lên kế hoạch chuyển đổi số cho doanh nghiệp dominos pizza

Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (2.79 MB, 61 trang )

Trang 2<div class="page_container" data-page="2">

ĐẠI HỌC QUỐC GIA THÀNH PHỐ HỒ CHÍ MINHTRƯỜNG ĐẠI HỌC KINH TẾ - LUẬT

</div>Trang 3<div class="page_container" data-page="3">

LỜI CẢM ƠN

Lời đầu tiên cho phép chúng em được gửi lời cảm ơn sâu sắc nhất đến Trường Đại học Kinh tế - Luật đã tạo cơ hội cho chúng em được tiếp cận môn học “ Chuyển đổi số và trí tuệ nhân tạo”.

Domino’s là một thương hiệu thức ăn nhanh đã có mặt ở các nước châu Âu từ những năm 1960. Hiện nay, chuỗi cửa hàng mang tên thương hiệunày đã trải dài trên 15 quốc gia trên thế giới và tự hào lạ thương hiệu pizza số1 Thế giới. Chúng em vô cùng vinh hạnh khi là người đưa ra những giải phápgiúp doanh nghiệp giải quyết những vấn đề đang phải đối mặt. Mặc dù vẫn đang là sinh viên, nhưng chúng em đã cố gắng hoàn thành đồ án một cách tốt nhất. Rất mong sẽ giúp doanh nghiệp giải quyết được vấn đề, ngày càng phát triển và thành công tốt đẹp.

Chúng em xin gửi lời cảm ơn đến công ty Domino’s Pizza đã tạo cơ hội hợp tác dự án lần này của chúng em.

Trong suốt quá trình thực hiện đồ án, nhóm em đã nhận được sự giúp đỡ từ Cô Lâm Hồng Thanh, chúng em xin gửi lời cảm ơn trân thành nhấtđến Cơ. Nhờ có sự quan tâm, dạy dỗ tận tình, chu đáo của Cơ, giờ đây chúng em đã hoàn thành bài báo cáo này. Tuy nhiên chúng em còn bị hạn chế về thời gian và kiến thức chun mơn, cũng như cịn thiếu kinh nghiệm làm báo cáo. Chúng em rất mong sẽ nhận được Cơ góp ý để có thể sửa đổi và hoàn thiện tốt hơn trong những bài báo cáo sau.

Cuối cùng, chúng em kính chúc cơ có thật nhiều sức khỏe và thànhcông trên con đường giảng dạy.

Chúng em xin chân thành cảm ơn!

</div>Trang 4<div class="page_container" data-page="4">

NHẬN XÉT CỦA GIẢNG VIÊN:

</div>Trang 5<div class="page_container" data-page="5">

MỤC LỤC:

PHẦN 1: LỜI MỞ ĐẦU:...8

PHẦN 2: NỘI DUNG...9

I. Overview of the business...9

I.1. History begin...9

1.1.1. About Domino's Pizza...9

1.1.2. Domino's Pizza Brand History...10

1.2. Vision and mission:...15

1.2.1. Vision...15

1.2.2. Goals and core values:...17

1.3. Business model/ Revenue model...19

1.3.1. Domino's Pizza Business Model:...19

1.3.2. Revenue model...24

I.4. Business operations overview...26

I.5. SWOT/ Market analysis/ Competitor research:...28

I.5.1. SWOT:...28

I.5.2. Market analysis:...35

I.5.3. Competitor research...38

II. Strategic goals and strategy:...41

II.1. Strategic Goal:...41

II.2. Digital transformation strategy:...41

2.2.1. Creating a digital platform for Consumers:...43

2.2.2. Digitizing Operations:...46

2.2.3. Creating a digital enterprise platform for franchisees:...48

II.3. Enterprise architecture:...50

III. Proposing business innovation on technology applications for the company:...51

III.1. Overview:...51

III.2. Its application and function:...51

3.2.1. Technology platform to use...51

3.2.2. Applications and functions...52

</div>Trang 6<div class="page_container" data-page="6">

3.2.3. Plan...52

III.3. Data collection and feedback:...53

III.4. Governance and productivity:...54

III.5. Internal/ external communication:...54

III.6. Training, registration, and legal:...55

III.7.Summary of Domino's Pizza's proposed steps to improve digital transformation:...56

PHẦN 3: KẾT LUẬN...57

TÀI LIỆU THAM KHẢO:...59

</div>Trang 7<div class="page_container" data-page="7">

DANH MỤC HÌNH ẢNH:

</div>Trang 8<div class="page_container" data-page="8">

PHẦN 1: LỜI MỞ ĐẦU:

