Dunkin Donuts Marketing Plan Essay

Founded first as a restaurant called Open Kettle, it was later renamed to Dunkin Donuts in 1950 by William Rosenberg and Stephen So in Quincy, Massachusetts. Dunkin Donuts has become most famous for its donuts over the years, as well as their coffee. They have approximately 3,000 restaurants in the US and around the world, and sell 2.5 million donuts every day. Dunkin Donuts has evolved into one of Forbes magazine â€Å"Top 10 Global Fast-Food Chains†, and tops the lists of other noted industry websites and magazines. Recently, Dunkin Donuts has changed the way they want customers to think about them by incorporating the tag line â€Å"America Runs On Dunkin†, and adding new menu items, to their marketing strategy. This tag line was introduced to focus on their coffee being a cheaper, down home alternative to the more expensive competitor, Starbucks. This tagline focuses on the fact that Dunkin Donuts is a broader â€Å"beverage company† and gains most of it†™s profits from beverages. Read more: How many words in a 10-minute speech. A.Market Description While all of the food choices and beverage choices offered at Dunkin Donuts can appeal to any age, we feel it’s best to focus on college students at the University of Iowa right now. College students are known for pulling â€Å"all-nighters† to cram for their hardest midterm the next morning, or to write their 20-page research paper the night before it’s due. What’s more appealing than being able to get their cup of coffee, or favorite beverage to help stay awake than from Dunkin Donuts? Another reason we want to focus on targeting college students is because they are known to have unique schedules. They eat at odd times of the day, and are also looking for a range of snack foods, rather than full meals, to satisfy their cravings. There are currently no Dunkin Donut franchises on campus, but there was one just built in Coralville (neighboring town, 10 minute drive to the DD). This Dunkin Donuts only has a smaller target market, since it is not right in the college town and only students who have cars can travel to get their drinks and snacks. We want to integrate our franchise into one of the main buildings on campus to show students that purchasing our coffee is a better option; it is more affordable, easily accessible and offers a range of menu choices, something that competitors don’t do as well today. B.Benefits and Product Features The Iowa campus has offers many benefits of why Dunkin Donuts should open a store here. One of the key benefits that Dunkin Donuts offers is the diverse set of menu offerings. They have created an appealing menu for any time of year. For example, Dunkin’s coffee is served hot, frozen, or iced, every day of the year. Another key benefit that would help Dunkin Donuts be successful in Iowa City is the affordability. Dunkin Donuts is known to have different promotions going on that makes their products cheaper, and even when their promos aren’t happening, their coffee is still more affordable than Starbucks’s coffee (also located on campus). Now I want to talk about some of Dunkin Donut’s products. Product features are what sets your company apart from another, and it is important to point out that Dunkin Donuts has a wide variety of products. They serve hot, iced, frozen, and at home brewing products so that their products appeal to every type of customer. On the food side of products, there are both breakfast sandwiches and bakery sandwiches, bakery cooked goods, and even hash browns and oatmeal. Dunkin Donuts features many different products, which makes it a good place for any consumer to take their business. C.Product Review Dunkin Donuts provides a wide range of beverages and food items on their menu. First off, their beverages range from hot beverages, to iced beverages, to frozen beverages, and even to at home brewing beverages. In the humid, hot summers in Iowa City, students will be able to purchase their iced coffee or iced tea to cool off before class. In the freezing cold winters, students can warm up by purchasing their large latte or warm apple cider. If consumers in Iowa City are not coffee drinkers, they are able to opt to frozen â€Å"coolattas† in a variety of fruit flavors. Dunkin Donuts also offers a wide variety of bakery items and sandwiches on their menu. The bakery items are sure to capture any consumers taste cravings by offering their famous donuts, bagels, muffins, hash browns, and more. The sandwiches on the menu can be for breakfast, or lunch sandwiches. On the sandwiches, you can choose if you want your meat to be bacon, sausage, ham, Angus steak, or turkey sausage. They are served on any type of bakery item included on their menu. This shows there are so many options for sandwiches, and even ranging to a few vegan sandwiches with just eggs or spinach. As for lunch sandwiches, you can choose from ham, turkey, grilled cheese, chicken salad, chicken, and tuna salad. This proves that Dunkin Donuts will satisfy any college student’s food craving by appealing to everyone’s appetite and drink needs. D.Competitive Review On campus, competition is fierce for student business. The biggest competition in Iowa City is Starbucks. Starbucks appeals to students in the area because of their well-known, national brand name. They like to appeal to consumers by offering a premium blend of coffees, as well as smoothies, teas, and bakery items. Also, Starbucks is a known hotspot with free wireless Internet, which tends to bring in the typical college student looking for a place to study. On the other hand, Iowa City is well known for their local coffee shops. One of these locally owned competitors is The Java House. The Java House attracts older customers rather than students, but a good amount of students still take their business there. They are similar to any other coffee shop, offering different blends of coffees, as well as