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    Southern Pizza - CaseStudy

    Uploaded by

    Shin Jie
    What factors in the external environment will impact Southern in the near term? Are there factors that impact all of Domino’s markets including those of Southern? Are there factors that are unique to Southern’s markets?

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    Southern Pizza - CaseStudy

    Uploaded by

    Shin Jie
    146 views4 pages
    What factors in the external environment will impact Southern in the near term? Are there factors that impact all of Domino’s markets including those of Southern? Are there factors that are unique to Southern’s markets?

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    © © All Rights Reserved

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    What factors in the external environment will impact Southern in the near term? Are there factors that impact all of Domino’s markets including those of Southern? Are there factors that are unique to Southern’s markets?

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    146 views4 pages

    Southern Pizza - CaseStudy

    Uploaded by

    Shin Jie
    What factors in the external environment will impact Southern in the near term? Are there factors that impact all of Domino’s markets including those of Southern? Are there factors that are unique to Southern’s markets?

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 4

    Questions

    What factors in the external environment will impact Southern in the near term? Are

    there factors that impact all of Dominos markets including those of Southern? Are there

    factors that are unique to Southerns markets?

    Well, all the commerce existence, have their own struggles to works off. In this case, Pizza market
    is one of the most competitive market due to its products can be easily substituted as it can be
    easily imitated. The competition is very intense as we can see there are several huge company like
    Pizza Hut, Papa Johns, and Little Caesars that win each other depending on the area they are
    operated in. Although, Dominos Pizza currently ranks a strong second among the four national
    pizza chains and Southern still faces these competitors in all of its markets. In addition, all these
    competitors, have their own main advantage on the products that they handle out of care, to satisfy
    their customers and of course to make sure everything is on right track.

    On the other side, the degree of rivalry would be increased too, due to it is easy enter into
    the market due to ease of getting ingredients to start their activities anywhere. Therefore, if any
    business owner have the sufficient budget to enter into the market, the competitors will increase
    which will further increase the competition just like how Papa John are able to compete with
    Dominos in some city like Greenwood despite it just founded in year 1984 while Dominos was
    founded in year 1960.

    One unique factors that unique to Southerns market was that they have a Calls Continuous
    Improvement Teams (CITs) which is a team involved in probing the key processes within the
    company and propose areas for improvement to help in continuous improvement and help the to
    be a learning organisation. It is only made possible because they have an innovative, open
    atmosphere which encourage in the hunt for ideas for new products, management practices, and
    marketing strategies.
    Which of Southerns three goals is most important and why?

    Southern want Malcolm Baldridge Award which are only presented to company that can
    demonstrate excellence in quality and performance which it will not be achievable unless it can
    move Dominos Pizza to number one in all markets. In addition, the other two goals are more like
    a a supplementary to the main goal as to be number one in all market, you need to dominate both
    college and inner-city market. For instance, focusing on college market will not help in their
    performance because if there is any college break, the sales of the area will also be affected.
    However, if they focus on both market, the sales performance will be better compared to just
    focusing on one market. Therefore, we believe moving Dominos Pizza to number one in all
    market is the most important goal for Southern to increase their profit and also to receive Malcolm
    Baldridge Award.

    Based on the secondary research youve done on the pizza industry and its consumers,

    what do you feel about Southerns belief that pizza buying is promotion rather than

    loyalty driven? Create a plan to increase customer loyalty

    Despite that Southerns belief that pizza buying is promotion rather than loyalties driven but we
    found that promotion help to drive customer loyalties. In fact, a research conducted by Omotayo
    (2011) in Nigerian found that sales promotion has a positive relationship with customer loyalties
    (r=0.360, p<0.01). According to research conducted in Malaysia, Rashid, Rani, Yusuf and Shaari
    (2015) found that both services quality and customer satisfaction affect customer loyalties in fast
    food restaurant. In the research, the respondents must select factor that will mostly affect their
    decision respondents and from the data 126 (42%) of respondents rated Food Quality while 102
    (34%) respondents rated food menu price. From the research, we can see that food quality and
    food price are the factors that has major influence over customer loyalties. Therefore, we believed
    that Domino Pizza should not only focus on the promotion activities but also in increase their
    product and service quality.

    There are several ways that Dominos can do to increase their customer loyalty, but they
    must understand the demand of the customers and why their competitors are able to attract them
    in each area before planning. For instance, Southern can visit the competitors like Pizza Hut to
    find out the success factor through contrasting the differences between their branches and other
    through observation of the stores and speaking with their customers. For instance, finding out why
    Pizza Hut is able to implement dine-in experience successfully and why it can dominate the market.
    Through that, Southern will have better understanding of the market which allows them to
    personalize the promotion or improve the facilities to increase customers satisfaction based on the
    demands in the area. In other word, Southern should gather information through feedback and
    research on other successful company and then based on the information to create strategies,
    implement it, and evaluate and revise the strategy for the future.

    Evaluate Information
    and revise Gathering

    Implement
    Create
    the
    Strategies
    Strategy

    Choose
    the best
    Strategy
    References

    Omotayo, O. (2011). Sales Promotion and Consumer Loyalty: A Study. Journal of


    Competitiveness | Issue 4/2011, 66-77. Retrieved from http://cjournal.cz/files/76.pdf

    Rashid, I., Rani, M., Yusuf, B., & Shaari, M. (2015). The Impact Of Service Quality And Customer
    Satisfaction On CustomerS Loyalty: Evidence From Fast Food Restaurant Of Malaysia.
    International Journal of Information, Business and Management, Vol. 7, No.4, 201-258.

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