Ẩm thực hay hiểu đơn giản là ăn và uống, là chuyện đời thường, vô cùng gần gũi với chúng ta. Ẩm thực ngày nay nhận được rất nhiều sự quan tâm từ mọi người. Từ ngày xưa, ông bà ta đã rất coi trọng việc ăn uống, chúng ta có thể thấy được qua những câu ca dao, tục ngữ như “ có thực mới vực được đạo” , “ học ăn, học nói, học gói, học mở”… Ngày nay khi cuộc sống ngày càng phát triển, nhu cầu ăn uống ngày một cao hơn,ẩm thực nhận được nhiều sự quân tâm hơn, nhờ vào đó ngày càng đa dạng và hồn thiện hơn. Nói đến ẩm thực thì cụm từ “ thức ăn nhanh” khơng cịn xa lạ gì với chúng ta vì sự phổ biến của chúng trên tồn thế giới. Thức ăn nhanh có những món như: pizza, gà rán, khoai tây chiên,… luôn tạo sức hút trên toàn thế giới, vậy nên rất dễ để chúng ta bắt gặp những cửa hàng bán đồ ăn nhanh. Một trong đó phải nói đến chuỗi cửa hàng Domino’s Pizza – Thương hiệu Pizza số 1 Thế giới, nay đã có hơn 10000 cửa hàng trên tồn thế giới tại hơn 74 quốc gia.

Domino’s Pizza thành công vang dội cùng với độ nổi tiếng rất lớn, phủ sống trên tồn thế giới đã gây ra làn sóng pizza trên tồn thế giới và ngày càng có thêm nhiều đối thủ cạnh tranh trên thị trường. Bên cạnh đó, Domino’s Pizza cịn gặp nhiều vấn đề chưa giải quyết được có thể làm doanh nghiệp bị “đào thải” khỏi thị trường nếu không khắc phục được.

Vậy nên, chúng em ở đây để cố gắng hỗ trợ, đưa ra giải pháp khắc phục tình trạng, vấn đề mà doanh nghiệp đang gặp phải bằng cách lên kế hoạch, chiến lược cụ thể, chuyển đổi số để giải quyết tốt nhất, giúp tập đoàn Domino’s Pizza giữ vững vị trí và ngày càng phát triển.

</div>Trang 9<div class="page_container" data-page="9">

PHẦN 2: NỘI DUNG I. Overview of the business

I.1. History begin

1.1.1. About Domino's Pizza

Pizza restaurant chain and an international franchise company based atDomino Farms Office Park (owned by Domino's Pizza co-founder TomMonaghan) in Ann Arbor commune. , Washtenaw County, Michigan, USA, nearAnn Arbor, Michigan . Founded in 1960, Domino's is the second largest pizzarestaurant chain in the United States (after Pizza Hut ) but the largest in the worldwith more than 10,000 members and franchises in 70 countries. Domino's Pizzawas sold to Bain Capital in 1998 and went public in 2004.

 Company: Domino's Pizza, Inc. Established: 1960

 Headquarters: Ypsilanti, Michigan, USA Industry: Catering

 Products: Pizza, Pasta, Sandwich, Fried Chicken Service: Food delivery



Website: https ://domino s.com/

Domino's Pizza, Inc., trading as Domino's, is an American multinational pizzarestaurant chain led by CEO Richard Allison. As of 2018, Domino's Pizza hasaround 15,000 stores, with 5,649 in the US, 1,500 in India and 1,249 in the UK.Domino's Pizza has stores in more than 83 countries, in 5,701 cities worldwide.

</div>Trang 10<div class="page_container" data-page="10">

Hình 1.1: Tổng quan về Domino’s Pizza

1.1.2. Domino's Pizza Brand History

The story of Domino's Pizza begins with two brothers named James and TomMonaghan who opened a small pizzeria in Michigan called Dominick's. Thepizzeria was initially run by both men until James decided to sell his shares for fearof a heavy bank loan, leaving Tom to manage the business. Tom later bought twomore pizzerias, he wanted to expand the brand but the original owner ofDominick's forbade him from doing so that's why he later improved its image andchanged its name to Domino's Pizza in 1965.

</div>Trang 11<div class="page_container" data-page="11">

Hình 1.1.2.1: Tom Monaghan_ Người sáng lập ra thương hiệu Domino’s Pizza

Tom Monaghan's business path was not favorable, his mother sent him backto the orphanage with his brother and did not support his dream. When starting abusiness, he encountered many difficulties from lack of business capital, to bankloans, the company headquarters was burned by fire, involved in lawsuits, andstood on the brink of bankruptcy. Even had to hand over the business to the bankfor a year, but the situation got worse. Tom Monaghan has overcome all with thebravery of a talented businessman, rebuilding a billion-dollar pizza empire that hasalways existed and developed to this day.

