Dunkin Donuts Estrategia Comercial
Páginas: 2 (282 palabras)
Publicado: 3 de julio de 2012
1. What is Dunkin’ Donuts’ value perception and positioning strategy?
Dunkin’ Donuts offers consistently good quality, variety of consumer-driven products emphasizing freshness incoffee and donuts at a reasonable price.
The company addresses a broad segment of diverse consumers seeking an alternative to breakfast at home and to travelers.
2. Has Starbucksand Krispy Kreme had a meaningful impact on Dunkin’ Donuts’ sales?
While a debatable issue, the video suggests that Dunkin’ Donuts was helped by the advent of Krispy Kreme andStarbucks by stimulating greater primary demand and bringing more people into the coffee and donut restaurant business. Perhaps the Atkins, South Beach and low-carb diets have been equally,if not more impacting.
3. How has the coffee market changed in the last decade?
The major market shifts is the new world look for great quality, fresh, in-store, customizedlattés and cappuccinos consumed outside the house. The old world is standard, out of the can, in-house consumption.
Dunkin’ Donuts has high-quality fresh coffee, (fresh brewed every 18minutes) with 2.5 million cups consumed each day. Many are loyal Dunkin’ Donuts consumers who consider other brands pretentious. Dunkin’ Donuts has a line of lattés and cappuccinosthat are very successful.
TEACHING APPLICATIONS
1. How has Dunkin Donuts responded to competitive changes in the marketplace?
New product lines, lattés, cappuccinos, and icecoffee are being promoted. Their campaign theme of “Bring Yourself Back” used a simple uncomplicated message of quality, freshness, new products and fun.
2. Have students contactmanagers of Starbucks, Dunkin’ Donuts, and Krispy Kreme with standard questions for each: target market, trends in sales, market influence. Discuss and orally present results in class.
Dunkin’ Donuts offers consistently good quality, variety of consumer-driven products emphasizing freshness incoffee and donuts at a reasonable price.
The company addresses a broad segment of diverse consumers seeking an alternative to breakfast at home and to travelers.
2. Has Starbucksand Krispy Kreme had a meaningful impact on Dunkin’ Donuts’ sales?
While a debatable issue, the video suggests that Dunkin’ Donuts was helped by the advent of Krispy Kreme andStarbucks by stimulating greater primary demand and bringing more people into the coffee and donut restaurant business. Perhaps the Atkins, South Beach and low-carb diets have been equally,if not more impacting.
3. How has the coffee market changed in the last decade?
The major market shifts is the new world look for great quality, fresh, in-store, customizedlattés and cappuccinos consumed outside the house. The old world is standard, out of the can, in-house consumption.
Dunkin’ Donuts has high-quality fresh coffee, (fresh brewed every 18minutes) with 2.5 million cups consumed each day. Many are loyal Dunkin’ Donuts consumers who consider other brands pretentious. Dunkin’ Donuts has a line of lattés and cappuccinosthat are very successful.
TEACHING APPLICATIONS
1. How has Dunkin Donuts responded to competitive changes in the marketplace?
New product lines, lattés, cappuccinos, and icecoffee are being promoted. Their campaign theme of “Bring Yourself Back” used a simple uncomplicated message of quality, freshness, new products and fun.
2. Have students contactmanagers of Starbucks, Dunkin’ Donuts, and Krispy Kreme with standard questions for each: target market, trends in sales, market influence. Discuss and orally present results in class.
Leer documento completo
Regístrate para leer el documento completo.