bakery items to eat. The Java House is known for their artwork and interesting atmosphere in their shops, which makes it stand out to a chain company. Two other local coffee shops are TSpoons and Capanna. They both attract a fair amount of students as well. Both of these shops offer students a refuge to study instead of going to the library and a good cup of joe, along with a quick snack. A last form of competition Dunkin Donuts would be competing with in Iowa City would be other fast food restaurants. Places like The Pita Pit, Jimmy Johns, and Which Wich all offer breakfast and lunch sandwiches for on the go college students. Jimmy John’s catch phrase is â€Å"Freaky Fast†, for example. When it comes to coffee and sandwiches, Iowa City has a good amount of competition in the area for Dunkin Donuts to compete with. III.SWOT Analysis A.Strengths Dunkin Donuts has many strengths in the way that they market their food and drinks. First, Dunkin Donuts has a wide variety of items for customers choose from. Not every coffee shop in the area has their range of drinks on their menu, as well as the amount of breakfast sandwiches and famous donuts on their menu. This aspect of Dunkin Donuts is a definite internal strength to help the company reach their objectives. Another strength Dunkin Donuts has is that they are a major global company. They have franchises in numerous other countries other than the United States, and most people around the world know the company’s name. This strength also helps the company be able to market on the television and signs on the street, which is a major advantage from competitors. Another strength is that there is strong brand loyalty within their customers. Just like their biggest competitor, Starbucks, Dunkin Donuts has customers who love their service and products so much that they refuse to go elsewhere for their cup of coffee in the morning or snack in the afternoon. This sense of loyalty is what Dunkin Donuts has accomplished over the years and is a major marketing strength. B.Weakness Dunkin Donuts has a few internal weaknesses that have interfered with the company’s ability to reach their objectives. First: they have not developed into emerging economies. Introducing their franchises into emerging economies could make the company more profitable than they already are. A second weakness Dunkin Donuts has is limited market share growth due to increased competition from other sales in the industry. This limited market share growth shows that Dunkin Donuts is very competitive with others in the industry and is not growing their revenues as fast as others in the industry. One last weakness facing Dunkin Donuts is the struggles with franchise owners in different parts of the world. There have been numerous instances where Dunkin Donuts franchise owners have been sued by the company because of disagreements. These fights make the company look dysfunctional internally, and take their focus and dollars away from their customers. C.Opportunity Dunkin Donuts has many opportunities to make their company even more successful than it already is. One major opportunity Dunkin Donuts could do is introduce low calorie snacks to their menu. In recent years, consumers have started to feel the need to eat healthier and not eat at fast food restaurants as often as in past years. If Dunkin Donuts introduced a healthier side to their menu, they could gain many more customers. Another opportunity is to increase their market to newer countries and economies. The world is growing exponentially right now and a great thought to create more revenue would be to open franchises in these new, uprising countries. Another opportunity in today’s market to increase customers is to start using effective online marketing strategies. Life today is all about the cyber world, and almost every country around the world has access to the Internet or computers. As effective as television commercials and advertisements on billboards are, Dunkin Donuts could further their marketing plans by extending advertisements to cyber space. D.Threats In every market, there are external threats in the world that companies cannot control. One of the largest threats in the fast food world is the threat of customers moving to healthier ways of eating. The world has finally realized that greasy fries and sugary drinks are not going to keep you healthy. Dunkin Donuts has a fair amount of healthier options on their menu, but the majority of products are greasy, sugary, and calorie filled treats. If Dunkin Donuts realizes this threat, they could change their menu for the better to attract the health conscious customer. Another threat for this company is the recent increase in raw materials. Pricing is very important in a company, and with this increase in materials, the company has had to increase prices. This is not Dunkin Donut’s fault, but customers may see it in that way. Another huge threat is the constant competition from other cafes and local joints. In the Iowa City area, specifically, the number of local coffee shops outnumbers the large chain shops. Many consumers like the thought that they aren’t giving all their money to large franchises and prefer to take their business to the locally owned spots. If Dunkin Donuts finds ways to decrease these external threats, they could make their company even more successful than it already is. Strengths Wide range of products for consumers to choose from Global company Strong customer brand loyalty Opportunities Introduction of lower calorie menu Expand market to new countries and emerging economies Use of effective online marketing strategies Weaknesses Have not developed into emerging economies Limited market share growth due to competition Fights/suits with franchise owners Threats Trend of people eating healthier Increase in prices of raw materials makes menu prices higher Constant competition from local coffee and cafà © joints

