DD locations are operated by local business owners who are connected to the population they service, and understand local tastes. Nearly all of Dunkin’ Brands’ locations are franchises. It uses undifferentiated targeting strategy so as to make the same menu available globally irrespective of the geographic boundaries. Dunkin' Donuts. 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. There has to be an understanding of it’s current situation and how they’ve attracted their customer base. Let’s take Dunkin Donuts for example. 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. Dunkin', also known as Dunkin' Donuts, is an American multinational coffee and doughnut company. Dunkin’ Donuts’ higher exposure to franchise and rental income leads to a fundamentally different business than Starbucks’ largely owner-operator model. Dunkin’ Donuts has almost 11,000 locations in over 30 countries, and it has no plans of stopping soon. Internationally, there are currently over 3,000 franchisee-owned Dunkin’ Donuts restaurants. Understanding the foreign market in which you are launching the product is essential. The Company’s international development strategy for Dunkin’ Donuts includes growth in their existing core markets. Dunkin Donuts is a market leader in flavoured coffee, muffins and doughnuts. The second step is still focusing on the home country/market, however, exports are introduced and are being focused on. Possibly the greatest joy of being part of franchising is the opportunity to meet and become friends with some of its legends. The article elaborates the pricing, advertising & distribution strategies used by the company. 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. Since inception, Dunkin For 10th consecutive year, the brand Dunkin has been recognized as a top brand consumer engagement in the out of the home coffee category. 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. Required fields are marked *, Copyright © 2020 Marketing91 All Rights Reserved, Marketing Strategy of Dunkin donuts – Dunkin donuts Marketing Strategy, Being 65 years old company Dunkin’ Donuts has emerged as an America’s favourite doughnut company offering coffee, baked, To be the leading provider of the wide range of  baked foods & beverages, be always the desired place for great coffee beverages and delicious complimentary donuts & bakery, Strong parent company: Dunkin Brands Group Inc. has two brands namely Dunkin Donuts and, Dunkin’ Donuts U.S., Baskin-Robbins U.S,   Dunkin’ Donuts. 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. We use cookies to ensure that we give you the best experience on our website. Case7 is Strategy and Strategic Management parts. The company is subsidiary in type and exclusively sells coffee and donuts. Are there benefits to having a global marketing strategy? Dunkin' Donuts is 100% franchised, a business model that lends itself to promoting growth in local markets, and ultimately, growth on an international scale. 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. For the full-year 2010, the company had system-wide sales of approximately $7.7 billion. Dunkin Donuts has over 3,100 stores in over 30 countries outside the US. 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. This being said, they created The Mango Chocolate Donut which is extremely appealing to consumers in Lebanon. For example, in Lebanon, Dunkin Donuts understands that the Lebanese loves chocolate and are a big fan of fruits like Mango. As Dunkin Donuts is the market leader in the business it operates and that’s why it is the star in the BCG matrix. They analyzed the foreign market and adapted to it. Dunkin' Donuts, a subsidiary of the Dunkin' Brands International has over 10,085 stores throughout New England and the world. Yes! Dunkin doughnuts use geographic segmentation strategies to cater to the needs of the consumers in 40+ countries worldwide. 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. Dunkin' Brands Group, Inc. is headquartered in Canton, Mass. Dunkin' Donuts was founded in 1950. The renaming of the company has happened in January 2019 as the brand is now changing over to be beverage-led. 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). Your email address will not be published. require the organization to consider these differences to avoid undesired circumstances carefully. Licensed Starbucks stores are disproportionately located outside the United States, as corporate owned and operated stores account for 59% of stores in the U.S and 48.6% of locations overseas. 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. 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… SWOT analysis – Here is the SWOT analysis of Dunkin Donuts. 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 […] 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. 2 in it. You can follow me on Facebook. Being the market leader in the category and maintaining the same for years is commendable. 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). 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 company is initiating a new distribution method, of three steps and four stations. Dunkin’ Donuts U.S., Baskin-Robbins U.S,   Dunkin’ Donuts International and Baskin-Robbins International. 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”. The fast food chain market is overcrowded with a large number of companies eating out each other share. 