Nespresso Marketing

Marketing Management and Strategy

The term ‘shared value’ was first introduced by Michael Porter and Mark Kramer in an article for the Harvard Business Review (HBR). The aforesaid term essentially means creating value for the business in a way that also creates value for the society by addressing its requirement and challenges to the business entities (Kashani and Miller, 2000). Many business entities including Nespresso have adopted the approach of shared value. Various objectives of adopting the approach of shared value are described below:

Risk Prevention

This approach is helpful in preventing the potential business risk and ensures that the business is not contributing to unacceptable level of harm to the society and environment. Thus, adopting the approach of shared value is helpful for companies to prevent risk to the external environment (Sirianni, Bitner and Mandel, 2013).

Nespresso Corporate Reputation Management

Developing an image of responsible corporate citizen has become prime objective of the contemporary organization to achieve long term sustainability. A positive corporate image appeals to regulators, investors, customers that is helpful in maintaining dignity of the entity in the market. Thus, shared value approach enables company to develop a positive image in the eyes of its stakeholders.

Resource Efficiency

Another important objective of creating shared value by the businesses is to reduce the consumption of scare resources such as energy, water and other materials. This will not only help company to become responsible citizen but it will also be helpful in reducing cost to the company (Klepper, 1996).

Nespresso has also adopted shared value approach to achieve above described objectives. It is the brand name of Nestle Nespresso S.A. which is an operating unit of Nestle group. At the heart of Nespresso’s success as a brand lay its commitment to exceptional cup quality. Chief Executive Officer (CEO) of Nespresso has already committed the organization with the concept of shared value as an operating principle. Share value approach recognizes societal needs in addition to the conventional economic needs (Nespresso and Alliance, 2003). Furthermore, it also recognizes social harms and weaknesses that frequently create additional internal cost to the company in terms of energy waste, costly accidents and the need for remedial training. It is evident that coffee industry is facing significant social and environmental challenges therefore; companies like Nestle have adopted the shared value approach. The principle of shared value was developed by Harvard professors Michael Porter and Mark Kramer in year 2006. According to this principle, companies do not only have responsibility towards shareholders but for communities also in which they operated from farmers to customers and ultimate consumers.

Nespresso concept was developed on the basis of an espresso extraction system that enables discerning espresso coffee consumers for preparing excellent quality espresso coffee at home. The Nespresso business model is based on a threefold commitment to the unique extraction system that is an innovative and efficient direct to consumer club membership model (Markides and Charitou, 2004). Thus, Nespresso brand has created iconic luxury brand image along with exceptional quality and use of advanced technology. The shared value approach is strategically relevant to the brand because customers were found motivated with the different aspects of brand and product that also includes a group of 16% consumers who define the brand as ‘eco committed’. Customers of this brand believe in liking good things but in a responsible way. Thus, shared value approach has helped company to reel in greater number of customers because they are significantly interested in sustainability program of Nespresso.

Nespresso Marketing
Nespresso Marketing

Figure 1: Perspectives of value (Source: Porter and Kramer, 2011)

There are various perspectives of shared value which can be discussed in context to Nespresso. The company has its own key drivers of Free Cash Flow and Weighted Average Cost of Capital that can be placed by strategies intended to create shared value. Nespresso offers eco-friendly coffee products in form of outputs which creates societal value. The assessment of the case of Nespresso reveals that the unique features of the Nespresso business model has led exponential growth rate i.e. 30% per annum in recent few couple of years (Lovell, 2014). As a result of this, Nespresso has become Nestlé’s fastest growing businesses as the company has managed to grow at a faster pace. One of the major strategic challenges which are faced by Nespresso is to manage the growth in all areas of its business including human resource, supply chain management and marketing.

Michael Porter and Mark Kramer have addressed the reasons for carrying out sustainability programs by the company. The shared value approach provides that companies are required to identify the connection between activities of a company and activities and needs of the society. This will help company to attract new customers and secure higher level of brand loyalty as customers are inclined towards eco-friendly products and services. Thus, the creating shared value has been adopted by Nestle that uses the framework for creating value for different stakeholder groups including society (Porter and Kramer, 2011). Hence, Nespresso has identified water, rural development and nutrition as main strategic shared values by using the model of Porter and Kramer for shared value. Thus, this coffee brand has identified its own social opportunities with wider society. Nespresso has launched an integrated shared value framework, “Ecolaboration” in order to group together its sustainability efforts in varied areas such as carbon footprint reduction, sustainable coffee farming and spent capsule recycling (Alvarez, Pilbeam and Wilding, 2010). Thus, this business unit of Nestle has used this framework to successfully implement its business strategies and achieve its mission and vision. From the above discussion, it can be said that Porter’s and Kramer’s shared value model has significant strategic relevance to the case of Nespresso.

