The document proposes deploying Domino's Pizza in Myanmar. It begins with an agenda that includes analyzing the market opportunities and objectives, performing a SWOT and Porter's Five Forces analysis, addressing ethical dilemmas and CSR strategy, and assessing feasibility. It then provides background on Domino's history and operations, a country profile of Myanmar including demographics, and analysis of the food industry and market opportunities there. The document concludes with sales expectations, addressing competition, and questions.

1. DOMINO’S PIZZA
IN MYANMAR
James Riley
Ron Lunsford
Ahmed Kamal

2. PRESENTATION AGENDA
DEPLOYING DOMINO’S PIZZA IN MYANMAR
• SUCCESS IN THE MARKET
• ANALASIS
• MARKET OBJECTIVES
• SWOT
• PORTERS 5 FORCES MODEL
• ETHICAL DILEMMAS
• CSR STRATEGY
• FEASIBILITY
• CONCLUSION
• QUESTIONS
• REFERENCES

3. SUCCESS IN THE MARKET
 Dominoes can enter the Myanmar market place
for fast food without compromising its brand
3

4. GENERAL ANALYSIS
OVERVIEW
WHY WE CHOSE DOMINO’S
POSITIVES
• International pizza delivery business
• 11,700 stores/75 locations
• Very strong brand equity
• Comprehensive Ethics/CSR
• Proven success in Asia/Pacific (15 countries)
• Soft competition/substitutes in Myanmar
NEGATIVES
• Governmental Regulatory Issues
• Demand? (Unknown)
• Supply Chains
• Low Profit Margins

5. GENERAL ANALYSIS
REQUIREMENTS
Franchise Business Model
Authorization by a company to provide products/services
under the companies name, and by the company’s standards
• Master Franchise.
Development is based on potential of market size benefits.
• Sub-Franchise.
Master franchisers are able to sub-franchise within their market.

6. GENERAL ANALYSIS
CULTURE COST
Domino’s Values vs.
Myanmar Culture?
Will entry costs (dollar and
opportunity) impede or
enable?
SUSTAINABILITY FEASIBILITY
To be determined!Long term prospect…

7. DOMINO’S HISTORY:
 Domino's Pizza Inc. International franchise
pizza delivery .
 Founded in 1960.
 Second-largest pizza chain in the United
States.
 Largest worldwide, over 12,000 stores in 70
countries.
7

8.  “Dominick's” Pizza began in Ypsilanti, Michigan.
 Renamed to Domino's Pizza, Inc. in 1965.
 First franchise store opened May, 1983.
 First international store opened in Winnipeg,
Canada.
 1998, sold 93% to Bain Capital Inc. for ~ $1
billion.
 Went public in 2004 (DPZ).
8
DOMINO’S HISTORY:

9. COMPANY PROFILE:
 Type: Public
 Traded as: NYSE: DPZ
 Industry: Restaurants
 Founded: Ypsilanti, Michigan on June 10, 1960
 Headquarters: Domino Farms Office Park Ann Arbor Charter
Township, Michigan, United States
 Area served: Worldwide
 Key people: Tom Monaghan, Founder J. Patrick Doyle, CEO
 Products: Italian-American cuisine, Pizza, pasta, chicken
wings, submarine sandwiches, wraps, desserts
 Revenue: Increase $1.802 billion USD (2013)
 Slogan: Get the door, it's Domino's
 Website: https://order.dominos.com/en/
 Number of employees: 220,000 (Dec 2013)
9

11. SHORT COUNTRY PROFILE
OF MYANMAR:
POPULATION:
 53.26 million. (2013)
MAJOR RELIGIONS IN MYANMAR:
 Buddhism 89%.
 Christian 4%.
 Muslims 4%.
 Hindus 3%.
11

12. MYANMAR ETHNICITIES:
Bamar
68%
Shan
9%
Kayin
7%
Rakhine
3%
Chinese
3%
Mon
2%
Kachin
2%
Indian
1%
Other
5%
12

13. AGE STRUCTURE:
13

14. DEPENDENCY RATIOS:
 Total Dependency Ratio: 42.5 %
 Youth Dependency Ratio: 35 %
 Elderly Dependency Ratio: 7.6 %
 Potential Support Ratio: 13.2 (2014 estimate)
14

15. MEDIAN AGE:
 Total: 27.9 Years.
 Male: 27.3 Years.
 Female: 28.5 Years. (2014 Est.)
15

16. POPULATION GROWTH
RATE:
1.03% (2014 Est.)
 BIRTH RATE:
18.65 Births/1,000 Population. (2014 Est.)
 DEATH RATE:
8.01 deaths/1,000 population. (2014 Est.)
 NET MIGRATION RATE:
-0.3 Migrant(S)/1,000 Population. (2014 Est.)
16

17. URBANIZATION:
 Urban Population: 32.6% of Total Population.
(2011 Est.)
 Rate of Urbanization: 2.49% Annual Rate of
Change. (2010-15 Est.)
17

18. MAJOR URBAN AREAS -
POPULATION:
 YANGON 4.457 million.
 MANDALAY 1.063 million.
 NAY PYI DAW 1.06 million. (rapid growth)
18

19. INDUSTRY ANALYSIS:
 Increasing disposable income
 Large market
 Ongoing economic reform
 drive opportunities for food & drink companies
 Eergence of a middle class
 Attractive for fast food chains
 Myanmar = next frontier market for fast food
 By entering the Burmese market, Domino’s can
pursue its expansion strategy in emerging markets
 Fast food chains such as KFC are capitalizing on a
booming food & drink sector there
19

20. INDUSTRY ANALYSIS:
 Strong opportunities
 Forecast per capita:
 Main obstacles for fast food chains
 Annual growth rate of 11.7% over 2013-2018
 < 40% of Burmese consumers frequent restaurants
 Strong room for growth in fast foods
 Price sensitivity
 Increase in real estate prices in major cities
20

21. FOOD CONSUMPTION
GROWTH
21

22. MARKET OBJECTIVES
• Gain New Customers.
• Build Customer Loyalty.
• Increase in Fast Food Market Share.
• Fulfill the Demand of the Customers.
• Maintain the Competitive Edge of the
Innovations.
• Increase Profitability and Growth.

