Marketing Project Report: Analysis of Dunkin' Donuts Strategies

This marketing project report provides a detailed analysis of Dunkin' Donuts' marketing strategies. It begins with an introduction outlining the purpose and scope of the marketing plan. The main body covers background information, including an examination of external influences through a PESTLE analysis, a review of the market, brand performance, and competitor activities. A SWOT analysis is presented, along with recommendations. The report then delves into the marketing plan, including positioning strategies, target market profiles, marketing objectives, strategies, execution, and evaluation. The report concludes with a summary of findings and provides references. The analysis covers various aspects such as the market review, brand performance, competitor analysis and recommendations for better market project.

Marketing Project

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1)Background..............................................................................................................................3
a) Information about external influences, review of market brand competes, brand
performance and review of competitors activities......................................................................3
b) Recommendation of SWOT analysis......................................................................................5
2)Plan..........................................................................................................................................6
a) Positioning Strategy................................................................................................................6
b) Target Market Profile..............................................................................................................7
c) Marketing Objectives..............................................................................................................7
d) Marketing Strategies...............................................................................................................7
e) Marketing Execution...............................................................................................................8
f)Evaluation
.....................................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plan is comprehensive blueprint or document which outline marketing or
adverting efforts for further year. It is regarded as business document which outline tactics and
strategy of marketing (Baker and Saren, 2016). This is made for particular period of time and
covers various details like action steps, cost, goals, historical data, methods, future predictions.
This helps organisation to work as per set plan and achieve goal and objectives of business. The
given assignment is based on Dunkin' Donuts which was founded in 1950 at Quincy
Massachusetts. It is multinational American coffee company and provide quick service. It is
largest baked and coffee goods in world and including products such as donuts, hot and iced
beverages and bagels. This assignment is divided into two parts that are background and plan of
given organisation. It highlights external influences, market review, performance of brand
activities. The SWOT analysis of firm has been done along with recommendation to make better
market project.
MAIN BODY
1)Background
This part of assignment covers various aspects of marketing plan such as external
influences, review of brand competes, competitors activities, SWOT analysis and
recommendations given to firm.
a) Information about external influences, review of market brand competes, brand performance
and review of competitors activities
Information About External Influences
There are various outside activities which can impact business and its working. Before
making marketing plan for Dunkin' Donuts it is very essential to view external factors for better
results. External influence can impact investment or business for achievement of strategic goals
and objectives (Felix, Rauschnabel and Hinsch, 2017). It can include competition, economic,
demographics, social factors. It is explained with help of PESTLE analysis which is described
below:
PESTLE analysis- It is tool designed for monitoring and analysing macro environmental
factors which can impact performance of organisation. Such framework is useful when new
business has started or entering into foreign market. The PESTLE analysis of Dunkin' Donuts are
as follows:
Political- This factors include intervene of government in business that include inflation,
tax rate. Dunkin' Donuts has faced lots of challenges from governmental and legal issues. It is
very important factors for firm to follow all regulations of government. The beans of Dunkin'
Donuts are 100% fair trade certified and possess high quality. This organisation is abided by
labour and environmental laws. While starting new business in market, all political elements
need to consider. It is essential to know about political factors of other countries while
manufacturing any new products in market (Fletcher and Crawford, 2013).
Economic- The performance of economy that includes exchange rate, inflation, rate,
interest is called economic factors. Dunkin' Donuts is facing competition from other countries
such as Starbucks and Mc Cafe. Due to emerging market in Asian and South America, it has an
opportunity for future investment. The rising interest rates and inflation rates has created threats
to Dunkin' Donuts. Marketing plan helps firm effectively to know about economic condition of

