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14. FIGURE 1
16. FIGURE 3
17. FIGURE 4
18. FIGURE 5&6
19. FIGURE 7&9

Domino’s Pizza, Inc. Domino’s pizza is the largest pizza delivery chain (Figure 9). Dominoes pizza has 3 business segments. Domestic stores or franchises, International franchising, and supply chains. Currently there are 12,100 locations and 80 markets or countries around the world. Domestically in the United states there are 16 supply chains, and 4,690 franchised stores. Internationally there are 6,562 franchises as of the end of 2014. Domino’s pizza International market brings in more that 50% of its earnings (dominos pizza inc, 2016). In 2008 Domino’s Pizza received harsh reviews about their pizza from their consumers, and decided to reinvent their product from scratch. They backed up their new and improved product with great marketing strengths, and their global sales rose 54 million in 2008 to 8.9 billion dollars in 2014. How did they make such a huge leap in their sales? By listening to their consumers. Another factor that has come into play to their success is their availability. They have found a way to make ordering their pizza as easy as a voice command from your car (Financial results, 2009) (Domino’s Pizza Turn Around video, You Tube). Domino’s pizza has also become one of the top five companies in online transactions. About 50% of their sales come in through digital ordering channels. They have made it so easy to order pizza, that now customers can text their order in to their local Dominos with a pizza emoji. Customers can also tweet their order in through social media, or even order straight from their televisions. They did not stop there. Consumers can also place an order from their car, if it has application SYNC, or a smart watch. Domino’s Pizza is not afraid to innovate, and listen to the suggestions of their consumers. I think that is what has caused their great success (Fun Facts, 2016)

History of Domino’s Pizza In 1960 Domino’s Pizza was started up by two brothers, Tom and James Monaghan (figure 2). The brothers purchased a pizza shop in Ypsilanti, Michigan, called DomiNicks.
In 1961 James decided to buy out his brother and rename the company Domino’s. By 1985 Domino’s opened its first international franchise In Canada. By Domino’s 30th year anniversary it had established 1,000 franchises (1990). The founder of Domino’s pizza, Tom Monaghan, retired in 1998 and gave the ownership up to Bain Capital – Which is a world leading private investment investment firm( ). In 2001 Domino’s is opening it 7000 th store. In this year they create matching fund program to help aid the 9/11 tragedy that hit the world trade centers. This year they also launched a two year partnership with make a wish foundation. In 2005 Domino’s helps to aid the the Asia Tsunami relief efforts. 2007 Domino’s offer online and mobile ordering. Domino’s tracker came about in 2008 this technology helps keep track in what process of production the customer’s pizza is in all the way until delivery. In 2009 Domino’s decides to get rid of its 49-year-old recipe and start from scratch. Domino’s recreated every aspect of its pizza from the crust, to the sauce, even the cheese. In 2012 Domino’s creates ordering applications for android and iPhone.
2015 Domino’s launches ANYWARE- technology that allows customers to order pizza in many ways and from multiple devices. Dominos also launches its DXP Dominos Delivery expert. This is a car that can hold up to 80 pizzas and has a warming oven in the back seat (figure 3). 2016 Domino’s creates a voice command app compatible with Amazons new Echo technology (figure 1) (making Pizza Since 1960, 2016).

