A brand analysis presentation -- including a SWOT analysis -- prepared by a group of students in my buying behavior class at UCSB Extension.

1. Domino’s Pizza Brand Analysis
http://youtu.be/a5oo3i38K2g
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2. History
• 1960: Tom and James Monaghan purchased
“DomiNick’s Pizza” for $900
• 1965: Renamed to “Domino’s Pizza Inc.”
• 1967: First franchise store opened
• 1978: 200th store opened
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3. Current Statistics
• 1983: 1st international store in Canada
• 1997: 1,500 international locations
• more than 9,300 stores in 65 countries
• 145,000 employees
• 2010:
• Revenue: $1.6 billion (12% increase)
• Profit: $220 million (20% increase)
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4. SWOT Analysis – Strengths
• large, well-knitted network of company owned and
franchise stores
• one of the leading and most popular pizza delivery
companies in the USA
• strong brand equity, heavy advertising
• efficient and effective supply chain management
• leader in online and mobile ordering
• ideal customer: someone who eats
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5. SWOT Analysis – Weaknesses
• ambiance of stores
• lack of organic / local food
• expensive without promotions / discounts
• “The Noid” caused more confusion than confidence
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6. SWOT Analysis – Opportunities
• growing presence in emerging markets
(China, India)
• Leverage supply chain & distribution system to
introduce new products:
• Low carb, gluten free, and organic products
• Regional toppings in different markets
• Establish “gourmet” restaurants with more appealing
ambiance
• Special promotions
• iPhone application sales
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7. SWOT Analysis – Threats
• Changing consumer habits towards healthier food
• Currency fluctuations
• Intensive competition
• Social media
• Video of employees tainting products
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8. Bon Appétit!
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