STRATERGIC

MANAGEMENT

By :

SHALOM SHAJAN GEORGE

MB184943
 BACKGROUND NOTE
In the late 1950s, Dominick De Varti (Varti) owned a small
pizza store named DomiNick’s Pizza on the Eastern
Michigan University campus in Ypsilanti, Michigan.

In 1960, two brothers who were students of the University

of Michigan – Thomas S. Monaghan (Thomas) and
James S. Monaghan bought that store.

Thomas decided to change the name of his first store,

DomiNick’s Pizza, and one of his employees suggested
the name Domino’s Pizza (Domino’s).
 DOMINO’S
Domino’s pizza is considered to be world’s most renowned
company around the globe. Domino’s offer both, delivery
from door to door as well as take away from store. Currently
Domino’s pizza chain is expanded over 8000 store around
the world, whereas foremost cities of U.S have a domino’s
pizza. Domino’s fulfils customer’s yearning for Italian
American food through its treasure of fresh ingredients and
by offering wide variety of options in the menu.
Headquarters: Ann Arbor Charter Township, Michigan,
United States
Founded: 9 December 1960, Ypsilanti, Michigan, United
States
CEO: Richard E. Allison Jr. (1 Jul 2018–)
Founders: Tom Monaghan, Dominick DiVarti, James
Monaghan
 DOMINO’S
Currently Domino’s is the market leader in providing wide
range of pizzas, in a manner that there are no competitor in
this sector. There admireble image has made the organization
more worthfull. Moreover, Domino’s is render pleasing taste,
quality products with qualified staff, splendid ambience and
hygienic surroundings. They are specialized in pizzas.
Moreover Motivation level of staff is very high which make the
organization more prosperous. They are ISO (International
Standard Organization) certified. They have equipped with
plenty of resources for operating different activities of the
organization .They are providing free home delivery service.
They have created monopoly in this sector. Another big
Strength and even a Competitive Advantageis the fact that
they have a full service restaurant as well as delivery services
 Most of domino’s competitors do not have restaurants. Because
of the restaurant, Domino’s can market too many different
segments that other pizza chains cannot. For example, Domino’s
can market to families much easier than Domino’s or Little
Caesar’s.
 Brand Recall: High brand recall due to its regular
advertising with taglines such as ‘30 minutes nahi to
free’. Such aggressive marketing has created awareness
& a promise for the brand in the market.
 Fantastic channel network: With its 9000 franchise &
company owned outlets Dominos has extensive network
spread over more than 60 countries.
 Quick service & deep menu: Quicker than expected
service delights the consumers and helps the company to
differentiate itself from others. In India Domino’s is trying
to attract the middle class and lower middle
class people who
 are interested to spend their money on pizza but in low
price.Those people are eager to go for an outing in
any festival and want cheap and best family restaurant.
Domino’s would be most preferable.
Low cost alternative: They do not need high class
Ambiance or amusement in the shop so the establishment
cost is low for the dealers and the price of pizza is very
reasonable for the customers.
Healthier alternatives: To combat health awareness
among consumers, Dominos is trying to change their
dough by having healthier fats, which is done by
incorporating more whole wheat into their crusts.
Efficient supply chain: Due to its efficient supply chain
Dominos has made it possible for quicker service so that
customers don’t have to wait for long. The preference of
Dominos is because the customer can have home delivery
within 30 minutes. Making a small breakfast at home itself
takes 15 minutes.
Thank
You