Imc Pepsi

In: Business and Management

Submitted By psoubhagya
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Question -1: In Japan, Domono’s is marketing both a product and a service. Review Domino’s Japanese marketing program in detail. For each item in the program identically how it was standardized internationally or adapted to the Japanese market?
* Market research: Dominos did a proper market analysis with the help of one consultant who concluded that “Japan is not ready for Pizza delivery”. Y. Higa a Japanese businessman and Domino's founder Tom Monaghan made a tie-up and entered into the Japanese market * Location selection (Azabu district) * Promotional programs : * Home delivery concept and Delivery vehicle: But it was difficult since the city was very crowded and to find any address was quite difficult (Improper house numbers).Special 3 wheeler scooters were designed to in overcome this problem. * Distinctive uniform * Attractive menu card * Domino’s Product and operating method

Question -2: Explain why this standardization or adaptation was used?
Reasons for standardization: It was internationally standardized in terms of their uniform, menu, operating system & pizza ingredients such as Dough, Cheese and sauce because they wanted to show themselves as an established Multinational player and also to maintain their brand image in the Japanese market.

Question-3: Identify and explain all the factors that appear to have contributed to Domino’s success in Japan. In spite of the consultant’s recommendation against the operation?
* Strong determination of Mr. Higa and Tom Monaghan * Market Identification * Right selection of the location(Azabu district) * Standardized approach world wide * Guidance of experienced veterans. * Brand name * Diligent, hardworking and team oriented…...

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