Mongolia’s History

Domino’s Pizza has placed franchises in over 75 countries and counting. For the next market choice, I would choose Mongolia (figure 4).
In 1206 The Mongolian Nation started with Chinggis Khan, (figure 8), the founder of the Mongolian empire. This was a time where clans fought wars over feeding grounds and water sources. Chinggis Khan united the rival clans under one flag and created a nation. The Mongolians or the Mongols were at one point referred to as barbarian’s, but history shows otherwise. There is evidence to indicate that the Mongols were once farmers, and the name Mongol comes from the meaning mentioned in Chinese writings which means, the people who follow the tail of their horses according to the growth pace of the grass, and their withering’s. The Mongolian empire was accepting of the societies different beliefs. Such as Christian, Jewish, Confucian and many others. IN 1915 There was a treaty signed between Russia, China, and Mongolia granting Mongolia limited independence. In 1919 the Chinese took control over the Mongolians, but the Russian soldiers defeated the Chinese Captors. For the Next 70 years Mongolia would be a government controlled by communist party in Moscow. At this point a lot of the original Mongolia Culture and heritage was destroyed. Even though they were being controlled by the Soviet Union There was good that came from it. The Soviet implemented many resources that the Mongols did not have like transportation, communication, education, health – running water electricity, ane suage system. The Mongols were then allowed to go to Russia and pursue engineering, medical, and administrative fields. In 1990 there was a fall of the communist ideology and under peaceful revolution the Mongolians became a democratic republic. This change brought an end to Russian subsidies and funding for development. This change also moved the Mongolians towards a market economy. 1995 the Mongolians went through a recession. Recently they have seen economic growth caused by an inflow of foreign investment and exploitation of mineral recourses such as copper, gold, tin, and tungsten (travel in Mongolia, 2016).

Geographic and Demographic Characteristics of Mongolia

Mongolia is located in east-central Asia. Mongolia is the second largest landlocked country in the world and is bordered by Russia and China. There are both mountain areas and Dessert areas. Winters in Mongolia are Between -6 to -22 degrees and the Summers bring Monsoons (geography and climate, 2013). Mongolia is the least densely populated country with almost 2.9 million people. The average age in Mongolia is 26-year-old, and 50.5% of the population are women (figure 8).
The dominant religion in Mongolia is is Buddhism and Shamanism. According to this belief the sky is the father and the earth is the mother (Demographics, 2013).
The dominant language is called Mongolian and is spoken by 90% of the Mongolian population, and over 10 million people in east central region (Demographics, 2013). The largest developed city of Mongolia is the Capital, UlaanBaatar(figure 7), with a population close to one million people. This is one of the most innovated cities and is still in its development stages. The city seems to be split between a modern area with buildings and small businesses , and rural areas that still live in Gers and try to live an original nomadic life style ( . Gers are the traditional Mongolian housing. This is a portable flat made of wood held together by leather thongs and covered with felt. This type of home has been used for other 1000 years by the Mongols (figure 6). Mongolian cuisine has been greatly influenced by the Chinese and Russian culture. Because the Mongolians were, and still are herders their main foods are milk and meat. Their dishes may include lots of milk, dried curd, thick cream, butter and soft yogurt. A major food item made by Mongolians is Aaruul, this is curdled milk that is dehydrated and dried (figure 5). This item does not go bad. They also eat sheep meat, goat, and marmot (Mongolian food, 2016).
Macro-Micro Economic Environments of Mongolia

Mongolians money is called the Mongolian Tugrik. 1US Dollar is equivalent to 2,030 MNT. The Average monthly salary in Mongolia varies. In the capital Ulaan Baatar, the average monthly salary for women is 763,000 MNT which equals $375.86. For me n the average monthly income is 830,000 MNT which equals $408.87 (currency converter, 2016).
The field with the highest paying jobs in Mongolia is Mining. A Mongolian Miners earn an average of $800.00 a month. The lowest paying jobs can be found in the rural areas which would be agriculture related and their monthly average wages are $230 (Mongolia economy, 2016).
One of Magnolias biggest advantage is its mineral wealth. It is drawing people to the country. Even though it is in its beginning stages Mongolia has much potential. Its up and coming capital has already begun innovation that was started by the soviet. Now that the country has taken its government back it is attempting to stabilize its self and is in need of growth that will draw more people and more investors.
According to the economist intelligence unit, Mongolia was one of the top performers in 2013 with an economic growth of 11.7 per cent. Mongolia’s main export goods are copper, gold, and coal. It is forecasted that the mining projects taking place will increase the county’s GDP to $25 Billion by 2020 (Batdelger, 2014).
The Australian Financial Review, has claimed for this economy to be a good one for investors. The down side to this up starting economy is that it is in question whether Mongolia has enough policies put in to place to protect their money, and investments incase of fluctuation in trade. There are also the possibilities of Mongolia not meeting the mining criteria that is expected. Due to their recent recession that they are working to come out of they are still working to get out of debt and inflation (Batdelger, 2014).
The economy is working to grow and Mongolia can use all the investors it can get. The great thing about Domino’s is that a large percent of the franchise owners started off as delivery drivers. This could be a great incentive to youth in Ulaanbaastar that are beginning their careers. It promises an opportunity for growth.

