Strategic Leadership

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Ⅰ. Company Introduction

History

Dunkin’ Donuts is a donut and coffee shop that William Rosenberg founded in Massachusetts, USA in 1950. The company began by selling coffee and donut from a small car on the way to work in the United States in 1946 to Quincy workers. ‘Dunkin’ means ‘dunk’ and it was created as a result of feeling of delicious coffee &donut taste after Mae Murray who is one of American actress tried dunking donut into coffee by the chance. In 2008, Dunkin' Donuts opened its first "green" store in St. Petersburg, Florida. And on December 10, 2008, Nigel Travis was appointed chief Executive Officer of Dunkin’ Brands. He also assumed the role of Dunkin’ Donuts President at the end of 2009. In 2010, Dunkin’ Donuts’ global system-wide sales were $6 billion. In 2011, Dunkin’ Donuts earned the No.1 ranking for customer loyalty in the coffee category by Brand Keys for the fifth year in a row. After opening the first store in 1994 Itaewon, it captured the taste of the Koreans. Since then donuts sales in domestic market, virtually products derived from Dunkin donuts.

Think of the customer about Dunkin' Donuts

None of Dunkin’ Donuts’ moves makes much difference unless consumers buy into the notion that the company has the culinary imperative to sell more than its name suggests. If plans prove successful, more customers than ever may flock to indulge in the company’s breakfast-to-go menu. If they don’t, the only thing potentially worse for Dunkin’ Donuts than diluted coffee could be a diluted brand image. After 60 years, the company has a reputation for doing two things simply and successfully coffee and donuts. Even when consumers see the line of products expand into what was once solely the realm of the company’s competitor, they may be unconvinced that Dunkin’ Donuts is the shop to go to for breakfast. For most of its existence, Dunkin’ Donuts’ main product focus has been implicit in its name: donut, and coffee in which to dip them....
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