Marketing, Dunkin Donuts

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Marketing Plan

Names of Members: Evangelos Kefalas, Megan Maron
Prof.: Thomas D’ Arrigo Course#: GBMG 345

Index

1.1 Executive Summary
1.2 Current Marketing situations

2.1 S.W.O.T Analysis
2.2 Objectives and Issues

3.1 Marketing Strategy
3.2 Action Programs

4.1 Budgets
4.2 Controls

5.1 Conclusions

6.1 Sources

1.1 Executive Summary

Dunkin Donuts originally started in 1961 at London, England; twelve years after their creation (1973) they had grown enough to purchase Baskin-Robbins, another well known and respected firm. After that, they expanded their business in the U.S. and other parts of the world which eventually made them one of the first coffee leaders in the world which we all know today. Their main mission is to provide good quality in low prices and keep their customers satisfied; in addition, they focus on three words ‘eat, drink and think’ which imply that their meals and beverages quality is substantial and that they’ve put a lot of thought in order for them to reach a point to sell them to us, consumers. Last but not least, they’ve done their part and they’ve managed to create values and principles that have eventually created the core of their organization. Those values are: Honesty, Transparency, Humility, Integrity, Respectfulness and Fairness; as for their principles: Leadership, Innovation, Execution, Social Stewardship and most importantly Fun.

1.2 Current Marketing situations

In this segment of the project we’re going to review and state with facts the current (today’s) marketing situation Dunkin Donuts is in. We know for a fact that: 1. Marketing Managers discuss the overall market, identify the market segments they will target, and provide information about the company’s current situation.

2. Dunkin Donuts was founded in 1950, favorite all day stop for coffee and baked goods * Market leader in
* regular/decaf coffee
* iced coffee
* flavored coffee
* donut
* bagel
* muffin

3. Largest coffee and baked goods chain in the world

4. Number 1 ranking customer loyalty
* By Brand Keys for the past three years
* More than 8,835 restaurants in 31 countries
* 2008 global sales were $5.5 billion
* 2.7 million cups a day nearly 1 billion cups a year * Hopes by 2020 there will be 15,000 stores in the US

2.1 S.W.O.T Analysis

Strengths
Since Dunkin Donuts is so big and so well known, we will use as additional strengths some of the facts we know about them. Their basic strengths are the following:

1) Dunkin’ Donuts is the largest coffee and baked goods chain in the world.

2) Dunkin’ Donuts sells more than one billion cups of coffee every year.

3) DDQ has become a universal standard in the industry for superior grade coffee. DDQ actually stands for Dunkin’ Donuts Quality, which assures their customers for their quality.

4) Dunkin’ Donuts offers breakfast all day long to meet customers demand.

5) Dunkin’ Donuts has led the donut category for nearly 60 years, selling countless donuts and coffees every day. 1
6) Dunkin’ Donuts has been ranked No. 1 for customer loyalty in the “Coffee and Doughnuts” category in Brand Keys Customer Loyalty Engagement Index for 2007, 2008 and 2009. 7) DDQ has managed to combine quality with pricing, by having affordable prices for great quality. 8) A large number of populations are aware of the existence of Dunkin Donuts and when they hear the word coffee they immediately think of DDQ. 9) DDQ offers discounts and coupons depending on individual status.

Weaknesses
As we all know, nothing in this world is perfect and d everything has its own weaknesses; Dunkin Donuts is included in that statement. Some of their weaknesses: 1) Dunkin Donuts is a 100% franchised which means that there is no...
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