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Dunkin' Donuts Marketing Audit

Dunkin' Donuts Marketing Audit

MKT 551

University of Phoenix

1 Executive Summary

Dunkin¡¦ Donuts Corporation demonstrates a commitment to excellence which enables us to deliver high quality products in addition to delivering a positive experience so that every customer will be return customer. The company has demonstrated a commitment which caters to the pallet of coffee connoisseurs. Our products will exceed local stores and franchise competitors. Dunkin¡¦ Donuts products are unique and tasty which none of our competitors can duplicate.
The company will maintain a focus on quality products with bottom-line growth through cost reduction and optimal performance. The company will focus on utilizing technology and innovation to ensure employees have extensive training which will allow all employees to perform proper technique and equipment operation. The corporation will maintain honesty between employees, customers, and management. Weekly team meetings will motivate and forecast growth as well as eliminate potential difficulties.
The objective of Dunkin' Brands is to lead and build great brands. To achieve this objective, the company is pursuing six key strategies including: multi-branding concept development, Dunkin' and Togo's brand revitalization, Baskin-Robbins revitalization, product innovations, accelerated brand development, improved operational effectiveness and talent acquisition.

2 Table of Contents

A. EXECUTIVE SUMMARY 1

B. TABLE OF CONTENTS 2

C. ENVIRONMENTAL ASPECTS

a. DEMOGRAPHICS 3

b. CUSTOMERS 4

c. COMPETITION 4-6

D. MARKETING

a. OBJECTIVES 6-7

b. STRATEGIES 7-8

c. TACTICS 8

d. THE 4 P¡¦S

i. Product 8-9
ii. Price 9
iii. Place 10
iiii. Promotion 10-12

e. ORGANIZATION 12-13

f. SALES 14

g. MARKETING INFORMATION SYSTEMS 14-15

E. CONCLUSION AND RECOMMENDATIONS 15

F. REFERENCES:...