Chapter 5- Developing a Global Vision

            The Dunkin' Donuts company has been serving to it's loyal customers, since they first opened their doors in 1950. Few years after that in 1955, the company first spread its wings when they opened their first franchisee in Worcester; and DD has been expanding ever since. By now, Dunkin' Donuts has over 10,000  stores open in over 33 countries (including USA) worldwide, and about 3,000 of those stores are international. 

            When it comes to their product, Dunkin' Donuts hold about the same goodies in all of their stores. However, the company does hold snacks that are modified for customers with diverse taste. In early 2011, DD started a partnership with Jubilant FoodWorks Limited; JFL is India's largest food service company. In 2012, Dunkin' Donuts opened their first stores in India.

            For this year in 2013, Dunkin' Donuts plans to open between 330 to 360 new domestic units. In addition, this January 30th, 2013, DD signed a franchisee agreement with Vietnam Food in order to open stores in Vietnam. The company already has about 1450 stores, in Southeast Asia.

            Looking at the future, in 2015 Dunkin' Donuts plans to open their first store in California, since they last closed there in 2002. In the next 20 years, DD plans to double their stores to 15,000 outlets domestically. 

         

Chapter 4 - The Marketing Environment

            Ever since they opened their doors in 1950, the Dunkin' Donuts company has been known for their doughnuts and coffee. Their target market is people of both genders. The store has something for everyone to enjoy, that is why when one walks into a DD shop, they can find something that they like. 

            In the past when one walked into a DD shop, the grownups drank their coffee, while kids only ate their doughnuts. Today, their coffee still focuses on people ranging from ages of about 25 to 55 year old; since these particular customers like to start their day with an extra boost of energy. For its younger customers such as children and teenagers, DD has decided to offer other beverages such as their hot chocolate; which they can enjoy with their yummy doughnuts. 

            It seems Dunkin' Donuts knows their external marketing environment pretty well, the company has adjusted to it's ever changing consumers. DD has added many different kinds of food for it's diverse customers, such as flat bread melts and many other healthy choices in the menu to satisfy the DD customers.

            According to Daily News, apparently Dunkin' Donuts has been "booming" despite the city's 2007 recession. In addition Forbes reports that the company's revenue has been steadily growing ever since. If things continue the way they are now, then it is expected that by 2016 DD will have in an average of $1 million of revenue. 

Chapter 3 - Ethics and Social Responsibility

            For years the Dunkin' Donuts company has contributed to it's community in various ways. From feeding the homeless and the hungry, to awarding doughnut gift-certificates to elementary school students who works hard all year long to get good grades in their report cards.

            Dunkin' brands also focuses on it's environment. In 2009, the company joined CSR ( a network of investors, environmentalists, and public interest groups that works with companies to address sustainability challenges.) The year DD joined CSR, the company started using napkins that are made from 100% recycled fiber. DD also introduced new napkin dispensers which reduces 25% of waste annually by controlling it's usage. The company also strives to offer their packaging, that minimizes the impact on the environment.

            In 2010 DD provided a $70,000 grant to the Rainforest Alliance. Which provided technical assistance and infrastructure improvements, to groups of small farmers from three coffee growing communities in Colombia. Dunkin' Donuts also focuses on human rights and makes sure there are no child laborers in any part of their company. The company also does not hold any discrimination towards who they hire.

            When it comes to natural disasters and the time when people are in dire need for help, Dunkin' Donuts stands besides them. When hurricane Sandy came and left many helpless, DD donated $100,000 grant to the American Red Cross. In order to help people furthermore, the company announced an additional $100,000 to Feeding America, so no one will be left to go hungry. 

            In addition, Dunkin' Brands also has a long history of honoring and respecting America's servicemen and women. DD has donated more than 230,000 pounds of coffee to our troops overseas. The company also holds monthly random drawings every month to select at least 50 United States military members to receive one 24 pound case of DD coffee. During the holiday season, DD sends additional coffee to the troops. The company has also donated $10,000 to USO.

