Dunkin Donuts is the formal name of Dunkin’ which has presently turned into an international brand having outlets in majority countries of the globe. Dunkin’s mission statement is “ to be the leading provider of the wide range of delicious beverages & baked products around the kingdom in a convenient, relaxed, friendly environment that ensures the highest level of quality product and best value for money.” Really nicely written. As Dunkin’s CEO in order to position the company as a real challenge to Starbucks in the international markets I would use a globalization global strategy. Dunkin' Donuts. Being 65 years old company Dunkin’ Donuts has emerged as an America’s favourite doughnut company offering coffee, baked goods and other beverages. This snail-paced expansion is a weakness since Dunkin will always enter new and emerging markets after its competitors. Not only do they have a strong presence and customer awareness, but they have adapted their products to satisfy the sweet tooth of its global customers in each country. The fast food chain market is overcrowded with a large number of companies eating out each other share. Dunkin Donuts has over 3,100 stores in over 30 countries outside the US. We use cookies to ensure that we give you the best experience on our website. However, many companies have been able to do so successfully and have been able to achieve international expansion providing an opportunity for growth in sales and profits. Trying to create a global marketing strategy is not something easy to accomplish especially in certain industries. Dunkin Donuts has over 3,100 stores in over 30 countries outside the US. Marketing Mix of Dunkin Donuts analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Dunkin Donuts marketing strategy. Strong parent company: Dunkin Brands Group Inc. has two brands namely Dunkin Donuts and Baskin Robbins under its group company which is divided into 4 businesses. Many are confused by how the term is spelled. Mister Donut was run by a cleaning company, Duskin, in Japan. Possibly the greatest joy of being part of franchising is the opportunity to meet and become friends with some of its legends. DD locations are operated by local business owners who are connected to the population they service, and understand local tastes. Since 1950, Dunkin' Donuts has grown from a single coffee shop in the Boston area to one of the world's largest coffee and baked goods chains. Dunkin' Donuts, a subsidiary of the Dunkin' Brands International has over 10,085 stores throughout New England and the world. World’s leading Quick service restaurants (QSR) working on the franchise model have more than 11000 outlets worldwide working under the umbrella brand of Dunkin Brands. How valuable is the company’s product or service for this foreign country? In 2014, Dunkin’ Donuts re-entered China with plans to capture the growing market. Since this industry runs in quick service restaurants segment and operating on the franchised model the exit and entry risk lies with the franchise while the company’s operational cost is low. The other spelling variant is an American invention. Companies like Teco bell, Tim Hortons, Mac-Donalds, Burger King, Wendy’s etc. Internationally, there are currently over 3,000 franchisee-owned Dunkin’ Donuts restaurants. 2 in it. Let’s take Dunkin Donuts for example. You can follow me on Facebook. Are there benefits to having a global marketing strategy? Dunkin Donuts is a market leader in flavoured coffee, muffins and doughnuts. Questions to ask when creating a global marketing strategy: http://www.global-strategy.net/what-is-global-strategy/, © 18,000 Dunkin' Donuts isn't a joke -- that would be a lot of stores. Dunkin Donuts- Distribution Channels Dunkin Donuts has been in the market for 57 years, and the company has currently taken a new turn on their distribution channel and process. In the case of sourcing the raw materials, the franchises independently source the materials by themselves subject to compliant with the Dunkin’s standards while many franchises source the doughnuts from the approved third-party supplier in the market. The international presence of Dunkin Donuts C Growth Strategy. There has to be an understanding of it’s current situation and how they’ve attracted their customer base. Currently it operates almost 130 outlets, serving more than 300,000 customers a week. It uses undifferentiated targeting strategy so as to make the same menu available globally irrespective of the geographic boundaries. The article elaborates the pricing, advertising & distribution strategies used by the company. With over 120 years of franchising experience, Dunkin' Donuts company opens their stores through franchising