Analysis of “Mother Tongue” by Amy Tan: DRAFT Essay

Mother Tongue is about the authors struggles with her linguistic identity, her mothers â€Å"fractured† or â€Å"broken† variation of english and the relationship with her mother. At the beginning of the piece we are told about the different types of english she would speak with her mother and with everyone else; we are then told how english wasn’t Amy’s strongest subject and later on we are told about the difficulties her mother experienced because of the way she spoke english and the prejudice she faced. In the text Tan uses a variety of stylistic devices to express herself, tans use of parallel structures is used frequently throughout the piece, for example she starts the first paragraph with the phrase â€Å"i am not a scholar of english† and the second with â€Å"i am a writer†; this contrast implies to the audience that you don’t have to know everything about english to be a writer. She also uses personification in the second paragraph when she says † language is the tool of my trade†. This might suggest that the use of language through writing is the way she expresses herself or gets her point across. She then goes onto saying † And i use them all- all the Englishes i grew up with† and in the next paragraph she says â€Å"Recently, i was made keenly aware of the different Englishes i do use.† She uses repetition in this instance to emphasize how, in her opinion, there is no right way or one way of speaking english there are different variations, in this instance the English with her mother is very different from how she speaks english to her teachers or classmates, this can refer back to the title of the text â€Å"mother tongue†. Mother tongue is usually reffered to the first language a person is taught, however i think Tans use of the word mother tongue is much more intimate in a sense that she feels that her english or her mother tongue is unique to her, and that the variation of english she speaks to her mother is her mother tongue. Moreover she also uses repition when she uses the words â€Å"broken†, â€Å"fractured† and â€Å"limited† as it is shown numerous times throughout the text, these words suggest what other people may view of her mothers english, however Tans use of an antithesis when she uses the phrase â€Å"impeccable broken english† really grasps the readers attention, as the concept of something being broken but yet impeccable is very strange. This phrase may imply that although Tans mothers english might be â€Å"limited†, but  in her opinion it does not strike her as being wrong as so many would think; she clearly states this when she says â€Å"Some say they understand none of it, as if she were speaking pure Chinese. But to me, my mothers English is perfectly clear, perfectly natural†. Moreover She uses personification again to emphasize the variation of English she speaks when she says â€Å"the intersection of memory upon imagination†. Towards the fifth paragraph Amy uses many anecdotes or personal experiences to give the audience a bit more of an insight with the troubles she faced when she was younger with her mother and the prejudice she faced. Furthermore Amys use of dialogue throughout the text lets the audience experience her mother tongue. I think that the main purpose of this article is to show people that there is no right type of english, and that english comes in many forms therefore there should be no prejudice. She shows this by putting emphasis on the word â€Å"English† and â€Å"Englishes† throughout the text. Tan implies that many people have very narrow minded and misconceived views of people from a different culture or language background, she uses the example of her personal experience and mother to show this, for example people would take her mother seriously due to her â€Å"broken† english, as it suggests that her mother might be uneducated. However Tan also mentions how her mother â€Å"reads the Forbes repot, listens to Wall Street Week, converses daily with her stockbroker and reads all of Shirley MacLaine books with ease- all kind of things i can’t begin to understand†, most of the audience might be quite surprised with this, as it seems very unusual for a women fr om China and who has â€Å"watered-down† english to understand things of such complexity. This in itself proves Tans point of society’s misconception and generalisation of people with different language backgrounds. In this text we notice that Tan uses very simple and easy to read english, however at the same time we are able to understand the complexity of her argument. The last paragraph emphasis how Tan is more concerned about her audience rather than the approval of critics and she doesn’t need to write like a professor to get her point across. Moreover throughout the text has a pattern of using a personal experience then expanding on it.

