I. Central Problem
From only five stores in 1954, Dunkin’ Donuts has grown to world wild chain of 7,988 stores including 5,769 franchised restaurants in 34 United States and 2,219 international shops in 30 countries by the end on 2007. In relate to this statements, the Dunkin’ Donuts Company has chalked out an ambitious target of tripling the number of stores by 2020 as part of its aggressive expansion plan.
The problem is how are they’re going to make this possible?
1.) To improve marketing strategy and conduct surveys to know customers perception.
2.) To maintain the loyalty of their customers and attract more people to buy their product.
3.) To strengthen or improve their brand of coffee that makes D&D weak sales.
III. Situational analysis (SWOT)
1.) The case writer gives a glimpse of the growth in the ...view middle of the document...
IV. Alternative Courses of action
Alt. 1.) Conduct more survey’s that would make them know their customer’s perception specially their preferred taste on coffee. As of their recent announcement the weaker-than-expected fourth-quarter sales and lowered its 2015 outlook, blaming declining sales of Dunkin’ Donuts’ packaged coffee and continued pressure on consumers.
Alt. 2.) Strive to expand the menu through a team of acclaimed chefs to develop new and innovative menu choices. The study conducted in US says that 97% of the respondents recognize their brand but not an assurance that they will keep their loyalty to their brand, with the fact that Starbuck is interfering in the market as their primarily competitors.
Alt. 3) Promote new product brand especially in places with many Dunkin’ Donut stores and also introduce the company to International markets.
* Review the expansion plan about tripling the number of its stores.
* Focus on strengthening their product and menu choices.
* Innovate the coffee brand that will suit to the taste of their customers.
Dunkin’ Donuts Company has built a very pleasing name in the franchising business, but with the fact that other brand like Starbuck and others interfering the market getting the half of Company’s Coffee sales, is it really a brilliant plan to expand rather than strengthening its brand?
VII. Plan for Implementation
What? | Who? | When? | Where? | How much? |
Call for a meeting regarding strategic plan. | Chief executive Officer, Dunkin’ Brands Chairman, chief Brand Officer and other.
| March 30, 2015 | Dunkin’s Main office, Meeting Hall | P 5,000 |
Conduct a Worldwide survey. | Dunkin’s Agents and Assigned personnel. | April 20, 2015 | US, Korea and otherForeign countries
| P 3 million |
Develop new products and innovate menu choices. | Team of acclaimed Chefs. | June 02, 2015 | @ Dunkin’s laboratory | P 5 billion