Analyzing a Pricing Strategy- Dominos Pizza
Analyzing Pg. 1
Analyzing a Pricing Strategy- Dominos Pizza
Reginaldo Garcia
Professor Amy Pinsk
MKT 402
May 1, 2011
Analyzing Pg. 2
The Dominos brand was founded in the United States of America in 1960 by Thomas and
James Monagham. Since then, that business has grown into a global network of over
9,379 pizza stores in more then 70 countries, involving over 200 franchises. Over its 50
year history, dominos has developed a simple business model focused on delivering
quality pizzas in a timely manner. Dominos Pizza Inc., completed its initial public
offering in 2004 and is listed in the New York stock exchange. (source: Dominos pizza
inc.)
1. How well does the company create value for its market segments? Explain.
Domino’s vision is focused on “exceptional people on a mission to be the best pizza
delivery company in the world”. Dominos is committed to bringing fun, happiness and
convenience to the lives of our consumers by delivering delicious pizzas to their
doorstep in around 30 minutes or less . With domino’s main focus on the middle and
lower- middle class, they have always focused on a quality menu mix with affordable
pricing. These market segments are interested it buying quality pizza at an affordable
price.
2. Does the company use different price offerings for different market segments?
Describe these and evaluate how effective they are.
Analyzing Pg. 3
Dominos keeps a policy of price consistency throughout all of its corporate owned
restaurants. Agreements have been made with franchise owners to keep that same pricing
consistency with limited flexibility. This is to keep in line with Domino’s national media
advertising and national quarterly
Analyzing a Pricing Strategy- Dominos Pizza
Reginaldo Garcia
Professor Amy Pinsk
MKT 402
May 1, 2011
Analyzing Pg. 2
The Dominos brand was founded in the United States of America in 1960 by Thomas and
James Monagham. Since then, that business has grown into a global network of over
9,379 pizza stores in more then 70 countries, involving over 200 franchises. Over its 50
year history, dominos has developed a simple business model focused on delivering
quality pizzas in a timely manner. Dominos Pizza Inc., completed its initial public
offering in 2004 and is listed in the New York stock exchange. (source: Dominos pizza
inc.)
1. How well does the company create value for its market segments? Explain.
Domino’s vision is focused on “exceptional people on a mission to be the best pizza
delivery company in the world”. Dominos is committed to bringing fun, happiness and
convenience to the lives of our consumers by delivering delicious pizzas to their
doorstep in around 30 minutes or less . With domino’s main focus on the middle and
lower- middle class, they have always focused on a quality menu mix with affordable
pricing. These market segments are interested it buying quality pizza at an affordable
price.
2. Does the company use different price offerings for different market segments?
Describe these and evaluate how effective they are.
Analyzing Pg. 3
Dominos keeps a policy of price consistency throughout all of its corporate owned
restaurants. Agreements have been made with franchise owners to keep that same pricing
consistency with limited flexibility. This is to keep in line with Domino’s national media
advertising and national quarterly