Critically Evaluating Nespresso’s Positioning

Nespresso’s marketing campaigns seek to convey a brand story that positions Nespresso as ultra-premium coffee brand. The positioning strategy of this coffee brand of Nestle has been discussed in relation to its Product Life Cycle (PLC). In marketing management, Product Life Cycle is an important concept which is used in the development of appropriate strategy. It is essential to have clear understanding of PLC and its stages for discussing positioning strategy of a company in relation to its PLC for achieving sustainability (Matzler, Bailom and Kohler, 2013). Every product goes through four stages in its life including introduction, growth, maturity and decline. The sequence of these stages is known as Product Life Cycle which is used for developing strategy in order to achieve mission and vision by the company. The four stages of Product Life Cycle are explained in brief under the following heads:

Stages Description
Introduction stage This is the most expensive stage in the life cycle of a product because it is launched with heady expenses on advertisement. In addition to this, company is required to spend higher amount for customer testing and research & development activities. Nespresso is a globally managed business which was established in 1986. The product consisted of high quality coffee packed in aluminium capsule in specially designed machines for exclusive use (Staff, 2009). Thus, initial stage of this product demanded higher expenses on research.
Growth stage It is the second stage which is generally known by a strong growth in sales and profitability of the company. This is because company gets benefit from economies of scale in production. It is helpful for the company to invest more money in various activities related to marketing and product promotion (Anderson and Zeithaml, 1984). Nespresso is one of the fastest growing businesses of Nestle and its many products have passed from this stage.
Maturity stage It is a stage in which product is well established in the market and the aim of the owner of the company becomes to maintain the same market share as in growth stage. Thus, it becomes a competitive time for the company as wise decisions regarding investment in product are required to be taken (Achabou, 2014). In addition to this, significant changes in the products are also made in order to maintain the market share.
Decline stage This is the last stage of a product’s life cycle as market starts shrinking in this stage. There can be various reasons of shrinkage of market such as entrance of new brand, consumer switching or saturation. In this stage, rather than expending on marketing, companies are recommended to adopt less expensive production methods to make some profit (Matzler, Bailom and Kohler, 2013).

The above discussion on stages of product life cycle provides insightful information regarding strategic relevance of assessment of PLC of a company. Nespresso can also analyze its product life cycle in order to make strategic decisions. The positioning strategy can also be discussed in relation to PLC for sustainability of the brand. This coffee brand has positioned itself as a premium brand which creates high quality coffee products. Furthermore, it has adopted differentiating positioning strategy with an image of exclusivity due to high quality service and extensive customer service. Thus, the company has positioned itself as a high quality luxury brand and created a sense of belongingness to an elite group of customers which justifies the price (Day and Payne, 2014). This positioning strategy may not be appropriate in the introduction stage of its PLC because it requires huge investment on advertising and marketing activities.

The products and services offered by Nespresso are costly as the company targets elite group and additional expenses on marketing will increase overall cost to the company. For any business entity, profitability is the prime concern for achieving sustainability but in introduction stage, this positioning strategy may not be appropriate. Nonetheless, complete cost of marketing is charged by ultimate consumer therefore, it may not be appropriate to associate cost with the sustainability of the company. In the similar fashion, the positioning strategy of the company can also be discussed in context to growth stage (Sheinin, 1998).

Most of the Nespresso’s products are in the growth stage where company earns profit with considerable market share growth. As described above, growth stage in PLC assists company to invest more money in advertisement as company witness strong growth. Positioning of Nespresso as luxury brand can offer even stronger growth and prosperity to the company. In this stage, this positioning strategy can said to be appropriate from the perspective of sustainability of the brand in long run. In this stage of Product Life Cycle, benefits of economies of scale can be achieved by the company therefore; more investment can be made in marketing and advertising activities (Staff, 2009). This would help company to establish itself as a strong and premium brand by investing in campaigns based on the approach of shared value and Corporate Social Responsibility (CSR).

In the similar fashion, positioning strategy has also been critically examined for other stages including maturity and decline. In these two stages, the discussed positioning strategy of the company may not be appropriate because in this stage, customers start switching over other brands and find alternatives. Thus, investment in marketing does not remain workable and therefore, companies need to cut the cost and find the cheaper ways to make some profit (Achabou, 2014). In such a case, Nespresso may not sustain if it continuous to offer those products with premium brand appeal. Nonetheless, new products can be introduced or modifications can be made to retain customers. Thus, from the above discussion, it can be said that positioning strategy is effective and correct from the perspective of sustainability.

References

Achabou, M. A., 2014. Brand influence on consumer preference for environmental labels. ICT.

Alvarez, G., Pilbeam, C. and Wilding, R., 2010. Nestlé Nespresso AAA sustainable quality program: an investigation into the governance dynamics in a multi-stakeholder supply chain network. Supply Chain Management: An International Journal. 15(2). pp. 165-182.

