Abstract This paper proposes a business plan to open a Dunkin Donuts franchise in the Upper Florida Keys, an area that has few coffee and doughnut shops and an abundance of residents and tourists. The business plan has been prepared to obtain financing in the amount of $500,000 to secure a franchise agreement, complete the Dunkin? Donuts franchise program, set up a Dunkin? Donuts store in the Upper Florida Keys area and implement an effective local sales and marketing program.
Outline
Executive Summary
Ownership
Mission Statement
Market Information
Description of Business
Plans For Production
Potential Risks
Financial Information
Benefits of Joining a Successful Franchise
From the Paper "The Dunkin? Donuts store will have to compete on two key fronts, coffee and doughnuts. These are two markets in which the company has already achieved pre-eminence (Schmidt, 1998). However, due to the company's name, the perceived image of Dunkin? Donuts is that it is good for donuts. Coffee can be overlooked by this image. Therefore, to achieve increased coffee sales, corporate advertising focuses on coffee, so that it can build its brand name and compete with major coffee competitors, such as Starbucks and Peet's Coffee. Because it is important that Dunkin? Donuts maintain its market dominance in the doughnut industry, it is important that the company continue to market its doughnuts effectively. The main competitor in this arena is Krispy Kreme, a nationwide operator, who has mostly concentrated on the wholesale side. However, Krispy Kreme has recently expended its stores nationwide, creating increased competition for Dunkin? Donuts."
Abstract This paper profiles and compares three international companies, Dunkin' Donuts, Krispy Kreme and Carvel Ice Cream. It describes the companies' scope of operations and the similarities and differences among the company's marketing strategies per region. The paper also discusses each company separately and then compares them to each other.
Table of Contents:
Company 1: Dunkin' Donuts
Company 1: Scope of Operations
Company 1: Differences Among The Company's Marketing Strategies Per Region
Company 1: Similarities Among The Company's Marketing Strategies Per Region
Company 2: Brief Company Profile
Company 2: Scope of Operations
Company 2: Differences Among The Company's Marketing Strategies Per Region
Company 2: Similarities Among The Company's Marketing Strategies Per Region
Company 3: Carvel Ice Cream
Company 3: Scope of Operations
Company 3: Differences Among The Company's Marketing Strategies Per Region
Company 3: Similarities Among The Company's Marketing Strategies Per Region
From the Paper "Dunkin' Donuts however, does know how to use regional knowledge and sensitivity, particularly in the Northeast, to secure a marketing advantage. A love of sports fits in with the blue-collar, anti-Starbucks profile of a typical Dunkin' Donuts consumer. The company's Boston-based roots run strong, as revealed in a recent promotion for Red Sox tickets, reflecting the rabid fan base of the New England area. However, although slightly less securely based in the Mid-Atlantic region, the company is sensitive enough to offer Eagles tickets and Mets/Yankees tickets in another promotional campaign."
Abstract This paper relates that, since they began in 1950, Dunkin' Donuts has had quite a successful marketing approach and, over the years, the company's marketing mix and advertising strategies have been adapted to meet changing times, consumer trends and growth of the coffee industry. In particular, the paper describes how, by relying on the 4 P's (product, price, place and promotion) of the marketing mix, Dunkin' Donuts has remained glorious, and even prospered, amidst the grind of the new fangled coffee houses and chains that emerged during the 1990s.
