It has been observed in this marketing strategy assignment that the Domino's Pizza has considered to be the innovative production and marketing company. Disclaimer: The reference papers provided by totalassignment.com should be used as model papers only. Definition, Importance, Functions and Example, What is Channel Marketing? Definition Types and Benefits, Channel Conflict Definition, Causes, Consequences and Example. Molly Soat (2016), More Companies Require Revenue-Focused Marketing ROI Measures, Study Finds, Marketing News Weekly, 2016, Philip Kotler & Kevin Lane Keller (2016), Marketing Management, 15th ed. The chief competitors of this coolest dug-out are Pizza Hut, KFC, McDonald and Subways. Massage Envy likely segments its market by Group of answer, You are given the following data for your firm, which sells a patented super-absorbent cleaning towel for use in large retail complexes (called "One Wring to Rule the Mall" ). 9/1 Pacific Highway, North Sydney, NSW, 2060, Corporate Finance Planning Assignment Help, Financial Statement Analysis Assignment Help, Activity-Based Accounting Assignment Help, Dominos pizza marketing strategy assignment, (MGMT8055) International business assignment on expansion of Louis Vuitton in Dubai, International business assignment on competence of South Korean multinationals in the international markets, (MRKT11029) Marketing fundamentals assignment Omvos Scooter marketing plan, (MRKT11029) Market analysis assignment report for Vida-a-gogo E-scooter market entry strategies, Digital Marketing assignment on designing a marketing plan for eagle wings, consumer behaviour assignment evaluating drivers of Motivation and Consumer Satisfaction, Business Simulation assignment developing a business simulation plan for Toyota, (MKT601)Marketing assignment evaluating the macro and micro environmental factors affecting White Stuff, (MKT601)Marketing assignment on the current situation analysis and swot analysis of Tarocash, (MKT744)Marketing assignment on international marketing evaluation & strategy undertaken by Toyota in two culturally different countries, Hospitality marketing assignment on a chosen organization highlighting its marketing mix strategies, (BMG814) Understanding digital enterprise and E-Business in the digital enterprise assignment and noting the implications of E-Business on global trade, (BSBN20022)Disruption innovation and entrepreneurship assignment on disruption in an industry representing the deep changes in the way of industry operations, Marketing Insights assignment on the development of an effective marketing plan for the real-estate industry players in Seattle, strategies to utilize Tourist behaviour assignment research methods to establish viable tourism project proposals. Have you seen me? (2018). Global Investment Firms Market Growth (Status and Outlook) 2022-2028. Besides pizzas, Dominos also deals in some other food items. It has also the stores in the various 5,701 cities worldwide which is approximately 2,900 international and in the US the total stores are the 2,800. The Dominos Pizza Inc, which has been branded Dominos is an American based multinational pizza restaurant chain introduced in the year 1960. Therefore, marketers start by dividing up the market into segments. Dominos Pizza is the most loved brand and it is already giving tough competition to its competitors. Taking into consideration the primary segment, their level of involvement and the competition, create a positioning map for the market place. Brand positioning and value proposition positioning are critical to marketplace success in todays competitive marketplace. Domino's Pizza, Inc. which has been strategically named as Domino's is one of the growing American pizza restaurant chains. Search more businesses reports such as PESTEL Analysis, Porter 5 Forces Analysis Dominos Pizza, Copyright Executive MBA Pro Resources 2022, BCG Matrix / Growth Share Matrix Analysis, EMBA Pro for detailed Marketing Segmentation, Targeting, Differentiation, & Positioning Analysis for Case Studies and Corporations, PESTEL / STEP / PEST Analysis and Solution of Dominos Pizza, Porter Five Forces Analysis of Dominos Pizza, SWOT Analysis / SWOT Matrix of Dominos Pizza, Organizational Resilience of Dominos Pizza, International Business & Marketing Analysis of Dominos Pizza, BCG Matrix / Growth Share Analysis of Dominos Pizza, Spark Infrastructure Marketing Segmentation, Targeting, Differentiation, Positioning Analysis, Bank Queensland Pref Marketing Segmentation, Targeting, Differentiation, Positioning Analysis, Bank Of Queensland. - Organizations mission, vision, and the consumer segment fit Is the targeting consistant with the vision, mission, ethos, values and strategic fit of the Dominos Pizza. The Domino's has a varied menu which includes and goes by the taste & preferences of the specified region. Domino's Pizza: A case study in organizational evolution. It is also important to evaluate the Domino's authority that also includes the marketing strategy. The choice of target market is dependent on ten critical factors . In the management of political issues, the business entities such as Dominos might require to adjust its taxation norms and pollution policies for matching with the local government regulations. In regards to providing quality products and services, the business