locations, where they each have a different owner. Companies are moving outside of their home country and what they're accustomed to and their strategy for gaining market share must be changed completely. The group will seek a combination of the Dunkin Donuts SWOT analysis coming out to Takeaway7. Dunkin’ Donuts intends to focus on growth in South Korea and the Middle East, where they currently have 857 and 229 points of distribution, respectively. For 10th consecutive year, the brand Dunkin has been recognized as a top brand consumer engagement in the out of the home coffee category. The fast food chain market is overcrowded with a large number of companies eating out each other share. However, a company, like Dunkin Donuts, doesn’t go straight to a foreign market. Mission- “To be the leading provider of the wide range of baked foods & beverages”, Vision- “To be always the desired place for great coffee beverages and delicious complimentary donuts & bakery products to enjoy with family and friends”. At the end of 2011, Dunkin' Brands ' nearly 100 percent franchised business model included more than 10,000 Dunkin' Donuts restaurants and more than 6,400 Baskin-Robbins restaurants. Donut first appeared in print in the 1800s but only caught on around the middle of the 20th century. What is global marketing? This being said, they created The Mango Chocolate Donut which is extremely appealing to consumers in Lebanon. Dunkin Donuts is positioning itself as a brand of choice nationally and internationally. Dunkin' Brands continues its work to stabilize its international businesses and, along with its franchisees, is focused on driving traffic through value offerings, product innovation, and making the brands more easily accessible through digital technologies. How will the company deal with challenges that arise in the market. The renaming of the company has happened in January 2019 as the brand is now changing over to be beverage-led. From Asia to Latin America and everywhere in between, you can count on us for delicious coffee and espresso, cool Coolatta™ frozen beverages, delectable donuts, sandwiches and much more. For example, in Lebanon, Dunkin Donuts understands that the Lebanese loves chocolate and are a big fan of fruits like Mango. Dunkin doughnuts use geographic segmentation strategies to cater to the needs of the consumers in 40+ countries worldwide. SWOT analysis – Here is the SWOT analysis of Dunkin Donuts. compete in this industry. Case7 is Strategy and Strategic Management parts. Since inception, Dunkin The AP Style Book also recommends using do… The company’s philosophy is “make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores” (DD IP Holder LLC, 2010). : The group have 19000+ outlets in total which is 100% franchised and is helping the company to control its operational cost and earn profits in terms of royalties. March 3, 2018 By Hitesh Bhasin Tagged With: Strategic Marketing Articles. The Company’s international development strategy for Dunkin’ Donuts includes growth in their existing core markets. It can lead to having a competitive advantage. With likely very few exceptions, Bill Rosenberg may have had the most lasting impact on franchising, and his impact is still being felt today more than a decade since he passed. Your email address will not be published. The difference between a Dunkin’ Donuts restaurant in the US compared to Thailand is that in Thailand, Dunkin’ Donuts’s marketing strategy characterizes an image of a conscious organization who cares for society and […] Segmentation, targeting, positioning in the Marketing strategy of Dunkin donuts –, Competitive advantage in the Marketing strategy of Dunkin Donuts –, BCG Matrix in the Marketing strategy of Dunkin Donuts –, Distribution strategy in the Marketing strategy of Dunkin Donuts –, Brand equity in the Marketing strategy of Dunkin Donuts –, Competitive analysis in the Marketing strategy of Dunkin Donuts –, Market analysis in the Marketing strategy of Dunkin donuts –, Customer analysis in the Marketing strategy of Dunkin Donuts –, How To Write An Outline (Explained with Steps). What exactly is the company trying to achieve by taking the product or service to an international market? “Dunkin’ Donuts is one of the world’s fastest growing QSR chains, in terms of net openings, and we believe there are tremendous growth opportunities for the brand around the world. In the U.S., the brand currently has over 8,000 branches spread out in 36 states, and all of these are franchisee-owned. Dunkin', also known as Dunkin' Donuts, is an American multinational coffee and doughnut company. 