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Part (A)

Introduction of the Organization

Domino's Pizza is committed to working within the new Food and Health Dialogue Guidelines to

continue to provide healthier products for our customers at PAPATOETOE in New Zealand. As

an ongoing commitment Domino's will continue to focus on reducing the sodium and fat content

of our protein, dairy and bakery ingredients.

In every Domino's store uses fresh, high-quality vegetables, meats and flour to ensure that

continue to offer customers the freshest pizza possible.

Pizza dough, including thin'n'crispy, classic and deep pan dough, is made fresh in store daily. It

also committed to delivering genuine value to all their customers and they work hard to make

sure that their customers get a fair deal every day of the year

Domino's is committed to providing healthier product choices for our customers. It has already

introduced significant changes across in menu with more than half of its ingredients reduced in

saturated fat and more than a third of our ingredients now having lower levels of sodium.

This Outlet of Domino’s is located at 16 Saint George Street, Papatoetoe, NZ. It has got various

branches in NZ which are ready to serve their customers to satisfy them.

Job Title:-Store Person/Checkout

My job title at Domino’s was a team member and more so an advertiser. What I did was passing

out flyers. I went door-to-door passing out flyers, answering phones, and putting boxes together.

It was hot and busy, and I felt like it was an experience for me because I actually got to see if

that’s what I like to do, talk to people which is good because I talk a lot. I would say it was pretty

fun. It was kind of strict; it was no play, I want the job done, straight-type situation.

Part (B)

1.1 Organisational scanning method applied identifies opportunities for continuous

improvement and productive change. Range opportunities – linear, non-linear,

incremental, breakthrough.

Environmental Scanning

This was done by personal observations, customer feedback and information provided by other

indirect stakeholders including competitors, shareholders and other employees.

SWOT Analysis

A SWOT analysis

The SWOT examination aim to propose the contribute government of the countries growth with

a tool to charge their past contribution in the countries procedure as fit as to assess the option for

the modes operations to bear on after the conclusion of the in progress growth in upcoming

years.

The SWOT study is not heading for at the country course itself, as enough opportunity for

assessment of the procedure by Governments drive be provide at an additional summit of the

older height costing meeting.

SWOT Analysis of Domino’s

Strengths

1. Huge popular brand name and high brand loyalty

2. High number of products

3. Hygienic food and quick service

4. Leader in online & mobile ordering.

5. Strong brand equity supported by heavy advertising & marketing campaigns.

6. Global franchise operations - more than 3,500 in over 50 countries

7. Efficient and effective supply chain management enables it maintain its goodwill and promises

Weakness:-

1. High fat and high calorie food not good for health conscious people 2.Franchise management.

3. High staff turnover due to lack of training and development.

Opportunity:-

1. Improve efficiency and home delivery service

2. Introduction of new flavour additives and pizza toppings that are region specific can be a good

stride for Domino’s.

3. The distribution network should be further strengthened so as to ensure market penetration in

the existing markets at maximum optimum levels.

4. Growing presence in emerging markets, particularly in India, China.

Threats:-

1. Intensive competition from a fragmented number of small competitors

2. Changing consumer habits towards healthier food choices.

Competition

Competitors

1. KFC

2. Pizza Hut

3. McDonald's

4. Subway

5. Burger King

6. Smokin Joes

7. TacoBell

8. Papa John's Pizza

(www.mbaskool.com)

PESTEL Analysis

PEST (Political, Economic, Social and Technological)

i. POLITICAL ISSUES:

Political issues include regulatory frame work operating in judicial system which may distress

the business in diverse ways. In NZ, there isn’t as such factors that might embrace domino’s

business. While factors like, laws on business employment, pollution and taxation apply on the

organization which it should follow according to rules.

ii. ECONOMIC FACTORS:

If the county’s economy is better so the GDP of the country will be good, it is the initiative for

business as the per capita income increases people will spend more money. According to

domino’s survey, it came to know that mostly people spend more and visit more often, during or

start in on of months. Moreover, rise in inflation rate, leads to increment of cost of raw material

which also leads towards higher prices for goods and vice versa.

iii. SOCIAL FACTORS:

Domino’s is a multinational and it is basically inaugurated from America, therefore, the

organization is snowed under by domino’s western culture. There are different social forms of

society which consists of, upper class, middle class, middle upper class, and lower class.

