International Marketing in Foreign Market
EXECUTIVE SUMMARY
This report aims to offer comprehensive marketing guidance to Domino Pizza in its effort to enter the Myanmar market.
The report will start with introduction of the Myanmar’s country background which is one of the crucial factors for whether Domino’s Pizza should go into Myanmar market. Ten the report will continue on the precise description of the chosen target market, target market segment and positioning strategy. All these will be include in STP discussion. Besides that, the market entry and product strategy will be discussed on. A further discussion will be carry out on the distribution, pricing and promotion strategy for Domino’s Pizza in entering Myanmar market. The report will be ended with the forecast of three years sales and marketing expenses.
In the STP discussion, the Domino’s Pizza will be target on the Married Family segment as it is the best segment which the Domino’s Pizza can actually maximize their profit earn from it. For the market entry method, the most appropriate way for Domino’s pizza to enter the Myanmar’s market is through a local business partner and the establishment of franchise outlets in the country. On the other hand, the product strategy which Domino will implement is the standardisation strategy on the product. The Domino uses the penetration of pricing strategy in initial entry in Myanmar market by offering coupons and discount which makes the price of the Domino pizza relatively lower than others price offered by other fast food industries. This will eventually increase the brand awareness and market shares of the fast food line. But at later stage, Domino can switch back to market pricing strategy by following what the price offered by the fast food market. The forecasting of sales revenue and expenses, expects Domino to recover its initial investment and earn a healthy return on investment within the first three years.
Thus, it was recommended that Domino’s Pizza should target just- married families as
This report aims to offer comprehensive marketing guidance to Domino Pizza in its effort to enter the Myanmar market.
The report will start with introduction of the Myanmar’s country background which is one of the crucial factors for whether Domino’s Pizza should go into Myanmar market. Ten the report will continue on the precise description of the chosen target market, target market segment and positioning strategy. All these will be include in STP discussion. Besides that, the market entry and product strategy will be discussed on. A further discussion will be carry out on the distribution, pricing and promotion strategy for Domino’s Pizza in entering Myanmar market. The report will be ended with the forecast of three years sales and marketing expenses.
In the STP discussion, the Domino’s Pizza will be target on the Married Family segment as it is the best segment which the Domino’s Pizza can actually maximize their profit earn from it. For the market entry method, the most appropriate way for Domino’s pizza to enter the Myanmar’s market is through a local business partner and the establishment of franchise outlets in the country. On the other hand, the product strategy which Domino will implement is the standardisation strategy on the product. The Domino uses the penetration of pricing strategy in initial entry in Myanmar market by offering coupons and discount which makes the price of the Domino pizza relatively lower than others price offered by other fast food industries. This will eventually increase the brand awareness and market shares of the fast food line. But at later stage, Domino can switch back to market pricing strategy by following what the price offered by the fast food market. The forecasting of sales revenue and expenses, expects Domino to recover its initial investment and earn a healthy return on investment within the first three years.
Thus, it was recommended that Domino’s Pizza should target just- married families as