UNIVERSITY MALAYSIA PERLIS

SCHOOL OF BUSINESS INNOVATION AND TECHNOPRENEURSHIP

HOW THE DOMINO’S PIZZA COMMUNICATE WITH THE DIFFERENT

CHARACTER IN THEIR BUSINESS

SUBJECT NAME : BUSINESS COMMUNICATION

SUBJECT CODE : BUW 123

PROGRAM NAME : ENGINEERING ENTREPRENEURSHIP

PROGRAM CODE : RP52

GROUP : 21B

DATE :27 April 2017

LECTURER’S NAME: SIR ABDUL RAHMAN BIN ABDUL MANAF

GROUP MEMBERS

1. LIEW SZE PEY (161221583)

2. KEE XIN LING (161221568)
3. WONG I-RENE (161222330)
4. NUR AQILAH BINTI SHAFFIE (161221651)
5. NOR FATIHAH BINTI MOHD RAZIF (161221639)

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 TABLE OF CONTENTS

NO. ITEMS PAGE

NUMBER
1. INTRODUCTION 1

2. COMPANY PROFILE 2

3. BUSINESS COMMUNICATION ACTIVITIES:

3.1 COMMUNICATION ACTIVITIES BETWEEN 3
DOMINO’S PIZZA AND EMPLOYEES
3.2 COMMUNICATION ACTIVITIES BETWEEN 4
DOMINO’S PIZZA AND INVESTORS
3.3 COMMUNICATION ACTIVITIES BETWEEN 5-6
DOMINO’S PIZZA AND CORPORATE SOCIAL
RESPONSIBILITIES
3.4 COMMUNICATION ACTIVITIES BETWEEN 7
DOMINO’S PIZZA AND COMMUNITY
INVOLVEMENT
3.5 COMMUNICATION ACTIVITIES BETWEEN 8
DOMINO’S PIZZA AND SUPPLERS
3.5.1 CONTRACT
3.5.2 PHONE CALLING
3.5.3 FACE TO FACE DISCUSSION
3.6 COMMUNICATION ACTIVITIES BETWEEN 9
DOMINO’S PIZZA AND CONSUMERS
3.6.1 FAQ OF MAIN SITE
3.6.2 SOCIAL MEDIA
3.6.3 FEEDBACK FORM
3.6.4 DELIVERY HOTLINES

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4. DISCUSSION
4.1 EFFECT OF DO NOT HAVE A GOOD 10
COMMUNICATION BETWEEN DOMINO’S PIZZA
WITH THE EMPLOYEES
4.2 EFFECT OF DO NOT HAVE A GOOD 11-12
COMMUNICATION BETWEEN DOMINO’S PIZZA
WITH THE CUSTOMERS
4.3 EFFECT OF DO NOT HAVE A GOOD 13
COMMUNICATION BETWEEN DOMINO’S PIZZA
WITH THE SUPPLIERS
5. CONCLUSION AND RECOMMENDATIONS 14

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Chapter 1: Introduction

Domino’s Pizza is the second largest pizza restaurant chain in the world. There are
many franchise of Domino’s around the world. Therefore communication is importance in
the company to attain vision and mission of the company. Communication is a two-way
process of reaching mutual understanding, in which sender not only encode information,
ideas and feelings but also create and share meaning. Communication also is a process
whereby information is encode and impart by sender to receiver through a channel such as
face-to-face, broadcast media, electronic, written and mobile.

There are two type of communication carry out by Dominos which are internal
communication and external communication. Internal communication involve staff, top
management and broad of director in company. Internal communication is important to
exchange information because a good internal communication will help every department,
level and employee to get a clear information about the task given and the goals of company
can achieve easily and effectively. Besides that, external communication which contain
public, customer and media. Dominos also need to maintain good communication with the
outsider of the company. This can help company to establish goodwill and let others people
know the information about Dominos.

An organization cannot operate without communication between departments, levels

and employees. There are many purpose of communication such as image building, employee
orientation, decision making, flow of information and otherwise. Communication for image
building is a business enterprise cannot isolate from the society. There is interrelationship and
interdependence between the society and enterprise operating in society. Goodwill are create
among the public by communicate with different media. Communication for employees is
help to make people acquainted with co-employee and with the mission, vision, rules and
regulation of the company. Furthermore, effective communication can help the process of
decision making. Effective decision making is possible when required and sufficient
information is supply to the decision maker. Communication for flow of information is very
important to a company because it can help every department and level of employee clearly
understand about company’s goal.

Good communication skills will help to reduce the barrier because of difference
language and cultural. Effective communication cause increase of productivity therefore
goals of the company will achieve easily.