Anderson, C. R. and Zeithaml, C. P., 1984. Stage of the product life cycle, business strategy, and business performance. Academy of Management journal. 27(1).  pp. 5-24.

Day, C. and Payne, D., 2014. God and Devil Terms in Corporate Discourse: Shared Value and the Transformation of CSR. In Academy of Management Proceedings. pp. 53-56.

Kashani, K. and Miller, J., 2000. Innovation and Renovation: The Nespresso Story. IMD, Lausanne, IMD case study.

Klepper, S., 1996. Entry, exit, growth, and innovation over the product life cycle. The American economic review.  pp. 562-583.

Markides, C. and Charitou, C. D., 2004. Competing with dual business models: A contingency approach. The academy of Management executive. 18(3).  pp. 22-36.

Matzler, K., Bailom, F. and Kohler, T., 2013. Business model innovation: coffee triumphs for Nespresso. Journal of Business Strategy. 34(2). pp. 30-37.

Lovell, N., 2014. Case studies: Nespresso and the coffee brand.

Nespresso, N. and Alliance, R., 2003. Memorandum of Understanding between Nestlé Nespresso and SAN.

Porter, M. E. and Kramer, M. R., 2011. Creating shared value. Harvard business review. 89(1/2). pp. 62-77.

Sheinin, D. A., 1998. Positioning brand extensions: implications for beliefs and attitudes. Journal of Product & Brand Management. 7(2).  pp. 137-149.

Sirianni, N. J., Bitner, M. J. and Mandel, N., 2013. Branded service encounters: Strategically aligning employee behavior with the brand positioning. Journal of Marketing. 77(6). pp. 108-123.

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Tesco Marketing Proposal

Tesco Marketing Proposal

Tesco is a multinational grocery and general merchandize retailer which is based and has its origin in the United Kingdom. The organization is the third largest retailer in the world with a global presence in more than 12 countries. The United Kingdom is the main market for the organization which has been successful because of its brand reputation and image. The organization offers products and services which are according to the customers’ preferences. Tesco has been able to create a dynamic business strategy which is based upon meeting the needs of customer segments. It conducts extensive market analysis as a means of ensuring the highest levels of efficiency and effectiveness (Blythe, 2006). It has a product diversification strategy as it has transformed itself from a food retailer to offer non-food products and services like beauty products, consumer electronics, DVDs, financial and insurance services. Tesco has also been successful because it employs technology for its robust business activities. Tesco.com is one of the highest successful online shopping portals in the United Kingdom. Technology is being used to integrate and streamline business operations and achieve operational excellence. The success of Tesco has been its ability to make accurate forecasts. Tesco needs to pursue an aggressive internationalization strategy by targeting new markets. China is a potential market which can help to achieve its business goals. This proposal will seek to elucidate the importance of penetrating the Chinese market.

Literature Review

Globalization has been a powerful social and economic force which has a profound influence on the business environment of the twenty first century. The creation of a single market has led to the development of numerous opportunities for organizations as they strive to focus on emerging economies (Beamish & Ashford, 2008: p. 76).Moreover, the nature of globalization is such that there is an emphasis on remaining profitable by taking advantage of the opportunities that specific markets offer. Globalization creates intense competition which can lead companies to reduce their costs and improve their products. Organizations under competition have to perform at optimum levels by offering superior products and services. Technological adaptation is another byproduct of this phenomenon as it can help to streamline and automate the key processes. This has further increased competition among international corporations and has allowed them to expand their businesses across the globe. In the supermarket industry, international companies such as Tesco and Walmart are some of the prominent names that have successfully expanded their businesses internationally. These expansions allow organizations to increase their presence in the market, sustain competitive advantage, generate revenues and win loyalties of customers(Blythe, 2006, Beamish & Ashford, 2008, Darwar& Chattopadhay, 2012). Their marketing strategy is based on meeting consumer demands and ensuring that they adapt within the market they operate.

The production and manufacturing capabilities of organizations are enhanced when they take advantage of low labor rates in developing countries. The results are that production costs are reduced while selling products at competitive rates which in turn can increase the market share of the organizations (Darwar& Chattopadhay, 2012, Doyle & Stern, 2006). Organizations seeking to penetrate international markets strive to increase the value of their products and services while striving to reduce the cost base (Cravens & Piercy, 2006: p. 34).The external and internal variables can play a key role in the performance of organizations as they move into international markets. Organizations must be able to have access to technology, labor, capital, logistics, and infrastructure in order to succeed. The goal of conducting business in international markets is essential since any organization that fails to penetrate markets will witness a reduction in its competitive advantages.

