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The man behind this highly successful company was William Rosenburg, who opened the first store in Quinchy in 1950. In 1990, Allied Domecq (UK), purchased Dunkin Donuts. The company has its headquarters in Canton, Massachusetts. It is a fully owned private subsidiary and claims to serve around 3 million people on a daily basis across 20 countries (Hoffman 2014).
Dunkin Donuts is one of the most popular coffee shop brands in the US. It operates under J. M. Smucker Company. The strength of Dunkin Donuts lies in providing people with the best quality coffee and baked items at a very affordable rate (Lister & Elder 2014). The main target of Dunkin Donut’s is the hardworking people who have daily jobs. Considering a wellness surge around the globe, the current focus of Dunkin Donut's lies in providing healthy foods to its customers.
In this report, an attempt has been made to discuss and evaluate the critical success factors of the Dunkin Donuts International market development strategy. The SWOT analysis model has been used to see the Strengths, Weaknesses, Threats and Opportunities for the company. Based on it, CSFs are identified and evaluated. The first part mainly focusses on the internal CSFs. The second part deals with the relationship marketing strategies as an external critical success factor of Dunkin Donuts. The six-market model is used to examine the relationship-building strategies of Dunkin Donuts. An attempt has been made to justify and evaluate the international relationship marketing strategies used by the company.
The SWOT analysis below highlights the strength, weakness, opportunity and threats of the company. It gives a starting point to look at the critical success factors of the company’s international business (Roseman 2015).
|Over the past decade, the company has the largest loyal customer base
The top seller of hot/cold coffee in the US.
Very strong brand name with high customer recall
Very Strong market share
Various loyalty programs to attract customers through effective advertisements and marketing strategy
|With time the expansion rate has slowed down
Franchisee relationships are facing legal issues in some parts of the world
|Increase in health-conscious customers
Demand for faster service
Can introduce low-calorie snacks
The disposable income is increasing in developing countries and hence is an opportunity for the company to enter
|Increase in the cost of raw materials
It has strong competition from Starbucks
The main business revolves around the coffee beans, whose prices fluctuate with environmental factors
Consumers are looking for healthier options as compared to doughnuts
From the SWOT analysis, it can be seen that the company suffers from two main issues: franchisee relationships and the fluctuation in the prices of coffee beans (Emerson 2016). These two factors are two of the major issues to be taken care of by the company. Apart from that, the competitors of Dunkin Donuts are very established. Continuous innovation is the only way to stay ahead, and the company knows it very well. In the next section, the internal success factors will be identified on the basis of this analysis and discussed and evaluated based on the past data in accordance with the company's marketing developmental planning.