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Chapter 2: Company Profile

Domino's Pizza, Inc., incorporated on July 30, 2002, is a pizza restaurant chain company.
As of January 1, 2017, the Company operated in over 13,800 locations in over 85 markets
around the world. The company operates through three segments: domestic stores,
international franchise and supply chain. Its basic menu features pizza products in various
sizes and crust types. International markets vary toppings by country and culture, such as
squid toppings in Japan or spicy cheese in India, and feature regional specialities items, such
as a banana and cinnamon dessert pizza in Brazil.

Domino’s is the second largest pizza restaurant chain in the world, with more than 12,500
locations in over 80 markets around the world. Founded in 1960, Domino’s roots are in
convenient pizza delivery, while a significant amount of their sales also come from carry out
customers. Although they are a highly-recognized global brand, they focus on serving the
local neighborhood in which they live and do business through their large network of
franchise owners and Company-owned stores. On average, they sell more than 1.5 million
pizzas each day throughout their global
system.

Domino’s generates revenues and earnings by charging royalties to its franchisees.

Royalties are ongoing percent-of sales fees for use of the Domino’s brand marks. The
Company also generates revenues and earnings by selling food, equipment and supplies to
franchisees primarily in the U.S. and Canada, and by operating a number of their own stores.
Franchisees profit by selling pizza and other complementary items to their local customers. In
their international markets, Domino generally grant geographical rights to the Domino’s
Pizza ®brand to master franchisees.
These master franchisees are charged with developing their geographical area, and they may
profit by subfranchising and selling ingredients and equipment to those sub-franchisees, as
well as by running pizza stores.

Everyone in the system can benefit, including the end consumer, who can feed their family
Domino’s menu items conveniently and economically.

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Chapter 3: Domino’s Pizza Communication Activities

3.1 Communication Activities Between Domino’s Pizza and Employees

Domino pizza classified into three business segment which are domestic stores,
international franchise and supply chain. There are approximately 260,000 employees work
with Dominos. Communication with employees are very important to Dominos to attain their
company’s vision and mission. In Dominos training provide to staff as a communication is
important for the employee especially the new employee. The employees could understand
clearly the goals, mission, vision, rules and regulation of the company through the training.
Then they can adapt and operate the working easily.

Besides that Dominos launch its intranet to allow all people include employee,
investor, supplier, consumer and other wise at its franchises to pose question. There are
employee chat in intranet that can let the employees share information to each other and
communicate to each other to have a good relationship. Dominos intranet also have blog or
forums to let the employees pose the question that they do not understand and confuse. The
intranet also have announcement to all employees for inform them the new goals of company.

There are a few types of communication use by the employee at Dominos such as
listening, understanding, speaking clearly and share information. The Domino’s employees
need to able to listen and understand clearly about the information and instruction given to
make the job run smoothly. For example the employees need to listen and understand the
information given by their manager to complete various task effectively. In addition, the
employees at Dominos need to listen carefully to the customer’s order. So that the employees
can reduce the general mistake that they usually make to provide a top service to the
customers.

The employees at Dominos also need to be able to speak directly and clearly to other
people such as customer. For example the employees must speak clearly to each other to give
information that others can understand and they need to speak directly to the customer so the
customer can understand about what issues that the employee need to inform. This will
decrease the conflict of misunderstand. On the other hand, the employees at Dominos need to
share information with each other to ensure each employee is aware of anything that concern
them.

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3.2 Investor Relations

Domino’s Pizza is concern about the relationship with their investors because
investors are the source of capital. So that, they need to report all the business reports and the
projects or investments they want to invest in the future to all the investors. In 2015,
Domino’s Pizza had released 3 results, reports and presentations.

In 26th Feb 2015, Domino’s Pizza had released preliminary results for the 52 weeks
ended 28 December 2014. Investors can saw the reports through press release, presentation
and webcast. Even the investors cannot see it on time, they can also go to the Domino’s Pizza
page to download or view online again.

In 19th March 2015, Domino’s Pizza had released 2014 annual report. Investors can
download the annual report anytime. Investors can also check the report to decide quitting or
adding on the investment of Domino’s Pizza.

In 28th July 2015, interim results for the 26 weeks ended 28 June 2015 was released
by Domino’s Pizza. Domino’s Pizza released through press release, presentation and webcast.
Investors can check or view online from the Domino’s Pizza’s investors page.

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3.3 Corporate Social Responsibilities
Domino believe in supporting the communities their serve through donating they time,
money and pizza.