The huge size of the international markets means that potential customers are living abroad. Moreover, the failure to penetrate international markets means that organizations will be unable to enhance their customer loyalty and brand recognition. Serving multiple markets in a seamless fashion is important part of success. Empirical studies have sought to identify the critical success factors which enable organizations to penetrate international markets (Haji-Basri, 2012, Levy, 2012). Firstly, organizations are able to select the best market entry mode which is according to their expertise and experience. The market entry mode should be based upon conducting research of the market in an efficient and effective manner. This is important because competitors’ analysis and customers’ behaviors can help the organization in understanding the needs of the market environment.

Secondly, organizations must be willing to leverage their core competencies in such a manner that they are able to reduce costs and improve profits. A global business strategy should be customized in accordance with the conditions of the market. Adaptation to the local market means that the organization is able to create a customized marketing strategy (Doole & Lowe, 2005: p. 76).Thirdly, the organization must be able to implement innovation at multiple levels. This approach is beneficial since it will help the organization to attain strategic competitive success. Finally, it is important for organizations to develop the robust frameworks that can enable them to create flexible, agile, and scalable business structures (Doyle & Stern, 2006: p. 93).The use of multiple strategies is important for success as it will lead to long term innovation that will benefit the entire organization.

Research Methodology

Research is defined as the process of investigating new phenomenon and validating existing theories and frameworks. It seeks to understand the theoretical assumptions behind specific studies by challenging them or modifying them. Selecting the appropriate research methodology is important part of the process. Primary research for this report will be carried out through a questionnaire which will be emailed to the business unit managers of Tesco. The benefits of primary research are that it enables the researcher to directly participate in the process. Moreover, the results can be quickly obtained through the questionnaire method. This method can save significant time. Secondary research for this report will be carried out through the systematic analysis of existing studies related to marketing and global business. Specifically, the studies will be selected based upon their relevance, reliability, and authenticity.

Secondary research is beneficial in many ways. Firstly, it helps to reduce time as existing studies can be employed for success. Secondly, it uses the vast literature in order to create a theoretical framework which can be beneficial in answering the research aims and questions of the report. Thirdly, secondary research helps the researcher to have access to resources in an efficient manner which will be used to solve the research problems (Levy, 2012).

Organizational Strategy and Market Characteristics

Empirical studies have found evidence that grocery sales in China are estimated to be around £600 billion in the year 2013 (Zhao, 2014: p. 184). There are 221 cities in the country which will witness an increase in population by the year 2025 (Zhao, 2014: p. 184). Moreover, urban dwellers are the largest customer segments which offer significant market potential for organizations like Tesco. Shopping malls are now popular places for supermarkets. The impressive standards of living among the middle class have enabled Chinese customers to focus on higher quality of life. This creates superior business opportunities for organizations like Tesco that are working in the retail market. Household spending on healthcare, transportation, and telecom services have doubled as compared with the last decade. The indicators prove that the customer segments have disposable incomes that allow discretionary spending. Tesco’s strategy in China can be based upon its key competitive advantages (Tesco PLC, 2014).

Branding and reputation are the key attributes of the organization which helps it to achieve core strategic advantage. Careful branded packaging and promotion can generate excellence value for Chinese customers (Zhao, 2014: p. 184).Supply chain management and logistics in China should be able to respond to the dynamic and complex environment by enabling Tesco’s management to make accurate forecasts. Technology can be used to maintain inventory and assess business transactions. This will help the management to make forecasts about the entire environment through the use of innovation and creativity (Levy, 2012). ICT technologies can help the organization to play a critical role in business strategy formulation. Creating value for customers and offering products that are difficult to emulate can be the core strategies in China provided Tesco is able to understand the dynamics of the market.

Tesco Marketing Proposal
Tesco Marketing Proposal

SWOT Analysis

Strengths

Tesco has transformed itself into an international retailer that sells food, clothing, household products, banking services, and others. The traditional market of the company has been the United Kingdom but in the past ten years, it has sought to expand into different international markets. International expansion is considered to be vital for the growth of the company as it helps to diversify income streams and enables it to take the advantages of globalization by using an efficient and effective marketing strategy (Zhao, 2014: p. 184).The competitive strength of Tesco is that it is the third largest international retailer in the world. The growth rate annually has been projected to be around 12% since the past decade. Strong partnerships with suppliers and other partners help the company to offer products and services in different markets. An effective supply chain management system helps the organization to manage its operations in a lean and flexible manner.

Weaknesses

The international expansion strategy of the company remains weak as compared with that of its competitors. Product diversification is a weakness because the profitability can be impacted because of bad debt from credit cards. Tesco has inexperience in certain growing markets like smart phones and tablet PCs. New web technologies and IT require investments which can streamline and automate the core processes (Imrie & Dolton, 2014: p. 84).

Opportunities

There are different opportunities for Tesco which can move into various product categories like digital entertainment, smart phones, and tablet PCs. Foreign markets like China, Malaysia, South Korea, and others offer significant business potential for the entire organization. Online shopping can be enhanced as a means of ensuring robust success within a short period of time. Increasing value proposition for existing and new customer segments can be a beneficial strategy by the organization as it can lead to the highest levels of efficiency and effectiveness (Tesco PLC, 2014).

