Marketing, Dunkin Donuts
Marketing Plan
Names of Members: Evangelos Kefalas, Megan Maron Prof.: Thomas D’ Arrigo Course#: GBMG 345
Index
1.1 Executive Summary
1.2 Current Marketing situations
2.1 S.W.O.T Analysis
2.2 Objectives and Issues
3.1 Marketing Strategy
3.2 Action Programs
4.1 Budgets
4.2 Controls
5.1 Conclusions
6.1 Sources
1.1 Executive Summary
Dunkin Donuts originally started in 1961 at London, England; twelve years after their creation (1973) they had grown enough to purchase Baskin-Robbins, another well known and respected firm. After that, they expanded their business in the U.S. and other parts of the world which eventually made them one of the first coffee leaders in the world which we all know today. Their main mission is to provide good quality in low prices and keep their customers satisfied; in addition, they focus on three words ‘eat, drink and think’ which imply that their meals and beverages quality is substantial and that they’ve put a lot of thought in order for them to reach a point to sell them to us, consumers. Last but not least, they’ve done their part and they’ve managed to create values and principles that have eventually created the core of their organization. Those values are: Honesty, Transparency, Humility, Integrity, Respectfulness and Fairness; as for their principles: Leadership, Innovation, Execution, Social Stewardship and most importantly Fun.
1.2 Current Marketing situations
In this segment of the project we’re going to review and state with facts the current (today’s) marketing situation Dunkin Donuts is in. We know for a fact that: 1. Marketing Managers discuss the overall market, identify the market segments they will target, and provide information about the company’s current situation.
2. Dunkin Donuts was founded in 1950, favorite all day stop for coffee and baked goods * Market leader in
Names of Members: Evangelos Kefalas, Megan Maron Prof.: Thomas D’ Arrigo Course#: GBMG 345
Index
1.1 Executive Summary
1.2 Current Marketing situations
2.1 S.W.O.T Analysis
2.2 Objectives and Issues
3.1 Marketing Strategy
3.2 Action Programs
4.1 Budgets
4.2 Controls
5.1 Conclusions
6.1 Sources
1.1 Executive Summary
Dunkin Donuts originally started in 1961 at London, England; twelve years after their creation (1973) they had grown enough to purchase Baskin-Robbins, another well known and respected firm. After that, they expanded their business in the U.S. and other parts of the world which eventually made them one of the first coffee leaders in the world which we all know today. Their main mission is to provide good quality in low prices and keep their customers satisfied; in addition, they focus on three words ‘eat, drink and think’ which imply that their meals and beverages quality is substantial and that they’ve put a lot of thought in order for them to reach a point to sell them to us, consumers. Last but not least, they’ve done their part and they’ve managed to create values and principles that have eventually created the core of their organization. Those values are: Honesty, Transparency, Humility, Integrity, Respectfulness and Fairness; as for their principles: Leadership, Innovation, Execution, Social Stewardship and most importantly Fun.
1.2 Current Marketing situations
In this segment of the project we’re going to review and state with facts the current (today’s) marketing situation Dunkin Donuts is in. We know for a fact that: 1. Marketing Managers discuss the overall market, identify the market segments they will target, and provide information about the company’s current situation.
2. Dunkin Donuts was founded in 1950, favorite all day stop for coffee and baked goods * Market leader in