Abstract

The marketing strategy that Dominos adopted in the Japanese market forms the focus of this caselet. The difficulties that Dominos faced in marketing its products in Japan, and the elaborate efforts that the company made to attract the Japanese consumers are also covered. The caselet points out how the company’s failure to pay heed to the cultural differences between the Americans and the Japanese, hampered its operations in Japan.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Challenges faced by fast food companies in foreign nations
• The role of market research in formulating strategies in foreign markets
• and Dominos’ struggle to penetrate the Japanese market.

Keywords

Domino's Pizza, Japanese consumers, Japanese market, fast food, expand globally, franchisers, fast food brand, local customers, global expansion, market research, potential segment, market research