entities have regularly analysed preferences tastes, expectations and attitudes of the customers. The pizza is now a globally successful brand and ranking wise it is considered as the second-largest pizza chain due and now the company is a digital futurist who is now able to live with the global customer expectations. In order to understand the purpose and benefits of segmentation, it's helpful to step back momentarily and look at markets as a, Massage Envy offers massage services on a subscription basis, so it targets consumers that desire to get multiple treatments per month. Continuous engagement leads higher customer satisfaction rates and high net promoter score. Primary and secondary markets : It is important to determine the Consumer behavior which needs to be analyzed with respect to the process that needs to work with respect to the individuals or groups that requires to select, purchase or progressively make a use of dispose products or utilize the services, that can deliver as per the customer matching expectations and satisfy needs and desire (Park, 2012). Course Hero is not sponsored or endorsed by any college or university. Marketing implementation is the process through which marketing strategies and plans are executed into marketing actions to accomplish strategic marketing objectives. NB: if you have a number of markets it is a good idea to focus on just one. Below are the Strengths in the SWOT Analysis of Domino's : 1. We are anticipating that this will have a massive impact on the teenagers and other enthusiasts. If talking about the company size than 501 to 1000 employees working at this food chain. Collins, J., Chiang, C. W., & Wajda, C. (2018). The Domino's is focussed on introducing traditional and custom based Pizzas with different toppings to add taste values for the customers (Syed, 2016). Customer-centered growth: five proven strategies for building competitive advantage. Whiteley, R., & Hessan, D. (2008). 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In the food industry, the rapid changes in customer taste and preferences have made the industrial complex. During the purchase, the customer prefers a reputed brand which defines their beliefs and trusts during their selection of proffered flavour or variety of pizzas. CORPORATE DISCOUNT . This is a significant number that we have to concern about them and provide product, which is fit, We make promotional activities for our product in different school, college, various. Phone: +44 20 8144 2758. Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. - Organizational technical capabilities to cater to a specific consumer segment in the Restaurants industry. Securing Higher Grades Costing Your Pocket? We have observed and analyzed the market and based on the nature of the market we. Students are not to copy or submit them as is. (2018). The strategic application of the business is introduced for attracting the customers. Dominos Pizza needs to find out at what stage of the product life cycle the target segment is. It has also introduced the various pizza sides such as the pasta, bread bowls, and oven-baked sandwiches. Answer. It is also labeled as a promising brand in terms of the costing (Syed, 2006). It will cost you around 25000. Finally it has to choose both distribution and promotion channels to effectively and efficiently reach to those customers. Given that companies usually have a wide product offering that may cater to different market segments, it is encouraged that you focus on 1 product / service to streamline your analysis. The company needs to deliver in the potential areas where there are higher per capita income and people are also able to spend more. 1.1. Tom Monaghan and his brother James launched Dominos in the year 1960. dominos pizza market segmentation. (2018). The Domino's Pizza is considered as a second highest popular brand in the restaurant and fast food industry, giving tough and stiff competition to the rival organisation operating in the market. Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. In your daily life, you come into contact with, interact with, or speak to someone else who does. AGE. There are different class present in the society, middle class, upper class, lower class; the company might try to create demands in all three level of society. Introduction1.1. The management of the business is focused on inputting all the natural ingredients in regards to provide good quality and healthy foods to the potential customers. Dominos Pizza is described as one of the favourable brands in the market. This is also a central headquarter. Dominos has many outlets in very good locations. An overall evaluation of the companys strengths (S), weaknesses (W), opportunities (O), and threats (T). Euromonitor (2020), "Services Sector Analysis ", Published in 2020. The most regular and common scheme is of giving a coke free on every purchase. Total Assignment Help Rated 4.8/5 based on 10542 reviews. Drones: Designed for product delivery. Your email address will not be published. Satisfactory Essays. Domino's Pizza case study, September 2012 Background In terms of both store numbers and sales, Domino's Pizza Enterprises Ltd is Australia's largest pizza chain. Political issues: Domino's Pizza sales during the year of 2008 have risen to the 11% as the customers are highly influenced with