Dunkin Donuts Compeitive Analysis 
Gina Luari
Entrepreneurship
9/20/14 Dunkin’ Donuts Competitive Analysis
Dunkin’ Donuts
Target Market: the blue color middle class working American, both males and females, ranging in age from 18-45
Demographic Segmentation: Their salaries range from $40,000 to $100,000 annually. They are coffee enthusiasts, mainly people on the go, and some families.
Psychographic Segmentation: a working professional, with a family. They are generally in their thirties and enjoy a good coffee drink and occasional doughnut before work to get their day started.
Geographic Segmentation: urban areas with a mix of all different races as well as suburban areas with middle class families
Behavioral Segmentation: Customers that want an easy to understand menu and an easy to give order with stores that have a laid back feel without having to find a seat among the sea of laptop users who stay hours at a time like Starbucks
Product Positioning:
Starbucks (direct competitor) Target Market: 9-5 white-collar workers between the ages of 25 and 44
Demographic Segmentation: well educated men and women either students or business ages 25-44 having a house hold income of over $90,000 living in either suburban or inurban areas.
Psychographic Segmentation: high middle class married, well educated men and women with children in the age of 40.
Geographic Segmentation: Suburban areas
Behavioral Segmentation: regular to heavy users that enjoy the European coffee house feel and don’t mind paying for quality of service.
Product Positioning: A premium coffee product, premium price, premium quality, and premium service that goes far beyond the coffee.
Starbucks holds themselves at a higher standard than Dunkin’ Donuts, starting with their target market. Starbucks’ ideal customer is the white educated female businesswoman in between the ages 25-45. While Dunkin Donuts’ ideal customer is the average Joe, a blue collar middle class working man between the ages of 18-45 who is always on the
Entrepreneurship
9/20/14 Dunkin’ Donuts Competitive Analysis
Dunkin’ Donuts
Target Market: the blue color middle class working American, both males and females, ranging in age from 18-45
Demographic Segmentation: Their salaries range from $40,000 to $100,000 annually. They are coffee enthusiasts, mainly people on the go, and some families.
Psychographic Segmentation: a working professional, with a family. They are generally in their thirties and enjoy a good coffee drink and occasional doughnut before work to get their day started.
Geographic Segmentation: urban areas with a mix of all different races as well as suburban areas with middle class families
Behavioral Segmentation: Customers that want an easy to understand menu and an easy to give order with stores that have a laid back feel without having to find a seat among the sea of laptop users who stay hours at a time like Starbucks
Product Positioning:
Starbucks (direct competitor) Target Market: 9-5 white-collar workers between the ages of 25 and 44
Demographic Segmentation: well educated men and women either students or business ages 25-44 having a house hold income of over $90,000 living in either suburban or inurban areas.
Psychographic Segmentation: high middle class married, well educated men and women with children in the age of 40.
Geographic Segmentation: Suburban areas
Behavioral Segmentation: regular to heavy users that enjoy the European coffee house feel and don’t mind paying for quality of service.
Product Positioning: A premium coffee product, premium price, premium quality, and premium service that goes far beyond the coffee.
Starbucks holds themselves at a higher standard than Dunkin’ Donuts, starting with their target market. Starbucks’ ideal customer is the white educated female businesswoman in between the ages 25-45. While Dunkin Donuts’ ideal customer is the average Joe, a blue collar middle class working man between the ages of 18-45 who is always on the
References: Gangadharan, Sreerag. "Starbucks - Targetting, Positioning and Marketing Mix." Scribd. Scribd Inc., 2009. Web. 8 Sep. 2014. Starbucks Global Map Clarke, Keir. "The World-Wide Starbucks Map." Weblog post. Blogspot.com. GOOGLE MAPS MANIA, 14 Jan. 2012. Web. 8 Sep. 2014. <http://googlemapsmania.blogspot.com/2012/01/world-wide-starbucks-map.html>. U.S. Starbucks Map Davis, Kathleen. "Is Your Coffee Habit Keeping You Up at Night?" Woman 's Day. Hearst Communications, Inc, Sept. 09. Web. 8 Sep. 2014. <http://www.womansday.com/health-fitness/is-your-coffee-habit-keeping-you-up-at-night-100479>. Global Dunkin Map "Global Presence." DunkinDonuts.com. Http://www.dunkindonuts.com/content/dunkindonuts/en/company/global.html, 2011. Web. 8 Sep. 2014. <http://www.dunkindonuts.com/content/dunkindonuts/en/company/global.html>. U.S.Dunkin Map Sullivan, Danny. "Red States / Blue States: The In-N-Out Burger, Dunkin’ Donuts Divide." Daggle Red States Blue States The InNOut Burger Dunkin Donuts Divide Comments. Daggle, Inc., 25 Feb. 2010. Web. 8 Sep. 2014. <http://daggle.com/red-states-blue-states-innout-burger-dunkin-donuts-divide-1726>.