Threats

Tesco can face significant threats from local and international competitors. Furthermore, the economic recession has reduced the spending power of customers which means that there can be a reduced profitability for non-food products and services. International expansion is a good option for Tesco but each country has different levels of regulation and laws which must be complied by international organizations in order to achieve critical success within a short period of time (Imrie & Dolton, 2014: p. 84).

PEST Analysis

Political Factors

The political factors inside any country can be related to taxes, legislation, and country stability. China is a rapidly emerging economy which has pursued investor friendly business policies. There is an increased demand for retailers which can help to create jobs for the local population and improve the local economy. The Chinese government is authoritarian in nature but it has been pragmatic enough to pursue policies which can help it to remain integrated with the overall global markets (Dowling, 2006: p. 91). Political stability in China is relatively high which offers a congenial environment for foreign investment. This is important because it helps to ensure the highest levels of efficiency and effectiveness.

Economic Factors

The economic factors are concerned with the costs, profits, and prices that a company must take into consideration while operating in a foreign market. The goal of the company should be to conduct an internal and external analysis which can be used to understand the dynamics of the market. China’s rising middle class enjoys highly disposable incomes which makes them one of the largest customer segments in the world (Ferrell & Hartline, 2007: p. 98).Furthermore, the middle class has awareness and perception regarding foreign brands which is considered to be part of their affluent lifestyle.

Social Factors

Social factors exert a profound influence on the purchasing behaviors of customers. Tesco needs to take into account the social and demographic changes which have taken place in China in order to formulate a robust and dynamic strategy for change (Hooley & Piercy, 2008: p. 123). The goal should be to create efficient and effective approaches which can be used to penetrate the market. Food and non-food items can be introduced in the Chinese market in accordance with the dynamics of the market. Customers in China have high levels of awareness and perception regarding foreign products.

Technological Factors

Operating in any market means that companies should be able to focus on operational excellence and competitive advantage. Technology helps to achieve this critical goal with the focus on achieving long term market share. The goals of companies like Tesco should be to make investments in technology which result in efficient business processes and help to provide real time data to the management which can be used in the decision making processes. Outlets should employ technology to reduce waiting time for customers. RFID can be employed for inventory management. Communication systems can be used to link main office with various outlets for making decisions and obtaining real time information (Hooley & Piercy, 2008: p. 123).The use of an integrated strategy can help to accomplish the critical goals within a short period of time.

Conclusion

Tesco is the third largest retailer in the world which has been achieved because of its core competencies. The core competencies of the organization have included the ability to successfully develop a core business model that is flexible and adaptable in accordance with the competitive nature of global markets. Strategy formulation in Tesco is based upon the use of market research which helps to achieve efficiency and effectiveness. A complete internal and external analysis is conducted by the organization in order to achieve its critical targets within a short period of time. Tesco’s strategic growth model seeks to focus on cost and product differentiation as mixed strategies that enable future growth and development. China is an attractive market for internationalization because it will help Tesco to take advantage of the business opportunities. China’s middle class segments have increased with highly disposable incomes. Moreover, Chinese customers are spending on clothes, luxury products, healthcare, and others as part of the drive to improve their quality of life. This helps to ensure the success of the retail market. Tesco can take advantage of the Chinese market by using a systematic and calculated approach. It needs to use its core competencies which can be adapted in accordance with the local market conditions. Moreover, it needs to focus on using its core competencies as a means of ensuring the highest levels of success within a short period of time. Technology can be used to maintain inventory and assess business transactions. This will help the management to make forecasts about the entire environment through the use of innovation and creativity. ICT technologies can help the organization to play a critical role in business strategy formulation. Creating value for customers and offering products that are difficult to emulate can be the core strategies in China provided Tesco is able to understand the dynamics of the market.

References

Blythe, J. (2006). Principles and practice of marketing. London: Cengage Learning.

Beamish, K. & Ashford, R. 2008. Marketing planning. London: Elsevier Science

Cravens, D.W. & Piercy, N.F. 2006. Strategic Marketing. 8th ed. New York: McGraw Hill.

Dawar, N. & Chattopadhay, A., (2012). Rethinking Marketing Programs for Emerging Markets, Long Range Planning 35: 457-474 (2002).

Doole, I. & Lowe, R. 2005. Strategic marketing decisions in global markets. London: Cengage Learning.

Doyle, P. & Stern, P. 2006. Marketing management and strategy. 4th ed. Harlow: Times Prentice Hall.

