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Domino's Marketing Plan

In: Business and Management

Submitted By nicphillips6149
Words 4675
Pages 19
Domino’s Pizza Goes Natural
Nicole Phillips
MKG310 – Introduction to Marketing
Colorado State University – Global Campus
Professor Michael Aubry
October 25, 2015

Executive Summary
The pizza industry is a mature and highly competitive market, while the organic/natural and vegetarian market is one that is seldom addressed, yet consumers are increasingly showing their interests in such foods. Domino’s Pizza has the opportunity to be an innovator in this groundbreaking field, and by only seeing a slight increase in costs of sales and advertisement, creating and releasing menu items that are organic/natural based or vegetarian will help Domino’s dominate the competition, while gaining three new market segments and positive PR. The following market plan will show in detail the opportunities Domino’s has on the horizon that they can utilize their competitively low prices for, and the steps and tactics they will need to implement in order to achieve success in this new field.
Company Overview In 1960, brothers Tom and James Monaghan borrowed nine hundred dollars to purchase “DomiNick’s”, a pizzeria in Ypsilanti, Michigan (History, n.d). After growing bored of the pizza business, James traded Tom his half of the company for a Volkswagen Beetle, making Tom the sole owner of the company (History, n.d). Monaghan changed the company name to the one we know and love today, Domino’s, in 1965 with a mission to sell more pizza, and have more fun (Domino's Vision, Mission and Value, n.d.; History, n.d.). Despite dealing with tragedy and conflicts, such as the company headquarters being destroyed by a fire in 1968 and Domino Sugar filing a trademark infringement lawsuit against the pizza-industry juggernaut in 1975, Domino’s Pizza has prevailed time and time again (History, n.d). Today, Domino’s operates eleven thousand nine hundred stores in more than eighty countries…...

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