Domino's Pizza Portugal
: a case study on the price disclosure strategy of a late entrant

  • Simão Gomes Silva Ferros Praxedes (Student)

Student thesis: Master's Thesis

Abstract

March 2016: Domino’s was the world’s second largest Pizza company. As part of its global expansion strategy, this American brand entered Portugal in June 2015, with the long-term goal of opening up more than 100 stores in this European country. Domino’s’ disclosure strategy concerning the delivery fee was decisive in its market entry and is central to this case study. The company’s standard strategy in the United States of America was the following: Domino’s disclosed a fixed delivery fee and promised to deliver within 30 minutes; if the promise was not kept, the customer did not have to pay this fee. Francis Hill (COO and CBDO at Domino’s’ master franchisee in Portugal) was responsible for deciding whether to adopt the brand’s standard strategy or to adapt it to the highly fragmented, mature and nearly saturated Portuguese market, where its direct competition did not disclose a delivery fee, and competition was based on a practically non-differentiable product: Pizza. In this case, students are presented with industry’s, Domino’s’ and consumers’ facts and figures, which are there to be used in the development of quantitative and qualitative analysis of the situation. Together with the teaching note, this case should challenge the reader to apply relevant marketing theories and case data to solve Domino’s’ dilemma.
Date of Award19 Jul 2016
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Gonçalves Marcos (Supervisor)

Keywords

  • Marketing
  • Price disclosure
  • Market entry
  • Late entrant
  • Adaptation
  • Standardization
  • Glocalization
  • Global marketing strategies

Designation

  • Mestrado em Gestão: Programa Internacional

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