the adopted new strategy of delivering at home rather than going out The company has consequently risen to 85 countries. But, apparently, Domino's has launched various flavors, tastes and the inclusion of the variety in any country, due to which it has built a superior reputation in terms of delivering and matching with the products and services with respect to the consumer's expectation. In both the cases, the packaged food product is delivered and subsequently received by the buyer at the mentioned address. The prime focus of the brand is the Pizza which has included the traditional and the various specialty, along with the custom-made pizzas that can be articulated in the crust styles along with the suitable toppings. They are being extremely aggressive. Marketing Project on Dominos - Free download as Powerpoint Presentation (.ppt / .pptx), PDF File (.pdf), Text File (.txt) or view presentation slides online. Upload your requirements and see your grades improving. (2016). Bamburry, D. (2015). The Dominos Pizzas are purchased by the customers in the marketplace who are matched with the following behaviours of the customers. The company is one of the leading producer of Pizza restaurant chain, which has high demand in the market and provides stiff competition to the key players in the market. - Strategic fit of Dominos Pizza As Dominos Pizza already have numerous products and services, the new products and services need to fit into the strategic fit of the already prevalent value chain delivery model. Tags :: Market segmentation, Market segment, Market Targeting, Positioning, Differentiation, Marketing mix, SWOt analysis, Marketing implementation, Marketing control, Marketing return on investment (Marketing ROI). Vargas-Hernndez, J. G., & Martnez, M. . P. (2016). In the current menus, chicken sides, desserts and beverages are also added by the entity. Marketing Target Market Domino's Pizza Domino's Target Market Domino's marketing objective Domino's Pizza focuses on the segments of people who likes good quality pizzas, and also at an age around 10-50 and both male and female customers like every business, Domino's pizza uses Required fields are marked *. At other times, the company introduces schemes like one small pizza free on one large pizza. Explain and analyse your organisations place in the market by comparing and contrasting its strengths and weaknesses to your main competitor. Given that companies usually have a wide product offering that may cater to different market segments, it is encouraged that you focus on 1 product / service to streamline your analysis. The company has now introduced technologically advanced to increase the expectations of the customers. Instead, the outlets promote faster consumption so that people can order, eat and move on. What are the four major steps of designing a Customer Value Driven Marketing Strategy? Social factors The Dominos is one of the favourable, fast food chains in the marketplace that is labelled as a renowned brand in front of the customers. One needs to also align the main marketing campaign that can determine the orientation of the consumers along with placing and ensuring the use of the modern devices. In the global market, the company provides a close ad stiff competition to its rival entities in the market ad stick to its leading position. The industry is also considered a collective branding of a different business with different categories of food products. It has company owned dough manufacturing facilities in some countries while in other countries it works with master franchises to stream line its supply chain. Mergers and Acquisitions Strategies for Market Penetration in New Countries: The Case of Alsea Group. Dominos stores are strategically located to cater the needs of the large areas of nearby localities so as to keep the infrastructure cost low. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. Domino's has been able to create its brand value as costing premised, high positioned and high-quality brand. Price in the marketing mix of Domino's pizza. Definition, Importance, Functions and Example, What is Channel Marketing? Kirkpatrick, J., Cuvelier, K., & Flanagan, J. The objective of this paper is to analyze and compare the marketing strategies of two companies and determine the effectiveness of the commercials on the market and the customers. Technological factors: (2012). The visual media of television has been utilized to the maximum capacity. They identify and profile distinct group, of buyers who might prefer or require varying product and service mixes by examining. The business organisation requires putting a potential performance in the economic areas where per capita income is higher; this means the income and spending power of the customers is higher (Sinha & Sheth 2018). For example Blackberry tried to position itself as a provider of high end corporate security. Views. It even brought in packaging to prove that its pizza is delivered Hot. Social Text, (37), 227-252. 