particular country in order to provide goods and services so that they can manufacture
accordingly.
Social- The dimension that represents characteristics, customs, norms, values where
organisation is operating. It includes age, growth rate, income distribution, safety emphasis.
People are more health conscious nowadays so they prefer high quality goods and service. There
are many consumer who think coffee is bad for them so they switch to another brand or drink.
Dunkin' Donuts can provide health drinks for their consumer in order to fulfils their need and
demand. This firm has provide fresh fruits and customer can collect information through website
and offer training plan for better health. It is very essential to analyse such factors before
entering into new markets (Hirschman, 2014).
Technological- When organisation moves towards innovation which affect operation of
industry and market. It refers level of innovation, research and development, automation and
technology incentives. This creates opportunities for companies to move with changing world.
Dunkin' Donuts has adopt new technology for marketing and distributing goods in various
countries. The high tech equipment and new machines has introduced in order to assist company
to keep themselves up to date with market. Dunkin' Donuts has also offered consumer to provide
feedback regarding goods and services for improving it. This helps to increase profit for making
better products and reaching target audience.
Environmental- These are the most important factors of company while manufacturing
any goods and services in market. It has become important due to various reasons such as
pollution targets, carbon footprints, scarcity of raw materials set by governments. This factors
includes climate, weather, environmental offset, changes. While manufacturing goods and
service, Dunkin' Donuts should consider environmental factors which should not create harm to
any people. This helps in creating goodwill and brand image of organisation.
Legal- This factors include particular laws such as antitrust, employment, copyright,
patent, discrimination, antitrust, consumer protection. This is responsibility of organisation to
know legal and illegal elements for organisation. It is responsibility of Dunkin' Donuts to follow
legal laws for manufacturing. Each and every country has various legal laws. As marketing plan
is done for new launching of organisation in other place, so accordingly legal laws need to be
followed.
Review Of Market Brand Competes
According to Eril Oster, 2019, Dunkin' Donuts is American coffee based organisation. It
handles planning and media buying brand in market. The review given by market was good for
Dunkin' Donuts. There are many other brand such as Starbucks and other which are competitors
of Dunkin' Donuts but review regarding this company is awesome. It has strong and long-lasting
relationship with creativity in order to achieve goals and objectives. As need and demand of
consumer changes frequently so firm need to move with them to satisfy them. Dunkin' Donuts
focus on creativity so that they can increase market share and profits in market. The relationship
it maintain with their consumer is really different than other organisation. It has spend $150
million on measuring media regarding their review (Dunkin’ Donuts Launches First Creative
Review in Almost Two Decades, 2019).
Brand Performance
According to Dunkin’ Donuts report of first quarter 2018, it highlights following:
 Dunkin’ Donuts has completed roll out menu across 100% of US system
 It has addded 71 new Dunkin’ Donuts and Baskin Robbins locations globally along with
56 new Dunkin’ Donuts in US.

 The revenue has increase by 1.7%
 It has entered into $650 millions share purchase agreement.
Dunkin’ Donuts has made strategic growth initiatives and fast growing retail business in
market. It is making progress on continuous basis in order to earn profit and increase market
share (DUNKIN' BRANDS REPORTS FIRST QUARTER 2018 RESULTS, 2019)
Review Of Competitors Activities
There is high competition in service restaurant industry especially in U.S. As Dunkin’
Donuts is fast food industry players in market which is specialise in offering doughnuts and
coffee and has expanded menu to sandwiches, beverages, and others. In order to expand market
in other countries, it is important to analyse activities of competitors. Some of the competitors
along with their activities of Dunkin’ Donuts are given below:
Starbucks- This is most prominent US based service restaurants which is specialise in
coffee serving. The expansion and revenue has been growing from last decade. The units of firm
is increasing by 2000 in worldwide and 25600 by end of year. The main aim is to attract large
number of customers every moth through high advertisement and spend $250 million per year
for advertising.
McDonald- This is US based industry which is the competitor of Dunkin’ Donuts. As it
is transforming fast food restaurant through establishment into various branches into different
parts of world. It is maintaining standards in quality of services for their consumers. This is
serving 60 million consumers every months by providing high quality goods and services.
KFC- It is also US based food chain restaurants and which rank second position in terms
of locations and number of units after McDonald's. It has more than 20,000 units in both local as
well as international market. It is increasing sale volume through strategic expansion into new
market. It is expansing market where there is high craze of fast food to grow every passing days
(Top Dunkin Donuts Competitors, 2019)
b) Recommendation of SWOT analysis
SWOT Analysis
It is strategic planning tool that is used for helping organisation or person in order to
identify strength, weaknesses, opportunities and threats related to project planning and business
competition. There are some recommendation given on basis of SWOT analysis which are given
below:
Strengths- On basis of strength, the recommendation provided to Dunkin Donuts are as
follows:
 It can increase more number of units in both national and international market to fulfils
need and demand of consumers (Jaskari, 2013).
 As it is renowned brand in market and has operating in different market. In order to beat
competition in market, it is recommended to organisation to do innovative on their menu
in order to earn high profit margins. It can provide various types of coffees and beverages
for their consumer.
Weaknesses- The recommendation given to improve weak point of Dunkin Donuts which
are as follows:
 As it is earning high profits so it need to pay the debts to banks and borrowers. There are
various debts which organisation is facing which need to be paid as soon as possible.
 It is recommended to Dunkin Donuts to expand their market in developing and developed
countries at high speed for earning profits, market share and fulfilment of need and
demand of consumers.

