Domino’s Pizza International, the pizza chain based in Ann Arbor,

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Domino’s Pizza International, the pizza chain based in Ann Arbor,

Question
Domino’s Pizza International, the pizza chain based in Ann Arbor, Michigan, is known worldwide for its delivery service. Its policy of giving away its pizza free if not delivered within half an hour was a legendary service theme, and it earned a unique position in the consumer’s mind. However, the company’s foray into Poland in 1994 proved how modifications to positioning strategies might become essential in certain international markets. In 1994, the company wanted to open franchises in Poland. It was keen on opening delivery units as it has in most other countries. However, the lack of reliable and appropriate infrastructure in terms of telephone service in Poland posed a problem. Its delivery concept would not ride very far if potential customers could not phone in their orders. So, in stark contrast to its policy in other countries, Domino opened a sit-in restaurant in Poland in March 1994, followed by another one several months later. Only after some time did it open its standard delivery unit. While this was one way of tiding over the selling constraints peculiar to this market, there was the risk that it was deviating from their most salient positioning theme. Do you think the strategy adopted by Domino’s was a wise one? If so, give reasons. If not, provide an alternate strategy, giving your justification for the same.
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