A Proposal to Launch the Coffee Range of Dunkin’ Donuts in the Uk Market
A Proposal to launch the coffee range of Dunkin’ Donuts in the UK market
Contents
Title Page Number
Executive Summary 3
1. Introduction 4
2. Company Overview 4
3. Attractiveness Assessment 1. Market Size 5 2. Competition 6 3. Consumer expenditure 6 4. Coffee consumption 7 5. Rate of growth 7
4. SWOT 8
5. Marketing Mix 9
6. Marketing Segmentation 11
7. Target Market 12
8. Product Positioning 12
9. Entry Modes 13
10. Conclusion 15
References 16
Appendix 17
Presentation Slides 22
Executive Summary: • The product chosen is the coffee range of Dunkin Donuts. • The country chosen is the United Kingdom. • Target customers are in the age range of 18-45. • Major competitors are Costa Coffee, Starbucks and Café Nero. • Penetration pricing has been recommended. • The intended entry mode is business format franchising.
1. Introduction
In our endeavor to find a suitable brand which would suit the criteria set, the group decided from the outset that it had to be a brand associated with the food and beverage industry. We then next searched for a brand in a growing market and a country which had a growing demand for the said product. This narrowed our choice down to the coffee range of Dunkin Donuts and the United Kingdom. In the report, we have tried to evaluate and analyze the various factors which we think would aptly explain and support the reasons for our decision and help to give a brief overview of the market attractiveness and the entry modes for the same.
2. Company Overview
The brand Dunkin’ Donuts is a coffee and doughnut franchise under the ownership and control by parent company Dunkin’ Brands. Dunkin’ Donuts was founded in Quincy, Massachusetts by Bill Rosenberg in 1950 and ever since it has been a staple of the snack food and beverage sector in the geographic region. Today, Dunkin’
Contents
Title Page Number
Executive Summary 3
1. Introduction 4
2. Company Overview 4
3. Attractiveness Assessment 1. Market Size 5 2. Competition 6 3. Consumer expenditure 6 4. Coffee consumption 7 5. Rate of growth 7
4. SWOT 8
5. Marketing Mix 9
6. Marketing Segmentation 11
7. Target Market 12
8. Product Positioning 12
9. Entry Modes 13
10. Conclusion 15
References 16
Appendix 17
Presentation Slides 22
Executive Summary: • The product chosen is the coffee range of Dunkin Donuts. • The country chosen is the United Kingdom. • Target customers are in the age range of 18-45. • Major competitors are Costa Coffee, Starbucks and Café Nero. • Penetration pricing has been recommended. • The intended entry mode is business format franchising.
1. Introduction
In our endeavor to find a suitable brand which would suit the criteria set, the group decided from the outset that it had to be a brand associated with the food and beverage industry. We then next searched for a brand in a growing market and a country which had a growing demand for the said product. This narrowed our choice down to the coffee range of Dunkin Donuts and the United Kingdom. In the report, we have tried to evaluate and analyze the various factors which we think would aptly explain and support the reasons for our decision and help to give a brief overview of the market attractiveness and the entry modes for the same.
2. Company Overview
The brand Dunkin’ Donuts is a coffee and doughnut franchise under the ownership and control by parent company Dunkin’ Brands. Dunkin’ Donuts was founded in Quincy, Massachusetts by Bill Rosenberg in 1950 and ever since it has been a staple of the snack food and beverage sector in the geographic region. Today, Dunkin’
References: Welch, L.S., Benito, G.R.G and Petersen, B. (2007) Foreign Operation Methods: Theory, Analysis, and Strategy. Publication: Edward Elgar Lowe, R and Marriott, S Bright Agency (2006) Dunkin Donuts Plan, accessed on 22/11/08.