3.3.1 Volunteer Days

Domino’s staff are given a charity day each year to donate to a charity of their choice.
Domino’s staff enjoy spending time with local charities and in 2013 they helped out at the
local Food Bank, spent a day helping Medical Detection Dogs, gave up time to paint and
refurbish the cattery for HULA (Home for Unwanted and Lost Animals) and volunteered time
to Rays of Sunshine to take 'wish' children to Legoland. Domino’s encourage as many team
members as possible to volunteer a day to charity, it gives them the opportunity to do
something worthwhile and proves a great team building event.

3.3.2 Energy Saving

Both the supply chain centre and support office in Milton Keynes have been built to
BREEAM standards (BRE Environmental Assessment Method) and have a rating of excellent.
The BREEAM environmental assessment aims to minimise environmental impact by
ensuring sustainable best practices are in place, helping to lower costs through efficiency.To
achieve the BREEAM rating of excellent it is not just technical aspects of the building that
are considered, the rating also includes key aspects designed to improve health, well being
and general comfort to its users.

3.3.3 Reducing Waste

One of Domino key objectives is to reduce waste from within their business. Over the
last two years, they have taken steps to improve in this area, with all their waste dough now
being sent to animal feed. Domino have also signed up to the Hospitality and Food Services
Agreement in association with WRAP - Waste Resources Action Plan. As a signatory to this
agreement, Domino have agreed to work towards the following targets which is prevention
target by reduce food and associated packaging waste arising by 5% by the end of 2015 and
waste management target by increase the overall rate of food and packaging waste being
recycled, sent to anaerobic digestion (AD) or composted to at least 70% by the end of 2015.

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3.3.4 Reduced Fat Cheese
In 2007, as part of Domino commitment to provide customers with a varied choice,
they added a reduced fat cheese to their menu. This cheese contains 33% less fat than
Domino regular mozzarella and is perfect for those who are looking for a healthier option.
Domino’s Pizza is widely recognised as the pioneer of the pizza delivery concept. Over the
years, Domino have invented, or been first to use, most of the equipment and systems now
used as standard by their industry. Domino believe that taking an innovative and enterprising
approach to business will help they to strengthen they market leadership.

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3.4 Community Involvement

The Domino’s Company believe in supporting the communities they serve through
donating their time, money and pizza. Their community giving information is at
biz.dominos.com.

Here are two organizations worthy of note: Domino’s Pizza national philanthropic
partner is St. Jude Children’s Research Hospital®. St. Jude is internationally-recognized for
its pioneering work in finding cures and saving children with cancer and other catastrophic
diseases. Through a variety of internal and consumer-based activities, including a national
fundraising campaign called St. Jude Thanks and Giving®, the Domino’s Pizza system has
contributed more than $30.5 million to St. Jude since their partnership began in 2004,
including $5.4 million in 2015.

In 2015, Domino’s cut the ribbon on the Domino’s Event Center, a 10,000 square foot
addition to the St. Jude campus in Memphis, Tenn., which was part of a $35 million donation
pledge over the next eight years. In addition to raising funds, we have supported St. Jude
through in-kind donations, including hosting hospital-wide pizza parties for patients and their
families. Domino’s Pizza system also helps St. Jude build awareness through the inclusion of
the St. Jude logo on millions of their pizza boxes and through a link on their consumer
website.

The company also support the Domino’s Pizza Partners Foundation which founded in
1986, the mission of the Partners Foundation is “Team Members Helping Team Members.”
Primarily funded by team member and franchise contributions, the foundation is a separate,
not-for-profit organization that has disbursed more than $16.0 million since its inception, to
meet the needs of Domino’s team members facing crisis situations, such as fire, illness, or
other personal tragedies.

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3.5 Communication Activities Between Domino’s Pizza and Suppliers

Domino’s Pizza is very concerned about their relationship with supplier. They have
already maintained their relationship about 15 years and more with most of their major
suppliers. This relationship will make them easier to get the supply of ingredients. But,this is
not the main reason that they choose to continue the relationship with the main suppliers.
Domino’s pizza supplier are required to meet the restrict of quality food and safety food.
Before that, they will evaluate the supplier confirm that the condition. Domino’s pizza choose
to believe the length and quanlity of relationship with the third party suppliers.

3.5.1 Contract

The communication between Domino’s Pizza and their supplier are through the
contract. They will signed the contract which up to ten years so in this 10 years all the details
will be show in then contract. Based on the contract they can know the condition and the
solution easily.

3.5.2 Phone Calling

Besides that, they will contact the supplier by calling them. When they face the
problem shortages of ingredients, they should call the supplier to send the stock or
ingredients for them. So that they can always stand by to satisfy the needs of customers. They
no need worried the problem that they cannot provide the services. Mostly they will take the
ingredients once a month and there will be a change if the sales for Domino’s Pizza is good.

