Video Report 1
June 3, 2010
Dominos started with sticking with core strategy in the US. But when trying to move into different countries, they realized that it was not as easy as they thought to just move into a culture and expect people to change for them. They found out the hard way that this was not the solution. So they decided to mend themselves into the culture. Dominos ensures that its corporate values and strategies are used by all franchises by operating their business consistently throughout the world. They start with the front appearance. All Dominos has a similar front exterior and similar on the inside. A customer would see that the operations are the same internationally as the operations in the Unites States. They kept their operations simple around the world, which ensures that their operations will stay the same to each franchise.
Marketing Mix adjustments are always needed when trying to keep up with customer changes. Opportunity offers prospects for improving the situation. Changes in consumers’ tastes have increased the demand for places, like Dominos, to keep up with its changing customers. One marketing mix, which was used as an example in the video, was when Dominos tried to take the US slogan and make it work in the UK. “One call does it all,” does not actually mean that in the UK. Call, in the UK, means to make a house visit. So by learning from example, they found out that their marketing mix elements has to vary depending on what country they were in.
Another example of a marketing mix element that needed some change was when they were opening their franchise in Japan. Granted all the pizzas look the same but some of the toppings are not accepted in other cultures. In Japan, they did not know what pepperoni was. They thought it was a type of pepper, and when they found out it was a type of meat; they were a little discouraged because they do not really eat meat. After a few marketing elements that...
Please join StudyMode to read the full document