Dominos-Pizza Draft - A case study on Domino\'s Pizza for Strategic Management in one of the case works PDF

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A case study on Domino's Pizza for Strategic Management in one of the case works in the book Strategic Management authored by Forest R. David...

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I . Compa n yBa c k gr o und T o mMo n a g h a na n dh i sb r o t h e r J a me ss t a r t e dDo mi n o ’ sPi z z ai nMi c h i g a ni nt h e1 9 6 0 sa sDo mi n i c k ’ s . T h ec o mp a n yh a sg r o wi n go p e r a t i o n sd u r i n gt h a t y e a ra n db y1 9 7 82 0 0s t o r e swe r ea l r e a d yi nt h eUSA. I n 1 9 8 0 si t e x p a n d e dr a p i d l yb o t hi nt h eUSAa n di n t e r n a t i o n a l ma r k e tu n t i l i t h a dmo r et h a n6 , 0 0 0Do mi n o s , wi t h1 , 5 0 0l o c a t e do u t s i d et h eUSA.Do mi n o so p e r a t e si naf u n c t i o n a lo r g a n i z a t i o n a ls t r u c t u r ea n dt h e i r b u s i n e s ss e g me n t swe r ed i v i d e di n t oDo me s t i cCo mp a n y Own e ds t o r e s ,d o me s t i cf r a n c h i s e ,d o me s t i c f r a n c h i s e ,d o me s t i cs u p p l yc h a i na n di n t e r n a t i o n a ls t o r e s .Do me s t i cs u p p l yg e n e r a t e s5 0 %o ft h e c o mp a n y ’ st o t a lr e v e n u e .F e wc o mp a n y o wn e ds t o r e sa r et h en e x th i g hi n c o meg e n e r a t i n gs e g me n t c o n s i d e r i n gt h a t t h ec o mp a n yo n l yr e p o r t e dt h er o y a l t ya n da d v e r t i s i n gf e ei t i sc o l l e c t i n gf r o mf r a n c h i s e e s . T o d a y , Do mi n o sh a sn e a r l y1 0 , 0 0 0mo r el o c a t i o n si na d d i t i o nt oi t se x i s t i n gp i z z aj o i n t si nmo r et h a n8 5 ma r k e t s . T h ef r a n c h i s ei st h es e c o n dl a r g e s t p i z z e r i ac h a i ni nt h ewo r l d .

Comp a n yL ogo Do mi n oi st h en a t i o n a lg a meo fma n yL a t i nAme r i c a nc o u n t r i e sa n di sap o p u l a rc l u bg a mei n Eu r o p ea n dah o t p a r t yg a mei nt h eUn i t e dSt a t e s . T h ed o t so n Do mi n o ’ sPi z z al o g os y mb o l i z et h e fi r s tt h r e e Do mi n o ’ ss t o r e .T h ep l a nwa sa d d i n ge a c hd o tf o re v e r yn e ws t o r e ; h o we v e r ,t h i si d e awa si mp r a c t i c a l a st h es p a c e sf o ra d d i n gt h ed o t swe r e l i mi t e d . T h ec o l o r si nt h el o g oa r eas h a d eo fAl i z a r i nr e da n das h a d eo f Pa c i fi cb l u ewh i c ha r ec o mp l i me n t a r yt oe a c h .Al i z a r i nr e di sab r i g h tc o l o r ,wh i c hs t a n d so u tp r o mi n e n t l y a n dPa c i fi cb l u ef a c i l i t a t e sc o mmu n i c a t i o n . Mi s s i o nSt a t e me n t Ex c e p t i o n a l f r a n c h i s e e sa n dt e a mme mb e r so nami s s i o nt ob et h eb e s t p i z z ad e l i v e r yc o mp a n yi n t h ewo r l d . Do mi n o ’ s“ g u i d i n gp r i n c i p l e s ” a r eb a s e do nt h ec o n c e p t o f o n eu n i t e db r a n d , s y s t e ma n dt e a m: u t t i n gp e o p l efi r s t ; •p t r i v i n gt oma k ee v e r yc u s t o me r al o y a l c u s t o me r ; •s e l i v e r i n gwi t hs ma r t h u s t l ea n dp o s i t i v ee n e r g y ; a n d •d