3.5.3 Face to Face Discussion

Lastly, when they want to produce a new product they will go to find the supplier to
have a face to face discussion. This is a very important step in producing a new product
because as a food services provider they must make sure that they have the resource to
produce the new products. They must discuss about the condition and then draft out a
contract, before the real contract is proceed, both of them must check and deal again to make
sure all the things are correct so that just can sign that contract. It is very important to have a
face to face communication, so that they can understand well the whole situation.

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3.6 Communication Activities Between Domino’s Pizza and Customer

3.6.1 Frequently Ask Question in Main Site

Domino’s pizza is a food service business so they are very concern about their
relationship with customers. Customers are their source of profit, so as a restaurant they need
to think some way to always know the needs and wants of customers. There are many ways
can let them always keep in touch with customers such as set a FAQ (Frequently Ask
Question)，this can let Domino’s Pizza know how much the customers understand their
company, how much they know about this company. If customers have anythings do not
understand they can ask at FAQ in main website of Domino’s Pizza.

3.6.2 Social Media

Besides that, Domino’s Pizza will also keep in touch with customers by using the
social media such as Facebook, Twitter. They will always updated the status and promotion
on Facebook and Twitter because social media is the way of business communication that can
let customers know about the update as fast as possible. Nowadays, many people will always
stay for a long time in scrolling Facebook and Twitter so they can easily see the update and
promotion of Domino’s Pizza.

3.6.3 Feedback Form

Another communication between customers and Domino’s Pizza is by feedback form.

This feedback form can let customers write down their opinion and suggestion about the
company or the comments of new products new services. The feedback form can let
Domino’s Pizza know about what their customers needs and wants. This can help in improve
their business.

3.6.4 Delivery Hotlines

Domino’s Pizza have delivery services so they can always communicate with their
customers by the delivery hotlines.When the customers want the delivery services they can
direct contact the hotlines and make an order. The hotline numbers number will be different
based on the countries and state such as hotline of Malaysia is 1300-888-333 and for
Thailand is 1612. This make customers easier to make an order and this is also a good way
for Domino’s Pizza to communicate with their customers.

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Chapter 4: Discussion

4.1 What Is The Effect Of Have A Bad Communication Between A Company And The
Suppliers?

All the businesses are inextricably linked to suppliers, and of course Domino’s Pizza.
If this relationship is destroyed, it will bring unmeasurable impacts. Therefore, if Domino’s
Pizza doesn’t have a good communication with its suppliers, what will happen and what is
the effects?

First and foremost, the suppliers cannot be supplied on time if Domino’s Pizza
doesn’t communicate with the suppliers. Domino’s Pizza will not have enough raw materials
to make their pizza to customers. Then, the complains of customers will increase and the
reputation of Domino’s Pizza will be decreased.

Second, suppliers cannot fulfill the needs of Domino’s Pizza, especially in terms of
quality of the raw materials. This is the most important part to Domino’s Pizza because its
vision is being the number one in pizza and the number one in people. If the quality of raw
materials is poor, Domino’s Pizza will hard to produce the best of pizza to customers and also
hard to achieve its vision.

The price which is offered by suppliers will be too high if Domino’s Pizza does not
communicate with suppliers. The cost of raw materials increases, the price of pizza will also
increase, then customers need to pay more to buy a pizza to eat. Even if the price which is
offered by supplier is lower, but the quality is poor, Domino’s Pizza will also ask for refund
or no longer purchase the supplier’s products.

If Domino’s Pizza had a poor communication with the supplier, the supplier will hard
to meet the requirements of Domino’s Pizza to change and adjust the supply. If the supplier
cannot be flexible to change the Domino’s Pizza’s requirements, some raw materials will
have too much and some raw materials will always be in the state of out of stock. Customers
will have no confidence in Domino’s Pizza and the too much raw materials will be wasted if
they are not used in time.

As a conclusion, Domino’s Pizza should actively communicate with supplier, mainly

in the business philosophy to be consistent and recognize the objectives of the supplier.
Therefore, both can balance the short-term profit and long-term profit in order to achieve a
win-win effect.

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4.2 What Is The Effect Of Have A Bad Communication Between A Company And The

Customers?

Communication is a process to create, maintain or demolish meaningful contact

between sources and receivers through speaking, writing or signaling. Communication is
about more than just exchanging information. It's about understanding the emotion and
intentions behind the information. Effective communication is also a two-way street. It’s not
only how you convey a message so that it is received and understood by someone in exactly
the way you intended, it’s also how you listen to gain the full meaning of what’s being said
and to make the other person feel heard and understood.

