To: Tim McIntyre, VP of Corporate Communications
From: Rakesh Rao
RE: Stakeholder analysis in regards to viral video situation
Enclosed is the stakeholder analysis you requested. The purpose of this analysis is to inform you about the long term and short term impact about our recent viral video situation. If you should have any questions or concerns, please feel free to contact me at (480)570-9956.
April 13th, 2009
Domino's Pizza, Inc.
30 Frank Lloyd Wright Drive
Ann Arbor, MI 48106
Dear Mr. Tim McIntyre:
The highest priority of this company is to maintain our strong reputation as well as the overall well-being of our key stakeholders. With that said, it is important that Domino’s handles our current situation regarding the viral videos. This means the company will have to reach out to the stakeholders that have been affected the most by this recent event: customers, employees, and shareholders.
Domino’s is dependent on our customers and if we do not develop customer satisfaction and loyalty, we could forever lose them. We must relay to the customers that these horrendous viral videos are in no way supported by the Domino’s Corporation. Because most of our customers witnessed these videos via social networking sites, the company should address this issue via social networking. Domino’s will construct a short video in which the company will address the current situation and what we are doing to handle it.
Our employees are the driving force of this company. Domino’s understands that the acts of Kristi Hammond and Michael Setzer may have caused some of our employees to be put in a negative light. The company would like to ensure our employees that these two individuals do not represent the 125,000 people in 60 countries who work hard every day to provide great food and excellent customer service. Domino’s will address this issue to our employees through e-mail in which the company will detail...