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Department of Business Administration

College of Administrative and Financial Sciences
Assignment 1
Due Date: 6/3/2021@ 23:59

Student’s Name: WARDA AHMAD

Course Name: Marketing Management
DAKEEL ALNAKHLI
Course Code: MGT201 Student’s ID Number: 190032151
Semester: II CRN: 24884
Academic Year: 1441/1442 H

For Instructor’s Use only

Instructor’s Name: SULIMAN ALAZZAZ

Students’ Grade: Marks Obtained/Out of Level of Marks: High/Middle/Low

Instructions – PLEASE READ THEM CAREFULLY

The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.

 Assignments submitted through email will not be accepted.

 Students are advised to make their work clear and well presented, marks may be reduced for poor
presentation. This includes filling your information on the cover page.
 Students must mention question number clearly in their answer.
 Late submission will NOT be accepted.
 Avoid plagiarism, the work should be in your own words, copying from students or other
resources without proper referencing will result in ZERO marks. No exceptions.
 All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures
containing text will be accepted and will be considered plagiarism).
  Submissions without this cover page will NOT be accepted.

ASSIGNMENT-1

Weightage: 5 Marks

Learning Outcomes:

 Demonstrate a solid understanding of overall marketing concepts, goals and strategies within the
context of organizations goals and strategies. (Lo 1.1)
 Ability to carry out objective and scientific analysis of consumers’ needs and wants (Lo 2.3 & 2.6).

Case Study

Read the Chapter Case Study “The coffee Wars” from Chapter 2 “Global Marketing” Page: - 55
given in your textbook – “Marketing” (7th Edition) by Dhruv. Grewal and Michael. Levy (2020) and
answer the following Questions:

Assignment Question(s):
1. Perform a SWOT analysis for Starbucks and Dunkin Donuts. (2 Marks) (Minimum 200 Words)
2. Which Growth strategies have been pursued by Starbucks and Dunkin Donuts in the past and which
strategies do you believe will be most successful for the two firms in the future? Why? (1.5 Marks)
(Minimum 150 Words)
3. Which marketing metrics would be most helpful for an executive in charge of developing new
products for a coffee Chain? (1.5 Marks) (Minimum 150 Words)

Note: - Support your Answers with the course material concepts, principles, and live examples from
the textbook and the Local market and also support with the scholarly, peer-reviewed journal
articles if available.

Answer:
1. SWOT stands for the internal environment regarding Strengths and Weaknesses and the
external environment regarding Opportunities and Threats (Grewal 2016). Strengths of a
company represents the positive characteristics of the company and the weaknesses represents
the negative characteristics of the company. Opportunities are positive events going on outside
of the company and threats are negative events going on outside of the company. Below I
created my own SWOT Analysis of Dunkin' Donuts and Starbucks:

Environment Evaluation

Positive Negative

Dunkin' Donuts Strengths: Weaknesses:

Internal
 Brand following  Delayed expansion
 Great supply chain  Poor franchise
 Excellent franchise relations

Dunkin' Donuts Opportunities: Threats:

External
 Expand the market
 Competition
 Expansion of menu
 Shelf life
Starbucks Strengths: Weaknesses:
Internal
 Brand following  Higher prices
 Global supply chain  Corporate standards
 Acquired Business as
subsidiaries
Starbucks Opportunities: Threats:
External
 Expand the market  Competition
 Expansion of menu  Shelf life
 Imitation

2. Starbucks has pursued the growth strategy of market development and market penetration
by expanding into global markets and opening stores worldwide with over 24,000 stores in 70
countries.[i] Starbucks has also pursued product development by expanding their product
selection and offering more tea and fruit drinks. Dunkin ’ Donuts has pursued market
penetration by building customer loyalty. They had also pursued product development by
introducing coffee products when they were previously solely in the donut shop market.

Starbucks should be successful pursuing diversification and product development. With the
success of its introduction of new non-coffee drinks, Starbucks could expand its product line to
more healthier options with juices and smoothies and caffeine-free drinks. With diversification,
they can introduce new products that match culture drink and food preferences of new markets
in different countries. Dunkin ’ has high potential to succeed in countries with strong
economic growth such as India and Brazil. Their weakness is lack of growth and expansion so
by market development they may reduce or eliminate this weakness and rise to global power.

3. One marketing metrics is engagement metrics, that will be most helpful for the given context.
A higher level of engagement, reflects the excitement level among the consumers, discussion
being made about the product among the consumers and a hype of the product getting created
among the target audience. It tells the preview of the success of the new product being
introduced in the market. The higher level of engagement, will be translated into the higher
sales if the product delivers its promises and provides conformance to quality to the consumers.
Besides, the sales metrics is also important that reflects the popularity level of the product apart
from the engagement metrics. A higher sales achieved by the product, will reflect the success of
the product in the market.

Reference : Bhasin, Hitesh. “SWOT Analysis of Dunkin Donuts - Dunkin Donuts SWOT.”
Marketing91, 28 Nov. 2016, www.marketing91.com/swot-analysis-of-dunkin-donuts/.