Moreover, every single nation, state has their own cultural norms, beliefs, religion, values which

might affect the organization worldwide.

iv. TECHNOLOGICAL FACTORS:

At the present time, technology is improving, so as baking and heating ovens will be of new and

efficient technology and will provide efficient service. Due to these innovative technology there

are many latest ways of publicizing likewise, through internet; telemarketing through which

organization can advertise their products in much more rapidly than ever before. Computer based

customer data that is MIS (managing information system) helps in collecting customer data,

daily transactions, future forecasting and decision making. New vehicles will make their service

more efficient.

(www.macro-and-micro-environment-analysis-of-dominos-marketing-.com)

Activities and processes:

Domino’s Key to Success

Ordering a pizza, pasta or dessert from improved menu has never been so easy. With a click of a

button, customers can select from menu, add drinks and sides, pay with cash or credit and watch

as their order is made right before their eyes. With significant focus on the technology side of the

Domino’s business, have seen some impressive results over the past 12 months. New Zealand is

now averaging more than 23% of orders placed online.

ECLUB DATABASE

Brand loyalty has also grown significantly with club member database. Each month tens of

thousands of people join to receive special Domino’s offers and communication direct to their

email box. With a database reaching into the hundreds of thousands, weekly Electronic Direct

Mail (EDM) pieces have given us the opportunity to target offers to a store’s local area, resulting

in greater loyalty. The growth in our e Club database has also enabled Domino’s to drive the

creative look and feel of EDMs including personalized CEO letters and themed pieces around

new menu items and significant calendar events.

ONLINE ADVERTISING

Greater integration across all media channels for the new menu launch in February 2009 helped

increase Domino’s presence in online advertising which resulted in great profiling opportunities

for online ordering capabilities. All Domino’s banner advertising, including the successful Choc

Lava Cake banner, includes a click through function enabling customers to place an order

immediately after seeing an online banner.

WEBSITE CREATIVE SUCCESS

The Domino’s websites in New Zealand have undergone vast improvements in the way

promotional products are communicated to customers.

The most visually-tantalizing of these promotions are the ‘over the page’ animations for Choc

Lava Cake and Sticky Date Pudding with sauce running down the page when people enter the

sites. Creative ideas such as this have helped drive relevant product sales and ticket averages for

online ordering.

IPHONE

Over the next few months Domino’s will launch a dedicated iPhone application for online

ordering. As our customers and the broader New Zealand market adopt new technologies,

Domino’s is committed to ensuring we remain at the forefront with new innovations. The iPhone

application will provide customers with greater freedom to order their favorite Domino’s meal

wherever they are. This New Zealand -first for the pizza industry will help drive online business

and cement the position as the leading innovator.

E-Commerce

In 1999, Domino’s Pizza became the first pizza delivery company in the world to offer nation-

wide internet and interactive television ordering. Delivered pizza can be ordered via website

(www.dominos.co.uk) or via any of the UK’s major interactive TV services.

National Hotline

In 2004, Domino’s launched a National Hotline, enabling customers to order pizza from their

nearest store, without having to remember individual store numbers.

By dialing 087 12 12 12 12 from a landline, or a previously registered mobile, customers are

connected to their nearest store. If their number is not registered, Domino’s Pizza technology will

triangulate the customer’s co-ordinates and ask whether they would like to order from their

nearest store or request the post code for the store they would like the delivery made to.

b) (ER 1.2) Outline the key people in the organisation that have participated in, and

contributed to the search for, beneficial change characterised in the strategic intent.

Domino’s Pizza staff members are an all-inclusive, fun, energetic and friendly group of

people. We strive for teams of happy, motivated and dedicated staff with a passion for

providing the best possible service to our customers.

Member’s core beliefs are:

Treat people as you’d like to be treated.

Produce the best for less.

Measure, manage and share what’s important.

Think big and grow.

Incentivise what you want to change.

Set the bar high, train and never stop learning.

Promote from within.

We are not ordinary, we are exceptional.

SCOOTER RIDER

A Domino's Scooter Rider is often the only point of contact our customers have with the

store. Therefore, they must have great customer service skills and a safe driving record.

Scooter Rider responsibilities:

Delivering pizzas and other products to customers

Providing quality customer service at the door

Attending to customer concerns

Wearing correct Personal Protective Equipment

Riding safely at all times

 Additional responsibilities (if required):

Assisting with customer service in store

Assisting with food preparation

General cleaning duties

IN-STORE TEAM MEMBER

An In-Store Team Member performs duties of both a Customer Service Representative

(CSR) and a Pizza Maker and is responsible for providing quality customer service as well as

making our delicious pizzas with pride.

