View the Domino’s Pizza Turnaround documentary at http://www.pizzaturnaround.com/. You can also explore the pizza turnaround from different perspectives by going to
http://www.youtube.com/
and entering the keywords pizza turnaround.
Answer the following questions:
How is it possible that a large and successful corporation such as Domino’s drifted so far from what its customers thought about them and how their pizzas tasted? (Consider how companies can weaken their market position and lose their competitive edge when they fail to conduct continual market research, revisiting customer preferences, checking out the competition, and double-checking their assumptions. It is also possible that Domino’s had not yet developed a well-rounded strategy for monitoring social media channels, a key research avenue.)
How Domino’s gain key customer insights into the underlying needs, emotions, and brand connections of its pizza customers? How did it apply these customer insights in The Pizza Turnaround campaign?
