Marketing Plan

Marketing Plan

1. Executive Summary- Dunkin Donuts is coming out with a “special drink” for the Holiday Season this year. Who doesn’t enjoy a nice cup of eggnog during Christmas time, and what’s better than not having to make it?

2. The Challenge-The only challenge with this is mainly Starbucks, or other Coffee shops that have come up with this idea also. We just have to provide the best eggnog out there so that everyone will want to come to Dunkin Donuts when they feel like having a cup of eggnog.

Situation Analysis-

3. Company Anaysis-

* Long and short term goals- Our long to goals is to be able to provide out eggnog every season for Christmas time, and our short term goal is to make sure we don’t spend a big dent of money on this until we know it’s a big hit.

* Focus of company- Our main focus during the holiday season is making big sales on the eggnog so we will be able to continue to sell it, other than that we need to make sure we continue the income we make on a daily basis.

* Culture of company- Our company needs to continue its fast paced everyday style, and be prepared that if this eggnog is a hit, we will have to learn how to keep our fast paced style so we satisfy our customers.

* Strengths- Dunkin Donuts is a very popular business, so I feel that even if this eggnog is not a hit, we will still have no problem with our money income but the extra income from the eggnog wouldn’t hurt us.

* Weaknesses- We just have to make sure we can make an eggnog that everyone will enjoy and feel like that want to buy from us everyday, if we can’t fulfill this, that will become one of our weaknesses.

* Market Share- The stock of the American chain gained nearly 47 percent, closing at $27.85 after hitting a session high of $29.62 on the Nasdaq. And in the wake of their stock market success, the company is planning on expanding its reach across the country. Dunkin’ Donuts has a 20-year target for 15,000 U.S. stores. That’s...