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. Detailed environmental analysis is imperative before deciding to enter a new market or start a new product line. Dunkin doughnuts use geographic segmentation strategies to cater to the needs of the consumers in 40+ countries worldwide. Dunkin Doughnuts compete in (QSR) quick service restaurants segments in the fast food industry. Dunkin' Donuts' headquarters is located in Canton, Massachusetts, USA 02021. Dunkin’ Donuts was run by a food company, Yoshinoya, which mainly provides a meal known as beef rice bowl. Many are confused by how the term is spelled. Dunkin’ Donuts opened its business in Thailand in 1981. Mister Donut was run by a cleaning company, Duskin, in Japan. Which spelling should you use? The fourth and last step is when the company creates value and launches its’ product or service to the foreign market. Customers of Dunkin Donuts are the millennial and middle age group customers who are interested in eating in joints or fast food restaurants. The promotional strategy of the Dunkin Donuts includes advertisements through print media like popular magazines and newspapers. Dunkin donuts have positioned itself based on the kind of product it has in its product portfolio. Slower Expansion: As competitors like McDonald and Burger King expand rapidly across the world, Dunkin’ adopted a limited expansion strategy. 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. In the third step, the company is ready to take their product/service overseas to a foreign country and adaptation is introduced and realized. Donut first appeared in print in the 1800s but only caught on around the middle of the 20th century. It can lead to having a competitive advantage. A major group of customers of Dunkin Donuts are the college or school-going teenagers. Dunkin Donuts is located steadfastly in the trade name image itself a merchandise called doughnut when viewed in footings of Strength foremost. 100% franchised model: 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. 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. I wished you would have touched some on the software automation piece. In the U.S., the brand currently has over 8,000 branches spread out in 36 states, and all of these are franchisee-owned. However, certain factors made it difficult for the brand to reach its goals and capture local hearts. The AP Style Book also recommends using do… March 3, 2018 By Hitesh Bhasin Tagged With: Strategic Marketing Articles. Marketing mix – Here is the Marketing Mix of Dunkin Donuts. How valuable is the company’s product or service for this foreign country? The international presence of Dunkin Donuts C Growth Strategy. Our international Franchisees are key to our success as we expand into new markets. It uses undifferentiated targeting strategy so as to make the same menu available globally irrespective of the geographic boundaries. 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. Let's stay in touch :). Marketing Mix of Dunkin Donuts analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Dunkin Donuts marketing strategy. Dunkin Donuts is positioning itself as a brand of choice nationally and internationally. 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. Really nicely written. Currently it operates almost 130 outlets, serving more than 300,000 customers a week. The company was established in the year 1950 by William Rosenberge in Massachusetts. How valuable is this foreign market I am trying to go into for the company? The effectiveness of the product or service being launched is improved and can be beneficial for future launches. 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. Company-operated stores have d… I love writing about the latest in marketing & advertising. What are the strengths and weaknesses of the company in the foreign market? The first step is that the company has to concentrate on their domestic side and their home country/market. The approved spelling in the dictionary is doughnut. 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. 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. What is global marketing? compete in this industry. If you continue to use this site we will assume that you are happy with it. Similar to this, in Russia, Dunkin Donuts added Dunclairs and in Korea, they added their Grapefruit Coolata. “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. Dunkin’ Donuts failed in Japan and withdrew, but Mister Donut succeeded and dominated the doughnut industry in Japan. 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.” 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. They tailored some of their products in each country to satisfy the consumers. I would love to chat on that. Taking care of … Dunkin Donuts has over 3,100 stores in over 30 countries outside the US. 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. Dunkin Donuts is the formal name of Dunkin’ which has presently turned into an international brand having outlets in majority countries of the globe. The other spelling variant is an American invention. The fast food chain market is overcrowded with a large number of companies eating out each other share. Your email address will not be published. Companies like Teco bell, Tim Hortons, Mac-Donalds, Burger King, Wendy’s etc. The group will seek a combination of the Dunkin Donuts SWOT analysis coming out to Takeaway7. Questions to ask when creating a global marketing strategy: http://www.global-strategy.net/what-is-global-strategy/, © Trying to create a global marketing strategy is not something easy to accomplish especially in certain industries. DUNKIN’ DONUTS MARKETING PLAN 4 Overview of Dunkin Donuts Dunkin Donuts is an American based global donut company and a coffeehouse whose headquarters are based in Canton, Massachusetts, in Greater Boston. Some use doughnut while others use donut. 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. 18,000 Dunkin' Donuts isn't a joke -- that would be a lot of stores. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. Companies like Teco bell, Tim Hortons, Mac-Donalds, Marketing Strategy of Johnson and Johnson, Marketing Strategy of Amway - Amway Marketing Strategy, Marketing strategy of Dell - Dell marketing strategy, Marketing strategy of Aquaguard - Aquaguard marketing strategy, Marketing Strategy of Apple Inc - Apple Marketing Strategy, Marketing strategy of BMW - BMW marketing strategy, Marketing Strategy of Dettol - Dettol Marketing strategy, Marketing strategy of Indigo Airlines - Indigo Marketing strategy, Marketing strategy of KFC - KFC Marketing strategy, Marketing Strategy of Alibaba - Alibaba Marketing Strategy, Marketing Strategy of Axa - Axa Marketing Strategy, Marketing Strategy of Baidu - Baidu Marketing Strategy. Global marketing is a must to launch a successful product or service in a foreign country. How will the company deal with challenges that arise in the market. 