Dunkin' Donuts: Forretningsstrategi og marketingmix

Dunkin Donuts was founded in 1950 by William Rosenberg. Rosenberg started the International Franchise Association and you only 20 years to get his product to Asia. Of course this is Market Development as Dunkin Donuts searched for new markets in new countries. In 2006 was Dunkin’ Brands bought by The Carlyle Group for $2,4billion. They have managed to create a good working environment, with hard working employees, but also making it fun and therefor also happy employees, which make them even more effective. “The Dunkin’ Donuts brand has traditionally stood for hot coffee, fresh doughnuts, and shelter for off-duty policemen.” (Taken from the given article) But over the years Dunkin’ Donuts has become a global conglomerate that houses its own brand as well as quick service restaurant brands.They have managed to grow a lot with marketing campaigns, which would be Market Penetration in Ansoff’s Growth Strategies. Also just branding themselves have worked for them. Dunkin Donuts has become a huge brand and that makes it easier to spread their brand, because people know them, and Word of Mouth is a factor of course. On that way they get every type of consumer, they get families with children and grandparents, just enjoying the ‘emotional energy’, as Bill Chidley calls it. Another good thing about Dunkin Donuts is that it is fast getting what you want. You can go in, get a coffee and a donut, and walk out again, not something you have to wait on for 30 minutes.But Dunkin Donuts again tries to grow through Intensification, and this time they try with new products. They came up with Wi-Fi to maybe make it more interesting staying a bit longer for the customer, and also made the food choice a bit larger by adding sandwiches and paninis. They have also grown like that through Product Development and this was done to make the brand an all-day brand, instead of just a morning brand. Dunkin Donuts do take a risk by adding more food to the menu, they could end up losing their ‘True Friends’, customers who brings a lot of money into the company and customers who are very loyal. There is a chance that they won’t like the new customers buying their new products and might get the feeling that they have been betrayed by the brand.Dunkin Donuts will try growing even more through Intensification. Over the next 40 years they will open about 5000-15000 more stores all around the world. At moment they have plans to expand to China, Korea, Taiwan, Thailand, New Zealand etc. This also shows that they are not done growing through Market Development, and want to make the brand even more worldwide. They have also managed to adapt to the different cultures they have their stores in. For example in Asia Dunkin Donuts have bigger dining areas, because Asians is good at visiting stores with family and friends. Also the product itself, the donut, has adapted to the Asian culture, it has been created with a rice flour, which shows their understanding of how to develop the perfect product for their different markets they enter.