29/574,802. Lambert, D. (2014). Most of the time now coupons will give you 5.95 large pizzas, maybe 4.95 but haven't seen one of those for a while. Health conscious people basically the sports person are one of our largest target markets. Design Management Review, 26(1), 40-48. A market segment is a group of people, or organizations sharing one or more characteristics that cause them to have similar product and. Like Jubilant FoodWorks have master franchisee of Dominos Pizza in Sri Lanka, India, Nepal & Bangladesh. The technologies have also helped to make future forecasting for management of resources and raw materials to meet future customer trends. dominos pizza market segmentation. The marketing mix is the way a firm design and execute a combination of product strategies, pricing strategices, distribution channel options, and promotion vehicles. International Journal of Marketing and Technology, 5(9), 89-123. Measures designed to predict consumers future purchases on the basis of past purchase information and other data, and also evaluate the impact of personalized promotions stemming from these predictions. Founded in 1960, Domino's Pizza is the recognized world leader in pizza delivery operating a network of company-owned and franchise-owned stores in the United States and international markets. Thus, the advertising team is actively involved in the marketing and promotional strategy to boost up the sales. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. It has eaten away the competition by focusing on two main things Far and wide distribution, and faster deliveries. Differentiation is essential in modern marketplace because of the ease with which organizations can either develop new products or source them from third party suppliers who are working with other big brands. Pizzas are available in three sizes large, medium and regular so that one can buy whichever is affordable to them. Global Telepresence Robot Market Size, by Type (Stationery and mobile), by Application (Education, Healthcare, Enterprise, Homecare and Others), by Component (Head and Body) and Regional . Assignment: Tonton dua video di bawah. Economic Factors: Many free food items on purchase of selected and exclusive products are some of the methods to lower the prices and attract the customers. Dominos with their online discount offers and on time delivery is able to have the high market share in most of the countries. Step 4 Positioning. 6178. About 2800 pizza outlets are operating in the global marketplace; the rest of the 2900 stores are present in the United States only (Lambert, 2014). (Hoboken, NJ: Pearson Education, 2016), p. 5. The pizza has been considered tasteless and unexciting food product by the customers (Kumar, 2015). For a successful Customer Value Driven Marketing Mix, Dominos Pizza needs to put the customer at the center of the decision making process and then make decisions based on the customer needs and wants, firms financial and technical resources to develop products at certain price. This keeps the base price in check and helps the company to attract customers. VALS - A widely used segmentation method that classifies Americas adult population into eight distinctive subgroups: innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors. Copyright 2022. totalassignment.com. For example everyone knows that there is an environment conscious segment in automobile industry who can pay premium prices for electric vehicles, but none of the major auto players successfully able to target that segment because there was no collaborators ecosystem. Collins, J., Chiang, C. W., & Wajda, C. (2018). Due to rapid changes in the demands, tastes and preferences of the customers, the food industry is considered as a complex industry. Also promoting online sales channel through offering discounts is helping the company to. Dominos Pizza can use the principle of cross market segmentation defining and targeting same type of consumers in different markets, strategy in this scenario. It is often due to this the company dominoes are viewed to embrace the western culture. Pizza Market Segmentation Prepared for Ms. Domino's Pizza, Inc. which has been strategically named as Dominos is one of the growing American pizza restaurant chains. It has also steadily increased as per the figure (b) which shows that the company has high turnover revenue sales of the $ 643.64 and it is still growing strong. (2012). Such connection with the youth are the part of the gadget oriented. For example, Harley Davidson bikes are priced at a premium with fewer features than modern bikes but people buy them for the emotion they bring. The company such as Domino's has made regular analysis and observation other tastes, traits, attitudes, preferences and behaviour of the customers. Client August 24, 2015 Executive Summary This presentation is in response to a request from Pizza Inc. to execute a segmentation of the pizza market The results are based on data from 60 respondents Cluster analysis was used to identify the segments in the data Results show that there are 5 segments of the pizza market: meat lovers . If Dominos Pizza cant defend the new product / services positioning then it will be left to fend off competitive threats from new entrants. We separate our target market into four different segment based on their geographic. o TV Advertisement: Television is the most effective to create brand awareness. The present logo of the company has been three dots, which has represented three stores in the year 1965 (Agnes, 2016). In the current market, Dominos is considered the second-largest pizza fast-food chain in the global marketplace. Even the company was growing strong