Swot Analysis Domino's Pizza

DOMINO’S PIZZA

Company’s background:

In the year 1960. Two brothers Tom and James Monaghan borrowed $900 to purchase a pizza store in Ypsilanti, Michigan called “DomiNick’s”. The following year in 1961, James Monaghan traded his own share of the business to his brother Tom, for a Volkswagen Beetle. In 1965, Tom Monaghan renamed the business as “Domino’s Pizza” which later began operation in 1967 in the US and today, it spreads all over the world.

Presently, Domino’s is the second largest player in the pizza market behind pizza hut which is the largest player. Domino’s is known to be very efficient in pizza delivery, they are known to be innovators in the pizza restaurant and the create means to increase efficiency and lower cost.

The purpose of this research is to analyze the company and market situation in the US using different tools such

Dominos has been able to adapt by creating new menus, investing in advanced technology, including sophisticated web-based ordering systems, to boost efficiency and improve profit margins. In the coming years, the Domino’s will continue to rise over the next five years as its economy improves and consumers spend more on eating out. (IBSWorld 2016)

Target market:

Domino’s target are family with young children, College students and young professional, people who work full time, people who are hungry after work and school and want to eat as soon as possible, low, middle and high income families. Consumers with very busy lifestyles are more likely to be their number one target. (IBSWorld 2016)

Segmentation:

Geographic: Their outlets in different countries and cities is way of segmenting their markets, they also segment cities as Class 1, Class 2, metros and small towns.