 It is recommended to organisation to maintain good relationship with each and every
consumer as well as their partners.
Opportunities- In order to gain more opportunities, following recommendations are
provided to Dunkin Donuts such as:
 The international market is great source for increasing growth and revenue by Dunkin
Donuts. There are many places where Dunkin Donuts is not operating their business so it
is recommended to establish their firm in that places.
 It is also recommended to Dunkin Donuts to provide healthy friendly menu to consumers
to attract them for health conscious (Kotler and et. al., 2015).
 It can adopt digital technology for better reputation of their brand and provide customer
service and marketing. This opportunities can be adopted for effective outcomes.
Threats- In order to remove threats by Dunkin Donuts, different recommendations are
provided which are as follows:
 As there are large number of competitors so Dunkin Donuts need to analyse those market
properly and provide some innovations in order to capture market.
 It is also recommended to Dunkin Donuts to use innovation in their goods and service so
that market revenue and profits can be increase.
2)Plan
a) Positioning Strategy
In business and marketing strategy, market position is the perception of consumers
regarding brand, product, service, in relation to competitors. Positioning strategy is the strength
and weaknesses of organisation, requirement of consumers, market and position of competitors.
The main purpose of this strategy is to allow company for firm can identify particular areas
where they can beat competition (Kubacki and Rundle-Thiele, 2014). There are different
positioning strategy adopted by Dunkin Donuts are as follows:
Product characteristics as Positioning Strategy- This strategy focus on characteristics of
consumer or product benefits. Dunkin Donuts need to add features in their products so that it can
attract large number of consumers. It is serving beverages, coffee, and others to people. In order
to maintain such strategy, it should focus on providing health products to individuals.
Pricing as Positioning Strategy- Dunkin Donuts should charge for product as per price
charged from consumers. If quality is good then, individual can pay high price too. Thus, in this
positioning strategy it is essential to provide high quality goods and services. While framing such
strategy each and every factors should be considered.
Positioning Strategy based on Use or Application- Positioning can be done on basis of
use or application. Dunkin Donuts is dealing in beverages, coffee and other so it can do it
promotion or advertisement at any time and place in order to create awareness among consumers
(Majaro, 2013).
Positioning Strategy based on Competitors- This is the most important positioning
strategy for every company. While doing promotion of products, it is necessary to use best
promotion tools by firm from their competitors in order to create awareness in market.
b) Target Market Profile
Targeting is second stage of STP process where marketer select particular group of
people for providing goods and services so that they can fulfils their need and demand. The
target market profile of Dunkin Donuts are working class people and teens within middle age
bracket who work on tight schedule for catching bus, train. As it has targeted consumers on basis