For Rich or For Poorer Essay Example | Topics and Well Written Essays - 250 words

For Rich or For Poorer - Essay Example They generate most of the manufactured goods and enjoy the highest standard of living to date. On the other and also the dark side, there are 100 underdeveloped poor states, home to over two billion people. When we see the differences between rich and poor, the differences are very obvious. The rich people have every basic necessities of life. They have good, healthy and enough food. Whether it is high education or health facilities rich have all access to it. You can say they can get what they want. The lower class they do not have much but they are happy at what they have (Cline Austin 2006). Where there are differences there is always similarities lie in the way. The first thing is whether rich or poor we are all human. We have the same needs, wants and desires. We have same outlook towards life. Both want to see this world with a positive attitude. Each class has their own view of the other. So the main difference is of ideology fostered in mind. Whatever the ideology in minds the world will not change. Because one thing is also fostered and fostered by nature that is humanity. This world is for human not for rich or poor. Forgetting this difference and considering humanity as only element of this world, one will see this world is just for humans. Not for rich or for

The Role, Purpose and Value of Design and Technology in the School Essay

The Role, Purpose and Value of Design and Technology in the School Curriculum - Essay Example Education should be made equally accessible to everyone despite of the race, ethnic or social class to which a person belongs; this would not only create a more equitable society but also create a harmony among the people living in the society. One of the fundamental reasons for the striking income disparity between people of the same society in this capitalist world lies in unequal access to education for everyone which eventually puts people belonging to lower income classes at disadvantaged and hence they never get out of their poverty trap (Matheson, 2008). Furthermore, the purpose of education is to make children aware of what they want to do with their lives, what opportunities lay ahead, what are the possible fields they can progress into etc. Above everything else, education helps the individuals to secure their future not only for themselves but for their families as well, as education is positively related to higher incomes. Studies have consistently proven over time that i ndividuals with a higher college or university degree end up earning more as compared to their counterparts with less education (Owen-Jackson, 2007). Moreover, another crucial facet of education is the chance of upward social mobility it provides to individuals who seek higher education. In this fast paced world where competition has become severe and only survival of the fittest is possible, education should not be restricted to bookish and theoretical text only but it must also incorporate informal education and knowledge of skills that would entail an individual to live a better and prosperous life (Posner, 2003). Importance of education has become more pivotal than ever before as the world has transformed into a global village where information technology now plays an unprecedented role in our lives; economies which once used to be agricultural centers have changed to service and manufacturing economies where education and skills are imperative for the survival (Posner, 2003). A part from the monetary and financial gains of education, another purpose central to education is to create a civilized society where everyone is given equal rights and where ethics and morals are given due importance for a higher standard of living so that everyone can live peacefully in a secured environment. Education inculcates an ability to differentiate what is right or wrong in life. It helps individuals to distinguish between the acceptable and unacceptable values. It makes people politically and socially aware of their responsibilities as a citizen of the state. In other words, education can be attributed as a fundamental on which a society with higher economic, political and social growth is formed; as a major role of education is to integrate people in order to keep social setup stable and smooth (Sleeter, 2005). Lastly, in a nut shell education is an investment for lifetime which provides more freedom to live a better life and the benefits of which are not only restricted to individuals but it contributes to the society in which the person resides. It is the role of government to make sure that every individual is getting an equal and an unbiased opportunity to access education in order to form an equitable and just society. Importance of Curriculum with a focus on UK Education System: Education is crucial for the development of a civilized socie