The original pizzeria's logo had three dots representing the three originalstores in 1965 and Tom wanted to add a new dot every time he opened a newbranch but his idea faded because of business growth. By the end of the 70s,Domino's Pizza had a total of 200 franchised pizza branches across the UnitedStates. And in 1983, Domino's showed it was ready to go global when it opened itsfirst international branch in Winnipeg and that same year the company opened its100th store in Vancouver, Washington .

</div>Trang 12<div class="page_container" data-page="12">

Hình 1.1.2.2: Thương hiệu Domino’s Pizza

Even as they have locations in different parts of the world, Domino's Pizzaremains a traditional company. In the face of fierce competition with other brandsthat forced them to add a wider variety of dishes to their menu, Domino's Pizzaonly had one type of pizza crust where the dough was shaped by tossing andpulling, and they only had two sizes of dough.

In the 1990s, the pizzeria introduced the first non-pizza item on its menu,which was bread and chicken wings. And in 1996, Domino's Pizza announced itswebsite and claimed nearly $3 billion in global sales. The following year, thecompany revamped its stores with a new look and a new logo.

In 1998, Domino's founder and CEO, Tom Monaghan, announced hisretirement after 38 years of ownership. He sold nearly 93% of Domino's Pizza toBain Capital Inc. for a billion dollars. And since then he is no longer involved inthe day-to-day transactions and operations of the company.

 How did Domino's Pizza "change blood" and revive?

Domino's Pizza replaced the new president, Patrick Doyle at the end of 2009,shortly after taking office, this president made a statement that surprised everyone

</div>Trang 13<div class="page_container" data-page="13">

with the honesty in a promotional video shared by Dominoong. that "Domino's isdegrading that Domino's pizza is terrible, no real cheese, the crust is chewy like acardboard box It's really horrible food. "

Usually in any advertisement the brand is always exaggerating, showing thebest aspects, but it is rare for a brand like Domino to be so honest, almost in thesecond half of the promotional video. are all criticisms from customers about thequality of pizza here, the brand wants to show that they really listen to thoseopinions.

Hình 1.1.2.3: Chủ tịch mới của Domino’s là Patrick Doyle

In addition, the brand advertisement also says that Domino's chefs are usingcompletely new recipes to create different sauces combined with cheeses. Insteadof traditional sauces, they are creating new flavors using garlic, basil, red pepperand oregano. At the same time, the crust also adds more butter, garlic and herbs toenhance the flavor of the cake.

The results of the new president's unique promotional campaign were beyondimagination. Around 2010 the stock of Domino's Pizza was only at $8.76, but by2015 it had skyrocketed to $105.52/share. This shows that Domino's Pizza hasbeen well received by consumers thanks to its boldness. of the communication

</div>Trang 14<div class="page_container" data-page="14">

campaign along with the significantly improved quality of pizza helped thecompany expand its business model when it opened a branch in Italy.

Domino's Pizza decided to hit the Italian market even though this is a placethat is already famous for pizza because they are leading the latest technologiesapplied in the current business model that gives the company a competitiveadvantage with other opponents.

In addition to improving product quality, Domino's also improves servicequality when designing a very special pizza truck that allows customers to orderfood when texting with emoji Domino's Pizza's strength is its delivery service. is acore part that affects business operations, so it is extremely focused on Mr. PatrickDoyle. The wheeled delivery vehicle became a symbol associated with the Dominobrand.

Hình 1.1.2,4: Chiến lược quảng cáo thành cơng rực rỡ

This new president always develops his brand with the mind not only of apizza shop but also of quality in the delivery service. For fast-food foods, price anddelivery speed are paramount.

Through the administration and management of President Patrick Doyle, wecan see that in order to change a brand and improve a product, it is necessary to

</div>Trang 15<div class="page_container" data-page="15">

avoid two taboos that are ignoring prejudice and fear of loss. Where prejudice isignored is the tendency to act realistically, and fear of loss is the tendency tomaintain the status quo in order to preserve the gains. In business, you must knowhow to accept risks to be able to create breakthroughs and necessary changes forthe company.

With the fierce competition of today's society, if you just stay in the safe zone,you will forever "stomp on the spot" and even be left behind with that era as themost dangerous action. It is the revival of Domino's Pizza that is living proof ofthat, they are willing to take risks to have breakthroughs and developmentopportunities like today.

