Topics: Marketing, Dunkin' Donuts, Doughnut Pages: 5 (1073 words) Published: April 21, 2015
Higher National in Business
Unit Number and Title
Start Date
Assignment Due Date
Assessor Name

Unit 4: Marketing Principles
March,16 2015
April 12, 2015
Qamar Riaz

Assignment No
Assignment Title

Understand the concept and process of marketing &
Concepts of segmentation, targeting and positioning
A. The assignment envisages process of marketing and
marketing orientation. The Dunkin Donut case scenario
will help the students to understand and explore further
the importance of marketing orientation for an
B. The assignment encompasses the concepts of
marketing environment, segmentation, targeting and
positioning and the role of marketers in specific buying
behaviors. Students are expected to use suitable
examples, provide reasons and justifications to support
their answers in their own words.

Assignment Brief

Part A
Assignment Task / Description:
1. Define Marketing. What is marketing process as set out in your text book. Explain the various elements of marketing process. ( LO1; Assessment Criteria 1.1) 2. Select an organization of your choice, identify the marketing orientation it focuses on and evaluate the benefits and costs of the marketing orientation for the selected organization ( LO1; Assessment Criteria 1.2)

3. The Dunkin’ Donut Case: ( LO1; Assessment Criteria 1.2) For more than 50 years, Dunkin’ Donuts has offered customers throughout the United States, and around the world, a consistent experience – the same donuts, the same coffee, the same store décor – each time a customer drops in. Although the chain now offers iced coffee, breakfast sandwiches, smoothies, gourmet cookies, and Dunkin’ Dawgs in addition to the old standbys, devoted customers argue that it’s the coffee that sets Dunkin’ Donut apart. To keep customers coming back, the chain still relies on the recipe that founder Bill Rosenberg crafted more than 50 years ago.


The company is so concerned about offering a consistent, high-quality cup of coffee that managers in Dunkin’ Donut’s “Tree-to-Cup” program monitor the progress of its coffee beans from the farm to the restaurant. The result? Dunkin Donuts sells more cups of coffee than any other retailer in the United States – 30 cups a second, nearly one billion cups each year. Building on that success, the company plans to more than triple its current number of stores, amassing 15,000 franchises by the year 2015. -

What marketing orientation does Dunkin Donut follow here and why? Give reasons and justification

Learning Outcome/s achieved in the assignment:
By completing this assignment successfully, the student will achieve the following learning outcome:Learning Outcome
LO1 Understand the concept and process of

Assessment Criteria
1.1 explain the various elements of the marketing
1.2 evaluate the benefits and costs of a marketing
orientation for a selected organisation

Grading Criteria

The student will be awarded a PASS grade if
he/she achieves all assessment criteria

The student will be awarded a Merit grade if

The learners evidence shows for :

M1 Identify and apply strategies to find
appropriate solutions

The student will be awarded a Distinction

• effective judgements have been made
• complex problems with more than one variable
have been explored
• an effective approach to study and research has
been applied

The learners evidence shows for:


• conclusions have been arrived at through
synthesis of ideas and have been justified
D1 Use critical reflection to evaluate own work • the validity of results has been evaluated using and justify valid conclusions
defined criteria
• self-criticism of approach has taken place
• realistic improvements have been proposed
against defined characteristics for success
grade if he/she

Part B.

Assignment Task / Description:
1. Choose a business that may be one of specific interests to you...
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