            For the future, Dunkin' Donuts is working towards reducing their carbon foot print. They are developing holistic approach to their food source. They plan to establish an animal welfare policy and to use cage-free eggs as well as gestation crate-free pork. They would furthermore like to improve their cups even more to help the environment. 

Chapter 2 - Strategic Planning for Competitive Advantage

            Dunkin' Donuts makes it their business to please it's customers. As the Valentines Day starts to roll around, the company advertises and sends e-mails to their customers, letting them them know how DD can help them celebrate the day. The fast food restaurant baked heart shaped doughnuts specially for customers to enjoy. As for those customers who are on the Facebook, DD gives them a chance to send their loved ones personal messages through virtual doughnut.

SWOT Analysis of the Dunkin' Donuts:

            Strengths- Dunkin' Donuts has a strong brand name. The company has over 1000 varieties of doughnuts, and it's stores are an ideal place for having breakfast and coffee. They have world wide franchisees, totaling to more than 10,000 locations across 32 countries.

            Weakness- Competition from other international snacking joints means they have a limited market share growth. They also tend to have constant rift with franchisees owners.

            Opportunities- They are introducing new low calorie snacks, for those customers who are health health conscious. In addition, DD is trying to come up  with ways to create cups that are environmentally friendly. Furthermore, since the company is expanding it's business to newer countries, they have new market.

            Threats- Increase in the cost of raw materials and competitions from other cafes and bakeries such as Starbucks are threats to DD. 

 

Competitive Advantage:

            The Dunkin' Donuts company has lasted since the year 1950. Many companies go into business and does not even make it past the first 10 years. One of the many reasons Dunkin' Donuts has survived for all these years includes their usage of fresh raw material to make their product, and they do it with a smile. In like manner DD makes it their business to be practically on every street corner, so that if anyone is in the mood for good coffee Dunkin' Donuts is there. No wonder DD is so recognizable to everyone.

Strategic Direction: 

            Doughnuts and coffee are the cash cow for Dunkin' Donuts, the Dunkin' Donuts company is known for these two products. Worldwide people are familiar with the taste of Dunkin' Donut coffee.

Target Market: 

            Dunkin' Donuts targets customers of both gender and people of all income who enjoys drinking amazing coffee with mouth watering doughnuts.

The Four Ps of Marketing:

            Product- Dunkin' Donuts offers variety of fresh doughnuts, coffee and many other snacks and drinks to it's customers when they visit their store.

            Place- Dunkin' Donuts stores are almost at every street corner, and they are spread around 32 countries with over 10,000 store worldwide. Many people are familiar with them.

            Price- In all of their stores Dunkin' Donuts tries to sell their product around the same price; at all times the prices are affordable for basically everyone.

            Promotion- When it comes to promoting their business, Dunkin' Donuts does a good job at making their advertisements in the television and radio, even on bill boards. They even  use famous TV personals to endorse their product.

Effective Strategic Planning:

            Dunkin' Donuts is one of the largest fast food empires that is known all over the world. Their signature orange and pink "Dunkin' Donuts" sign can be spotted easily from far away. DD stuck to their original ways of making fresh coffee and doughnuts, which keeps their customers loyal to them. The company is always improving themselves for the benefit of their customers, the  community and for our environment.

Chapter 1 - Overview of Marketing (Brief History and Mission Statement)

                                                                          

Brief History:

            It all started when William Rosenberg opened a doughnut restaurant named "Open Kettle" in 1948, in Quincy, Massachusetts. Two years later in 1950, the restaurant was renamed as "Dunkin' Donuts". Five years after that in 1955, the first franchise of the restaurant was signed in Worcester. 

The original Dunkin' Donuts restaurant 

            By 1963, the 100th franchise store was opened and 16 years later the 1,000th store opened it's door. Today, even though there are over 10,000 of franchises world wide, the head quarter of Dunkin' Donuts still remains in Massachusetts; even though the company did relocate their cities from Quincy to Canton.

1970s Dunkin' Donuts store

Mission Statement: 

            Dunkin' Donut's mission statement is to "Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores." So far the company has managed to keep their end of the deal. DD coffee and doughnuts are very fresh and delicious, in addition the service is quite courteous and quick.