n n i n gb yi mp r o v i n gr e s u l t se v e r yd a y . •wi Vi s i onSt a t e me nt No n es t a t e d Co mpa n yEx i s t i ngObj e c t i v e s  e x p a n d i n gt o2 5 , 0 0 0s t o r e s  c u t d o wno nd e l i v e r yt i me s  p r o v i d eb e t t e r s e r v i c e st oc u s t o me r s Co mpa n yEx i s t i ngSt r a t e gi e s 

Ba c k wa r ds u p p l yi n t e g r a t i o n

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I n c e n t i v e b a s e ds y s t e mf o r f r a n c h i s e e s

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F r a n c h i s i n ga n dr e f r a n c h i s i n gs t r a t e g i e s

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Ma r k e t d e v e l o p me n t t h r o u g hI n t e r n a t i o n a l e x p a n s i o n

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Co n c e n t r a t i o nSt r a t e g y a .Ma r k e t p e n e t r a t i o n . T h i ss t r a t e g yme a n st h a t ac o mp a n ywi l l s e l l mo r eo f t h es a mep r o d u c t i nt h es a mema r k e t .

o pos e dMi s s i ona ndVi s i ons t a t e me n t f ort h eo r ga ni z a t i on I I . Pr Re v i e wt h ev i s i o na n dmi s s i o ns t a t e me n t : Ad v a n t a g e s :  T h ev i s i o np r o v i d e sac l e a r d i r e c t i o na st owh a t t h ec o mp a n ye n v i s i o ni t s e l f i nt h ef u t u r e . Al l e ff o r t ss h a l l b ep r o p e l l e dt o wa r d st h ea c h i e v e me n t o f i t sv i s i o na n dmi s s i o n .  Ac l e a r l ys t a t e dv i s i o ne n a b l e st h ec o mp a n yt of o r mu l a t es t r a t e g i e s . Di s a d v a n t a g e s :  Wi t h o u t av i s i o n , t h ec o mp a n yma yf a i l t op r e s e n t i t s e l f f a v o r a b l yt oe x i s t i n ga n dp o t e n t i a l s t a k e h o l d e r s .  Al l e x i s t i n gs t r a t e g i e sh a v et ob er e v i e we di no r d e r t ob ea l i g n e dt oi t sn e wv i s i o n . Co mp a n yVi s i o n : T ob et h eb e s t p i z z ad e l i v e r ys e r v i c i n gc o mp a n yi nt h ewo r l d .

