Marketing Strategy Jco

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* It is a global coffee brand built upon a reputation for fine products and services. It has almost 16,000 cafes in almost 40 countries.

I have chosen Dunkin Donuts for my Ethnography of a Coffee House report. Opened in 1948 by William Rosenberg in Quincy, Massachusetts, Mr. Rosenberg named his restaurant “Open Kettle” which at that time served only donuts and coffee. Two years later in 1950, Mr. Rosenberg renamed his restaurant “Dunkin Donuts.” Mr. Rosenberg’s goal was “make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores,” a philosophy which still holds true today (News Dunkin Donuts).

The two companies that were chosen were Starbucks Coffee and Dunkin Donuts. The two companies are competitors in the coffee and snack industry and made for an interesting comparison. Starbucks seems like a more principled company than Dunkin Donuts and has and strong dedication to corporate social responsibility (Starbucks Corporation, 2013). Dunkin Donuts also has a well-developed ethical position; however by comparison, Starbucks seems to do more. Starbucks is focused on growth through a sustainable way and has even dedicated their operations to sourcing their raw materials, mainly coffee, through ethical relationships. The coffee industry in general has been subject to a lot of negative publicity in regards to supply chains in third world countries and Starbucks has seemed to take a more aggressive approach to their operations.

The Best of the City Awards - Victoria News | 2002 | | Business Excellence Award Greater Victoria Chamber of Commerce |   | | Best Chocolatier The Best of the City Awards - Victoria News |   | | Retailer of the Year: Runner Up Vancouver Island Business Excellence Awards - Business Examiner |   | 2001 | | Best Chocolatier The Best of the City Awards - Victoria News |

Research showed that 54% of the Americans over the age of 18 drink coffee everyday and 62% of the regular coffee was purchased from a coffee shop, rather than homemade. For corporation coffee house chain, Dunkin’ Donuts is developing very well in home base country and has its chains everywhere including Asia. That is why it is chosen to study within this industry for its financial performance.

Several key success factors exist for Starbucks, a leader in the coffee industry. They include

This report deals with a comparison of Starbucks and Dunkin Donuts based on brand positioning,attributes,brand identity and surveys conducted online for preference over the other brand.

Strengths: Dunkin’ Donuts is very popular in its industry and has established a powerful brand and image through its efficient operations, low prices and the wide range of high quality products it offers. Moreover, the company experiences economies of scale as it has many operations worldwide. In addition they have significant bargaining power against their suppliers due to the experience they obtained and the support they acquire from Allied Domecq, one of the strongest companies in the market.

Founded first as a restaurant called Open Kettle, it was later renamed to Dunkin Donuts in 1950 by William Rosenberg and Stephen So in Quincy, Massachusetts. Dunkin Donuts has become most famous for its donuts over the years, as well as their coffee. They have approximately 3,000 restaurants in the US and around the world, and sell 2.5 million donuts every day. Dunkin Donuts has evolved into one of Forbes magazine “Top 10 Global Fast-Food Chains”, and tops the lists of other noted industry websites and magazines. Recently, Dunkin Donuts has changed the way they want customers to think about them by incorporating the tag line “America Runs On Dunkin”, and adding new menu items, to their marketing

Even though Dunkin Donuts is an international business, each individual store has its own set of goals and missions to achieve success. This is also known as the value chain, which is “the process or activities by which a company adds value to an article, including production, marketing, and the provision of after-sales service.” (Oxford) After observing and working for Dunkin Donuts, the business’ success is primarily based off the happiness of their loyal customers and smooth teamwork of their employees. This particular Dunkin Donuts on Western Avenue in Peoria, Illinois is faced with a lot of challenges, but with the right approach to these challenges can make their business even more successful.

The company under analysis in this report is Dunkin Donuts. The brand of Dunkin Donuts originated in 1950 when Bill Rosenberg opened the very first outlet in Massachusetts, USA. Today Dunkin' Donuts is the world's leading baked goods and coffee chain, serving more than 3 million customers per day worldwide. It sells about 52 varieties of donuts and more than a dozen coffee beverages as well as an array of bagels, breakfast, sandwiches, subs and other baked goods. Dunkin Donuts is a subsidiary company of Dunkin Brands Inc that owns companies like Dunkin Donuts, Baskin Robins etc. Dunkin Donuts is a multinational company with its presence in more than 32 nations. By the end of 2011, there were 10,083 Dunkin' Donuts stores worldwide that included 7,015 franchised restaurants in the United States of America and 3,068 international outlets in more than 32 countries across the globe employing more than 9000 people. According to the financial report published by Dunkin Brands Inc, the parent company of Dunkin Donuts the net sales worldwide totaled up to $8.77 billion, up 5.2 percent from the previous year and the Net income for the year was $108.3 million, up 214.5 percent as reported by the company.

Starbucks dates back from 1971 and is based in Seattle, Washington. The company was founded by Gordon Bowker, Jerry Baldwin and Zev Siegl and it

Overall, we can say that Krispy Kreme has still a strong position in the market. Although it is a smaller company with less financial backing, it remains competitive as its breadth of products appeals across all major demographic groups (including age and income). Its doughnuts have also stirred a cult-like following. Yet its recent problems in strategies (over expansion, unethical accounting procedures) and management could

The high quality product and unique sizing of their products also set them apart. Rather than using the standard small med and large names they used unique identifies that helped make their products stand out in memory. Before they came around your options for coffee outside the home were very limited and the ability to get such high quality even at a premium price was a welcome feature in the market place. For the longest time they were really the only player in the space and that niche afforded them very rapid growth and early successes that help fuel even more growth as they expanded worldwide.