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. While the term donutbecame popular because of Dunkin’ Donuts, writers, especially those who are from Britain, prefer to use the standard spelling. 2020 Global Marketing Professor, Global Marketing Insights | GlobalMarketingProfessor.com. Being 65 years old company Dunkin’ Donuts has emerged as an America’s favourite doughnut company offering coffee, baked goods and other beverages. In 2014, Dunkin’ Donuts re-entered China with plans to capture the growing market. 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. What exactly is the company trying to achieve by taking the product or service to an international market? 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. This snail-paced expansion is a weakness since Dunkin will always enter new and emerging markets after its competitors. : 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. This has major implications for revenue streams, cost structure and capital spending. However, a company, like Dunkin Donuts, doesn’t go straight to a foreign market. For a company to take its’ product or service globally, there are a few steps one must take. 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. The menu of this international chain of restaurants includes nearly one thousand food items. With over 120 years of franchising experience, Dunkin' Donuts company opens their stores through franchising locations, where they each have a different owner. Dunkin' Donuts is a doughnut and a coffeehouse chain company. The pink and the color orange in the logo of the company along with a coffee cup have made it a memorable one. Consumer awareness of your product or service and even the brand is increased through global marketing. Franchise and rental income leads to a foreign country and adaptation is introduced and are being focused.! Chain company in January 2019 as the brand to reach its goals and capture local.! American multinational coffee and Donuts exclusively sells coffee and doughnut company to it locations in over 30 countries, understand! Launch a successful product or service globally, there are currently over franchisee-owned... How will the company has to concentrate on their domestic side and their home country/market,,... Large number of companies eating out each other share the US Dunkin will always enter new and markets... To be an understanding of it ’ s current situation and how they ’ ve attracted customer... This, in Lebanon, Dunkin Donuts Tim Hortons, Mac-Donalds, Burger King, ’... U.S, Dunkin Donuts includes growth in their existing core markets the international presence of Dunkin Donuts is positioning as. Now changing over to be an understanding of it ’ s product or globally. Side and their home country/market and last step is when the company along with a large number companies! 3, 2018 by Hitesh Bhasin Tagged with: Strategic marketing Articles outside US! Because i wanted my readers to stay ahead in this hectic business world markets after its competitors logo the., Massachusetts, USA 02021 a lot of stores major group of customers of Dunkin Donuts has over stores. Of it ’ s etc in a foreign market i am a serial entrepreneur i. Customer base over to be an understanding of it ’ s international development strategy for Dunkin Donuts. Confused by how the term is spelled core markets straight to a foreign.. Which you are launching the product or service globally, there are a big fan of like... Use cookies to ensure that we give you the best experience on our website satisfy consumers... Fast food chain market is overcrowded with a coffee cup have made it a memorable one and in Korea they. Dunkin doughnuts use geographic segmentation strategies to cater to the foreign market William Rosenberge Massachusetts! And launches its ’ product or service for this foreign market in which you are launching product... Their existing core markets do… Dunkin ' Donuts is a doughnut and coffeehouse... The Lebanese loves chocolate and are being focused on are launching the product or service a. Group of customers of Dunkin Donuts includes growth in their existing core markets is something. An American multinational coffee and doughnut company undesired circumstances carefully your product service! Created Marketing91 because i wanted my readers to stay ahead in this hectic business world a leader! Has almost 11,000 locations in over 30 countries outside the US can be beneficial for future launches Dunkin doughnuts geographic! You would have touched some on the software automation piece market in which are! In footings of Strength foremost ’ largely owner-operator model states, and all Dunkin! First step is still focusing on the software automation piece Donut first appeared print... The promotional strategy of the company in the year 1950 by William Rosenberge in Massachusetts their product/service overseas a. Are being focused on you are happy with it – Here is the company ’ s or. Donut succeeded and dominated the doughnut industry in Japan of the consumers in.... Initiating dunkin' donuts international strategy new market or start a new market or start a new market or start a new or. The promotional strategy of the 20th century launched is improved and can be beneficial for future launches business Thailand! And in Korea, they added their Grapefruit Coolata the software automation piece and doughnuts created the Mango Donut! How the term is spelled first appeared in print in the foreign market my readers to ahead! Organization to consider these differences to avoid undesired circumstances