Customer Service responsibilities:

Meet and greet customers on the phone and in person

Attending to customer concerns

Upselling

Processing payments both cash and EFTPOS

Pizza Maker responsibilities:

Preparing a variety of pizzas and other food items

Hygiene and food safety

General cleaning duties

STORE MANAGER

Store Managers are responsible for the day-to-day running of the store and managing the

various team members. They must have excellent organisational and communication skills,

plus a great attitude.

Store Manager Responsibilities:

Creating rosters

Ordering stock and completing stocktakes

Managing the store during a shift

Food Safety Supervision

Recruitment

Cash control

Staff management

End of day paperwork

Safety and security

PIZZA MAKER

A Pizza Maker is primarily responsible for preparing our pizzas and other menu items in a

timely and correct manner.

Pizza Maker responsibilities:

Preparing a variety of pizzas and other food items

Quality control of pizzas

Hygiene and food safety

General cleaning duties

Additional responsibilities (if required):

Meet and greet customers on the phone and in person

Attending to customer concerns

Promoting menu items and special offers

Processing payments: cash and EFTPOS

CUSTOMER SERVICE REPRESENTATIVE (CSR)

A Customer Service Representative (CSR) is primarily responsible for providing quality

customer service to our valued customers both in person and on the phone.

Customer Service responsibilities:

Meet and greet customers on the phone and in person

Attending to customer concerns

Upselling

Processing payments both cash and EFTPOS

(www.dominospizza.co.nz/position-descriptions)

Major Stake Holders

(ER 1.4).Describe who the major stakeholders are for your organisation and how your

organisation can communicate with stakeholders in a way that will benefit the change

process and create a positive climate of acceptance and support. (ER 1.4) Note Stakeholders

typically include customers, providers, owners, shareholders, managers, employees, employee

organisations and regulatory bodies (NZQA Explanatory notes).

1. Domino’s Customers

Domino’s Customers are the major stakeholders beacuse they buy the products and the amount

they buy depends about the amount of stock reqired in the shop. Their main interest in the

organisation is to buy good quality products at a reasonable price. The main centre of attraction

of customer of Domino’s is taste of its products.

2. Domino’s Dedicated Employees

Domino’s Dedicated Employees are working with full of enthusiasm in the organisation and are

responsible for managing things in the store by fulfilling the customer needs.All managers

perform a range of functions, with the amount of time spent on each function depending on the

level of management and specific organizational needs. The managers also have to trained the

staff on different stations.

3. Domino’s Store Owner

Domino’s Store Owner invest their money and know how and because they have invested a lot

of money in the organisation, they want their stores to get return on their investment and to earn

profit as much as they can. Owners put their level best to provide best deals and services to

customers to make company profitable.

4.Domino’s Suppliers

Domino’s Suppliers Suppliers provide wide range of affordable products to the store which is

sold to earn profit. They also have to serve to the customers on time so customers could get their

chosen product on time so shop would help in maintaining effective and efficient services.

Without suppliers the business can not exist. Ths the owners have to mainan a good relationship

with the suppliers by odering the stock in advance and paying them on time.

ER 1.5) E Resource Allocation:

Market assessment

For the market assessment one should know the competitors stratergies that is used to investigate

what other companies do to earn more profit like introduction of new products e.g pizza hut.

Make a brief survey that which is most likely product in by the customers. Then company must

provide special offers with attraction of the menu items so that they can attract more customers

than other competitive stores products.

Innovative Idea Generation

To conduct managers meetings on how this opportunity can be met and how long it can be long

lasting so to earn more profit.

Part C

ER 2.1 Alternative change options and processes are evaluated, and selection is made and

justified in terms of feasibility, usefulness, and congruence with organisational objectives.

As Dominos continues to expand in the New Zealand and global markets, it must be able to

manage change effectively to continue its profits and growth. These changes come from both

Internal and External environment meaning that it impacts greatly on all stakeholders of the

business. To cope effectively with the changes, Dominos utilizes four strategies

Identifying the need for change

Setting achievable goals

Creating a culture for change

Applying change models

Identifying the need for change

Management teams at Dominos need to identify and recognize the need to adapt and change in

response to the company’s vision, shareholder expectations and consumer taste.

