jorge amezquita a guide by lori sanchez, destiny downs, and donuts... · dunkin' donuts 1965...
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A Guide by Lori Sanchez, Destiny Downs, and Jorge Amezquita
Mission Statement “Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores,”
William Rosenberg
To be the leading provider of the wide range delicious beverages & baked product around the kingdom in a convenient, relaxed, friendly environment, that insures the highest level of quality product and best value for money.
We provide our guest, the elegant service and unforgettable experience to meet their expectations in every single visit.
Vision Statement To be always the desired place for great coffee beverages and delicious complementary donuts & bakery products to enjoy with family and friends.
Goals -Nutritutin
-Sustain an alternative cup to the current foam cup
- Cage Free Eggs
-Grow Social Media
History of Dunkin Donuts
1950
The restaurant was given the name “Dunkin
Donuts”
1948
William Rosenberg opened Open Kettle in
Quincy, Massachusetts
1955
Rosenberg started selling franchises
1963
The 100th location opens, Rosenberg’s son
Robert becomes CEO
1990
Allied Lyons purchased Dunkin' Donuts
1965
Globalization begins; the first location opens
outside of the U.S.
1998
the brand had grown to 2,500 locations
worldwide with $2 billion in annual sales
2006
Dunkin’ Donuts begins to use the slogan “America Runs On
Dunkin’”
2017
Today there are over 11,000 locations
worldwide and offers over 1,000 menu items
2012
DUNKIN’ mobile app is created
Dunkin Donuts Target Market● Students: Age 18-25, always on the go
● Workers: Age 25+, Work 70+ hours a week● Youth: Age 5-18
● Families: broad category, multiple members
Competitive Analysis● Competing with other coffee distributors and quick service restaurants
● Current Stock price: $59.57● In 2013 Dunkin had the #1 share in coffee and other items.
● 1.7 billion annual coffee servings
Marketing MixSocial Marketer
Price● Competitive pricing
● Buy in bulk
Product● Large selection of high quality products
● New Menus
Marketing MixContinued
Place● Presence in more than 60 countries
● Convenient locations● Operating 24 hours
Promotion● Print & Broadcast media, event
sponsorships, charity● Social Media
● Dunkin Donuts Perks Rewards Program
SWOT AnalysisStrengths
● Brand Recognition● Convenience● Competitive Prices● Market Share
Weaknesses● Poor Franchisee
Relationships● Domestic
Expansion● Healthier Options
SWOT Analysis
Opportunities● International
Expansion● Menu Diversification● Online Sales
Threats● Strong Competition● Raw Materials
Cost
Resources
Bhasin, Hitesh, and About Hitesh BhasinI love writing about the latest in marketing & advertising
“Marketing Mix of Dunkin Donuts.” Marketing91, 1 Dec. 2016, www.marketing91.com/marketing-mix-of-dunkin-donuts/.
Erica. “Coffee Concepts Can Target Lunch Guests with Demographic Data.” QSR Magazine, 26
Aug.2014,www.qsrmagazine.com/outside-insights/coffee-concepts-can-target-lunch-gue
Sts-demographic-data.
The Core of our Corporate & Social Responsibility Goals: Nutrition & Sustainability. (n.d.). Retrieved November 23, 2017, from https://news.dunkindonuts.com/blog/the-core-of-our-corporate-social-responsibility-goals:-nutrition-sustainability
(
n.d.). Retrieved November 23, 2017, from http://www.dunkindonuts.sa/English/AboutDunkinDonuts/pages/mission.aspx
(
n.d.). Retrieved November 23, 2017, from http://www.dunkindonuts.sa/English/AboutDunkinDonuts/pages/-vision.aspx
A
bout-us | Dunkin' Donuts. (n.d.). Retrieved November 23, 2017, from
https://www.dunkindonuts.com/en/about/about-us
B
rand Power. (n.d.). Retrieved November 23, 2017, from http://www.dunkinfranchising.com/franchisee/en/brandPower.html
D
unkin' Donuts History . (n.d.). Retrieved November 23, 2017, from https://news.dunkindonuts.com/internal_redirect/cms.ipressroom.com.s3.amazonaws.com/285/files/20179/Dunkin%27%20Donuts%20History%2010.30.17%20.pdf
F
arfan, B. (n.d.). Food-Beverage-Mission-Statements. Retrieved November 23, 2017, from https://www.thebalance.com/food-beverage-mission-statements-4068551
V
ision, Mission, & Strategies. (n.d.). Retrieved November 23, 2017, from https://dunkindonutsirreport.weebly.com/vision-mission--strategies.html
Conclusion
Dunkin’ Donuts has done a great job overcoming difficult operating environments and has many opportunities to further develop as a brand. They are one of the top-leading brands in the restaurants industry. They have been successful in using digital technology and a loyalty program to increase sales
recently, but could further improve by implementing our suggestions.
Suggestions
● Continue international expansion● Cater to a health-conscious
demographic● Develop a business strategy for
lunch and dinner hours● Develop a sustainable system for
producing coffee beans
ResourcesBhasin, Hitesh, and About Hitesh BhasinI love writing about the latest in marketing & advertising
“Marketing Mix of Dunkin Donuts.” Marketing91, 1 Dec. 2016, www.marketing91.com/marketing-mix-of-dunkin-donuts/.
Erica. “Coffee Concepts Can Target Lunch Guests with Demographic Data.” QSR Magazine, 26 Aug. 2014,www.qsrmagazine.com/outside-insights/coffee-concepts-can-target-lunch-guests-demoGraphic-data.
Scrudato, Robert J. “Dunkin Brands: A Short SWOT Analysis.” Value Line, Value Line Publishing, 21 Apr. 2015,www.valueline.com/Stocks/Highlights/Dunkin_Brands__A_Short_SWOT_Analysis.aspx#.Wh1pc0qnG00.
https://news.dunkindonuts.com/internal_redirect/cms.ipressroom.com.s3.amazonaws.com/285/files/20179/Dunkin%27%20Donuts%20History%2010.30.17%20.pdf
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