Dowling, G. 2006. Marketing for marketing managers. Oxford: Oxford University Press

Estrin, S. & Meyer, K. E., (Eds.), (2004). Investment Strategies in Emerging Economies. Cheltenham: Elgar Publishing

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Marketing Strategies Dominos

Domino’s Pizza Global Market

Product and Service Description

Domino’s Pizza is a company that has been in existence since the 1960s and has used various marketing strategies in order to ensure it achieves its marketing goals. The organization’s logo was initially planned to include another dot with the expansion of each new store, yet this thought immediately blurred, as Domino’s accomplished quick development. Reflecting Domino’s development, the organization had extended to 200 saves by 1978. During 1975, Domino’s confronted a claim by Amstar Corporation, the creator of Domino Sugar, asserting a trademark encroachment and uncalled for rivalry. In May, the Court of Appeal in the New Orleans found for Domino’s Pizza. This strategy helped protect their market and customers from copyright infringement.

Evaluation of current competitive advantage

In evaluating the current competitive advantage for Dominos, it is quite imperative to understand the company’s current market and how it has survived through the market to gain its marketing niche. Evidently, the company has achieved great success in its current market due to various marketing strategies such as the use of SWOT analysis to help in ensuring it identifies its strengths and weaknesses in order to carry out its activities in an effective environment.

SWOT Analysis

Strengths (S)

  • The company has a competent leadership that will steer it towards success through effective marketing.
  • The provision of after sales services and other support services for the clients will give the company a competitive advantage such as Pizza deliveries

 

Weaknesses (W)

  • The company is venturing into new territory with no prior experience. This might work as a disadvantage to them as they might not know how to handle any arising issues due to lack of experience.
  • The company could face challenges in the lack of enough finances to propel the strategy and goals of the company.
Opportunity (O)

  • The company’s employees and management can engage in tactical marketing by promoting their services in the local newspapers.

 

Threats (T)

  • Dominos faces threats from the bargaining power of its suppliers. This makes it challenging for the company to grab a large market share.

 

In May 1983, Domino’s got to open its first worldwide store, in Winnipeg in Canada. Domino’s also opened a 1,000th store. In 1985, they opened the first store in the UK in Luton. In 1985, Domino’s had the first stores in Tokyo, Japan. By 1996, Domino’s had stretched to 1,200 global areas. In 1997, Domino’s launched its 1,400th universal area, opening seven saves in one day over five continents. Between 2007 and 2012, Domino’s bit by bit secured the vicinity in India with no less than 1,000 zones by 2012. By the start of 2014, the organization had developed to 6,000 worldwide areas and wanted to stretch to the pizza’s origination, Italy. President Patrick Doyle during May 2014 said the organization would focus on its conveyance demonstration there. This paper seeks to look at how Domino’s will use the various marketing strategies in their African outlet in South Africa.

Domino’s Mission Statement

Dominos has a simple and clear mission which states, Sell more Pizza, have more fun!

Reasons for choosing South Africa

South Africa is situated as an upper-focus wage economy by the World Bank and is viewed as of late industrialized country. Its economy is the second greatest in Africa and the 28th-greatest on the planet in the extent of buying. South Africa has the seventh most elevated for every capita for each wage in Africa, notwithstanding the way that poverty and predisposition stay in all cases, with around a quarter of the masses unemployed. In any case, South Africa has been perceived as a middle power in worldwide issues and kept up huge territorial effect (Blecker, 2006).

Market Analysis Summary

South Africa comprises a mixed economy, the second greatest in Africa after Nigeria. It similarly has a reasonably high GDP for each capita stood out from distinctive countries in Sub-Saharan Africa. The food business in South Africa has united liberally starting late, and today a discriminating number of the greater pizza makers have budgetary associations or key plots with the critical South African retailers. The pizza industry, on the other hand, has greatly improved altogether. So have the five greatest retailers, and together this record for about a large portion of total retail bargains in South Africa.

The Pest Investigation

Political

It suggests the courses in which the government can intercede in an economy in regards to natural and work laws, obligations, exchange confinements and obligation methodologies. It moreover exhibits how the organization can impact preparing and prosperity and how it will impact the base the associations. As a South African government Plan follows, the structure of the economy will be changed over through industrialization, wide based dim budgetary fortifying and bracing and broadening the piece of the state in the economy. The company currently has a soft landing due to the implementation of various government strategies to the South African market. In order to achieve the best service delivery in the market, the firm has come up with the best strategies that can be used to ensure that the marketing environment favours them. Additionally, the government tariffs in South Africa are affordable for the company hence allowing it to carry out business activities effectively without having to face strict policies (Stevens, 2007).

Investment Factors

South Africa has jumped over two spots to transform into the thirteenth most-appealing end of the line for outside quick financing, according to a late survey by overall guiding firm AT Kearney.
The outcome of the 2014 Foreign Direct Investment Confidence Index, which takes in the viewpoints of senior executives from 300 of the world’s heading associations in 26, separates countries. South Africa being one of the best performing nations in Africa, investment factors directly favour the company hence allowing it to have as much outlets as it can manage.