23. SWOT ANALYSIS
 Strengths.
 Weaknesses.
 Opportunities.
 Threats.
23

24. STRENGTHS
24
• Home delivery service within 30 minutes.
• Quick service at outlets.
• Customer Satisfaction.
• Low Price.
• Provision of offers and discount coupons.
• Largest worldwide pizza chain.
• Fast delivery of services.
• Large range of products.
• Supply chain & distribution network.
• Strong brand equity .

25. WEAKNESSES
25
• Leaning tower of pizza.
• Menu not elaborated and modified as compared to
other chains.
• Its ambiance is not up to its competitors.
• No option for birthday parties and corporate.
• Outlets lack space.
• Minimally decorated outlets.
• Franchise management.
• High calorific value of food.

26. OPPORTUNITIES
26
• Growing presence in Myanmar market.
• Leverage supply chain & distribution system to
introduce new products.
• Gain stronger hold of online and mobile orders.
• Introduce new toppings that are region specific.
• Go after emerging markets.
• Yet to foray into the restaurant business.

27. THREATS
27
• Threat of competition in future.
• Increasing awareness about health related issues.
• Intensive competition from fragmented number of
small competitors.
• Increase in labor and food prices.
• Franchise operations affected by currency
exchange fluctuations.
• No take away counters.

28. PORTER’S 5 FORCES
MODEL
28

29. PORTER’S 5 FORCES
MODEL
 BARGAINING POWER OF SUPPLIERS:
LOW
 BARGAINING POWER OF CUSTOMERS:
LOW
 THREATS OF NEW ENTRANTS:
HIGH
 THREAT OF SUBSITUTES:
HIGH
 COMPETITIVE RIVALRY WITHIN AN INDUSTRY:
LOW
29

30. ETHICAL DILEMMAS CAN BE
FACED BY DONINOS IN MYANMAR:
 Fair Work, Fair Pay.
 Decent Food Products.
 Fast Food and Obesity.
30

31. DOMINO’S CSR
Market opportunities:
 Demand is high.
 Customers are present.
 Market has a strong potential.
 A very strong need is also present as there is
no such type of chain.
 Dominos has a huge ratio of success factor
present.
31

32. DOMINOS VALUES AND
GUIDING PRINCIPLES
 To deliver freshly made, quality pizza.
 To drive reduction to carbon footprint by monitoring
energy, waste and emissions within the business
and setting targets accordingly.
 To encourage career development and cater for the
wellbeing of employees.
 To invest and give back to the communities in
which the business operates.
 To demonstrate clear leadership, governance and
values by integrating our CSR plan into the
strategic Company mission.
32

33. CSR Strategy of Domino’s
 Food – premium quality, great tasting,
innovative.
 Environment – reduce energy consumption,
reduce, recycle and reuse waste and reduce
emissions.
 Employees – happy staff, healthy staff,
engaged staff.
 Delivering to the Community – to care, to
share and to be at the heart of our local
communities.
33

34. CSR Strategy
34

35. Food – Delivering Great
Tasting Food
35
 Nutrition.
 Product Sourcing.
 Working In
Partnership
With Our Suppliers.

36. ENVIRONMENT
 Driving Energy
Efficiency.
 Delivering Smarter.
 Striving For Zero
Waste To Landfill.
36

37. A GREAT PLACE TO WORK
 Performance &
Development.
 Attracting Talent.
 Engagement &
Wellbeing.
37

38. COMMUNITY MATTERS
 Charitable Funding.
 Supporting Education.
 Creating Jobs.
38

39. FEASIBILITY
• Government Regulatory.
• Supply Chain.
• Demand.

40. SALES EXPECTATIONS FOR BURMA
40
Year 1 Year 2 Year 3
Pizza
$ 63,014.55 $ 66,165.28 $ 69,473.54
Breadsticks
$ 1,890.91
$ 1,985.46
$ 2,084.73
Beer
$ 5,939.39 $ 6,236.36 $ 6,548.18
Drinks
$ 1,378.79 $ 1,447.73 $ 1,520.12
$ 72,223.64 $ 75,834.82 $ 79,626.56

41. COMPETITOR IN BURMA
 Currently invested
41

42. CONCLUSION
• Location. Rangoon (Yangoon)
• Number of Store. One
• How to proceed
• Market Objectives accomplished without
compromising the brand

43. QUESTIONS
?
43

44. REFERENCES
 http://www.mckinsey.com/insights/asia-
pacific/myanmars_moment/
 http://myanmar-responsiblebusiness.org
 http://cpi.transparency.org/cpi2013/results/
 https://www.gov.uk/country-cover-policy-and-
indicators#burma-myanmar
 http://www.ukti.gov.uk/export/howwehelp/businessoppo
rtunityalerts.html

45. THANK YOU!

46. APPENDIX A
46

47. APPENDIX B
47

48. APPENDIX D
48

49. APPENDIX E
49

50. APPENDIX F
50