of demographics such as teen between age of 15 -18 and young adults age between 18- 45 years
old. Through market analysis, it can be concluded that young and teenagers are very excited for
new products and services coming into market. The buying behaviour of consumers is also
described through attitudes, intentions, preferences and decisions regarding marketplace. While
targeting market, following step need to be followed such as:
Evaluate market segments- It is very important to find segment size, competitors, growth
pattern, segment attractiveness and objectives of organisation. They should decide whether it
provide long term benefits and platform for growth.
Selecting target market segments- Dunkin Donuts need to target market on basis of new
or narrow fashioned. On basis of such, marketing strategies, concentrated, differentiated are
created.
Choosing targeting strategy- There are various consideration which need to be chose
such as product life cycle, competitors strategies, market variability, company resources and
others. All phases should be considered by Dunkin Donuts for their product development and
buying process. Before adopting targeting strategy it is necessary to reach and understand
preferences (Morrison, 2013).
Socially responsible market targeting- While creating plan for target marketing, Dunkin
Donuts need to be ensure about social and legal policies and sensitivity of market.
c) Marketing Objectives
Marketing objectives are considered as brand defined goals which outline intention of
marketing team and provide transparent direction in order to follow team members and offer
information for support and review to executives. It is important step in marketing plan to set
objectives for their business. In order to be effective it is necessary to make objective to be
SMART which denotes Specific Measurable Achievable Realistic and Time Bound (Pryke and
Smyth, 2012). The purpose of such objective is to clarify where you want to be, providing
measurable which can be monitored for developing plans in order to meet goal of business. Such
objectives provide support in order to help clients for their marketing objectives. The marketing
objective of Dunkin Donuts is to increase number of products by 20% in next three years.
d) Marketing Strategies
Marketing strategies is forward looking and long term approach in order to plan with
fundamental goals for achieving sustainable competitive advantage. It highlights role of
marketing among consumers and consumers. This contain value proposition of company,
information, key marketing messages and others in order to target consumers. There are various
types of marketing strategies which can be used by Dunkin Donuts for their products which are
described below:
Social Media Marketing- This helps in building brand awareness and relationship with
clients. This media assist in promoting brand and image in market. There are various social
media such as LinkedIn, twitter, Facebook, Instagram, YouTube, google and others. Dunkin
Donuts can use such media in order to promote goods and services for their customers (Stevens
and et. al., 2012).
Newsletter Marketing- In this type of marketing strategies, advertisement is done through
help of newspaper, magazine for creating awareness. It is the most easiest and simplest way of
marketing channels. Dunkin Donuts can also use such strategies in order to reach large number
of customers for providing goods and services.
Word of Mouth-It is traditional type of marketing strategies for goods and services. It is
the tool used by marketer from their consumers. If customer like goods and services, then they