From the Paper "At the crux of the marketing is that Dunkin' offers ease for consumers wanting a great, hot cup of coffee and fluffy donut before starting their busy days. At first, Dunkin' offered the simple appeal of a coffee shop--a place to sit and have a cup of coffee and a treat with friends. The main focus was on the product, their donuts...those delicious, hot, round treats! The concept of the donut alone has been marketed and uniquely shaped under the Dunkin' umbrella. It went from a simple glazed donut to an entire package of offerings such as a basket of munchkins, to huge cinnamon buns and others with a host of colored glazes and sprinkles. The marketing of the donut and the company's products helped propel the little donut shop in MA to a worldwide phenomenon. Consumers were not just invited to sit down and enjoy a donut and coffee; they were encouraged to buy donuts for their entire office, families and for their social events. "
From the Paper "Strength: Dunkin' Donuts is a recognizable and trusted brand (Entrepreneur.com, 2007; Symonds, 2004). With more than fifty years in the business, customers know Dunkin' Donuts. This makes them more likely to try new offerings and return to franchises. It also makes advertising that uses the company name and logo more recognizable, particularly in mailings and in the newspaper. Finally, Dunkin's Donuts is also recognized by business owners as a good franchise to buy and run, making it further poised for growth with entrepreneurs and in areas where there is little current competition (Entrepreneur.com, 2007)."
Abstract This paper explores the "Sweet on Mom" campaign that Dunkin' Donuts conducted in Thailand to create consumer loyalty and to ensure a successful brand name recognition.
Abstract This paper explains that the three main strategic issues that Krispy Kreme will need to evaluate are its low degree of diversification, international expansion, and its distribution system, including franchising. The author points out that Krispy Kreme's greatest strength is its enthusiastic and loyal customers who have been developed through word-of-mouth publicity rather than traditional advertising. The paper relates that the most serious competitive threat is from Dunkin? Doughnuts, which is the well-established market leader, known for both its wide variety of doughnuts and for excellent coffee.
Table of Contents
Introduction
Strategic Issues
Internal Environment - Strengths and Weaknesses
External Environment - Opportunities and Threats
Recommendations
From the Paper "The third strength I have noticed in the case study is that the company seems to have a sound financial situation. Indeed, the IPO in 2000 raised enough cash to pay off debts and now the company can focus on its expansion. Of course, it has decided to cease paying dividends in the period to come, which I have considered a weakness and will discuss it further below, however, it is obvious that the company has no financial problems and that it can concentrate on its expansion."
Tags: diversification, franchising, word-of-mouth, dunkin?, international
This paper discusses the assumption of security analysts that the potential growth of Krispy Kreme is inherently limited because of its single-product concept.
Abstract This paper explains that Krispy Kreme doughnuts, a company with a rich history of on-the-go expansion and market growth, has a remarkable degree of customer loyalty, based on product quality and product differentiation, achieved primarily through grassroots marketing and word of mouth rather than glitzy advertising campaigns and cost-consuming marketing initiatives like television spots and corporate sponsorship efforts. The author points out that, whereas its competitor Dunkin' Donuts emphasizes coffee over food, Krispy Kreme's position is that the donut is warm fresh, and has just gone through a process, which, in many cases, the customer can actually view. The paper concludes that part of Krispy Kreme's success, which can be sustained, although not indefinitely, is its cult status in terms of marketing effectiveness.
Table of Contents
Introduction
Problem Statement
Summary of Facts
Analysis of Facts
Recommendations
From the Paper "As a consultant, I would also have recommendations to make about the
company's perception of future growth in relation to current financial performance. I would stress the need to maintain a dynamic outlook on the organizational aspects of finance in the future, but I would also tell managers and executives that one can still be confident while being realistic about possible plateaus and overall industry trends in quick-service restaurants. I would also bring up some of the securities analysts' statements mentioned in the case regarding financial predictions for feedback and brainstorming."
Abstract This export plan details the requisite steps that need to be undertaken in order to facilitate the export from Brazil of Brazilian Arabica coffee under the brand Brazilia Arabica and the importation of this product into the United States (US) market. The US market is the largest coffee consuming market in the world measured per capita although these figures have declined from previous highs. The plan further discusses how the US remains such a huge and profitable coffee consuming market since companies such as Starbucks, Seattle's Best, McDonalds, and Dunkin Donuts pushing overall sales of coffee to more than $10 billion. It is estimated that the US market contains more than 100 million consumers of coffee in one form or another.