Hình 1.2.5: Domino’s Pizza khơng chỉ bán pizza còn là một thương hiệu giao pizza

1.2. Vision and mission:

1.2.1. Vision

At Dominos Pizza, our philosophy is to exceed our customers' expectationsthrough our ten fundamental principles, Vision and Guidelines. As a leader in ourfield, we adhere to high ethical and ethical business principles. We constantlychallenge ourselves to be the best. Our vision is that we are world people.

</div>Trang 16<div class="page_container" data-page="16">

Special people on a mission to be the best pizza delivery company in theworld

Become number one in pizza and number one in everyone. To achieve thisvision, Domino uses the following strategy:

Hình 1.2.1: Visions of Domino’s

Putting people first: Dominos team members are the backbone of thecompany. To be the best pizza delivery company in the world, we need totreat Team Members appropriately: rewarding dedication and hard workwith opportunities for personal and career growth.

Building brand stores: Domino's must continue to grow by looking foropportunities to strengthen existing markets and build stores in new markets.

</div>Trang 17<div class="page_container" data-page="17">

We must also continue to strengthen our brand through providingexceptional quality and service.

Achieving perfection: To exceed customer expectations, Dominos needs tostrive to execute store operations perfectly. Every order must go out the doorquickly, accurately, and of the highest quality possible, creating andretaining loyal customers.

Maintain high standards: We have set very high quality standards. Wemust ensure that those standards are being met at every step of the process.

1.2.2. Goals and core values:

At Domino's Pizza, the values are summed up in a hymn sung in their stores:

“Sell more pizza have more fun”

Domino's also aims to add value to the communities they serve by designingtheir stores expressively, using locals, showing respect for the environment,encouraging members of the community. Their team takes care of citizens, learningtheir skills into schools and colleges supporting local organizations Domino's Pizzaresponds to hundreds of requests each year from organizations seeking help.

Domino's is a purpose-inspired and performance-driven company withexceptional people who are committed to feeding the power of possible, one pizzaat a time. At the heart of our brand is a set of values that define our core beliefs onhow we run our business, treat our people, support our franchisees and serve ourcustomers:

</div>Trang 18<div class="page_container" data-page="18">

Hình 1.2.2: Mục đích của chúng tơi

Do The Right Thing

We act with integrity and make disciplined decisions, even when it's difficultor unpopular. High ethical standards and honesty are at the heart of how we worktogether. We are committed to safely and serving our customers, and giving back inthe communities where we live and work.

Put People First

We create an inclusive culture, knowing our people are core to our success.We treat each other with dignity, respect, and we value the differences each teammember brings. We strive to be a company where all team members can bring theirfull selves to work and know that they belong, contribute and reach their potential.

Create Inspired Solutions

We are a company built on entrepreneurship and innovation. We becomebetter every day by having the humility and courage to embrace and lead change.Together, we unlock our collective potential to be bold, think big. We have a biasfor action – to solve customer needs in new and relevant ways.

</div>Trang 19<div class="page_container" data-page="19">

Champion Our Customers

We deliver on our promises, treating each order and interaction as anopportunity to deepen relations by delivering great product, service, andexperiences. We hold accountable, and if we don't deliver on a promise, we'll makeit right.

Grow And Win Together

We are not playing a finite game. We are committed to building an enduringbrand that outlives any of our individual contributions. We will grow together,deliver exceptional results together, celebrate wins together, have fun together andleave the brand in a better place for those who come after.

1.3. Business model/ Revenue model

1.3.1. Domino's Pizza Business Model:

Domino's business model is simple as it sells pizzas online or runs franchisesfor its customers. In addition, Domino's technological innovation enhances brandvalue by providing digital ordering services with real-time tracking features.

</div>Trang 20<div class="page_container" data-page="20">

Hình 1.3.1: Mơ hình kinh doanh của Domino’s Pizza

Customer Segments:

Dominos Pizza serves a broad and diverse customer base across the globe.Dominos is available in 90 countries and sells barely 3 million pizzas a day. Is itjust too amazing!

</div>Trang 21<div class="page_container" data-page="21">

Hình 1.3.2: Phân khúc khách hàng

The company targets customers into different

segments-- Younger customers , these are from the age of 18 to 35 which brings a large

amount of business to the company.

- Working professionals, which are the people from the job industry , or

families who frequently require food options which are easy with little oreven no effort and time-efficient.

- Event organizers , people who set up, and people who are involved in

organizing events such as birthday parties.

So generally customers are accordingly segmented by the preferences andtaste. This helps the business to earn efficient money.

