Dunkin Donuts - in Progress. Will Upload Finished Paper Later.

Topics: Dunkin' Donuts, Doughnut, Franchising Pages: 3 (619 words) Published: June 23, 2013
Module Title: Principles of Marketing
Module Title: Principles of Marketing

Stream specialization: Engineering Management


Section Heading 22
Bibliography / References2


Dunkin Donuts is a wholly owned subsidiary of Dunkin Brands, a leading global ‘Food and Beverage’ company, running business predominantly through franchises, primarily serving coffee and doughnut. Company was found in 1950 by Mr. William Rosenberg in Quincy, Massachusetts, USA and later shifted head quarter to Canton, Massachusetts (Wikipedia). Company is generating revenue more than 6.5 billion USD (DKDN 2012 Annual report, www.dunkinbrands.com). Dunkin Donuts (DD) has slowly transformed into a Quick Service Restaurants (QSR) extending their services to muffins, baked goods, ice creams and breakfast sandwich categories. DD is a national QSR leader in serving hot coffee, with over 1 billion coffee served every year. Though majority of DD business come from North America, DD has been aggressively looking at expansion in international market since past decade. As of 2012, DD has over 17,400 franchises over 58 countries. DD has clearly segmented two businesses, DD USA and DD International, so as to provide dedicated support to international business. In 2011, 374 new franchises were opened in USA and 341 International. Within U.S, DD has strong presence in North-East and has heavy potential for further growth in closer to core eastern market. DD plans to adopt disciplined approach to enter western part of U.S. and enter only un-penetrated markets and carefully planning marketing and supply. Western US only contributes to only 2% of franchises in U.S. Source of income for DD are from royalties charged to franchises, sales at company owned restaurants, licensing of DD products sold in retail shops and rental income from leased restaurants. As a strategy, DD has almost 100% franchise business that helps the...

References: [1] Joseph Kestin, A Course in Thermodynamics, Blaisdell Publishing Co., Waltham, Mass., 1966
[2] De Nevers, N. and Seader, J.D. “Lost Work: A Measure of Thermodynamic Efficiency,” ENERGY, Vol. 5, pp. 757-769, 1980
[ 1 ]. (footnote continued)
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