Co mp a n yMi s s i o n : At Do mi n o ’ s , wea r ec o mmi t t e dt op r o v i d i n go u r c u s t o me r s( 1 ) a r o u n dt h ewo r l d( 3 )a na ff o r d a b l e , c o n s i s t e n t l yh i g hq u a l i t yp i z z a , s u b sa n dc h i c k e nwi n g s( 2 ) , wi t ht i me l yd e l i v e r ye a c ha n de v e r y t i met h e yo r d e r ( 5 , 6 , 7 ) .Ou rn e wPUL SEc o mp u t e r i z e ds y s t e m( 4 ) a l l o wso r d e r st ob emo r e s t r e a ml i n ea n da c c u r a t e .Th es y s t e ma l s oa l l o wsf o r n u t r i t i o n a l l a b e l st ob ep r i n t e da n dp r o v i d e s a c c u r a t ed r i v i n gd i r e c t i o n sf o r d e l i v e r yd r i v e r s .Wi t ho u r n e wa p p sf o r mo b i l ep h o n e s , a n dwe b s i t e p l a t f o r m, c u s t o me r sc a ne n s u r eaq u i c ka n de a s yo r d e r i n gp r o c e s s .Web e l i e v eg o o de t h i c si s g o o db u s i n e s s , a n ds t r i v et os p o n s o r p r o g r a mswi t h i nt h ec o mmu n i t i e swes e r v e( 8 ) .Weh i r eo n l y d e d i c a t e de mp l o y e e sa n ds e l e c t i v e l ys c r e e na n dt r a i na l l p o t e n t i a l f r a n c h i s e e s( 9 ) . 1 .Cu s t o me r s 2 .Pr o d u c t so r s e r v i c e s 3 .Ma r k e t s 4 .T e c h n o l o g y 5 .Co n c e r nf o r s u r v i v a l , g r o wt h , a n dp r o fi t a b i l i t y 6 .Ph i l o s o p h y 7 .Se l f c o n c e p t 8 .Co n c e r nf o r p u b l i ci ma g e 9 .Co n c e r nf o r e mp l o y e e s I I I . Ex t e r n a l En v i r on me n t Ev a l ua t i on a .Oppo r t un i t i e s 1 .Ma r k e t e x p a n s i o n 2 .F a s t f o o dma r k e t d e ma n da n dg r o wt h 3 .On l i n et r e n di nf o o do r d e r i n ga n dd e l i v e r y 4 .Gr o wi n gp o p u l a t i o n 5 .Cu s t o me r s ’ n e wp i z z ap r e f e r e n c e s * * * Da g d a gl a n g , a s s e s smon al a n gp oh a … Opportunities 1. Domino’s is only serving approximately 50 percent of the international market they could possibly be serving. 2. There is a steadily growing international appetite for American fast food, and an improving global economy. Markets such as China, Russia, India, and Brazil are still relatively untapped. 3. Many customers are looking for healthier fast food options. 4. College campuses and shopping malls are often frequented by young people. 5. Over 16 percent of residents of the USA identify themselves as Hispanic. 6. Many customers in today’s climate are willing to tolerate a degree of inconvenience if they can get a better deal.

7. Small margins in the restaurant business are the reason why so many mom-and-pops fail. 8. The current landscape in the Quick Service Restaurant (QSR) business is a bimodal population distribution with a large population of bargain-minded customers seeking deals on cheap fast food options, and another population of more affluent consumers targeting middle-to-higher end restaurants. 9. Domestic stores voted to increase their advertising revenue contribution to 5.5 percent in 2011.

b .Th r e a t s 1 .Pr e s e n c eo f c o mp e t i t o r s 2 .Ma n ys u b s t i t u t ep r o d u c t si nt h eQSRi n d u s t r y 3 .He a l t ha wa r e n e s sa n dc h a n g i n ge a t i n gh a b i t so f c o n s u me r s 4 .En t r yo f n e wp i z z as t o r e s 5 .I n c r e a s i n gc o s t o f s u p p l i e sd u et oe c o n o mi cf a c t o r s Threats 1. Governments potentially forcing all restaurants to label all nutrition information on the menu at the point of sale. 2. Trademark and patent protection laws are not as sophisticated in developing countries. 3. YUM Brands (parent company of Pizza Hut) revenues are over 60 percent greater than Domino’s. 4. Little Caesars was listed as the fastest growing pizza chain in 2010, with revenues up 13.6 percent over 2009, followed by Pizza Hut’s 8 percent increase and Domino’s 7.2 percent increase. 5. Many restaurants such as Wendy’s, Subway, and even Pizza Hut offer customers low calorie options on the menu. 6. Currently, there are over 925,000 fast food service locations in the USA or one for about every 330 people. 7. Barriers to entry are relatively low for the restaurant industry, but rivalry (competitiveness) among firms is exceptionally high. 8. In the QSR industry, the bargaining power of consumers is quite powerful, availability of restaurant options in most places are abundant, and consequently there is intense price competitiveness among rival firms. 9. Wild fluctuations in commodity prices, especially prices in dairy products since they cannot be locked in for long periods of time, are particularly problematic for the industry. 10. Labor is the second greatest expense in the fast food industry.