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Dunkin Donuts is the market leader in the business it operates and that’s why it is the star in the, With a presence in 42 countries and having 3300+ restaurants has helped the company in decreasing it’s over dependence in U.S market and generating revenues through developing Asian, consecutive year, the brand Dunkin has been recognized as a top brand. They analyzed the foreign market and adapted to it. For the full-year 2010, the company had system-wide sales of approximately $7.7 billion. Dunkin donuts being the market leader in selected categories has helped the company in popularising the menu items through digital & social mediums which resulted into increase in awareness and average revenue per customer. Dunkin donuts have positioned itself based on the kind of product it has in its product portfolio. Company-operated stores have d… With over 3,100 stores in over 30 countries outside of the US, Dunkin' Donuts has been serving loyal customers around the world for over 60 years. Yes! It faces competition from various types of fast food formats such as convenience stores restaurants and other outlets which are in the business of doughnuts, muffins, ice cream, coffee etc. Let us start the Dunkin Donuts Marketing Mix: Dunkin Donuts products are moderately priced and kept close to competition, as the company wants to make things affordable and attr… Dunkin’ Donuts failed in Japan and withdrew, but Mister Donut succeeded and dominated the doughnut industry in Japan. Some use doughnut while others use donut. Dunkin’ Donuts opened its business in Thailand in 1981. I wished you would have touched some on the software automation piece. Not only do they have a strong presence and customer awareness, but they have adapted their products to satisfy the sweet tooth of its global customers in each country. Dunkin' Donuts was founded in 1950. The second step is still focusing on the home country/market, however, exports are introduced and are being focused on. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. A major group of customers of Dunkin Donuts are the college or school-going teenagers. Global marketing is a must to launch a successful product or service in a foreign country. The fourth and last step is when the company creates value and launches its’ product or service to the foreign market. Dunkin' Brands Group, Inc. is headquartered in Canton, Mass. Dunkin Donuts is located steadfastly in the trade name image itself a merchandise called doughnut when viewed in footings of Strength foremost. Slower Expansion: As competitors like McDonald and Burger King expand rapidly across the world, Dunkin’ adopted a limited expansion strategy. 2020 Global Marketing Professor, Global Marketing Insights | GlobalMarketingProfessor.com. If you continue to use this site we will assume that you are happy with it. Which spelling should you use? It was founded by William Rosenberg in Quincy, Massachusetts, in 1950.The chain was acquired by Baskin-Robbins' holding company Allied Domecq in 1990; its acquisition of the Mister Donut chain and the conversion of that chain to Dunkin' Donuts facilitated the brand's growth in North America that year. Turning Starbucks Into a Successful Brand, What Movie Marketers Can Teach Us About Social Media, Video Advertising Yesterday, Today, and Tomorrow, Marketing Preparation after COVID-19: Hotels, The Monetization of Cross-Cultural Spiritual Influence. Dunkin’ Donuts U.S., Baskin-Robbins U.S, Dunkin’ Donuts International and Baskin-Robbins International. It uses undifferentiated targeting strategy so as to make the same menu available globally irrespective of the geographic boundaries. Being the market leader in the category and maintaining the same for years is commendable. With a presence in 42 countries and having 3300+ restaurants has helped the company in decreasing it’s over dependence in U.S market and generating revenues through developing Asian markets. Dunkin’ Donuts currently has over 3,100 stores in over 30 countries outside of the US from Asia to Latin America and everywhere in between. How valuable is this foreign market I am trying to go into for the company? Dunkin’ Donuts has almost 11,000 locations in over 30 countries, and it has no plans of stopping soon. Global marketing is the process of adjusting and altering the company’s marketing strategy to adapt to the conditions and consumer wants/needs of the other countries. Dunkin Doughnuts compete in (QSR) quick service restaurants segments in the fast food industry. The pink and the color orange in the logo of the company along with a coffee cup have made it a memorable one. Understanding the foreign market in which you are launching the product is essential. 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