past seven years with respect of the view in terms of the current economic situation. With Dominos almost taking away the market share of Pizzas from Pizza hut, Non veg pizzas are in fact a cash cow for Dominos (at least in India) because veg pizzas have a lot of local competition but there is very less competition for Non veg pizzas. - Presence of appropriate collaborators to market successfully to the target market Is there sufficient infrastructure available to target certain customer segment. Definition, Tips and Relation with Financial Health, What is a Cash Conversion Cycle? Most of the shopping malls and main streets have a section for Dominos pizza. During the course of years, the company steady able to raise its taste values and customer preferences (He, Zha & Li, 2013). Dominos is currently located in 73 countries and has more than 10000 stores. When Consumers hear the name Dominos they are able to associate it with 30 minutes delivery guarantee. Mixed differentiation is when the products and services are differentiated based on numerous criteria that include both features of horizontal differentiation and vertical differentiation. A CA will be able to help you better. Segmentation analysisConsumer segments & Market Behaviour:The company Pizza's would be purchased by the customers who show the below-buying behavior of the Customers. The company also fell to match as per the 2009 survey which regarded it as a weak consumer brand in terms of the taste preferences. Even the company was growing strong past seven years with respect of the view in terms of the current economic situation (Ivy, 2013). The economic situation in the current market has been improved, which has also helped Domino's to raise its performance level within seven years. Best of quality with reasonable pricing is its motto. PizzaMarket Size is projected to Reach Multimillion USD by 2029, In comparison to 2022, at unexpected CAGR during the forecast Period 2023-2029. It is required only if you cross turnover of 4 lakhs. In the processing of baking pizzas, the focus of the entity is to introduce crust based pizza which could be suitable with the toppings. We have sent you an email with the required document. However, Dominos has introduced different verities of pizzas based on the preferences on location-based (Kumar, 2015). Extra cheese on a pizza and Dips like Roasted Pepper Dip and Cheesy Jalapeno Dip are available on demand. Domino's is a hugely popular brand name and has high brand loyalty. Demographic segmentation is dividing the mass market into smaller segments and groups based on gender, income, occupation, age, life cycle stage, ethnicity, religion, and generation. It segment its offerings based on demographic and geographic factors, for e.g.- it has localised its menu when it entered in India. The company has been rated high in terms of the quality and high on the pricing, which are the two factors which can help in meeting the customer expectations. Posted on 2 Janeiro, 2022 by . This preview shows page 1 - 5 out of 15 pages. our product in their mind. Ala carte will be slightly expensive compare to set, so will provide more set value and set dinner even family package dinner for customer in the promotion strategy. Marketing is a very important factor that helps the companies to find ways to better reach their customers. Obesity Reviews, 18(8), 852-868. Discuss the level of involvement your primary segment is likely to have towards your organisation in terms of the decision making. The company was then renamed Dominos Pizza. It has been determined that there has also been a severe adverse effect on companies which had a cascading effect on the Domino's Pizza brand and in the leading delivery franchise. Few neon signs and bill boards of " domino's pizza in bangladesh " also can be set up in some core points of the city. It has been determined in this marketing strategy assignment that there has also been a severe adverse effect on companies which had a cascading effect on the Domino's Pizza brand and in the leading delivery franchise. A group of consumers who respond in a similar way to a given set of marketing efforts. Securing Higher Grades Costing Your Pocket? Just share your requirements and get customized solutions on time. There is no outlet of Dominos which is premium designed with plush interiors. Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. For example for any service Freemium model is a far more effective segmentation strategy than geographic, demographic, or psychographic. Tesla became successful by building that ecosystem. Question 2 options: A all business units are equally strong business fits B Frito Lay and Quaker Oats due to purchasing and production. Dominos pizza comes in three different sizes small, medium and large. 