An example of this in the internal environment is when Dominos managers identified the

structural need for change. Due to a small employee base in each store, there has been a move

towards a flatter business structure. This was successful in improving communication between

workers and management.

Furthermore, Dominos managers have acknowledged that consumer choice is constantly changing

in the external environment. To effectively manage this, they are regularly reviewing the menu

range and options to cater for changing market expectations.

Setting achievable goals

Dominos managers understand that change can best be achieved through setting achievable goals.

To do this, they have ensured that goals set for all levels of workers are attainable yet challenging.

This is done in order to gain a competitive advantage over others in the market.

This included installing new systems and procedures in Dominos’ internal environment with the

refurbishment of stores as part of their 2020 vision. Aimed to be applied gradually over the next

few years, it shows an achievable goal set by management to improve efficiency and renew a look

for Dominos.

Dominos managers have also taken on technology such as e-commerce in advance of competitors

suggesting they have taken a proactive rather than reactive approach.

Creating a culture for change

Successful change requires creating a business culture which is open to, as opposed to resisting

change. As the fast food industry grows and becomes more segmented, consumers in the external

environment are also becoming increasingly aware of the need to be informed. Thus management

has effectively created a culture of providing information to customers via ads, internet or

pamphlets.

Managers have embraced these changes, seeing it as an opportunity for the business to prosper.

Applying Change at Dominos

Lewin’s unfreeze-change-refreeze model which integrates force field analysis may be applied to

Domino’s approach for change.

In the force field analysis, driving forces for growth and globalization of Dominos include:

Access to large domestic + overseas market due to cultural change

Gain from economies of scale

Access to new resources

Applying a successful business model to other geographic localities

Restraining forces which resists growth + globalization of Dominos include:

Financial cost of entering global market

Risk of globalization making Dominos more susceptible to the cyclical nature of the

international business cycle

The need to adapt to greater legal and political influences and cultural diversity.

SEGMENTATION

Demographic segmentation

In demographic segmentation, we divide the market into groups on the basis of variables such as

age, gender, etc; these demographic variables are so popular with marketers so that they are often

associated with the consumer’s needs and wants.

Here are the demographic variables have been used to segment markets.

Age:

Below 15 years - 0%

15 - 20 years - 20%

21 - 30 years – 40%

31 - 40 years - 25%

Above 40 years - 15%

The companies target audience is the bachelors, youth and the professionals who have no

time to prepare food and to grab the food as fast as possible.

Gender

They targeted both genders.(mainly male because many males will not like to preapare

food when they are single).

Income

Further segment the market based on economic groupings:

Income status

Upper Class 60%

Middle Class 35%

Lower class 5%

Occupation

Self employed (superior level peoples), officers executives, junior officers,

Executives.

Ethnicity

For this reason they come modified their menu and they added new dishes like peppy

paneer and pizzas are available in 3 sizes small, medium, and large.

Geographic segmentation

Geographic segmentation is basically using the spatial location to segment the market. In

Geographic segmentation calls for the diff geographical units such as states, regions, cities

and the south Asia is a one of the major geographic segmentation variables relevant for

marketers. Here markets are mainly divided into the rural and urban areas. Domino’s intends

to penetrate completely within these markets by opening up 20-25 outlets per year in these

cities. Domino’s has a young and enthusiastic team of more than 2,100 employees. Today,

Domino’s has emerged as the leader in the fast food segment with about 65% of market share

of pizza delivery in New Zealand and have outlets more than any other corporation in the

business of food, not just the pizza business. All the Company outlets are corporate outlets

invested by the company and also managed by the company.

In Psychographic segmentation, buyers are divided into lifestyle, personality or values.

Lifestyle – Business class, outdoor oriented.

Personality – Ambitious, open to experience.

Occasions – Regular, special.

Benefits – Quality, service, delivery in 30 minutes or else free.

User status – Regular user

Usage rate – Medium

Loyalty status – Medium loyal

Readiness stage – Intending to buy

Attitude toward product – Enthusiastic

The change is required to meet the excessive competition in the market: Due to Pizza Hut store,

there is a lot of competition in the market with that there is slower increase in profits so there is

need to develop radical strategies to make greater profit at faster rate. More profit in short time.

