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Dominos
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Contents

Introduction ..................................................................................................................................... 2

Strategy, mission, and organizational structure .............................................................................. 2

Positive aspects of the strategy, mission, and organizational structure .......................................... 3

Short term goals and the Long term goals ...................................................................................... 4

Improvement ................................................................................................................................... 4

References ....................................................................................................................................... 6
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Introduction

Domino’s Pizza is one of the most renowned company deals in the delivery of the best

kind of Pizza. Basically Dominos is an American pizza restaurant chain founded in the year

1960. Thee headquarter of the corporation are situated in Ann Arbor Michigan and the company

came into existence in the year 1960. Currently the company is having the 22.5% market share of

the pizza in the delivery market (Kumar, 2018). There are different mediums and platform

through which the Dominos caters the needs and the preferences of the customers. When Tom

Monahagan retires, he sold 93% share of the company to the Bain Capital Inc. thereafter the

company enjoyed a huge success under the supervision of the Bain Capital Inc. and in the year

2004 the company became the publically traded company in 2004. Dominos have always been a

dynamic company who keeps on changing the tastes and the recipes. Earlier, back in the history,

the Dominos changed the 49 year old recipe and started a heavy advertising campaign called “

New Inspired Pizza” (Gallop, 2015).

Strategy, mission, and organizational structure

The vision might not be clearly stated but the mission statement of the Dominos talks

about becoming the best delivering Pizza Company in the world. Dominos guiding principle are

based on the concept of the team building unity and the brand system it follows rigorously. The

mission statement also reflects the company treats the customers at the first place and makes

deliberates efforts to make each customer a long term and loyal one. The delivery of the dominos

is done with full positivity and the energy (Domino's Corporate. 2013).

The organizational structure of the Dominos is bifurcated into four different keys of the

segments namely domestic company, domestic franchise stores, domestic supply chain and lastly
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international. For the above segments the highest revenue generating segment is the Domestic

supply chain. From the franchises the revenue collected by the company is in the form of the

advertising fees and the royalties. The strategy followed by the Dominos is that of the differential

targeting strategy to the customers on the basis of the taste and preferences. Dominos have been

successful in positioning itself as the most wanted Pizza brand among the competitors (Lloret,

2016).

Positive aspects of the strategy, mission, and organizational structure

The positive aspects of the strategy chosen by the company are it lets the company sell at

the deeper demographic levels and localized menu was equally relatable to the culture. Thus this

strategy helps in the enhancing the market share and ultimately results in more demand. The

mission statement had a greater impact in reaching to at this position. Particularly in the

organizational structure the different segments help the dominos understand each area at the

deeper level (Ramalingam & Alexander, 2017). The backward integration strategy assist the

company in selling the pizza at the lower prices and lets the store manager to move its focus to

the store operations rather than doing the regular chores such as mixing the dough in site. Also to

make sure the division is in viable condition, the franchisees can buy the products form the

dominos on the basis of the profit sharing incentives. The positive aspects also include the

formation of the strategy of the using the pure products and for the development of

organizational structure the hiring are under process (Shokeen, 2017). The mission of the

company also states the priority of the Dominos to keep the customers at the peak and therefore

this enhances the trust factor of the customers.

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Short term goals and the Long term goals

The short term goals and the long term goals of the organizations decide the future path

and therefore they are the deciding factor in determining the future progress of the company. The

main short term goal of the dominos is to ensure the sustainability of the each and every

franchise. It looks forwards for the operation of the each franchise at the same parallel level.

The long term goal of the Dominos lies in the value of the future dollar the company can

make by selling the pizzas keeping in mind the tastes and the preferences of the customers. The

company has the momentum at the global level and this can be said after observing form the case

study that there was an increment in the earnings of the company by 10.7% and fetched the great

results for the domestic sale stores (Silverburg & Cuéllar, 2016). Moreover for the future

attraction the company is also planning to have pizza theatre concept into the restaurants that will

provide the joy of both the food and the entertainment. The short term goal of the company also

includes using the social media platform to a greater extent as half of the sales are stemmed up

because of the concept of the online selling.

Improvement

To improve the strategy mission and the organizational structure of the Dominos there

are several suggestion and the recommendations which can be followed by the company. The

strategy can be improved by exceeding the expectations of the customers. For improving the

mission statement of the organization the company shall diversify the menu and control the

cost structure. The company shall introduce the organic pizza and shall increase the return on

assets as well as the return on equity. Therefore after making such improvements the company

can grab a greater market share (The Street, 2015). The company is having lot of the
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opportunities and on that basis the company must overcome the weakness to create a product

worth keeping.
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References

Domino's Corporate. (2013). Vision & mission. Retrieved from

http://www.dominospizza.co.nz/corporate/vision-mission

Gallop, D. L. (2015). Delphi, Dice and Dominos: Techniques to Understand and Mitigate

Technical Risk. Defense Systems Management College Fort Belvoir United States.

Kumar, R. (2018). A study of Domino’s pizza with reference to marketing strategies and

consumer behaviour in Jammu(Doctoral dissertation, Sher-e-Kashmir University of

Agricultural Sciences and Technology of Jammu, Jammu).

Lloret, A. (2016). Modeling corporate sustainability strategy. Journal of Business

Research, 69(2), 418-425.

Ramalingam, U., & Alexander, P. (2017). Target marketing for a research organisation.

Shokeen, S. (2017). A Study on Fast Food Consumption Pattern in India. International Journal

of Research and Engineering, 3(12), 10-15.

Silverburg, S. R., & Cuéllar, A. J. A. (2016). Diplomatic Dominos: South America and the

Recognition of [the State of] Palestine. Review of Social Sciences, 1(3), 11-24.

The street, (2015). Domino's Pizza Looks to Upgrade Stores, Hire More Workers, CEO Says.

Retrieved form https://www.thestreet.com/story/13172667/1/dominos-pizza-ceo-on-

foreign-exchange-headwinds-2015-store-growth.html

Varghese, A., & France, A. (2017). Difference in Social and Environmental Disclosure between

Profit and Non-profit Organisations.