Dominos Pizza is available across the earth. Its headquarters is in the US ,which is the principal market. it also serves the customers of the other 90 countriesspanning the Americas, Asia, Europe, the middle east, and Africa.

Value Proposition:

</div>Trang 22<div class="page_container" data-page="22">

Hình 1.3.3: Dịch vụ giao pizza

Dominos provides its best to customers in many ways. Whether it is brandreputation, brand building, accessibility, supply chain, etc. there are manyplatforms in which domino's is certainly growing its value proposition. Let's have alook.

-Brand Building and Reputation - Dominos Pizza it's one of the largest andfamous food chains which are running all over the globe. If we talk about brandbuilding, then yes dominos is playing a hard role to stabilize and be consistent inits taste. As it offers a variety of food items to its customers and is playing areputation for offering its customers high-quality products quickly and effectively.

-Supply Chain - Dominos Pizza has a vertical supply chain that is integratedfrom manufacturing to delivery. The supply chain looks over the quality,efficiency, and consistency of the franchise around the world.

-International Reach - Dominos Pizza has extensive sales in countriesaround the world. It is present in almost 90 countries and includes more than16,000 outlets in other countries. Thus, dominos have a great and establishedinternational reach and it is able to earn much better.

</div>Trang 23<div class="page_container" data-page="23">

-Ease and Accessibility - Dominos provides easy ways to order pizza. Theyprovide the company's number, online, or via the company's online app by whichthe customers can order their food sitting in their home. Dominos cares for itscustomers even sitting far from places.

-Innovation - Dominos is the one that comes up with their new recipes, newtoppings of the pizza, and many more. Dominos provides other food items liketacos, chizza and many others which are so delicious in taste, and mouth-watering.Dominos always cares for its customers and provides the best and tasty food items.

Channel:

Hình 1.3.4:

Dominos Pizza offers its deals and has franchise and outlets opened in approx 90 countries in the world and almost 16,000 franchised restaurants are opened around the globe. This network is spread among the Americas, Asia, Africa, Europe, and the middle east. It comprises of the staff and services who serves the customers directly.

</div>Trang 24<div class="page_container" data-page="24">

Orders can be placed both online and offline. Customers can have home delivery of delicacies just by dialing a number, yet they can also have the option to come to the restaurant and order their favorite pizza.

Dominos Pizza sales operation is supported by its own manufacturing, distribution, including dough production facilities, supply chain centers, and storing facilities.

1.3.2. Revenue model

+ Cost Structure:

Dominos Pizza incurs a cost for its essential services like procurement of ingredients, supplies, for the operation of delivery which includes fuel and maintenance, the operation of manufacturing, and supply infrastructure. the operations of physical properties which include utility cost. Management of its partnerships, cost of marketing and advertisement campaigns, and the payment of salaries and benefits to its employees.

Dominos Pizza had global retail sales over $14.3 billion in 2019, with over $7billion in the US and nearly $7.3 billion internationally.in the 4th quarter of 2019, dominos have a retail sale of over $4.5 billion, with over $2.2 billion in the US andover $2.3 billion internationally.

</div>Trang 25<div class="page_container" data-page="25">

Hình 1.3.2.1: Giá cổ phiếu phổ thông của Domino’s Pizza

+ Revenue Streams:

With a major change in its business model, Domino's 1-year revenue hasgrown 2.5 times in 10 years, from $1.5 billion in 2010 to $3.76 billion in 2020. InMeanwhile, the company's stock price from 2010 to 2018 has skyrocketed with3,200%, or 32 times, much larger than the increase of the S&P Index, with only164%.

</div>Trang 26<div class="page_container" data-page="26">

Hình 1.3.2.2: Doanh thu của Domino’s Pizza từ năm 2010 – 2018

The primary revenue source of Domino's is from selling pizza as it containsthe maximum part of its revenue. Along with that, revenue received fromadvertisement and sponsorship is also the second-largest source of income since itsapplication has a huge number of downloads.

In addition, Domino's also generates a significant amount of revenue fromroyalty and franchise fees received from its franchisee's partners. In 2018,Domino's pizza generated total revenue of $3.34 billion, which was higher than thebrand's revenue generated in 2017.

</div>Trang 27<div class="page_container" data-page="27">

Hình 1.3.2.3: Cơ cấu kinh doanh của Domino’s Pizza

Dominos Pizza generates its revenue from the operations of pizza outletsacross the US and other countries.

The company derives its revenue in the form of sales which is collected fromthe customers at the point of sales, including its restaurants and its online saleschannels, as well as a collection of franchises, royalties, and fees from itsfranchisees.

