Online Tutoring on Organization’s Interior Environment

The Food Industry:

The overall world economy is much influenced by different industries and business organizations. The business organizations and different industries are much influenced by the rapid pace of globalization. It is frequently observed that global industries adopt regular changes within their interior structure to cope up with the external challenges. Thus, internal environment can be regarded as the main determinant of the failure or success of an industry. We conclude that determining what the firm can do through continuous and effective analysis of its environment increases the likelihood of long term competitive success (Hitt, Ireland & Hoskisson, 2007).

At present in the fast growing global economy, food industry holds a major share. Multiplex activities concerned with the supply of raw food products, processing and marketing of finished food products are a part of food industry. Whereas hygiene and quality control are the essential part of the same. A significant number of skilled and unskilled workers are associated with the industry. Hygienic and products as per consumer’s demand being the main concern of food industry, much responsibility is laid upon the industry regarding the public health. The food industry and industries that shape the built environment are also responsible for creating an environment that will keep their customers healthy (Kazaks & Stern, 2013).

With the increase in population and busy life style, ready to cook or meal that is available in the shortest time has become a common public demand.  Restaurant and fast food outlets are regarded as the most profitable business nowadays. As stated by Counihan & Esterik (2013) that in response to increasing demands, thousands of restaurants and eateries have appeared in recent years. The current life style of today’s busy people has illuminated the fast food business. Multiple fast food chains are operating around the globe successfully. As stated by Carter & Parker (1989) that the consumer tastes have altered and expanded, so that the ‘average consumer’ no longer exists. The changing consumer’s demand and the competitive market is the convincing factor for the fast food outlets to manage their interior environment in a manner that they are able to serve the consumers demand, retaining their position among the highly competitive market.

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Domino’s:

Among many other fast food chains operating in Australia, Domino’s is one of the best in terms of quality, hygiene, atmosphere and internal environment structure. Domino’s entered Australian market in 1983, opening its first outlet in Queensland, in a quick span of time it expanded its operations to other cities. Domino’s Pizza Enterprises Limited, (Domino’s) is the largest pizza chain in Australia both in terms of sales and store numbers (Carlon et al, 2012).

I personally liked the internal structure of Domino’s Armidale NSW. The same structure is based on the policies and strategies of the parent company. For such outlets that deal directly with the customers have to be very particular about the customer’s demand, outlets environment, the courteous staff, hygiene and the products quality. Customer’s value is the top priority at Domino’s. The company’s value policy that ‘treat others the same way you wish to be treated and be competitive producing the best’, makes it exclusive among other outlets. For a fast food outlet, the critical success factors are fast production of food, standard quality and quick, courteous customer service (Wilson, 2005).

 

The Workforce:

The front counter staff is in direct contact with the customers whereas the kitchen staff is responsible for producing the right taste maintaining the hygiene and quality of the famous pizza. In short Domino’s is represented by its outlet staff. The working staff is regarded as an asset of the company. Employees at Domino’s play a vital role in making its internal structure a ladder to success.  The employees at Domino’s Armidale NSW are skilled in their work and are competent to deal with any unexpected challenge.

The company operates with a strong team culture. Special significance is given for the employee’s upbringing, recruiting and retaining the best. Different programs are performed for the employees development, offering incentives on completion of a specific task, also an in-house pizza ‘college’ is operated for enhancing their performance level. Moreover an internal non-profit organization has been established to help its employees during an event of their crisis or hard times. Thus, investing in the employees to improve the service parallels making a direct investment in the improvement of a manufactured product (Zeithaml et al, 2006).

 

Resources:

When general public health is concerned, food outlet has to be very particular about the ingredients, processing and kitchen hygiene. Since the early days of Domino’s it has been the main concern of the management that quality and hygiene should be maintained. The same principle is followed by all franchisees. At Domino’s Armidale NSW, the flour for the pizza dough is acquired directly from the mill on daily basis. In order to maintain the freshness and purity of the flour, no middle party is involved for the purchase of the same.

Domino’s is directly linked with the vegetable farmers, while its processing units are located close to the same vegetable farms. The vegetables from farms to the processing units and then to the outlets reach in the shortest time. Thus its freshness is maintained. Even meat and chicken is purchased on the condition that it is from the healthy animals and is approved by the concerned health departments. Furthermore to comply with the new Food and Health Dialogue Guidelines, senior chefs at Domino’s Armidale NSW, are now striving to minimize the contents of sodium and fat, from its ingredients used for dairy and bakery products.