I V . Compe t i t i v ePr o fil eMa t r i x Co mp e t i t i v ePr o fi l eMa t r i x( CPM)i sas t r a t e g i ca n a l y s i su s e dt oc o mp a r eac e r t a i nc o mp a n yt oi t s c o mp e t i t o r st ob ea b l et oi d e n t i f yr e l a t i v es t r e n g t h sa n dwe a k n e s s e s .Do mi n o ’ sma i nr i v a l sa r ePi z z aHu t a n dPa p aJ o h n ’ s . Su c c e s sf a c t o r swe r ei d e n t i fi e di no r d e r t oc o mp a r ec o mp e t i n gs t o r e s .

T h ef o l l o wi n gs c o r e swe r eu s e di nt h ec o mp e t i t i v ep r o fi l ea s s e s s me n t : 4–Ma j o r s t r e n g t h / i n d u s t r yl e a d e r 3–Mi n o r s t r e n g t h 2–Mi n o r we a k n e s s 1–Ma j o r we a k n e s s / i n d u s t r yl a g g a r d

T a b l e4 . 1Co mp e t i t i v ePr o fi l eMa t r i x Cr i t i c a l Su c c e s sF a c t o r s

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An a l y s i s :Pi z z aHu th a st h eh i g h e s tCPMr e s u l tf o l l o we db yDo mi n o ’ sa t2 . 5 8 .Pa p aJ o h n ’ si st h el e a s t a mo n g3c o mp e t i n gb r a n d s .Over $1.5 billion in long term debt severely impacts Domino’s stockholders’ equity and financial profit.

** we can also consider other data for financial angle for the competitors matrix… Stockholders equity, global presence, brand awareness, and dining area can be also considered. (pero assess mo din po ha… suggestion lang po. )

V . Ex t e r na l F a c t orEv a l ua t i o n

Ex t e r n a l F a c t o r Ev a l u a t i o n( EFE) ma t r i xme t h o di sas t r a t e g i c ma n a g e me n t t o o l u s e df o r a s s e s s me n t o f c u r r e n t b u s i n e s sc o n d i t i o n s . T h i sh e l p si ne v a l u a t i o na n dp r i o r i t i z a t i o no f t h eo p p o r t u n i t i e sa n dt h r e a t s t h a t ab u s i n e s si sf a c i n g . Ex t e r n a l f a c t o r sa s s e s s e di nt h ema t r i xi n c l u d e s , s o c i a l , e c o n o mi c , p o l i t i c a l , l e g a l a n do t h e r e x t e r n a l b u s i n e s sf o r c e s .

Sc or eI n t e r pr e t a t i on: T o t a l we i g h t e ds c o r e sb e l o w2 . 5me a n se x t e r n a l l ywe a kb u s i n e s s . Sc o r e ss i g n i fi c a n t l ya b o v e2 . 5i n d i c a t e s t r o n ge x t e r n a l p o s i t i o n . T h ef o l l o wi n gs c o r e swe r eu s e di nt h ec o mp e t i t i v ep r o fi l ea s s e s s me n t : 1 -T h er e s p o n s ei sp o o r 2 -T h er e s p o n s ei sb e l o wa v e r a g e 3 -Ab o v ea v e r a g e 4 -Su p e r i o r T a b l e5 . 1Ex t e r n a l F a c t o r Ev a l u a t i o nMa t r i x Oppo r t uni t i e s Ma r k e t Ex p a n s i o n F a s t f o o dma r k e t d e ma n da n dg r o wt h On l i n et r e n di nf o o do r d e r a n dd e l i v e r y Gr o wi n gp o p u l a t i o n Cu s t o me r s ’ n e wp i z z ap r e f e r e n c e s T hr e a t s Pr e s e n c eo f Co mp e t i t o r s Su b s t i t u t ePr o d u c t s He a l t h ye a t i n gh a b i t so f c o n s u me r s En t r yo f n e wp i z z ac h a i n s I n c r e a s i n gs u p p l yc o s t T OT ALEFESCORE

We i gh t . 1 1 . 1 2 . 0 7 . 0 9 . 0 5 We i gh t . 1 3 . 1 2 . 0 9 . 1 2 . 1 0 1 . 0

