1.0 Introduction
Domino’s Pizza, is the largest pizza-delivery company in the world. Mainly in the United States with over 5,700 units, it can also be found in 58 countries which include Indonesia, Singapore, China and also, Malaysia. Domino’s is famous for its Crunchy Thin Crust and also for its professional delivery services.
The first Domino’s Pizza Malaysia was officially launched by the founder, Tom Monaghan on September 1997. Currently, there are 54 Domino’s outlets across Penang, Perak, Selangor, Melaka, Negeri Sembilan and Johor.
Domino’s mission statement is to be the leader in delivering off-premise pizza convenience to consumers around the world. They have set to accomplish their mission by being fanatical about product quality and service consistency, providing product variety to meet all customer needs, placing team member and customer safety and security above all other concerns, creating an environment in which all team members feel valued (because they are), building and maintaining relationship that rewards franchisees and other partners for their contributions.

2.0 Content A successful business is better to be first than it is to be better. If it couldn’t be in the first category, set up a new category that it can be first in as marketing is not about battle of products, it’s a battle of perceptions. Hence, the most powerful concept in marketing is to own a word in the prospect mind as 2 companies should not own the same word in consumer’s mind. Strength refers to the competitive advantages and other distinctive competencies that a company can exert in a marketplace. Weakness refers to the constraints that hinder movements in certain directions. Both strength and weakness are parts of SWOT analysis: Strength, Weakness, Opportunity and Threat. A business should gain its advantages and be flexible by applying the strengths and coping with