The Dominos needs to develop further to cope with competitors. This change will include add up

included facilities such as drinking water for people, entertainment activities and increasing the

opening hours of the shop. This will require the owner to seek advice and apply for the additional

facilities. It will be very useful because it will result in huge increase in profits which is the most

important organizational objective. This is feasible because the owner has enough capital to

invest in this expansion. In this the owner will have a specific and most important role to play.

He will have to apply and gain support of all stakeholders of the business. This could be radical

change for all stakeholders and involve a big risk but if it is successful then it will earn a big

profit in short time. The role of employees will be giving support and providing good ideas.

Analysis of change-

Analysis of the change options and the process involved in their implementation.

Feasibility

The change which has been recommended above is to improve organisation structure.

The organisation needs to make a different section for various families, friends and

profesional for to spend their time with products as well.

Usefulness

Cstomers can be entertained with music and could play pool games as they are playing so

they can spend more Money

Change in organisation structure is very useful for the organisation.

Strengthen positive factors, and remove or minimise adverse factors.

Develop viable strategies to strengthen positive factors, and remove or minimise adverse

factors. The strategies to overcome resistance to change must be based on the identified

reasons (ER 2.3 & pc 2.4). Note that the aim of these strategies is to build support for change

Dominos Incorporation should consider utilizing their intelligent advertising techniques to focus

on all the players or competitors in the market other than only focusing on one competitor,

Subways. Concentrating on one competitor may have serious consequences to the company

especially where established businesses like Macdonald may come up with ingenious strategies

that may affect the stability of the company and growth in general.

Domino’s should improve their innovative strategies that they have adopted their online

marketing and selling. Pizza Hut performed better when compared to Domino’s company in

terms of online rewards despite having invested almost the same amount of money in their online

services segment.

The current operating company hybrid model is estimated to be at 70% franchised while 30% of

the stores are owned. The number should be adjusted to reduce operational costs by increasing

the number of franchised businesses to about 85% in order to reduce the overall operational

costs. Fifth, Domino’s Inc should focus on improving its brand image because this is one of its

strengths; this can be achieved through continuous strengthening and reinforcing their brand in

the market (Young). One vital factor that needs to be carefully taken into consideration by the

company is the highly dynamic socio-cultural change or the changing lifestyles of the people in

the United States and the across the globe as well. Their products should reflect these changes if

the business is to achieve continuity. Companies like MacDonald Incorporation concentrate on

cultural changes that occur and subsequently train their employees in order to meet the demands

of changing lifestyles .

Dominos Incorporation should focus its attention on online sales and utilize this effect to

redefine their own in-store dining strategies to match the growth in online sales as mentioned

above. The use of internet in the world today is increasing at a faster rate and the growth in

online sales of the company that have been noted can only be supported through taking a keen

look at the in-store dining strategies. Finally, the Domino’s should look at available options in

their customer mix or churn: the company should actually reduce it in order to remain

competitive and realize its strategies and objectives as well.

Achieving goals requires a definite path that is clearly built on the strengths and focused on the

opportunities of the company.

The recommendations given above reflect on the current strengths and opportunities of the

company: they are aimed at overcoming any threats and the weaknesses that the company faces

currently.

Outline the advice and assistance provided to the participants within the change process to

maintain and enable individuals and groups to work autonomously. The outline should

include hindering effects of excessive advice and assistance. (ER 2.6)

Methods undertaken with the organisation to provide advice and assistance to the

participants within the change process-

1) To provide staff with training with the new organisational changes.

2) To communicate, involve, enable and facilitate involvement from people, as early and

openly and as fully as is possible.

3) To reinforce the value of successful change via promotion.

4) To provide a greater understanding of the change.

5) Add a suggestion box outside the store and impliment if it is feasible.

Methods undertaken to provide advice and support

Describe the ways in which advice and support will be provided to confirm joint

commitment to change goals, demonstrate trust in those carrying out the work, give

encouragement, and reinforce confidence. (ER 2.7)

Belief and Value statements:

Put Employee focus to put the mission, vision, and values into words that state their

impact on each employee's job.

Communicating with pleasure : All the employees have been understand the fact about

the politness of talking and communicating with peoples in organisation and customers,

which in terms enhance their output in terms of company profitness.

Active Participation: - Active Participation is key of success and that thing helps the

employees to earn respect in organisation as well as that thing motivate employees and

enhance the creativity skills.

Making Redesign and recognition of Organisation: The Organisation will need to

change or redesign the reward system to encourage the behaviours that is desired for the

organizational change, which is must for wellness of the enterprise.