Dunkin’ Donuts Competitive Analysis
Target Market: the blue color middle class working American, both males and females, ranging in age from 18-45
Demographic Segmentation: Their salaries range
from $40,000 to $100,000 annually. They are
coffee enthusiasts, mainly people on the go,
and some families.
Psychographic Segmentation: a working professional, with a
family. They are generally in their thirties and
enjoy a good coffee drink and occasional
doughnut before work to get their day started.
Geographic Segmentation: urban areas with a mix of all different races as well as suburban areas with middle class families
Behavioral Segmentation: Customers that want an easy to understand menu and an easy to give order with stores that have a laid back feel without having to find a seat among the sea of laptop users who stay hours at a time like Starbucks
Starbucks (direct competitor)
Target Market: 9-5 white-collar workers between the ages of 25 and 44 Demographic Segmentation: well educated men and women either students or business ages 25-44 having a house hold income of over $90,000 living in either suburban or inurban areas.
Psychographic Segmentation: high middle class married, well educated men and women with children in the age of 40. Geographic Segmentation: Suburban areas
Behavioral Segmentation: regular to heavy users that enjoy the European coffee house feel and don’t mind paying for quality of service.
Product Positioning: A premium coffee product, premium price, premium quality, and premium service that goes far beyond the coffee.
Starbucks holds themselves at a higher standard than Dunkin’ Donuts, starting with their target market. Starbucks’ ideal customer is the white educated female businesswoman in between the ages 25-45. While Dunkin Donuts’ ideal customer is the average Joe, a blue collar middle class working man between the ages of 18-45 who is always on the go. These specific target markets are reflectant all throughout both Starbucks and Dunkin’ Donuts market segmentations, starting with the demographic segmentations. Starbucks demographic segmentation aims at well-educated businessmen and women between the ages of 25-45. Due to their high education level Starbucks demographic segmentation have much better, white collar, jobs. They are preferably married, with annual household incomes of $90,000 or higher. Starbucks is international with locations in 62 countries and because of this many different races fit this demographic segmentation, though because the majority of the locations are in the United States the race that most meets this demographic is predominantly white. On the other hand, Dunkin’ Donuts customers are working class Americans that are mostly single. They have a single or marital household income that ranges from $45,00-$100,000 in between the ages of 18-45. This wide range of household income is due to Dunkin’ Donuts’ demographic segmentation not being as well educated as compared to Starbucks’ demographic segmentation. Dunkin Donuts’ customers also vary far more widely in races than Starbucks, including: Asian, Black, Hispanic, and White, even though they are based in only 30 countries outside the U.S.
In choosing their Geographic segmentation Starbuck and Dunkin’ Donuts both have expanded outside of their United States homes bases. Starbucks has spread to 61 countries outside the U.S. in North America, South America, Africa, Europe, Asia, Transcontinental Europe and Asia, and Oceania. Dunkin’ Donuts has spread to 30 countries outside of the U.S. in North America, South America, Europe, Asia, Transcontinental Europe and Asia, and Oceania. Even though Starbucks and Dunkin’ Donuts are rapidly multiplying throughout the globe, the majority of their stores are inside the U.S. Starbucks has 13,279 coffee houses spread all throughout the U.S. Dunkin Donuts has 7,015 stores...
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Starbucks Global Map
Clarke, Keir. "The World-Wide Starbucks Map." Weblog post. Blogspot.com. GOOGLE MAPS MANIA, 14 Jan. 2012. Web. 8 Sep. 2014. .
U.S. Starbucks Map
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Global Dunkin Map
"Global Presence." DunkinDonuts.com. Http://www.dunkindonuts.com/content/dunkindonuts/en/company/global.html, 2011. Web. 8 Sep. 2014. .
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