Dunkin Donuts Core Competencies

Monster Energy is known around the world for their energy drinks, but what else could they do to give them a competitive advantage over their competitors? Most people in the morning reach for anything with caffeine from coffee to energy drinks as well as something to eat on their way to work or school. What if there was something out that contained caffeine that you can eat and contained caffeine like an energy drink or a cup of coffee? Monster can expand would be through related diversification, specifically horizontal integration, using a joint venture with Dunkin Donuts. Through this joint venture, they will create bake shops called Sweet+ that will sale caffeinated pastries. Both of these companies have components that will be needed to
Monster is sold in over 200 countries as a recent partnership with Coca-Cola allowed them to have access to their global markets as well. Dunkin Donuts does not have a huge reach across the globe as they only 43 countries (Kantrowitz, 2016). This joint venture would allow them to have a more global influence than on their own. Dunkin Donuts is known and has received recognition for their baked goods and coffee which will be crucial to Monster ("Brand Power", n.d.). This core competency would help Monster enter the food business as they have no expertise in that area. A major core competency that both Monster and Dunkin possess would be brand loyalty. Many customers are not willing to go to a substitute which will be a real advantage in this joint
These shops will be placed around nightlife, colleges, and business centers. People who often work in these areas are looking for a pick me up in the morning and halfway through the day, which is often in the form of coffee or an energy drink. This would make them the best place strategically for a new business of this type starting out. The way that we would get caffeine into our pastries would be by replaces part of our regular flour in our recipes to coffee flour. Coffee flour is known to have around 2.5% caffeine by weight, so it would be easy to have at least have a cup of coffee in each pastry (Fillon, 2016). This product can be made from parbaked green coffee beans or through a byproduct of harvesting coffee beans called coffee cherry fruit (Fillon, 2016). Though expensive, by having Dunkin as part of this new enterprise, we may be able to get these products at a cheaper rate. When it comes to the creams and glazes that would be used, we could infuse what Monster actually puts in their drinks to give them a boost like the use of ginseng extract and guarana root extract. This could give the pastries an extra level of