DUNKIN DONUTS MARKETING 
Luis Arnaez
Carlos Dominguez
Danny Sleiman
Seidy Sleiman
Executive Summary
• Doral is a city that is growing and developing. • People find it convenient to buy a coffee or have a breakfast on the way to work or school.
• Dunkin’ Donuts is a strong brand name and ranks #1 in iced/cold coffee and also #1 in donuts category.
• Initial investment for a Dunkin Donuts franchise starts from $237,000 to
$1,500,000.
• Expected net income is above
$100,000 a year and the return on investment will be achieve in 3 years.
Situation Analysis
• Dunkin’ Donuts has been in the top 25 franchise food for the last 10 years.
• Have a continuous average growth of 4% in new open franchises units in US.
• Shares have been growing in the past 5 years.
• Strong brand name and one of the most experienced in its industry. • Doral Plaza is a developed area in one of the main important streets of Doral.
• Starbucks is the main competitor and is located in Doral Plaza.
Market Geographics
Competitor
Desired place
Market Geographics
1.8 miles
1.9 miles
2.3 miles
Market Demographics
Total population: 45,704
Data from 2010
Total population: 45,704
Data from 2010
SWOT Analysis
Strengths
Opportunities
Weaknesses
Threats
• Strong brand name worldwide. • Doral is increasing its population. • Most experienced in the industry. • Location is a centric spot in
Doral, venue is closest to 41th
• Effective marketing and advertising strategies street. • Near to Publix (grocery store).
• Highly sued franchise owners, compare to other franchises.
• Grab-and-go won’t attract students, its not a confortable place to stay for more than 10 minutes. • Health issues and concerns.
• Competition from local cafes and bakeries
• Increase in production cost.
Marketing Objectives
The corporate objective of the Dunkin' Brands is "to be the Quick Quality leader in its industry, offering a higher evolution of the standard quick dining experience, with innovative product choices at the right price,
Carlos Dominguez
Danny Sleiman
Seidy Sleiman
Executive Summary
• Doral is a city that is growing and developing. • People find it convenient to buy a coffee or have a breakfast on the way to work or school.
• Dunkin’ Donuts is a strong brand name and ranks #1 in iced/cold coffee and also #1 in donuts category.
• Initial investment for a Dunkin Donuts franchise starts from $237,000 to
$1,500,000.
• Expected net income is above
$100,000 a year and the return on investment will be achieve in 3 years.
Situation Analysis
• Dunkin’ Donuts has been in the top 25 franchise food for the last 10 years.
• Have a continuous average growth of 4% in new open franchises units in US.
• Shares have been growing in the past 5 years.
• Strong brand name and one of the most experienced in its industry. • Doral Plaza is a developed area in one of the main important streets of Doral.
• Starbucks is the main competitor and is located in Doral Plaza.
Market Geographics
Competitor
Desired place
Market Geographics
1.8 miles
1.9 miles
2.3 miles
Market Demographics
Total population: 45,704
Data from 2010
Total population: 45,704
Data from 2010
SWOT Analysis
Strengths
Opportunities
Weaknesses
Threats
• Strong brand name worldwide. • Doral is increasing its population. • Most experienced in the industry. • Location is a centric spot in
Doral, venue is closest to 41th
• Effective marketing and advertising strategies street. • Near to Publix (grocery store).
• Highly sued franchise owners, compare to other franchises.
• Grab-and-go won’t attract students, its not a confortable place to stay for more than 10 minutes. • Health issues and concerns.
• Competition from local cafes and bakeries
• Increase in production cost.
Marketing Objectives
The corporate objective of the Dunkin' Brands is "to be the Quick Quality leader in its industry, offering a higher evolution of the standard quick dining experience, with innovative product choices at the right price,