Marketing

ICCT Colleges

To: ALP

From: Gamban, Jonalyn F.

Subject: MKELEC03

Date: July 08, 2014

Objectives:

1.

1.0 Executive Summary

Dunkin Donuts is a business in food retail. They are the worlds largest coffee and baked goodschain. Dunkin‟ Donuts have been in business since 1950 and have been franchising since 1955.This franchise serves more than 2 million customers a day. Dunkin Donuts sells 52 varieties ofdonuts and more than a dozen coffee beverages as well as bagels, breakfast sandwiches and otherbaked goods.It is important to look at consumer usage and future trends before entering into the market.Dunkin Donuts is part of the snack shop market. The snack shop market had almost 10 billion issales worldwide in 2003 alone. Snack shops have an advantage because they are popular amongall consumer groups. Dunkin‟ Donuts has retained a consistent database of customers, while alsogaining additional consumers through the progression of time and emergence of newer markets.The report discusses task environment that Dunkin‟ Donut operates in. It describes thecompetitive environment and its customer base. The company follows different competitionstrategies and has goals to achieve through them. We also discuss the external environment ofthe company which includes the socio-cultural environment and the global environment.The environmental effects of Dunkin‟ Donuts is also discussed. We describe the degree ofchange and complexity and the effects of competitive rivalry. Lastly, we analyze the Porter‟sFive Forces in terms of the industry Dunkin‟ Donuts operates in.

2.0 Situation Analysis

For nearly 60 years, Dunkin’ Donuts has been as much a part of the fabric of New England as the Red Sox, autumn foliage and candlepin bowling. But outside the Northeast, the company is often seen merely as a small, regional doughnut shop and not the world’s largest coffee retailer and a rapidly growing force inthe quick service restaurant category. People didn’t understand what makes...