provide positive feedback and vice-versa. Dunkin Donuts is using such strategies for their
consumers as it provide help to people.
e) Marketing Execution
After plan has been prepared, it should be executed in market. It is important step for
project which provide result for set plan. There are various factors which need to be considered
while doing marketing execution that are described below:
Tactics- Marketing tactics are considered as strategic actions which direct promotion of
goods and services in order to influence particular marketing goals. These are regarded as short
term plan for any organisation. They are action which support strategy of business. According to
size and structure of organisation, tactics plans are made. As Dunkin Donuts is large organisation
which need to make tactics in terms of product, price, place and others. In case of borrowing
money from financial institutions, it is recommended to make tactics for types of funding,
requirements, time period, amount and others. These tactics plans are very important for all types
of organisation to run their activities effectively and efficiently (Truong, 2014).
Action Plan- It is document which lists various steps that should be taken for
achievement of specified set goal or objectives. The main purpose of action plan is to clearly
identify resources requirement for reaching goal, formulating timeline for particular task that
need to be completed. Dunkin Donuts need to evaluate each and every aspects in order to reach
their objective. In this step, execution for plan is performed so that firm can work smoothly.
These are important documents required by organisations.
Timelines- In order to perform any work, timeline is set which means the starting point
to end or final result achievement. The marketing plan requires proper time period in order to
achieve their goals and objectives. Dunkin Donuts has set timeline of 3 months for project
completion. In this step, the execution for project should be done by considering time period.
Accountability- It means superior or reporting person where lower manager report to
high or top level manager. It is regarded as hierarchy structure in organisation. Every individual
person has their specified reporting person to whom they are accountable. Such accountability is
made by Dunkin Donuts on basis of experience, skills and knowledge (Zikmund and et. al.,
2014).
Budget- It is the most important execution plan where requirement of funding for
carrying out work is determined. Dunkin Donuts need to make budget for their project plan
before so that each and every actvities can be carried out effectively and efficiently. The budget
for such plan is 250 Canadian dollars.
f)Evaluation
It is last step where planner evaluate each and every activities for given project. If all set
plans has achieved then plan can be considered as successful. In order to evaluate and control
plan, it is recommended to follow each and every step and in case of errors and omissions,
correction should be required. They should maintain effective relationship with their employees
and customers. Key Performance Indicators helps in evaluating each and every performance of
organisation.
CONCLUSION
From above report, it can be concluded that organisation need to make effective
marketing plan in order to achieve goals and objectives. The economic, demographics factors
should be studied in order to known about market scenario. While making plan, tactics,

strategies, segmentation should be considered so that they can know where to expand market and
sustain growth, profits and increase sales.
REFERENCES
Books and Journals
Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research. 70. 118-126.

Fletcher, R., & Crawford, H. (2013). International marketing: an Asia-Pacific perspective.
Pearson Higher Education AU.
Fletcher, R., & Crawford, H. (2013). International marketing: an Asia-Pacific perspective.
Pearson Higher Education AU.
Hirschman, A. O. (2014). Development projects observed. Brookings Institution Press.
Jaskari, M. M. (2013). The challenge of assessing creative problem solving in client-based
marketing development projects: A SOLO taxonomy approach. Journal of Marketing
Education. 35(3). 231-244.
Kotler, P., & et. al., (2015). Marketing. Pearson Higher Education AU.
Kubacki, K., & Rundle-Thiele, S. (Eds.). (2014). Contemporary issues in social marketing.
Cambridge Scholars Publishing.
Majaro, S. (2013). International Marketing (RLE International Business): A Strategic Approach
to World Markets. Routledge.
Morrison, A. M. (2013). Marketing and managing tourism destinations. Routledge.
Pryke, S., & Smyth, H. (2012). The management of complex projects: A relationship approach.
John Wiley & Sons.
Stevens, R. E. & et. al., (2012). The marketing research guide. Routledge.
Truong, V. D. (2014). Social marketing: A systematic review of research 1998–2012. Social
Marketing Quarterly. 20(1). 15-34.
Zikmund, W. G. & et. al., (2014). Marketing research. Cengage Learning.
Online
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<https://www.bestessayservices.com/blog/pestel-analysis-for-dunkin-donuts/>.
(Dunkin’ Donuts Launches First Creative Review in Almost Two Decades. 2019. [Online].
Available through: <https://www.adweek.com/agencies/dunkin-donuts-launches-first-
creative-review-in-almost-two-decades/>).
(DUNKIN' BRANDS REPORTS FIRST QUARTER 2018 RESULTS. 2019. [Online]. Available
through: <http://investor.dunkinbrands.com/news-releases/news-release-details/dunkin-
brands-reports-first-quarter-2018-results>.)
(Top Dunkin Donuts Competitors. 2019. [Online]. Available through:
<https://www.marketing91.com/dunkin-donuts-competitors/>.)
SWOT Analysis of Dunkin Donuts. 2019. [Online]. Available through:
<https://notesmatic.com/2017/07/dunkin-donuts-swot-analysis/>.