INTRODUCTION Franchising in Malaysia is still in the early stages while fast foods dominate the franchising sector with an estimated annual sales exceeding RM1. 3 billion. With the people’s growing appetite for fast food, the market outlook is good. The rapid growth of the fast-food industry brings both benefits and threats to our society. Normally, fast food restaurant is offering fried chickens, burgers, sandwiches or pizzas. The first known pizza shop was Port ‘Alba in Naples. It opened in 1830 and is still open today. There are only a few pizza chains in Malaysia like Domino’s pizza, Pizza Hut and Shakey’s pizza.
Domino’s Pizza was founded in 1960 by a man called Tom Monaghan whose original goal was to open three pizza delivery stores. That’s why there are three dots on our logo. However, in 1978 the 200th Domino’s store opened. Tom Monaghan launched Domino’s Pizza Malaysia in September 1997. Today, Domino’s pizza is having more than 8,500 stores at all around the world and making a profit of USD35 billion per year. Domino’s Pizza is the recognized world leader in pizza delivery operating a network of company-owned and franchise-owned stores in the United States and international markets.
Domino’s Pizza’s Vision illustrates a company of exceptional people on a mission to be the best pizza delivery company in the world. SWOT ANALYSIS SWOT analysis identifies Domino’s Pizza’s strengths and weaknesses and relates them with its opportunities and threats. This helps to identify Domino’s mission statement and business plan in order to achieve the company’s goals. INTERNAL ENVIRONMENTEXTERNAL ENVIRONMENT STRENGTHS ?Powerful global brand. ?Fast & on time delivery service. ?Variety of food and beverage choices. ?High quality pizza. ?Convenient online and telephone ordering. Safe, friendly, and free delivery service provided. ?Supply chain and distribution network. ?Global franchise operation. ?strong and proven business model with superior returns ?Low cost delivery oriented store design. ?Introduce new promotions often. ?Delivery promises. ?Quality promisesOPPORTUNITIES ?Youngsters nowadays like fast foods. ?Continue to expand channels. ?Increase in unemployment rate is raising the number of franchisee. ?Growing presence in emerging market like china. WEAKNESSES ?Stores are small, limited space. ?Few or no dine-in space provided in stores. Locations of branches are not strategy. ?Limited delivery boundaries. ?Offering less healthy foods. ?Smaller corporate size than competitor. ?Slow growing and declining same- store sales. THREATS ? Increasing demand and sales caused by economic downturn. ?Changing customer’s habit toward healthier food choice will decrease their consumption on pizza. ?Increasing in competition from few large and many small competitors. ?Government policy that discourage development of fast food industry. ?Franchise operation affected by currency exchange fluctuations.