I.4. Business operations overview

Here is a more detailed and extended description of the service modelsprovided by Domino's Pizza:

1.Delivery Service:

Domino's is renowned for its efficient and widespread delivery service.Customers can conveniently order their favorite pizzas and other menu itemsthrough various channels such as the official website, mobile app, or by calling thenearest Domino's store. The delivery model is a core part of their business, allowscustomers to enjoy hot and delicious pizzas delivered right to their doorstep. Theonline platform and app offers a user-friendly interface, enabling customers tocustomize their orders with different toppings, crust options, and side items. Thedelivery personnel, equipped with the iconic Domino's branded vehicles, ensure

</div>Trang 28<div class="page_container" data-page="28">

prompt and accurate, making it a popular choice for people who prefer theconvenience of having pizza brought directly to their homes or offices.

2.Carryout Service:

For customers who prefer to pick up their orders, Domino's offers a carryout service. Through the online platform or app, customers can select the carryout option and place their orders in advance. They can then visit the nearest Domino's store at the specified time to collect their freshly prepared pizzas. The carryout model provides flexibility to customers who may be passing by a store on their way home or want to have a quick lunch during their break. It also caters to those who want to ensure their orders are ready for pick-up at a specific time.

3.Catering Service:

Domino's Pizza also caters to events and special occasions through their catering service. Whether it's a birthday party, corporate gathering, or a casual get-together, customers can order a large quantity of pizzas and other menu items to feed a group of people. The catering service is a convenient option for hosts who want to serve delicious and crowd-pleasing food without the hassle of cooking. Domino's ensures that the catering orders are well-prepared, and they may offer discounts or special deals for bulk orders.

4.Dine-in Service:

While most of Domino's business revolves around delivery and carryout, some locations may offer dine-in service. Customers can visit these select stores and enjoy their pizzas right at the restaurant. The dine-in model provides a casual and comfortable environment for customers to savor their pizzas with friends or family.Some dine-in locations might offer additional menu items and beverages to

complement the dining experience.

5.Online Ordering and Mobile App:

Domino's digital strategy plays a significant role in its service models. The user-friendly website and mobile app allows customers to place their orders conveniently and quickly. The app provides features like saved favorites, easy reordering, and real-time order tracking, enhancing the overall customer

experience. Additionally, the app might offer exclusive deals and promotions to encourage customers to use the digital platforms for ordering.

</div>Trang 29<div class="page_container" data-page="29">

6.Telephone Ordering:

Although Domino's has embraced digital technology, they continue to providethe traditional telephone ordering option. Customers can call the nearest Domino's store directly to place their orders and receive personalized assistance from the store's staff. This approach ensures accessibility for customers who might prefer to place orders over the phone or technical encounter difficulties with online ordering.

7.Customer Loyalty Program:

Domino's operates a customer loyalty program that rewards frequent

customers. By signing up for the loyalty program, customers can accumulate pointswith every purchase. These points can be redeemed for discounts, free items, or special rewards. The loyalty program repeats business and strengthens the bond between the brand and its loyal customers.

It's important to note that the availability of certain service models might vary based on the country, city, or specific location of the Domino's store. The company often adapts its offerings to cater to local preferences and market demands while maintaining its core values of delivering high-quality pizzas and excellent customer service.

I.5. SWOT/ Market analysis/ Competitor research:

I.5.1. SWOT:

+ Strengths:

</div>Trang 30<div class="page_container" data-page="30">

Hình 1.5.1.1: Sản phẩm của Domino’s Pizza

1. Consistency:

Domino's consistent delivery of quality pizza, efficient service, andinnovative technology has enabled it to maintain its position as the second-largestpizza chain in the world. The company's global sale was $4.537 billion in 2022, upfrom $4.117 billion in 2020. This emphasis on consistency has resulted in adevoted customer base and established Domino's as a global leader in the highlycompetitive fast food sector.

2. Strong Brand Recognition:

Branding, innovation, visibility on social media , and customer service haveall led to Domino's Pizza's tremendous brand awareness internationally, making itone of the most well-known pizza delivery restaurants in the world. In 2022,Domino's brand value reached over $12,577 billion.

3. Strong Free Cash Flows:

Domino's has been able to produce significant free cash flows due to itsprofitable business strategy. Also, the company's franchise-based business strategyhas enabled it to grow quickly without having to make substantial capitalinvestments due to its asset-light business model . Domino's Pizza's free cash flowfor the quarter ending December 31, 2022 was $103.22 million as Per Its LatestAnnual Report.

