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Dominos Case Study - Cultural Implications

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Dominos Case Study - Cultural Implications

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As said in the video, Dominos did not start off successfully in overseas markets, and ended up wasting millions of dollars, but after revising their strategies, they have managed to effectively and appropriately consider cultural implications within the countries they have markets in. In the European market, word choice in their ads were not suitable to the market, as it had a totally different meaning. This resulted in people being confused and unsure about why ad said what it had. After researching and, again revising their strategies, the problems were resolved and the language used was more culturally appropriate.

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I believe that the Dominoes International in the current time has done an effective job appealing to all cultures worldwide. However, in their initial years they had a different mindset which involved countries adapting to "their" marketing campaign over dominoes adjusting to foreign cultures, like they would in future years. An example of their initial strategy working is the pepperoni pizza in Japan. Japan had not since heard of a "pepperoni" pizza before dominoes, after years of rejection of the product it was later accepted as the most popular topping in Japan.

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I believe that Dominos has effectively and appropriately considered cultural implications within all the countries that they know have markets in, because for example, the markets in India had to replace the pepperonis with spicy chicken due to the common religion of Hindi. Likewise, the markets in Japan were unfamiliar with the ingredient of pepperonis, but later became one of the most popular ingredients due to the adaptation of their culture.

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I believe that Dominoes has effectively and appropriately considered cultural implications within the countries they operate in, however, they were not able to adapt as soon as they launched in a different market. As said in the video it took dominoes millions of dollars to understand the different cultures. This research and development into each culture and country has paid off with dominoes now operating successfully in 85 countries. For example in India most people do not eat cows as they are considered sacred animals and dominoes ensured that they did not include pepperoni in their pizzas which gave people a sense of trust in the company.

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Dominoes has effectively and appropriately considered cultural implications within all the countries that they know they have markets in. As, not only have they done research to make sure they cater for cultural differences in language and food choices, but they have also made adjustments when things haven’t gone quite right. For example when the Japanese didn’t understand what Pepperoni was, Dominoes made it clear and now the Japanese love Pepperoni. Dominoes have considered all the different cultures languages and beliefs, by conducting research it allows the business to run smoothly in every different country that has a store. For example in India, they changed Pepperoni to spicy chicken to suit the culture.

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I believe that dominos has effectively and appropriately considered the cultural implications within all countries that their business is in. Towards the beginning they did not do enough research into other countries culture, as a result of this many pizzas were being sent back. They then realised they needed to consider all language barriers, religions and beliefs. They have made sure to research into every country and understand these cultural beliefs and religions as it shows more respect towards their country.

Mikaela

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As a business, Dominoes has effectively and appropriately considered cultural implications within all their franchise companies. They have modified their company to the specific culture within the country simultaneously with the opening of their new storefront. As stated within the video Dominoes has altered their pizza toppings to suit the cultural beliefs of the specific company for example within India they have taken to consideration the substitution of pepperoni to spicy chicken.

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I think that Dominos has effectively and appropriately considered cultural implications with in their franchisee countries and have adapted their service, products and marketing to suit these markets. In the beginning however, I believe that they did not do enough research they eventually succeeded in becoming sensitive to other cultures, altering their products to suit each market. For example, they took into consideration the price and social classes of the people in Mexico and altered there prices and marketing to be more affordable and family friendly.

-Rachael

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As a business, I feel as if Dominos Pizza has effectively and appropriately considered cultural implications within not just the country the business was established in but several other countries around the world. They have ensured that the slogans, signs and toppings on the pizzas fit with the culture of the country that particular store is is in. An example of this, which was shown in the video, was when their slogan in America was 'One call away", this however was changed when they started selling in England. This was because in the UK, one call away meant literally going into the store.

- Lily

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I think that when they started, they didn't do enough research into the cultural implications, such as language. For example, how the slogan's translated poorly, and didn't achieve the message they were hoping for.
However, they quickly changed this, and adapted to each country and their specific needs.
After learning from their mistakes, I believe that they have appropriately considered cultural implications. For example, they needed to add specific flavours in countries that appeal to the diet and nutritional values in each country. For example, in India, they needed to replace pepperoni with spicy chicken, due to religious and cultural reasons. This is an example of where dominos have researched, and changed depending on cultural implications.

Brooke

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Do you think that as a business, Dominoes has effectively and appropriately considered cultural implications within all the countries that they know have markets in?           Refer to at least one example shown in the video to illustrate your response.

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Do you think that as a business, Dominoes has effectively and appropriately considered cultural implications within all the countries that they know have markets in?           Refer to at least one example shown in the video to illustrate your response.