Visual Heirarcy and Mind Motion in Printed Advertising Research Paper

Visual Heirarcy and Mind Motion in Printed Advertising - Research Paper Example Gestalt psychological theory is the basis upon which the concept of hierarchy is construed. This 20th century German theory recommends that the human intellect has an instinctive organizing propensity that â€Å"structure individual elements, shapes or forms into a coherent, organized whole† (Ian, 2008, p.256). The word Gestalt in English means â€Å"form,† â€Å"shape,† or â€Å"pattern† (Rune, 2010). Ideally, when a visual component set its self apart from the ‘whole’ shaped by a person’s intellect perceptual organization, it becomes very conspicuous in the eye of the observer. Usually, the shapes that are the most conspicuous are those that highly set themselves apart from their surroundings and identified by the viewer through mind motion. As a matter of fact, the human brain uses distinctive physical characteristics to differentiate objects from others. These characteristics can be categorized into four aspects including character, alignment, size and color. The aspect of color, which perceives texture, includes saturation, hue, and value. Size explains the surface area of a structure while alignment is the aspect that describes the array of structures with regards to their orientation, direction, or pattern (Feldsted, 1950). Character is the curvilinearity and rectilinearity of structures. In view of this, a distinction between structures can be drawn from the differences in these characteristics. ... ar is organized with respect to the significance of each concept, the visual hierarchy in print advertisement is organized in a similar manner (Groeger, 2002). Visual hierarchy is one of the most significant concepts behind effective print advertisements. This paper will study why developing a visual hierarchy and mind motion is important when designing a poster, the theory behind it, and how the very principles can be used to put these concepts into practice. Design is equal to communication The basic idea behind a print design is visual communication. As such, an effective advert designer should able to evidently communicate their thoughts to the audience failures to which they can lose their attention. Interestingly, most people are visual thinkers rather than data processors, and that is why they do not pay attention to huge blocks of information. This happens because people categorize what they see based on â€Å"visual relationships†, instead of taking visual information and processing it uniformly. In the above illustration, chances are that a certain person may fail to notice the two circles but rather notice one red circle and one black circle. The reason why this happens is because, when a person is presented with simple things like two circles, they tend to find a way of differentiating them rather than just observing the two circles. Therefore, people use such differences to make a distinction between objects at attach unique meanings to them. In the above figure, since the level of complexity has been increased, the viewer’s desire to categorize the images in respect to the relationship has become even higher. The basis upon which the shapes are viewed through includes the similarities and the differences. The differences in scale imply that one image is

Organizational bahavior Business (MBA) Essay Example | Topics and Well Written Essays - 750 words