Marketing, Define Marketing, Marketing Process

Marketing, is the process by which companies create value for customers and build strong customer relationship in order to capture value from customers in return. The Marketing process is about creating and capturing customer value. In order to create this value there is a process that we must take. Understand the marketplace and customer needs. Design a customer value driven marketing strategy. Construct an integrated marketing program that delivers value. Lastly Build profitable relationships (Chapter 2). In order to penetrate the Mongolian market, and be successful we would need to analyze the needs and wants of our customer base. I would Choose UlaanBatar to establish the Domino’s presence. UlaanBatar is the Capital city of Mongolia and is the most advanced and innovated. The age group that would be targeted would be 20-30, They make up the majority of the population in Mongolia.
The fast food/ Pizza market has some presence in UlaanBaatar. There has has been a Pizza Hut, Pizza Time, and a chain of Round table pizza restaurants established in the country of Mongolia. There have also been other well know fast food chains placed in UllaanBaatar, like Burger King, and KFC.
Some of the process that would need to take place before opening the store is deciding what market to target, and our product or production concept. For this we would need data. There are enough pizza establishments that would allow data to be drawn to see which group of people are most likely to order. Would it be the miners that had a long day at work that need a quick inexpensive meal to eat? Or the inner city college kids having a study session in their apt.
Domino’s is a company that has one of the biggest customer engagement markets right now. Engagement is a great way to build customer relationship which is important for establishing, building, and keeping a customer base. Domino’s has implemented the ANYWARE methods of ordering their pizza. This is something that would attract the UlaanBaastar market because the city is going through a new transformation. The city is in a process of innovation and accessibility is a great way to engage the market, but also to grow the business and the economy.
Overall I think that Mongolia is a great market for Domino’s to target. This is a new democratic society that is just beginning to spread its wings. Their government has just been able to transition from a Communist country to a market economy. Even though they are just getting on their feet and struggling. I foresee a great economy for the Mongolian Country, and I think there is great potential for the Domino’s franchise to spread through out the country of Mongolia.


1. Domino’s Pizza Turn Around video, You Tube

2. Domino's Pizza Inc. (2016, February 26). New York Times. Retrieved from

3.Domino's Pizza Announces 2008 Financial Results and 2009 Outlook. (2009, February 24).


5. Domino's Pizza, Inc. (2015). Domino's Pizza, Inc. MarketLine Company Profile, 1-28

6. Making pizza since 1960... (n.d.).

7. Fun Facts 7. You can now make the Amazon Echo order you Domino's pizza. (2016).

8. Travel in Mongolia. (n.d.). 9. Geography and climate. (2013). 10. Ulaanbaatar Rising - An Exploration of the capital city of Mongolia. (n.d.). from

11. Mongolia food. (n.d.). 12. Mongolia`s average salary raises. (n.d.). 13 Batdelger, T. (2014, Mar 24). Mongolia's booming economy at risk of state corruption. The Australian Financial Review Retrieved from

14. Mongolian Economy - Average Wage stands at MNT 760,000. (n.d.). 2016,

15. XE Currency Converter. (n.d.). 16. Demographics. (2013). Retrieved February 28, 2016, from

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