Dunkin Donuts

1877 WordsApr 29, 20118 Pages
Dunkin’ Donuts: An Inside Look Strayer University Abstract The purpose of this paper is to discuss the aspects of Ramone becoming a franchisee of Dunkin’ Donuts. The writer will talk about any critical issues that Ramone will face during this process. In addition, the writer will discuss any information that Ramone should be privy to prior to becoming a franchisee. The author will also deliberate about what marketing mix the future franchisee should look for with his business and what marketing information he should seek. Lastly, the writer will give his/her recommendations on what actions should be taken to rectify any critical issues that were identified. Introduction Dunkin’ Donuts was the creation of Bill Rosenberg, who opened…show more content…
Typically, this type of issue is covered in the franchisor/franchisee contract or can be addressed during the 6-week training program. This is definitely something that Ramone needs to look into since he is feels so strongly about it. Information Needed Prior to Becoming a DD Franchisee Franchising can be a risky business. Dunkin’ Donuts is a nationally known brand, but even with that going for them there could still be problems. There is not a 100% guarantee that the business will succeed. The franchisee may go into the endeavor believing that there is an assurance of a huge profit and that may not always be the case. Ramone needs to be aware of the benefits and the drawbacks of becoming a franchisee for Dunkin’ Donuts. He would also need to make sure he understood the aspects of the franchisor contract, which sometimes includes hidden fees and guidelines that would be the responsibility of the franchisee. The contracts have strict clauses that would alarm even the savviest of lawyers. According to an article written on the New York Daily News website, Dunkin’ Donuts has made it common practice to sue franchisees over the minutest things (http://www.nydailynews.com/ny_local/brooklyn/2008/04/29/2008-04-29_dunkin_donuts_business_practices_have_lo-1.html). Marketing Information Marketing is essential to the start-up of any new business. It is how you represent the business so that customers will use your service or buy your product.

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