Economic Factors

Strong economies have more money being differentiated in a given gathering; there are various financing assumptions that impact retail arrangements, and these need to get explored with a determined eye. One of the best-budgetary parts that impact retail arrangements is occupation open entryways, which particularly prompts the included discretionary pay of people that imagine that it hard to contradict inspiration buying, and who have no issue gathering gigantic charge card commitment to keep up a certain lifestyle. South Africa’s economy is seen as “unobtrusively free,” being surveyed as the 74th autonomous economy of 177 countries. It is situated sixth, out of 46 countries in sub-Saharan Africa. The economic factors in South Africa are quite useful since they have allowed the company to gain popularity and increased the earnings of the company over time (Stevens, 2007).

Target Segment and Marketing Strategies

The target of Domino’s pizza is to serve the locals with a grouping of types of foods that they encounter issues finding in one spot at any supportive time. We will serve every ethnic gathering with a blended pack of pieces of foods depending upon their feelings. These business segments get underserved in the noteworthy retail outlets. In South Africa, the potential for the clients to purchase will be higher. Since it has a marginally lower unemployment level as contrasted with other African nations consequently, they can buy our items

Market Needs

Domino’s Pizza needs to ensure that it carries out an effective research on the market needs of various prospective buyers by including its list of preferred products in the brochures that should be distributed to the customers within the shortest time possible. In addition, identifying the market needs will also help the firm in ensuring that it achieves the best competitive advantage strategies that will help in making sure its marketing strategies are effective.

Market Trends

Practicality is basic to the organization’s long haul achievement. It has risen up out of the need to certification it continues succeeding inside an unquestionably pressurized and eccentric nature, by making fitting abilities and breaking points. The manageability wander has helped the social event expand a deeper understanding of nature’s turf in which it meets expectations, clearing up the specific internal and outside issues most separating to long term viability. Moreover, the approaching examples and change in plans that will help Domino survive is its values and takes after styles and new examples among youngsters (Pliniussen, et al., 2002).

Market Growth

The GDP in South Africa annually was about 0.6 percent during the first three months of 2014 over the past quarter. GDP Growth Proportion in South Africa found the middle value of 3.16 Percent between 1993 and 2014. The growth proportion in South Africa is encouraging since it encourages investors in South Africa. As a result, it is quite imperative to help in ensuring that the market is fully occupied by their products in order to gain access to more customers. Marketing being one of the factors that guide the development of a firm’s products or services, there is need to help in ensuring that the products will lead increase in profitability.

Marketing Strategies
Marketing Strategies

Domino’s competitive position in 3 years’ time

In the next three years, the company aims at covering the best market share and giving the best services to their customers. As a result of intense marketing strategies that involve proper market research and consumer acceptability, the firms aims at being one of the largest in the South African market. Additionally, it is apparent that proper market analysis and use of Porter’s Five forces of competitive advantage will allow the firm to gain the best customer trust. It is also evident that firms need to ensure that they give the best services since there is need to have as many customers as possible.

Industry Analysis

In order to achieve the best competitive position in the next three years, the company needs to ensure that it works with the industry analysis to ensure that it identifies the gaps in the market. Our thorough appraisal of South Africa’s working surroundings and the viewpoint for its heading divisions are structured by bringing together an abundance of information on worldwide markets that influence South Africa, and in addition the most-recent industry advancements that could affect South Africa’s commercial enterprises. This interesting coordinated methodology has provided for us an impeccable record of accomplishment for foreseeing imperative movements in the business sectors, guaranteeing we are mindful of the most-recent business open doors and dangers in South Africa before our rivals (Kim, Fiore & Kim 2011).In the year under audit, South Africa was a solid entertainer regarding the matter of getting credit (first), securing financial specialists (tenth) and instalment of assessments (32nd). It got positioned at an impressive 39 for managing development allows, and beginning a business in South Africa is additionally simpler (53rd). Moreover, the best approach to powerful arranging is using a showed wanting to look at your product’s marketability (Stevens 2007).

Main Competitors

Understanding the major competitors is important in helping the company chat its way towards the achievement of its marketing goals. Knowing our competitors’ sales technique and the apparent nature of their stock will help us know how to come in, as a new Pizza business. Dominos is the largest pizza manufacturer in the country. It supplies major retailers such as Woolworths, Truworths and Econ. Domino’s has been experiencing financial difficulties since 2008, this provides us with a good opportunity Armani is financially stable (Okonkwo 2007).

Pricing Strategy

Pricing is a part of the advertising blend that decides your organization’s profit potential. In a focused business sector, the objective is to offer what clients need and to set costs that the market is ready to endure (Engle 2008). We will utilize different estimating routines as part of the request to draw in our clients. By using the most favourable prices, the company aims at becoming the customers’ most preferred outlet in South Africa and the African continent.