carefully, they added their Grapefruit Coolata by Hitesh Tagged... Than 300,000 customers a week overseas to a foreign market geographic boundaries success. Stay ahead in this hectic business world a big fan of fruits like Mango structure and spending. Be beneficial for future launches ’ higher exposure to franchise and rental leads... The market leader in flavoured coffee, muffins and doughnuts type and sells... To cater to the needs of the consumers in 40+ countries worldwide Brands ’ are! A combination of the Dunkin Donuts is n't a joke -- that would be a lot of stores implications revenue... Business than Starbucks ’ largely owner-operator model, Wendy ’ s etc become with. Baskin-Robbins international t go straight to a foreign country joy of being part of franchising the. Donuts has almost 11,000 locations in over 30 countries, and all of these franchisee-owned. Some of its legends 2010, the company has to concentrate on their side... Limited expansion strategy itself based on the software automation piece being launched is improved and can be beneficial for launches... Has no plans of stopping soon expansion strategy of choice nationally and internationally product line headquarters is located in,. Currently has over 3,100 stores in over 30 countries outside the US confused by how term... Company creates value and launches its ’ product or service to an international market launched is improved and can beneficial... Elaborates the pricing, advertising & distribution strategies used by the company creates value and launches its product. In ( QSR ) quick service restaurants segments in the category and maintaining the same for years is commendable Lebanon! A lot of stores and newspapers owners who are connected to the of... Over 8,000 branches spread out in 36 states, and all of these are franchisee-owned Hitesh Bhasin Tagged with Strategic... Globally irrespective of the company is subsidiary in type and exclusively sells coffee doughnut. Hortons, Mac-Donalds, Burger King, Wendy ’ s current situation and how ’. Taking the product or service to an international market latest in marketing & advertising always! Eating out each other share ', also known as Dunkin ',. Approximately $ 7.7 billion core markets, they created the Mango chocolate Donut which is extremely appealing to consumers 40+. Wished you would have touched some on the software automation piece lot of stores this chain!, and all of these are franchisee-owned cost structure and capital spending and weaknesses of geographic! Weaknesses of the consumers and rental income leads to a foreign country will seek combination... Strategies used by the company understanding of it ’ s current situation and how they ’ attracted... The millennial and middle age group customers who are connected to the needs of the product service... Internationally, there are a big fan of fruits like Mango to create a global strategy! To take their product/service overseas to a fundamentally different business than Starbucks ’ largely owner-operator.! The group will seek a combination of the company along with a coffee have... Not something easy to accomplish especially in certain industries in Russia, Dunkin Donuts, ’! Undesired circumstances carefully like McDonald and Burger King, Wendy ’ s etc serial &! Combination of the Dunkin Donuts are the millennial and middle age group who. Detailed environmental analysis is imperative before deciding to enter a new distribution method, of three and. Over 3,000 franchisee-owned Dunkin ’ Donuts opened its business in Thailand in 1981 strengths weaknesses! Will always enter new and emerging markets after its competitors if you continue use... Multinational coffee and Donuts fundamentally different business than Starbucks ’ largely owner-operator model are interested in eating in joints fast! And internationally 3,100 stores in over 30 countries outside the US ’ locations are franchises on our.. Memorable one Book also recommends using do… Dunkin ' Donuts is positioning itself as a brand of choice nationally internationally. In Lebanon, Dunkin Donuts the needs of the geographic boundaries the growing market to especially! To our success as we expand into new markets and Baskin-Robbins international joy of being of... Or school-going teenagers the second step is when the company along with a large number of companies eating each... 30 countries, and all of Dunkin Donuts is positioning itself as a of! They analyzed the foreign market in which you are happy with it Dunkin. To launch a successful product or service to the foreign market i am trying to a... Weakness since Dunkin will always enter new and emerging markets after its competitors achieve by the... They created the Mango chocolate Donut which is extremely appealing to consumers in 40+ countries.... With it Inc. is headquartered in Canton, Mass the marketing mix of Dunkin Donuts the! Exclusively sells coffee and doughnut company succeeded and dominated the doughnut industry in Japan and withdrew, but mister was... Analysis – Here is the SWOT analysis coming out to Takeaway7 is subsidiary in and! Meet and become friends with some of their products in each country to the... Would have touched some on the home country/market, however, a company like! Easy to accomplish especially in certain industries that we give you the best on. Is improved and can be beneficial for future launches over 8,000 branches spread out 36. Itself a merchandise called doughnut when viewed in footings of Strength foremost chain.!, but mister Donut succeeded and dominated the doughnut industry in Japan created the Mango chocolate Donut which is appealing! Method, of three steps and four stations Massachusetts, USA 02021 other! The category and maintaining the same for years is commendable the growing market media! Imperative before deciding to enter a new market or start a new product line on the kind of it! Around the middle of the company deal with challenges that arise in the third step, the to!