Marketing Currents - Business and Marketing Current Events

Domino’s tried to sell pizza to Italians. It failed


Seven years after its debut in the country, the American pizza giant has formally shut its storesafter it failed to win over locals who preferred homegrown options, according to a report by Milano Today.

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Discussion Questions:

  1. What is international business?
  2. Why would Domino’s be interested in doing business outside the United States?
  3. How do you think companies determine which countries are the right fit for an expansion?
  4. What is marketing?
  5. Why is marketing important to a company like Domino’s?
  6. Is marketing in the U.S. the same as marketing in other countries? Why or why not?
  7. Why do you think Domino’s is shutting down its business in Italy?
  8. Do you think seven years was long enough for Domino’s to determine whether Italy could be a successful market for the company? Why or why not?
  9. Why do you think Domino’s chose to open in Italy in the first place?
  10. Why do you think Domino’s failed to gain the support of customers in Italy? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.