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INT-640 International Marketing Strategy
September 22, 2023
Journal: Final Project Review
Journal: Final Project Review
In 1950, Dunkin’ Donuts was founded in Quincy, Massachusetts by William Rosenburg. Now referred to as Dunkin’, the global chain offers quick-service restaurants that specializes in
2
reasonably priced coffee, bakery, and breakfast sandwiches. The brand is one of the largest coffee and donuts brands, with more than 18,000 franchised restaurants in nearly 35 global markets. The brand continually is increasing its global presence, striving to become the world leader in coffee and donuts. Dunkin’s social media marketing strategy has been a vital part of building and keeping brand loyal followers.
Dunkin’ is committed to delivering fast, high-quality coffee all while providing excellent customer service in a friendly environment. The uniqueness of the brand is it is constantly refining its menu and also tries to provide a varied range of food and beverages to satisfy its customers’ preferences. What is interesting about Dunkin, is the culinary research team is constantly creating new products based on the local market tastes, and also may incorporate local
culture into products. As there is more need for fast food options, Dunkin’s extensive menu lets the brand be able to compete with other established global brands in its industry, including Starbucks and McDonalds. As a result, this brand is perceived as a good choice for consumers interested in high-quality products at an affordable price that ‘keep them running’ day after day (Turban et al.,
2021). The country I selected for the marketing of Dunkin, is Argentina. Argentina has one of the fastest growing economies in South America. The demographics to target in Argentina are the under 40 working class men and women, that have been urbanized, and have an increase in disposable income. All this change for Argentines, has provided a need for quick and speedy alternatives for meals. Dunkin’ should be a good addition, because the people of Argentina love coffee, iced drinks and pastries. Argentines do not care for western favorites like pancakes, eggs
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