does not exceed the market price (Thomadsen, 2007). Domino Pizza also ensures that it comes up with different packages suited for the different target group. These packages prices vary depending on the target group in order to ensure that they are relatively affordable. 5.0.5.2 Promotions This is a strategy to inform the public on a specific product range. Thus, Domino's Pizza is keen to adopt various promotion strategies for instance TV, on-line, radio and poster advertisement in order to reach a wider market range (Thomadsen, 2007). The significance of promotion is evident through the forecast of the Australian national restaurant association which estimated that a total of $4.6 billion was used in promotion advertisement in Australia in the year 2015. 5.0.6 Green Marketing Green marketing this is the creation of awareness on the green initiative being taken up by the fast food companies. Domino Pizza take up green marketing as a strategy to promote its sales for the Chicken prawn pizza. This issue is important due to the significance of the global cause of going green where customers are now increasingly been drawn to fast-food companies which have taken up the green initiatives. The relevance of green marketing can also be revealed through the 2015 released Australian national restaurant association demographic where it was estimated that $1.7 billion dollars were used in green marketing in the fast food industry (Warsi & Nisa, n.d.). 5.0.7CSR Programs These are ways and strategies that the firm can give back to the society. CSR programs are essential for an organization since they foster its reputation, In this case, Domino pizza is keen to adopt strategic CSR programs which will also foster its reputation in the Australasian market (Schrempf, 2012). In this case, the company chooses a unique CSR program that is influential to the community. 6.0 RECOMMENDATION FOR GROWTH OPPRTUNITIES 6.01 Three year growth opportunity Growth opportunities Year 1 Year 2 Year 3 Target market Busy parents and university students Focus on the children and teens target market Focus on the black, Chinese and Hispanic people target market Delivered value Timely delivery quality in products Offering of discount coupons and loyalty card free vouchers Positioning Strategically positioning of stores offering Pizza catering services for functions and meetings Offering discounts in the stores that are not strategically positioned near the target market to those that have significant low sales in order to draw more customers. Product range Single chicken prawn pizza Coming up with different flavored chicken prawn pizza products Coming up with chicken prawn pizza with various toppings Other marketing mix elements( Price and Promotion) Making the prices relatively affordable, adopting marketing techniques entailing; billboard, poster television and radio advertisements. Coming up with different chicken prawn pizza packaged with varying prices Integrating social media and strategic product promotion which entails; placing billboards near the target markets and adopting social media advertising. Green marketing Creating awareness on the green initiative. Integrating green initiative in the company’s operation through using environmentally friendly wrapping papers Going green by using environmentally friendly energy in its stores and using electrically driven delivery vehicles. CSR Giving back to the society through funding community projects Adopting strategic CSR projects; offering training the community on food health and hygiene Adopting donation program where an amount is money is donated for every chicken prawn pizza sold. 6.0.2 Target market One significant improvement on the Domino’s pizza target market is that it should not concentrate more on the busy parents and university students rather than also taping on to the kids, black teen and Hispanic teens. It is estimated that the black and Hispanic community make up 4% and 6% of the total Australian population (Poti, Slining, & Popkin, 2014). This is, therefore, a significant market share that Domino Pizza could tap on. In this case, it could structure its promotions and advertisement to appeal to this particular population. 6.0.3 Value to be delivered On the value to be delivered Domino’s Pizza should strive to not only deliver on the fresh quality pizza value and timely delivery quality but also ensure that the prices if its chicken prawn pizza are relatively affordable for all its target market (Warsi & Nisa, n.d.).Achieving this can be done through the creation of different packages for this target market. 6.0.4 Positioning The positioning of Domino can also be improved through company offering Pizza catering services for functions and meetings. The significance of this improvement is further brought out by Brian Wansink in his scientific study of consumption in fast-food joints where he claims that Pizza is increasingly becoming a convenient food product which can be served during meetings and functions (Luxton, 2011). 6.0.5Product range This can be improved through Domino’s Pizza not only focusing on variety of chicken prawn pizza but also focusing on the different variety of sizes which will also vary in prices (Jones, 2007). This will ensure that this product is affordable to all of the company’s product market. 6.0.6 Other marketing mix elements 6.0.6.1Price Other than ensuring that the prices for the chicken prawn pizza are relatively affordable the company should also ensure that the prices for its delivery services are also reasonable. Overcharging customers while providing delivery services would lead to them losing customers (Su-Mei Lin, 2011). 6.0.6.2Promotions Other than being aggressive in product promotions and advertisement Domino Pizza should also adopt strategic promotions and advertisement. This entails placing posters and billboard advertisements strategically near to its target customers (Su-Mei Lin, 2011). On the other hand, it should also embrace digital marketing advertisement and social media advertisements in order to appeal to a larger market. Research conducted by IBIS World emphasises on this issue by claiming that despite the expenses of promotions and advertisement in the Australian fast-food industry reaching a record high $4 billion strategic advertisement and promotions are yet to be adopted fully (Warsi & Nisa, n.d.). 6.0.7Green marketing Apart from adopting green marketing strategies and creating awareness on going green marketing Domino’s Pizza should also incorporate the green initiative in its operations especially for its chicken prawn pizza (Boone-Heinonen, 2011). This can be through using environmental friendly wrappers for this product. This is backed by Brian Wansink scientific study of fast-food product consumption where he claims that customers are more inclined to eat in fast food joints which have an operational green initiative program since it shows that the fast-food joint is cautious of their well-being. 6.0.8 CSR program Domino Pizza should also be more aggressive in its CSR program in order to appeal to its market margin through its high reputation gained from giving back to the society. It should also consider taking up CSR programs that involves professionally training individuals on the hospitality skills this would also boost its staff recruitment and talent search process through the provided pool of labor (Boone-Heinonen, 2011). IBIS World research on the CSR in the fast food industry in Australia draws attention to the fact that fast food companies are now adopting strategic CSR programs which they can also benefit from. 7.0 CONTINGENCY PLAN In the case of market saturation Domino’s pizza might be able to have a specific target market. The company should, therefore, diverse and target even the less significant communities in terms of population in an effort to maximize on its market margin. In this case the company should target the Hispanic, white and Chinese teens who make up 6%, 4% and 2% of the Australian population (Jham & Tandon, 2012). On delivery value, Domino’s pizza might incur problems with its duration time for the product delivery. In this case, it should not compromise on the quality of the fresh chicken prawn pizza product in an effort to reduce its delivery time. Despite Domino pizza delivery duration appearing to be quite longer having that fast food joints only begin to prepare the pizza when an order is made, the fast food company should not change this mode of operation since it will compromise the quality of the pizza (Luxton, 2011). In case the positions of a number of the domino pizza stores are not quite strategic the company can offer discounts in these specific stores in order to draw more customers to them. References Baourakis, G., Kalogeras, N., & Mattas, K. (2011). Introduction to the Special Issue on Recent Trends in the Food Industry and Food Chain. Journal Of Food Products Marketing, 17(2-3), 111-113. http://dx.doi.org/10.1080/10454446.2011.548752 Boone-Heinonen, J. (2011). Fast Food Restaurants and Food Stores. Arch Intern Med, 171(13), 1162. http://dx.doi.org/10.1001/archinternmed.2011.283 Dominos Pizza (Australian) Case Study: Building From a Platform of Scale & Innovation to Grow During Recession. (2009). 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