Maintaining hygiene during food preparation is another important element associated with the food quality. At Domino’s Armidale NSW, the kitchen staff have to undergo a food safety training session before task is assigned to them. The prescribed Food Safety standards are met at Domino’s Armidale, with a food safety supervisor posted for the staff’s assistance. Kitchen protocols are to be followed strictly by the staff i.e, washing hands with soap, wearing hairnets and gloves.  Any employee who is suffering from any viral disease is strictly not allowed within the kitchen premises.

 

Innovations:

Another important element of Domino’s internal structure is its practice of new innovations. For example, Domino’s Pizza (the largest pizza chain in Australia) has introduced ‘premium’ pizzas (Armstrong et al, 2010). Domino’s has the credit of being the first major pizza chain in Australia to use a phone name i.e., the new landline number for ordering. It is also the number one pizza outlet which launched Online ordering iPhone Application.

 

Environmental Friendly operations:

An environmental friendly operation is the main concern of any business organization among the globe. Dominos Armidale NSW has established a perfect example of environmental operations. The pizza is served for delivery in recycle cardboard boxes, and sharing a bit in reducing the pollution now electric scooters are used for pizza delivery. It is a major breakthrough in taking measures for environmental friendly operations.

 

Flexibility to Cope Up with the Cultural Changes:

The continuously changing consumers demand has compelled the business organizations to establish flexibility among its structural policies. Domino’s Armidale has been implementing its best innovative ideas regularly by introducing new products and services like mobile applications and facebook ordering services. The strategies within the outlet are continuously changing retaining the maximum customer turnover by meeting their demands. Further, in order to cope up with the changes taking place around us, it is not merely sufficient that we are effective problem solvers; we ideally need everyone else, particularly those in our organization, to be so as well (Hicks, 2004).

 

Social Responsibility:

Every organization has an obligation to take measures to contribute their share for the benefit of the society in which it is operating. As stated by Shaw (2011) that society permits corporations to exist and in turn expects them to act in a social responsible way.  Accepting the same responsibility Domino’s Armidale is pursuing the parent company’s policy for social responsibility. It is an active participant of Domino’s community programs like Doughraisers, Disaster Relief and Food Donations.

 

Competitive Analysis:

Domino’s Armidale NSW, is not the only Pizza outlet in town. Other international chains like McDonald’s, Papa John’s and Pizza Hut appears to be the tough competitors. But Domino’s has the advantage of its brand name, also other service like order booking online and through android phones, makes it the market leader.

Also Domino’s is more often adding new innovations in its menu that aids in acquiring a big market share. For instance recently Domino’s Armidale, introduced oven Baked Sandwiches and Bread Bowl Pastas, the same was much appreciated by the regular customers. The brand name, innovations and a healthy relation with the franchisees are all competitive advantages of Domino’s Armidale NSW.

 

Challenges:

Though Domino’s Armidale NSW, had been able to retain its position among the strong competitors but there is noticeable decline in its overall sales. The recession in global economy has much affected its sales. Further, general public are now more conscious about their health, it is demanded that the product should be of same standards but at much cheaper rates. Whereas the increase in food and labor cost has made it difficult to produce the same quality pizza at the same price. Whereas, increase in sale price means loss of customers. Thus, the company has to bear decrease in profits to be competitive with other brands.

 

Conclusion:

Going through the history and operational procedures of Domino’s Armidale NSW, it can rightly be concluded that the outlet is effectively operating on the principals of VRIO i.e., highly valuing its customers, introducing innovations claimed as rare, distinctive products & services and a well organized structure. The flexible strategies, employees concern and contribution towards the society are the key factors that makes Domino’s to stand unique among other pizza outlets.

 

References:

Armstrong, G., et al. (2010) Principles of Marketing. USA: Pearson.

Counihan, C., Esterik, V. P. (2013) Food and Culture: A Reader. New York: Routledge.

Carlon, S. et al. (2012) Accounting, Building Business Skills. Australia: John Wiley.

Carter, G. W. R., Parker, J. A. (1989) Ireland: Contemporary Perspectives on a Land and Its People. USA: Routledge.

Hicks, J. M. (2004) Problem Solving and Decision Making. UK: Thomson.

Hitt, A. M., Ireland, D. R., Hoskisson, E. R. (2007) Strategic Management: Concepts and Cases. USA: Thomson.

Kazaks, G. A., Stern, S. J. (2013) Nutrition and Obesity.  USA: Jones & Bartlett.

Page, B. S. (2002) Establishing a System of Policies and Procedures. USA: Process Improvement Publishing.

Shaw, H. W. (2011) Business Ethics. USA: Cengage.

Wilson, P. J. (2005) Human Resource Development. London: Kogan Page.

Zeithaml, et al. (2006) Service Marketing. New Delhi: Tata McGraw-Hill.