Ra t i ng 3 4 3 3 4 Ra t i ng 4 3 2 2 3

We i gh t e dSc or e s . 3 3 . 4 8 . 2 1 . 2 7 . 2 0 We i gh t e dSc or e s . 5 2 . 3 6 . 1 8 . 2 4 . 3 0 3 . 0 9

An a l y s i s :Th e3 . 0 9EF Er e s u l ti sh i g h e rt h a nt h e2 . 5 0a v e r a g es c o r e .Do mi n o ’ sPi z z ai sc a p a b l eo f r e s p o n d i n gt ol i s t e db u s i n e s so p p o r t u n i t i e sa n di no v e r c o mi n gi d e n t i fi e db u s i n e s st h r e a t s . VI . I nt e r na l En v i r on me n t Ev a l ua t i on a .St r e n g t h s

1 .St r o n gb r a n de q u i t y 2 .F r a n c h i s i n gb u s i n e s smo d e l 3 .On l i n ef o o do r d e r i n gs y s t e m 4 .Pr i c eRa n g e 5 .Qu i c kDe l i v e r ySy s t e m 6 .Su p p l yCh a i nSy s t e m 7 .Re s e a r c h&De v e l o p me n t / I n n o v a t i o n b .We a k n e s s e s 1 .Pr o d u c t Ca l o r i ec o n t e n t 2 .I n f e r i o r d i n i n gf a c i l i t y 3 .L a c ko f h e a l t h yf o o do p t i o n s 4 .Ma n a g e me n t St r u c t u r e u s t a i n a b i l i t yr e p o r t o r s u s t a i n a b i l i t ys t a t e me n t 5 .Nos 6 .Al a r g ec o mp a n yo p e r a t i n gu n d e r af u n c t i o n a l t y p es t r u c t u r e 7 .Su ff e r i n gf r o mq u a l i t yi ma g eb e f o r et h el a u n c ho f t h ea r t i s a np i z z a sa n dh a di s s u e so nt h e r e ma i n so f r e s i d u a l q u a l i t yp r o b l e m.

VI I . I nt e r n a l F a c t orEv a l ua t i onMa t r i x I n t e r n a l F a c t o r Ev a l u a t i o nMa t r i xi sas t r a t e g yt o o l u s e dt oe v a l u a t efi r m’ si n t e r n a l e n v i r o n me n t a n dt o r e v e a l i t ss t r e n g t h sa swe l l a swe a k n e s s e s .

Sc or eI n t e r pr e t a t i on: T h et o t a ls c o r eo f2 . 5i sa na v e r a g es c o r e .I ne x t e r n a le v a l u a t i o nal o wt o t a ls c o r ei n d i c a t e st h a t c o mp a n y ’ ss t r a t e g i e sa r e n ’ t we l l d e s i g n e dt ome e t t h eo p p o r t u n i t i e sa n dd e f e n da g a i n s tt h r e a t s . I ni n t e r n a l e v a l u a t i o nal o ws c o r ei n d i c a t e st h a t t h ec o mp a n yi swe a ka g a i n s t i t sc o mp e t i t o r s . T h er a t i n g si ni n t e r n a l ma t r i xr e f e r t oh o ws t r o n go r we a ke a c hf a c t o r i si nafi r m. Th en u mb e r sr a n g e f r o m4t o1 , wh e r e 4–me a n sama j o rs t r e n g t h 3–mi n o r s t r e n g t h 2–mi n o r we a k n e s sa n d

1–ma j o r we a k n e s s . St r e n g t h sc a no n l yr e c e i v er a t i n g s3&4 , we a k n e s s e s–2&1 . T a b l e7 . 1I n t e r n a l F a c t o r Ev a l u a t i o nMa t r i x St r e n gt hs Eff e c t i v ef r a n c h i s i n gb u s i n e s smo d e l On l i n ef o o do r d e r i n gs y s t e m Pr i c er a n g e St r o n gMa r k e t i n gAc t i v i t i e s Qu i c kDe l i v e r ySy s t e m Su p p l yCh a i nSy s t e m Re s e a r c h&De v e l o p me n t / I n n o v a t i o n We a k ne s s e s Pr o d u c t Ca l o r i eCo n t e n t I n f e r i o r Di n i n gf a c i l i t y L a c ko f h e a l t h yf o o do p t i o n s Ma n a g e me n t St r u c t u r e T OT ALI FESCORE