There are many importance of communication in business especially for external

communication patterns which is customers. A customer is an individual or business that
purchases the goods or services produced by a business. Attracting customers is the primary
goal of most public-facing businesses, because it is the customer who creates demand for
goods and services.

Moreover, customer satisfaction is essential to maintaining ongoing revenue and

developing successful products. When a company has poor customer communication
methods in the business, the company is missing out on customer feedback. Customer
feedback is important as the information about customer need is analyzed and summarized in
the order to develop goods and services that better satisfy customer demands.

Poor communication in business whether written or oral, can obstruct the efficiency
of the Domino’s Pizza company. For instance, vague email messages that require
clarification, documents that need rewriting due to errors, and uninformed presentations and
speeches, can greatly affect the flow of work in the company. Effective business
communication skills are crucial to successfully completing any project, large and small.
When multiple employees or company departments team up to complete a large project, the
value of each department's skills will increase exponentially. Without implementing clear
communication practices, however, company projects will be slow and inefficient to
complete. When the company projects slow and inefficient, it will effect the customer from
the bad communication from the employees of the company as the customer will be
unsatisfied with the services that they received.

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 Poor communication also lead to misunderstandings. There is bound to be
miscommunication at times, which can lead to misunderstandings and other problems in the
workplace. Which naturally affects the work adversely and the business suffers. When the
employees is well-trained, there will no misunderstanding with the customers.

The better a business owner understands the importance of effective customer

communication, the more likely want to repair any of the company's poor customer
communication policies or practices. This is because an effective communication with
customers is vital for the success of a business. For the company to thrive, they must always
keep their customers in the loop. If they fail to do so, their customers will eventually stop
doing business with them.

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4.3 What Is The Effects Of Have A Bad Communication Between A Company And The
Employee

If the communication is poor between the company and the employees it will cause
low morale of employees. The employee morale will decrease to a point when they do not
care about the company. The employee not understand task given can affect self – esteem
which contribute minimum require or not being complete properly. For example Dominos do
not have a good communication with employees will cause the employee misunderstand task
given and become lazy and provide a poor services to customer.

Employee mistake is come from lack of understanding. If Dominos have a poor

communication with employees, they may perform their task incorrectly. Increasing in
mistake will affect the goals of the company. Employees must be encourage to ask their
superior if they do not understand something rather than being too afraid to ask.

High productivity is the goal of the business as it is the component with employee
accomplish work related to task given. Poor communication between company and employee
will cause decrease of productivity. It may be that employee work without relate to goals and
duties properly. For example poor communication will cause the employee provide a low
quality of services to customer at Dominos.

Besides that relationship will affect due to poor communication. A workplace need a
effective relationship between employees, managers, departments of the company. Good
communication helps the company to encourage and strengthen the relationship which
motivate the employee attain maximum productivity. For example manager of Dominos in
each franchise must maintain relationship between the staff by communication with each
other to understand personality of every employee.

A worst communication will affect the decision making of the company. Process of
decision making in a company include active communication throughout an organization.
Employee will allow to offer their ideas and opinion as part of decision making process. For
example when doing before decision making the manager of dominos in each franchise will
having a section of discussion that all the staff must give ideas as many way as possible. If
the communication is poor between Dominos and the staff, members will confuse the
direction of the company in the future. Therefore, decision making will affect due to low
communication. Therefore, low communication will effect the decision making.

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Chapter 5: Conclusion

Effective communication is a basic function and important part in the organization.

Communication is an important skill that let us to understand and connect with other people.
It also allow us to build respect and trust. Communication help Dominos to perform jobs and
responsibilities. A well communication can help Dominos communicate with difference
various such as investor, media, social, employees and so on.

Communication will help the Dominos with diversity. Effective communication cause
the goals of company achieve easily. Company and employees must know how to effectively
communicate with others. The difference in culture require Dominos understand the terms
commonly use in each country. For example there are many races in Malaysia such as Malay,
Chinese and India. Dominos must communicate with the staff which are difference races in
Malaysia therefore Dominos will respect the culture and not to touch the sensitive topics.

Effectively communication will reduce unnecessary misunderstand and conflict

within department and help employees work harmony. The team work at Dominos between
the employees is high productivity will benefit the whole company to achieve the goals. High
team work at Dominos let the employees able to trust each other and work in a comfortable
environment.

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Chapter 6: References
Corporate Social Responsibility (CSR)
http://corporate.dominos.co.uk/csr

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