INTERNATIONAL MARKETING

CASE STUDY

Submitted To

Dr. Balakrishnana Sir

Submitted By

Niju K A

IVth Sem MBA

JMC
 DOMINO’S

Domino's Pizza is an international pizza delivery corporation headquartered in United States.

Founded in 1960, , Domino's Pizza is the recognized world leader in pizza delivery operating a network
of company-owned and franchise-owned stores in the United States and international markets.
Domino's Pizza's Vision illustrates a company of exceptional people on a mission to be the best pizza
delivery company in the world. The Domino's Pizza team is hard working, committed to excellence and
serious about having fun. There are more than 170,000 team members employed by 600 corporate-
owned stores, a system of 5,000+ domestic franchise-owned stores and international franchise base that
operates more than 3,000 stores in more than 60 markets around the globe.

I) The company entered in to foreign market viewing as a first step towards globalisation in to
Canada, because of the proximity to US, geographically and culturally related to US
Domino’s operations was successful through corporate owned stores and franchised stores.
But their entering in to the Japan market was not good as previous operations. Japan market
stands different from other markets from the point of view of company. Market Analysis is
not favorable to the company because of linguistic as well as cultural factors. An
independent Consultant hired to ensure sufficient information about the market given at
right time also to support for decision making and stand as a red signal from market threats.
It therefore hired a consultant who gave the views with regard to food habits, financing
demography, income of the people etc. On the whole the consultant had a negative view of
the prospects for the market.
Higa Corporation is a Japan based company deals with medical equipments and lumber.
Domino’s well experienced in fast food retailing and Higa had the knowledge of the market
and of the culture of the people. As Higa Corporation provided outlets and controlled by
them it. Domino’s Pizza’s selling point is that it home delivers pizzas within 30 minutes of
the order being placed, or money is given back. A separate three wheeler designed for
delivering service which competes with the crowded traffic in Tokyo? Each out lets have
around 20 such wheelers.

II) Standardization is the process of developing and implementing technical standards.

 The goals of standardization can be to help with independence of
single suppliers (commoditization), compatibility, interoperability, safety, repeatability, or quality.
Domino’s strives for international uniformity of the product and its operating methods. The pizza dough,
cheese and sauce are as uniform as possible internationally. Toppings may vary according to local tastes.
Advanced training is given to the employees on preparing the pizzas and other operational techniques.
Domino's currently has nearly 9,000 corporate and franchised stores in 60 international markets. The
pizza dough, cheese, and sauce are as uniform as possible internationally. Domino’s never compromise
with its keep its services. Domino’s pizza’s selling point is that it home delivers pizza within 30minuits of
the order being placed, or money is back. The company adapts its sales strategy according to the market
situation. In Tokyo it was difficult in over-crowded Tokyo with serious traffic problems and difficulty of
locating addresses. The solution for this problem, found by Higa, was to design a special three-wheeled
Honda scooter, which could maneuver easily in the Tokyo traffic, with the rider also delivering the
pizzas. These scooters were decorated to advertise Domino’s. Each outlet had up to 20 such three
wheelers.

III) Entering in to Japan market and operate was really a challenge for the Dominos Company.
Always expect bad response from the market because of the difference in Cultural and
language. After the market analysis, the consultant had a negative view of the prospects of
for the Japan market. So it was real challenge for the company. Dominos strategically tackle
the situation by entering in to a strategic partnership with domestic company called Higa
Corporation. The Higa Corporation is well established company. This was one of the main
factors behind the success of Dominos in Japan market operation. Obviously other factors
like quality in the product, service etc also hike the market share of Dominos.
 “Domino’s Pizza’s selling point is that it home delivers pizzas within 30 minutes of
the order being placed, or money is given back” strategy of marketing gives
immense boost for the sale.
 Absences of real estate cost and availability of outlets from the Higa Corporation
made company to operate smoothly.
 Higa Corporation’s had the knowledge of the market and of the culture of the
people.
 Cost cut standardized products made up of local taste, Quick delivery and the keen
interest of Dominos in Higa Corporation made its operation across the look and
corner of Japan market.