Competitive Pricing

A pricing strategy involves setting your apparel prices below or above the competition. As a firm that needs to build the best marketing strategies, competitive pricing is one of the most preferred strategies that the firm seeks to use in order to gain the highest market share in three years. In addition, the firm seeks to provide special services that are not offered by other firms in order to gain more customer loyalty. In three years, the firm seeks to include delivery services to customers who might need the products of the company but are not able to reach the firms premises (Mills, 2002).

Markup Based on Cost

A mark-up-based-on-expense procedure considers the assembling expense of a thing and the most-elevated value the business sector can stand to return adequate net revenue. In three years, the firm seeks to come up with the most effective way of attaining customer trust by selling its products such the high quality pizza. Regularly evaluating involves multiplying the assembling expense of a particular thing to yield a real or proposed retail cost. In order to become the best firm in South Africa, Domino needs to utilize this strategy in order to gain the highest number of customer.

Discount Pricing

There are a few approaches to Discount Pricing to expand client loyalty and helps guarantee overall revenues, for example, by offering coupons, gift certificates, occasional deals and in-store cross-promotions (Harrison St. John, 2008).

Clear recommendations on what the company needs to do to achieve the three strategies

In order to achieve the above strategies, the company needs to use Porter’s five forces of competitive advantage. Ideally, the strategies will help in ensuring the company attains the best in the market in order to beat its competitors and gain the highest market share.

The first force I would look into is Supplier Power: Here I would assess the ease of driving up prices by suppliers. Under this force, I would asses various suppliers and their prices. In addition, I would evaluate their effect and control on the business the management is intending to buy. The lesser the supplier choices the business has, and the more the business need the help of suppliers, the more powerful our suppliers would be (Blecker, 2006).

The second force is Buyer Power: under this, the company should ask the ease at which buyers can drive prices down. Moreover, this force would be driven by the number of buyers, as well as each buyer’s effect on the business that the management intends to buy. If the company deals with few buyers, who are powerful, then the buyers can often dictate terms to the business.

The third force that I would use is Competitive Rivalry: here, it is essential to look at the capabilities of the firm’s competitors. If the firm’s competitors have high quality products that are of more friendly prices, then I would advise the management not buy the business. On the contrary, if the firm has weaker competitors with low quality goods and services, then I would advise the management to carry out the purchase.

The forth force that I would consider Threat of Substitution: This factor is mainly affected by the customers’ ability to find an alternative source of what the company supplies. If substitution of the firm’s goods or services is easier for the consumers and substitution is viable, then I would advise the management not to buy the business since this would weaken the power of the firm. The last force, according to Porter, is the Threat of New Entry: this is looked in the perspective of other firms entering the market. If the business would cost little time, legal requirements or money to enter our market and compete efficiently, then I would advise the management to buy the new firm. In addition, if the economies of scale are few, then I would advise the company not to purchase the business since that would weaken the company power. In case the business has strong and durable entry barriers, then I would advise the management to take advantage and purchase it. This would eventually have a great impact in helping the company gain the best market share.

Another major factor that needs to be used in order to access the largest market share is technology. Specifically, the firm can use technology in advertising and making good use of its available computers to reach customers via the social media channels and other technological adverts. As a result, the company will have better access to the best clients who will help in improving its profits and marketing strategies (Kalb, 2007).

Recommendation

Domino’s Pizza needs to ensure that it implements all the strategies mentioned in the paper in order to achieve its marketing objectives and in order to get a larger market share for its products. In addition, the company needs to ensure that it works towards achieving the best sales from the products due to better pricing and marketing techniques. Besides, Domino’s has to come up with the most achievable objectives that will help it work towards maintaining the current marketing position. This can be done by opening a number of international branches. The South African branch should, therefore, work with other branches to help Dominos become successful in its marketing strategies.

References

Harrison, J. & St. John, H (2008) Foundations in Marketing Strategies. Mason, OH: Thomson/South-Western.

Kalb, I. S (2007) Fundamentals of High-Technology Marketing Strategies: What Marketers Need to Know. Los Angeles: K & A Press.

Mills, G (2002) Retail Pricing Marketing Strategies and Market Power. Melbourne: University Press.

Stevens, R. E (2007) Marketing Strategies Opportunity Analysis: Text and Cases. New York, Best Business Books.

Schindler, R (2012) Pricing Strategies: A Marketing Strategies Approach. Thousand Oaks, California Sage Publications, Inc.

Blecker, T (2006) Marketing Strategies, Customer Interaction and Customer Integration. Berlin, Gito

Pliniussen, J. Jones, T & Cram, W. A (2002). Business Case Analysis Process: Workbook With Software: Broadening the Perspective. Concord, Ont., Canada, Captus Press.

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