Imagine that youve recently joined Dominos International, and youve been tasked with helping the firm expand its operation in Italy, the birthplace of pizza. The firm has at least 15 locations in the country, and plans to create more than 800 locations over the next decade. However, many Italian consumers are skeptical of the firms ability to succeed. The broader question of this activity: What marketing strategies would you encourage the firm to use for its continued expansion in Italy? Some initial considerations to make: Where is the firm currently located in the country? What do Italian consumers like about local pizzerias? What are the best means by which you can reach consumers (young and old) in Italy? How has the firm currently marketed itself in the country? How has the firm marketed itself in other non-US locations? ***Note that this task largely requires you to do some independent research on perceptions of pizza in Italy (which is hopefully a fun endeavor). Your write-up must include the following (up to 25 points):1. A logical answer to at least one question in each of the four categories of the marketing mix (i.e., Product, Distribution, Communication, and Pricing strategies) in the context of Italya. See PDF entitled Marketing Mix and Conducting Global Marketing Researchb. Be sure to include any evidence (e.g., sources) to justify your response2. Identify at least one new marketing strategy beyond what the firm is already doing in the country.a. Explain why this strategy would be beneficial in reaching new consumersb. Include any types of data that would need to be collected in order to test out your idea3. Data and other informational sources used in your decision. Be sure to include references/sources
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