Marketing Plan – Dunkin’ Brands

Phase 5 IP marketplace Plan Dunkin Brands A. Dence Colorado technological foul University 9/24/12 Phase 5 IP executive Summary When the tumble of Dunkin Donuts, Bill Rosenburg, clear his first store in 1950 in Quincy, Mass., his goal was to hit and serve the freshest, most yummy deep brown and donuts apace and courteously in modern, comfortably-merchandised stores (Dunkin Donuts, 2012). no., Dunkin Donuts has more(prenominal) than 10,000 restaurants and over 6,700 Baskin-Robbins restaurants. In 2011 the attach to had system-wide sales of approximately $8.4 billion with points of distribution in well-nigh 60 countries worldwide (Holsted, Slade, & international ampere; Upadrashta, 2012). Dunkin Donuts has earned the No. 1 ranking for node fealty in the cocoa course of study by Brand Keys for sextuplet years running. Dunkin Donuts is a market leader in the official/decaf drinking chocolate, iced coffee, warm flavored coffee, donut, bagel and muffin categories. Dunkin Donuts plans to consecrate late stores nation in ally and internationally, as well as tar welcomeing new markets in the U.S. Situational Analysis Dunkin Donuts tar lends customers who are touchwood class, male and female Americans, ranging in age from 18-45. Their annual salaries be given from $40,000 to $100,000. They are coffee enthusiasts, primary(prenominal)ly the great unwashed on the go, both individuals and families.

These consumers safe indirect request a steady-going cup of coffee and perhaps a doughnut to get their day started. The classifiable Dunkin Donuts customer is simple and practical in their coffee needs, and isnt probably to appreciate fancy selling ploys. 45% of all Dunkin Donuts pedigree is made up essence class consumers. Dunkin Donuts main tenseness is people on the go who want to get in and go forth as stiff as affirmable (The lustrous Agency, 2006). Companies like Starbucks reach out to customers who want an view that includes melody and baristas. Those people are uncoerced to pay high prices for that experience. Dunkin Donuts customers, on the other hand, dont need all that...If you want to get a intact essay, order it on our website: Ordercustompaper.com

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