We i gh t . 1 1 . 1 0 . 1 2 . 1 3

Ra t i ng 4 3 4 3

We i gh t e dSc or e s . 4 4 . 3 0 . 4 8 . 3 9

. 1 1 . 1 0 . 0 8 We i gh t . 0 6 . 0 8 . 0 6 . 0 5 1 . 0

4 4 3 Ra t i ng 2 1 2 2

. 4 4 . 4 0 . 2 4 We i gh t e dSc or e s . 1 2 . 0 8 . 1 2 . 1 0 3 . 3 1

An a l y s i s :3 . 3 1I F Es c o r eme a n st h a t Do mi n o ’ si si ng o o dp o s i t i o nt oma x i mi z ei t ss t r e n g t h sa n dr e d u c et h e we a k n e s s e s . VI I I . St r a t e g i cF a c t orAna l y s i s a .SWOTMa t r i x SWOTMa t r i xh e l p sb u s i n e s s e st oi d e n t i f yt h e i rs t r a t e g i co p t i o n s .Ano r g a n i z a t i o ng e t st h e o p p o r t u n i t yt oma k et h emo s t o f i t ss t r e n g t h sa n dg e t a r o u n di t si n t e r n a l we a k n e s s e sa n dl e a r nt od e a l wi t h t h e mp r o p e r l y .Th eo r g a n i z a t i o nl e a r n st oc a r e f u l l yl o o kf o rma r k e to p p o r t u n i t i e sa n dl e a r nh o wt oc o n t r o l a n do v e r c o mep o t e n t i a lt h r e a t s .I tc a nh e l pwi t hb r a i n s t o r mi n ga n dd e v e l o p i n gg r e a ti d e a st og e n e r a t e e ff e c t i v es t r a t e g i e s . Be l o wa r et h el i s t e dSt r e n g t h s ,we a k n e s s e s ,o p p o r t u n i t i e sa n dt h r e a t so fDo mi n o ’ sPi z z af o rt h e SWOTMa t r i x . Co r r e s p o n d i n gn u mb e r swe r eu s e df o r e a s yi d e n t i fi c a t i o ni nt h eMA T RI X. St r e ng t hs 1 .St r o n gb r a n de q u i t y 2 .F r a n c h i s i n gb u s i n e s smo d e l

3 .On l i n ef o o do r d e r i n gs y s t e m 4 .Pr i c eRa n g e 5 .Qu i c kDe l i v e r ySy s t e m 6 .Su p p l yCh a i nSy s t e m 7 .Re s e a r c h&De v e l o p me n t / I n n o v a t i o n

We a k ne s s e s 1 .Pr o d u c t Ca l o r i ec o n t e n t 2 .I n f e r i o r d i n i n gf a c i l i t y 3 .L a c ko f h e a l t h yf o o do p t i o n s 4 .Ma n a g e me n t St r u c t u r e

Oppo r t un i t i e s 1 .Ma r k e t e x p a n s i o n 2 .F a s t f o o dma r k e t d e ma n da n dg r o wt h 3 .On l i n et r e n di nf o o do r d e r i n ga n dd e l i v e r y 4 .Gr o wi n gp o p u l a t i o n 5 .Cu s t o me r s ’ n e wp i z z ap r e f e r e n c e s T hr e a t s 1 .Pr e s e n c eo f c o mp e t i t o r s 2 .Ma n ys u b s t i t u t ep r o d u c t si nt h eQSRi n d u s t r y 3 .He a l t ha wa r e n e s sa n dc h a n g i n ge a t i n gh a b i t so f c o n s u me r s 4 .En t r yo f n e wp i z z as t o r e s 5 .I n c r e a s i n gc o s t o f s u p p l i e sd u et oe c o n o mi cf a c t o r s

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