Coffee War Analysis

3920 Words16 Pages
Coffee Wars Analysis By Allie Goulet and Tina Guo
10/23/12

"I pledge my honor that I have neither received nor provided any unauthorized assistance during the completion of this work" In order to properly declare a winner of the Coffee Wars, we believed it to be essential to first analyze all three brands using various Brand Management tools. View pages 1-9 for our initial analysis.
Background Information | Dunkin’ Donuts | Starbucks | McCafé | Founded | 1950 in MA | 1971 in Seattle | 1993 in Australia | Mission | “Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores” | “Our mission is to inspire and nurture the human spirit – one person, one cup,
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Good-tasting at any McDonald’s in the worldUsers: Focused on families and kids, but serves a wide clienteleMcCafé specific users: everyone and especially those who favors traditional coffee shops and existing McDonald’s breakfast consumers | Brand as an organization | Organization attributes:Corporate citizenship (The Dunkin’ Donuts & Baskin-Robbins Community Foundation)Environmental concern (100% recycled fiber-made napkin);Consumer concern (Nutrition Advisory Board)Local vs Global: More U.S. based, operates in 31 countries | Organization attributes: Innovation (product offerings)Environmental concern (strong programs);Supplier concern (ethical sourcing); Consumer concern (offer balanced food & beverage options); Community driven (youth action);Trustworthiness Local vs. Global: Operate in 55 countries, continued global expansion | Organization attributes:Corporate citizenship (Ronald McDonald Children’s Charities, Ronald McDonald House)Environmental concern; Supplier concern; employee focused; Consumer concern (nutrition & well-being); Local vs. Global: Integrated into McDonalds locations worldwide; local clubs created for McCafé enthusiasts | Brand as a person | Brand personality: Reliable, cheerful, funRelationship: Relied upon for efficiency and ease in meeting customer needs | Brand personality: Genuine, unique, sophisticatedRelationship: Known as the third place between work and home; comfortable place to relax | Brand personality: Family

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