Domino’s is a well-known global pizza brand. They have been operating franchise operations since the 1960s and expanded internationally in 1983. Today, Domino’s operates thousands of stores in more than 90 countries worldwide (Domino’s, n.d.). They have been leaders in rapid and reliable delivery, number of franchisees and employees, technology adoption for online orders, and expansion into sandwich delivery (Crawford, 2021).
Despite their impressive growth, they were not always regarded as offering quality pizza products, which is their core business. In fact, prior to 2010, Domino’s had a notorious reputation for selling poor pizza. This was formally acknowledged by Domino’s leadership team who admitted consumer research revealed the product was far below consumer expectations (Crawford, 2021). Nothing was more damning than when consumers described the pizza as cardboard-like, boring, bland, artificial, and flavorless. This was something the Domino’s team could no longer ignore.
Although they had shown leadership in other areas, like 30-minute delivery, they realized that improving the taste of the product was a priority. Around 2008, Chief Executive Officer (CEO) Patrick Doyle announced drastic steps to change the company’s reputation by reinventing the brand in what would be known as “the pizza turnaround.” The primary strategy of this reinvention was to improve pizza taste without sacrificing other benefits the consumers enjoyed, like rapid delivery and affordability. This meant that the reinvented pizza could not take longer to make, and the costs had to be at parity with the current costs. Furthermore, even if these challenges could be overcome, simply improving the flavor profile of the pizza was not sufficient. The leadership team vowed to provide a better pizza than those products offered by competitors, and they would only be satisfied when improvements were validated through blind taste tests (Githens, 2010). This was a bold goal since the competition in the pizza category was fierce, and Domino’s was positioned as fast-food pizza, which did not inspire a lot of confidence in quality and taste.
In December 2009, 2 years after concept testing and development had begun, the reinvented pizza was launched using the pizza turnaround promotional campaign. The campaign and the product development steps taken to reinvent the pizza was a huge success as evidenced by a majority of customers preferring the taste of Domino’s to competitors’ pizza, a 30% increase in new sales, and 65% increase in repeat purchases (Crawford, 2021).
Please follow the assignment instructions below:
I. Read the following article by Greg Githens:
Githens, G. (2010, December). The pizza turnaround: The story-behind-the-story of Domino Pizza’s new product launch , Visions, 34(4).
II. Watch the following video:
Domino’s Pizza. (2009, December 21). Domino’s Pizza turnaround [Video]. Cielo24. https://c24.page/rhzvagx4wnsjy4dsgggcv2mhpc
III. Respond to the following questions:
Describe Domino’s product offering using the total product concept. Include core product, generic product, expected product, augmented product, and potential product.
Using Ansoff’s product-market matrix, describe the pizza turnaround strategy as either market penetration, product development, market development, diversification, or a combination. Provide your rationale.
CEO Patrick Doyle directed the reinvention of Domino’s Pizza. Which steps in the new product development process were necessary to ensure success of the pizza turnaround? Please provide specific examples from the case.
Which stage of the product life cycle was Domino’s Pizza in when the pizza turnaround reinvention began in 2008? How did the launch of the pizza turnaround campaign change the sales curve? Provide evidence.
Explain the importance and benefit of new product portfolio management during the years leading up to the pizza turnaround campaign launch.
What were some of the challenges the new product development team faced in selling the pizza turnaround internally? How did they overcome these challenges?
Your case study response should be at least two pages in length.
Academic work should always be supported with credible sources. Please be sure your submission includes at least two credible sources in addition to the case study article, one of which should be from the CSU Online Library.
Please use APA formatting and style guidelines (i.e., indentations, spacing, font, citations, references).
Please use section headings and subheadings that align with the assignment questions. This will serve as an outline to ensure you complete all requirements.
Finally, please review the grading rubric so you are aware of all the grading criteria.
Crawford, C. M. (2021). New products management (12th ed.). McGraw-Hill.
Domino’s. (n.d.). Domino’s 101: Fun facts. https://biz.dominos.com/web/public/about-dominos/fun-facts
Githens, G. (2010). Domino’s Pizza reinvents itself: The story-behind-the-story of the new product launch. Visions, 34(4).[supanova_question]
Strategies of Business
Strategies of Business.
Watch the two video attached. Explain in detail one of the following four strategies of business: international, multi-domestic, global, or transnational. Select a specific company and answer the questions below IN ORDER. Give an overview of the company you chose and identify the strategy you selected. What does the strategy entail? What are the implications to configuring and coordinating value chains? What are the benefits of the strategy as it pertains to your company? What are the limitations of the strategy as it pertains to your company?
Essay Help “>Essay Help
Sussex DMJ management of risk
Domino’s Pizza Turnaround Case Domino’s is a well-known global pizza brand. They have been operating franchise operations since the Essay Sussex DMJ management of risk.
Do not sign the same writer with before Sussex school paper . Do not have similar paper The
requirement of the essay was in my file. Please read the handbook and assignment brief carefully and
write the essay according to my lecture ppt. You should use all the journal I gave for my reference
list. Besides them, you can also use other related resource as well. 832N1 Management of Risk Essay
Assignment As we have discussed in the module, risk and its management is a multifaceted topic that
must be addressed by all organisations in a variety of ways. As such, your paper will allow you to
demonstrate a deeper level of understanding of an area of your choice. Therefore you should choose
one of the following: 1) Identify an organisation and discuss how it identifies, addresses and
manages risks (on a scale of your choice) over a period of time in which the risks facing the
organisation are changing. Critically discuss the organisation’s risk management processes and make
recommendations for improvement. 2) Identify a project, successful or not, and discuss how project
risk and uncertainty was managed by the major stakeholders. Critically discuss the tools and
techniques used in the project and reflect on their suitability, particularly with reference to issues of
coordination of stakeholders. 3) Choose an incident in which existing risk management measures did
not prevent a failure. Analyse and critically discuss what went wrong, what alternate measures might
have been used, linking your discussion to the literature on accidents. 4) Choose a contested
technology and discuss how different conceptions of risk (i.e. probabilistic, psychometric, cultural
etc) have shaped the public debate about adoption and diffusion of the technology. It is expected
that each paper will show excellent research and analysis skills. You are strongly advised to discuss
your choice of topic with the convenor or your tutor early in the term. Each paper should be 3000
words (+/ 10%). It should have citations following the Harvard referencing format.
Essay Help “>Essay Help