Global Marketing: Domino’s Abroad Domino’s Pizza is the world’s largest pizza delivery chain, with stores in over 80 countries worldwide and over half its sales outside the United States. In order to satisfy consumer preferences in that many markets, Domino’s must understand its global customers and adjust its marketing mix to meet local needs. The video describes Domino’s marketing efforts in several countries. This activity is important because marketers must understand how to approach global markets in order to successfully expand outside the home market. The goal of this exercise is to test your understanding of global market assessments, global entry strategies, and global marketing strategies. Please see the above information for the below questions, 6) The first interview clip in the video talks about the first thing Domino’s tries to learn about a new country before entering. To which of the categories of conducting a country market assessment is the speaker referring? infrastructure technology government economic sociocultural
7) The Korean soap opera example discussed in the video is an example of which element of the global marketing mix? global distribution strategy none of these global product strategy global communication strategy global pricing strategy
8) The video discusses menu adaptations for Asian countries where bread and cheese are less familiar ingredients. If these menu adjustments were later brought back to Domino’s stores in the United States, this would be an example of direct investment a strategic alliance reverse innovation a joint venture an infrastructure problem
9) Based on the examples provided in the video, Domino’s overall global product strategy is best described as offering similar products worldwide, with minor adaptations for local tastes glocalization a strategic alliance offering the same products worldwide creating a totally different product mix in each country
10) If Domino’s decided to own all of its stores in a country, this would be an example of which global entry strategy? direct investment joint venture franchising strategic alliance exporting