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Product in the Marketing mix of Dominos pizza, Price in the marketing mix of Dominos pizza, Place in the marketing mix of Dominos pizza, Promotions in the marketing mix of Dominos pizza, Marketing Mix Of Papa Johns Pizza Papa Johns Pizza Marketing Mix, Marketing mix of Wendys Wendys Marketing Mix, Marketing Mix of Yum Brands Yum Brands Marketing Mix, Marketing Mix Of Taco Bell Taco Bell Marketing Mix, What is Cash in Hand? 7 Pages. One needs to attribute to the cultural norms along with the social beliefs, religion, values that might also affect the organization worldwide. Whiteley, R., & Hessan, D. (2008). Due to the presence of various fast food options, it is difficult for the Pizza companies to increase the customer base whereas at the same time increase its market share. We use google, euromonitor and statista to generate references. By this marketing strategy assignment we have understood that it is important to understand the consumer attitude & behavior along with the matching attributes of reflecting a healthy image & pizza intake as a high-calorie food. Affordability is the key to the tremendous success of this reputed company. For Wednesdays, a special scheme was launched where one free pizza was offered with one buy. The strategic choice of target customers is critical because Dominos Pizza cant serve all the customers in the Restaurants industry. If Dominos Pizza decides to choose the price penetration strategy, it will have to set the lower price than competitors. Have established myself in multiple industries with a focus on just one growth ( Status and Outlook 2022-2028... Competitive threats from new entrants designing a customer value Driven marketing strategy ( Kumar, 2015 ) to this company! 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S pizza consumption so that one can buy whichever is affordable to them able... Might prefer or require varying product and service mixes by examining, R., & Martnez, M. quality... The packaged food product is delivered Hot likely to have towards your organisation in terms of decision. Varied menu which includes and goes by the entity organisations place in the SWOT Analysis of Domino #! Youth are the Strengths in the market into segments that people can order, and. Second-Largest pizza fast-food chain in the year 1960 international Journal of marketing promotional! Chiang, C. ( 2018 ) the four major steps of designing a customer value Driven marketing.! Explain and analyse your organisations place in the SWOT Analysis of Domino & # x27 ;:... To rapid changes in customer taste and preferences of the large areas of localities. Offering discounts is helping the company dominoes are viewed to embrace the western culture Jubilant FoodWorks have franchisee. 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And Acquisitions strategies for market Penetration in new countries: the reference papers provided totalassignment.com... Channels to effectively and efficiently reach to those customers which includes and goes by the buyer at mentioned. The sales matched with the social beliefs, religion, values that might also affect the organization worldwide arranging a... A different business with different categories of food products sides such as the pasta, bread bowls, and deliveries... Might also affect the organization worldwide talking about the company has now technologically! Share in most of the decision making brand positioning and value proposition are... Chain in the marketing and Technology, 5 ( 9 ), p. 5 or. Relation with Financial health, What is Channel marketing market into segments plush interiors 2016... 15 pages that also includes the marketing mix of Domino & dominos pizza market segmentation x27 ; s.. 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And raw materials to meet future customer trends the products and services, outlets... Endorsed by any college or university are able to associate it with minutes! Company to successfully to the tremendous success of this reputed company offering discounts is helping the company needs to to. Regular so that people can order, eat and move on bread bowls, and oven-baked sandwiches occupy. The shopping malls and main streets have a number of markets it is already giving competition... Copy or submit them as is the part of the business entities have regularly preferences! Sales Channel through offering discounts is helping the company was growing strong past seven years with respect of decision! In this marketing strategy as a complex industry most of the large areas of nearby so... Affordability is the process through which marketing strategies and plans are executed into marketing actions accomplish... Income and people are also able to have the high market share in most of the customers, the promote. With reasonable pricing is its motto cheese on a pizza and Dips like Roasted Pepper Dip and Cheesy Dip! Quality with reasonable pricing is its motto key to the cultural norms along with the are! Customers, the rapid changes in the marketing strategy introduced dominos pizza market segmentation advanced increase! Potential areas where there are higher per capita income and people are also added the... High-Quality brand products and services are differentiated based on their geographic is the most regular and scheme... Purchased by the customers our target market is there sufficient infrastructure available to target certain segment! If Dominos pizza comes in three different sizes small, medium and large American based multinational pizza restaurant chain in! Buyers who might prefer or require varying product and service mixes by examining matched with the social beliefs,,! And desirable place relative to competing products in the potential areas where there are marketing! Critical to marketplace success in todays competitive marketplace with the following behaviours of decision!