Organizational bahavior Business (MBA) - Essay Example 45). The key to managing a diverse workforce is increasing individual awareness of and sensitivity to differences of race, gender, social class, sexual orientation, physical ability, and age. The locus of change is the individual and change itself is both intra- and inter-personal. This approach is consistent with the preponderance of diversity initiatives undertaken in organizations, which primarily comprise training and development efforts such as diversity awareness training, leadership training, mentoring, and personal support group (Cope 2000, p. 76). A strict code of ethics and social corporate responsibility will ensure that the company value all stakeholders and ensures fair treatment of all groups. Ethics and SCR will ensure high high-standards of performance and ethical norms followed by all employees. The system of inquiry will help to incorporate specific references to such topics as new legal and ethical dimensions, and SCR (Frederick 2000, p. 5). It should be framed so that it is easy to derive from it policies on these and other aspects of conduct at work. It also will provide a basis on which to build training on such problem themes in a way which is convincing even to people who might otherwise consider them to be matters only for campaigning special interest groups (Frederick 2000, p. 23). It is the role of management to act as important activity and to co-ordinate, direct and guide the efforts of members toward the achievement of goals and objectives (Dubbink 2003, pp. 3, 7). Within this process ethics and ethical c ode has a great influence on organization and decision making process as a part of management. the company can donate some money to local church or healthcare organization, finance non-for-profit organization or support R&D activities. The company should consider social issues and environmental influences in making investment decisions (Dubbink 2003, p. 42). Employees, their work safety and health are the main priority. It is important to improve working conditions and introduced health related programs for employee. Also, it is vital for the company to take actions and decrease GHG emissions and negative impact of production on the environment. Question 2 In general, the level of successful performance of a team is influenced by successful or unsuccessful decision-making process, because it involves full discussion and participation. This appears to work best where a high level of interaction is required among all members of the group in order to solve complex problems. The main factors which imperative to effectively measuring the successful performance team performance are team dynamics and cohesion, common language and shared understanding (DeMarco and Lister 1999, p. 45, 52). Also, it is possible to single out the level of professionalism and leadership qualities of a leader (DeMarco and Lister 1999, p. 155). "A team leader should bear in mind that low dynamics prevent teams to produce a higher level of output"

Gender Disparities Essay Example | Topics and Well Written Essays - 750 words

Gender Disparities - Essay Example Their preference for the son superseded their preference for their son’s happiness. One can only imagine what a woman feels when she realizes that because she is a daughter, she is less than a son. The love of her parents will always be inferior. Then when she grows, she becomes aware that this problem goes beyond her house. It affects the entire society, or rather, it infects the whole civilization. Being a daughter is her first state of defeat; it is the defeat of being a daughter, which will eternally turn her into a second-class citizen.Gender discrimination produces unfair gender norms and expectations that delimit women’s capacity for self-development. Mrs. Pritchett wants to feel loved, but she feels it is too late for she married a self-centered man who is unaware of her needs as a woman. She has not developed her personhood because of her restrictions as a woman. These experiences are unique to women because of their womanhood. Their patriarchal society produce s unfair perceptions of women. Gender prejudice drives discrimination that turns women into slaves of men, and as wives, they are slaves of their husbands. Those who are poor are worse off. Mangalam experiences sexual harassment, though this gives her power over a life of poverty. Nevertheless, her experience shows that because she is poor and a woman, she cannot attain the kind of life she wants to have. Sexual harassment is common in patriarchal countries, especially among the working-class women, since they are often powerless.... One can only imagine what a woman feels when she realizes that because she is a daughter, she is less than a son. The love of her parents will always be inferior. Then when she grows, she becomes aware that this problem goes beyond her house. It affects the entire society, or rather, it infects the whole civilization. Being a daughter is her first state of defeat; it is the defeat of being a daughter, which will eternally turn her into a second-class citizen. Gender discrimination produces unfair gender norms and expectations that delimit women’s capacity for self-development. Mrs. Pritchett wants to feel loved, but she feels it is too late for she married a self-centered man who is unaware of her needs as a woman. She has not developed her personhood because of her restrictions as a woman. These experiences are unique to women because of their womanhood. Their patriarchal society produces unfair perceptions of women. Gender prejudice drives discrimination that turns women int o slaves of men, and as wives, they are slaves of their husbands. Those who are poor are worse off. Mangalam experiences sexual harassment, though this gives her power over a life of poverty. Nevertheless, her experience shows that because she is poor and a woman, she cannot attain the kind of life she wants to have. Sexual harassment is common in patriarchal countries, especially among the working-class women, since they are often powerless against these male sexual predators (Gupta 95). Being a woman and being poor are the worst human conditions because they prepare women for a life of servitude, and with servitude, disappointment looms. Middle-class women are trapped in middle-class norms. They are afraid of what their society will think of them if