4. Affordability:

According to recent research, Domino's average pizza pricing is less than thatof significant rivals like Pizza Hut and Papa John's , which distinguishes it from itsrivals. This is done by the corporation using creative cost-cutting techniques likesimplified operations, effective supply chain management, and strategic pricingtactics.

5. Powerful Logistics:

The Domino's delivery system is a model of effective logistics in the fast foodindustry. It offers quick pizza delivery to your door, with the help of latesttechnology and analytics. The technology collects real-time data on customer

</div>

lên kế hoạch chuyển đổi số cho doanh nghiệp dominos pizza

<b>ĐẠI HỌC QUỐC GIA THÀNH PHỐ HỒ CHÍ MINHTRƯỜNG ĐẠI HỌC KINH TẾ - LUẬT</b>

<b>LỜI CẢM ƠN</b>

Lời đầu tiên cho phép chúng em được gửi lời cảm ơn sâu sắc nhất đến Trường Đại học Kinh tế - Luật đã tạo cơ hội cho chúng em được tiếp cận môn học “ Chuyển đổi số và trí tuệ nhân tạo”.

Chúng em xin gửi lời cảm ơn đến công ty Domino’s Pizza đã tạo cơ hội hợp tác dự án lần này của chúng em.

Cuối cùng, chúng em kính chúc cơ có thật nhiều sức khỏe và thànhcông trên con đường giảng dạy.

<i>Chúng em xin chân thành cảm ơn!</i>

<b>NHẬN XÉT CỦA GIẢNG VIÊN: </b>

<b>PHẦN 1: LỜI MỞ ĐẦU: </b>

<b>PHẦN 2: NỘI DUNG I. Overview of the business</b>

<b>I.1. History begin</b>

<i><b>1.1.1. About Domino's Pizza</b></i>

 Company: Domino's Pizza, Inc. Established: 1960

 Headquarters: Ypsilanti, Michigan, USA Industry: Catering

 Products: Pizza, Pasta, Sandwich, Fried Chicken Service: Food delivery

Website: https ://domino s.com/

<i>Hình 1.1: Tổng quan về Domino’s Pizza</i>

<i><b>1.1.2. Domino's Pizza Brand History</b></i>

<i>Hình 1.1.2.1: Tom Monaghan_ Người sáng lập ra thương hiệu Domino’s Pizza</i>

<i>Hình 1.1.2.2: Thương hiệu Domino’s Pizza</i>

In the 1990s, the pizzeria introduced the first non-pizza item on its menu,which was bread and chicken wings. And in 1996, Domino's Pizza announced itswebsite and claimed nearly $3 billion in global sales. The following year, thecompany revamped its stores with a new look and a new logo.

In 1998, Domino's founder and CEO, Tom Monaghan, announced hisretirement after 38 years of ownership. He sold nearly 93% of Domino's Pizza toBain Capital Inc. for a billion dollars. And since then he is no longer involved inthe day-to-day transactions and operations of the company.

<b> How did Domino's Pizza "change blood" and revive?</b>

Domino's Pizza replaced the new president, Patrick Doyle at the end of 2009,shortly after taking office, this president made a statement that surprised everyone

with the honesty in a promotional video shared by Dominoong. that "Domino's isdegrading that Domino's pizza is terrible, no real cheese, the crust is chewy like acardboard box It's really horrible food. "

<i>Hình 1.1.2.3: Chủ tịch mới của Domino’s là Patrick Doyle</i>

campaign along with the significantly improved quality of pizza helped thecompany expand its business model when it opened a branch in Italy.

Domino's Pizza decided to hit the Italian market even though this is a placethat is already famous for pizza because they are leading the latest technologiesapplied in the current business model that gives the company a competitiveadvantage with other opponents.

<i>Hình 1.1.2,4: Chiến lược quảng cáo thành cơng rực rỡ</i>

This new president always develops his brand with the mind not only of apizza shop but also of quality in the delivery service. For fast-food foods, price anddelivery speed are paramount.

Through the administration and management of President Patrick Doyle, wecan see that in order to change a brand and improve a product, it is necessary to

<i>Hình 1.2.5: Domino’s Pizza khơng chỉ bán pizza còn là một thương hiệu giao pizza</i>

<b>1.2. Vision and mission:</b>

<i><b>1.2.1. Vision</b></i>

Special people on a mission to be the best pizza delivery company in theworld

Become number one in pizza and number one in everyone. To achieve thisvision, Domino uses the following strategy:

<i>Hình 1.2.1: Visions of Domino’s</i>

<b><sup>Putting people first: Dominos team members are the backbone of the</sup></b>company. To be the best pizza delivery company in the world, we need totreat Team Members appropriately: rewarding dedication and hard workwith opportunities for personal and career growth.

