Dunkin Donuts

Executive Summary

The aim of this paper was to provide an overall marketing plan for Dunkin Donuts and to highlight Dunkin’s strengths compared to its competitors. I have also made an effort to provide some marketing strategies to help Dunkin to increase their sales and make more revenue

Introduction

Dunkin Donuts is an international donut and coffee shop which has been in this line of business for over 50 years. They were initially focusing on baked goods and donuts, but more recently have increased their presence in the coffee market space.

Company Overview

Dunkin Donuts is a company which is over 50 year old based in Canton, MA. Doughnuts, coffee and ice cream are the main products that Dunkin Brands Group offers (Hoovers, 2011). They were established in 1950 by William Rosenberg. They are one of the most leading QSR franchisor. Dunkin Donuts has over 9800 units operating in 30 countries with more than 6800 in the US alone. The Dunkin Brands Groups have the IPR for its concepts which it can in turn license to its franchise operators. The company went public on July 27th, 2011.

Management Team Summary

The company is headed by Nigel Travis who has been with the firm since 2008. Neil Moses is the CF0 and John .H. Castillo was appointed as the Chief Global Marketing and innovation officer in 2009.

SWOT Analysis

Dunkin has various strengths which help them to keep the top spot, but there is a lack of awareness in certain areas which needs to be built. The major opportunity is that the overall consumption of coffee is increasing year over year and Dunkin is in a very strong position to be able to address the demand.

Strengths

1. Dunkin’ Donuts has a reputation for brewing high quality coffee for more than 50 years (Communications, 2010).

2. Dunkin’ Donuts is currently America’s largest retailer of coffee-by-the-cup; they serve nearly 1 billion cups of brewed coffee every year.

3. Coffee is milled and processed specifically using 100-percent Arabia...