Dunkin' Donuts Marketing Audit
Dunkin ' Donuts Marketing Audit
MKT 551
University of Phoenix
1 Executive Summary
Dunkin¡¦ Donuts Corporation demonstrates a commitment to excellence which enables us to deliver high quality products in addition to delivering a positive experience so that every customer will be return customer. The company has demonstrated a commitment which caters to the pallet of coffee connoisseurs. Our products will exceed local stores and franchise competitors. Dunkin¡¦ Donuts products are unique and tasty which none of our competitors can duplicate.
The company will maintain a focus on quality products with bottom-line growth through cost reduction and optimal performance. The company will focus on utilizing technology and innovation to ensure employees have extensive training which will allow all employees to perform proper technique and equipment operation. The corporation will maintain honesty between employees, customers, and management. Weekly team meetings will motivate and forecast growth as well as eliminate potential difficulties.
The objective of Dunkin ' Brands is to lead and build great brands. To achieve this objective, the company is pursuing six key strategies including: multi-branding concept development, Dunkin ' and Togo 's brand revitalization, Baskin-Robbins revitalization, product innovations, accelerated brand development, improved operational effectiveness and talent acquisition.
2 Table of Contents
A. EXECUTIVE SUMMARY 1
B. TABLE OF CONTENTS 2
C. ENVIRONMENTAL ASPECTS
a. DEMOGRAPHICS 3
b. CUSTOMERS 4
c. COMPETITION 4-6
D. MARKETING
a. OBJECTIVES 6-7
b. STRATEGIES 7-8
c. TACTICS 8
d. THE 4 P¡¦S
i. Product 8-9 ii. Price 9 iii. Place 10 iiii. Promotion 10-12
e. ORGANIZATION 12-13
f. SALES 14
g. MARKETING INFORMATION SYSTEMS 14-15
E. CONCLUSION AND RECOMMENDATIONS 15
F. REFERENCES:
MKT 551
University of Phoenix
1 Executive Summary
Dunkin¡¦ Donuts Corporation demonstrates a commitment to excellence which enables us to deliver high quality products in addition to delivering a positive experience so that every customer will be return customer. The company has demonstrated a commitment which caters to the pallet of coffee connoisseurs. Our products will exceed local stores and franchise competitors. Dunkin¡¦ Donuts products are unique and tasty which none of our competitors can duplicate.
The company will maintain a focus on quality products with bottom-line growth through cost reduction and optimal performance. The company will focus on utilizing technology and innovation to ensure employees have extensive training which will allow all employees to perform proper technique and equipment operation. The corporation will maintain honesty between employees, customers, and management. Weekly team meetings will motivate and forecast growth as well as eliminate potential difficulties.
The objective of Dunkin ' Brands is to lead and build great brands. To achieve this objective, the company is pursuing six key strategies including: multi-branding concept development, Dunkin ' and Togo 's brand revitalization, Baskin-Robbins revitalization, product innovations, accelerated brand development, improved operational effectiveness and talent acquisition.
2 Table of Contents
A. EXECUTIVE SUMMARY 1
B. TABLE OF CONTENTS 2
C. ENVIRONMENTAL ASPECTS
a. DEMOGRAPHICS 3
b. CUSTOMERS 4
c. COMPETITION 4-6
D. MARKETING
a. OBJECTIVES 6-7
b. STRATEGIES 7-8
c. TACTICS 8
d. THE 4 P¡¦S
i. Product 8-9 ii. Price 9 iii. Place 10 iiii. Promotion 10-12
e. ORGANIZATION 12-13
f. SALES 14
g. MARKETING INFORMATION SYSTEMS 14-15
E. CONCLUSION AND RECOMMENDATIONS 15
F. REFERENCES:
References: Chesto, J. (2006, April 11). Massive Campaign; Dunkin ' running westward with on- the-go ads Dunkin¡¦ Donuts corporate information. Retrieved February 19, 2007 from the Dunkin¡¦ Donuts website at: https://www.dunkindonuts.com/aboutus/. Dunkin¡¦ Donuts franchising information. Retrieved March 1, 2007 from Dunkin¡¦ Donuts website at: http://www.dunkinfranchising.com/aboutus/franchise/franchise-support-system.html. Dyer, L. (2007, February 17). Investor 's plan: Move south, bring doughnuts: Dunkin ' draws Northern newcomers Goodison, D. (2007, March 5). Humdrum Dunkin ' humbles Starbucks in customer loyalty Gray, S. (2005, April 12). Coffee on the Double. [Electronic Version]. The Wall Street Journal Ruggless, R. (2006, May 8). Coffee margins heat up, inspire gourmet-brew binge among QSR¡¦s Symonds, W.C., Kiley, D. & Holmes, S. (2004). A Java Jolt for Dunkin¡¦ Donuts