<b><sup>Building brand stores: Domino's must continue to grow by looking for</sup></b>opportunities to strengthen existing markets and build stores in new markets.

We must also continue to strengthen our brand through providingexceptional quality and service.

<b><sup>Achieving perfection: </sup></b><sup>To exceed customer expectations, Dominos needs to</sup>strive to execute store operations perfectly. Every order must go out the doorquickly, accurately, and of the highest quality possible, creating andretaining loyal customers.

<b><sup>Maintain high standards: </sup></b><sup>We have set very high quality standards. We</sup>must ensure that those standards are being met at every step of the process.

<i><b>1.2.2. Goals and core values:</b></i>

At Domino's Pizza, the values are summed up in a hymn sung in their stores:

<b>“Sell more pizza have more fun”</b>

<i>Hình 1.2.2: Mục đích của chúng tơi</i>

<b>Do The Right Thing</b>

We act with integrity and make disciplined decisions, even when it's difficultor unpopular. High ethical standards and honesty are at the heart of how we worktogether. We are committed to safely and serving our customers, and giving back inthe communities where we live and work.

<b>Put People First</b>

<b>Create Inspired Solutions</b>

We are a company built on entrepreneurship and innovation. We becomebetter every day by having the humility and courage to embrace and lead change.Together, we unlock our collective potential to be bold, think big. We have a biasfor action – to solve customer needs in new and relevant ways.

<b>Champion Our Customers</b>

We deliver on our promises, treating each order and interaction as anopportunity to deepen relations by delivering great product, service, andexperiences. We hold accountable, and if we don't deliver on a promise, we'll makeit right.

<b>Grow And Win Together</b>

We are not playing a finite game. We are committed to building an enduringbrand that outlives any of our individual contributions. We will grow together,deliver exceptional results together, celebrate wins together, have fun together andleave the brand in a better place for those who come after.

<b>1.3. Business model/ Revenue model</b>

<i><b>1.3.1. Domino's Pizza Business Model: </b></i>

Domino's business model is simple as it sells pizzas online or runs franchisesfor its customers. In addition, Domino's technological innovation enhances brandvalue by providing digital ordering services with real-time tracking features.

<i>Hình 1.3.1: Mơ hình kinh doanh của Domino’s Pizza</i>

<b>Customer Segments:</b>

Dominos Pizza serves a broad and diverse customer base across the globe.Dominos is available in 90 countries and sells barely 3 million pizzas a day. Is itjust too amazing!

<i>Hình 1.3.2: Phân khúc khách hàng</i>

The company targets customers into different

<b>segments-- Younger customers , these are from the age of 18 to 35 which brings a large</b>

amount of business to the company.

<b>- Working professionals, which are the people from the job industry , or</b>

families who frequently require food options which are easy with little oreven no effort and time-efficient.

<b>- Event organizers , people who set up, and people who are involved in</b>

organizing events such as birthday parties.

So generally customers are accordingly segmented by the preferences andtaste. This helps the business to earn efficient money.

Dominos Pizza is available across the earth. Its headquarters is in the US ,which is the principal market. it also serves the customers of the other 90 countriesspanning the Americas, Asia, Europe, the middle east, and Africa.

<b>Value Proposition:</b>

<i>Hình 1.3.3: Dịch vụ giao pizza</i>

Dominos provides its best to customers in many ways. Whether it is brandreputation, brand building, accessibility, supply chain, etc. there are manyplatforms in which domino's is certainly growing its value proposition. Let's have alook.

<b>-Supply Chain </b>- Dominos Pizza has a vertical supply chain that is integratedfrom manufacturing to delivery. The supply chain looks over the quality,efficiency, and consistency of the franchise around the world.

<b>-International Reach </b>- Dominos Pizza has extensive sales in countriesaround the world. It is present in almost 90 countries and includes more than16,000 outlets in other countries. Thus, dominos have a great and establishedinternational reach and it is able to earn much better.

<b>-Ease and Accessibility </b>- Dominos provides easy ways to order pizza. Theyprovide the company's number, online, or via the company's online app by whichthe customers can order their food sitting in their home. Dominos cares for itscustomers even sitting far from places.

<b>Channel: </b>

<i>Hình 1.3.4:</i>

Orders can be placed both online and offline. Customers can have home delivery of delicacies just by dialing a number, yet they can also have the option to come to the restaurant and order their favorite pizza.