Dominos' Pizza - Challenges faced in Japan*

            


Details

Mini Case Code : CLIM008
Publication date : 2005
Subject : International Marketing
Industry : Fast food services
Length : 03 Pages
Price : Rs. 100

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Key words:

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

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.



 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

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.

Issues:

» Challenges faced by fast food companies in foreign nations
» The role of market research in formulating strategies in foreign markets
» Dominos' struggle to penetrate the Japanese market

Introduction

Domino's Pizza was established in 1960 by Tom Monaghan (Tom) and his brother James Monaghan (James) in Michigan, United States. The two brothers borrowed $500 to purchase DomiNick’s, a pizza store in Ypsilanti, Michigan in 1960...

Questions for Discussion:

1. Discuss how Domino's Pizza won the hearts of Japanese consumers by adapting its business practices and meeting their demands.
2. Do you think marketing research conducted by Domino's Pizza helped the company in framing the right strategies to capture the Japanese market? Explain.





Cases on related topics

1. Domino's Pizza - Strategies to Tackle Global Economic Slowdown
2. Domino's Master Franchise Model
3. Domino's India Logistics Management


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