ELECTRONIC ASSIGNMENT COVERSHEET

Course/Unit Information
Course CIQ Level 7 Postgraduate Extended Diploma in Business Management
Unit No. CIQGM704
Unit Name International Marketing Management
Schedule Code IMM-IBONL2212A

Instructor Information
Name Sample only

Assignment Information
Full/ Part Assignment Full Assignment
Date Assignment Issued Sample only
Date Assignment Due Sample only

Student Information
(To be filled by the student prior submitting the assignment)
Name Sample only
Student ID Sample only
Email Sample only

Your assignment should meet the following requirements.

Please confirm this by ticking  the boxes before submitting your assignment

The first page is completely labeled with my name, instructor name and assignment
 information.
 I have completed and signed the declaration page.
The contents of my assignment have been submitted to Turnitin and I have
 downloaded the report.
 I have strictly followed Harvard Referencing Style and Citations.
 STUDENT DECLARATION

I hereby confirm that this assignment is my own work and not copied or plagiarized. It has not

previously been submitted as part of any assessment for this qualification. All the sources, from

which information has been obtained for this assignment, have been referenced as per Harvard

Referencing format. I further confirm that I have read and understood the Westford rules and

regulations about plagiarism and copying and agree to be bound by them.

Declaration Date of Submission

 Sample only
Tick the box to agree
 GENERAL GUIDELINES
(Please read the instructions carefully)

1. Complete the title page with all necessary student details and ensure that the signature of
the student is marked in the declaration form.

2. All assignments must be submitted as an electronic document in MS Word to the LMS

(Use 12 Times New Roman script).

3. All assignments must be submitted with an accompanying Turnitin report.

4. Assignment that is not submitted to the LMS by the prescribed deadline will be accepted
ONLY under the REDO and RESIT submission policy of Westford.

5. The results are declared only if the student has met the mandatory attendance requirement
of 75% and/or a minimum of 50% under extenuating circumstances approved and ratified
by the Academic Director. The student must repeat the module (with additional fees
applicable) if the attendance is below 50%.

6. The assignment should not contain any contents including references cited from
websites like www.ukessays.com, www.studymode.com, www.slideshare.net ,
www.scribd.com.

7. Students can refer Wikipedia as a source of information, but the references cited in
Wikipedia has to be mentioned.

8. Submit the assignment in a MS Word document with the file name being:
First Name Last Name_ abbreviation of the subject.

Example: John Smith_IMM.

Quick reference Checklist for the Faculty/Instructor to accept/reject the assignment

before evaluation:

 Adherence to the deadline of submission date.

 Original cover sheet and format retained.

 Student information and signature intact.
 Font style and size used as instructed.
 Harvard Referencing Style is strictly followed.

LEARNING OUTCOMES AND ASSESSMENT FEEDBACK

Name of the Assessor

Module Code & Title CIQGM704 International Marketing Management

Module Learning Outcomes

Analyze the changing business environment(s) globally and how they pose
LO1
challenges to marketing management functions in organizations.
Develop marketing plans with the application of appropriate marketing models,
LO2
tools and techniques.

Evaluate the processes involved in brand management and how they influence
LO3
consumer behavior.

Evaluate the skills set needed as a creative marketer to launch new

LO4
products/services in a dynamic global marketplace.

Assessment Types Marks Marks Achieved

Organizational Study (Project Format)

Executive Summary 10

Introduction 5

Application of Theory into Practice 60

Conclusion & Recommendations 5

Presentation 20

Overall Score 100

Overall Grade Click or tap to enter a date.

Marks Grade
70 to 100 A - Distinction
60 to 69 B - Merit
50 to 59 Pass
40 to 49 Fail with Resubmit
0 to 39 Fail with Retake
 Assessment Brief: Task and General Guidelines

Task 1: Report – 80 Marks [6000-8000 Words]

Scenario:
Choose an international organization (with any product) of your choice preferably where you are
working or worked with or familiar with and prepare an entry plan for international markets. Your
report should investigate various factors that influence the entry mode of the company into the
global market along with the potential barriers that might hinder the expansion of the chosen firm.
Various marketing strategies in order to enter into the international market should also be
explored. The details of the expected project report format are given below:
1. Executive Summary: [ 500 words, 10 Marks]
2. Introduction: Provide some background information on the chosen organization in the
context of marketing management. [ 300 words, 5 Marks]
3. Application of theory into practice: The following concepts/theories/models should be
covered:
• The role of marketing models, tools and techniques in developing new products and
effective marketing plans. The models discussed should include at least one model among
(Porter’s Model, SWOT Analysis, and PESTLE). [1000 words, 10 Marks]
• Analyze the existing segments, targeting and positioning of the company.
[1000 words, 20 Marks]
• A critical evaluation of the marketing mix of the chosen organization.
[2000 words, 20 Marks]
• Evaluate the strategy by using at least one Model among (BCG Matrix, Ansoff Matrix,
and Product Life Cycle Model). [1000 words, 10 Marks]

4. Conclusions and Recommendations: Provide recommendations for an adequate

marketing strategy for the chosen organization to expand the business in the global market.
[750 words, 5 Marks]
5. References: You should use the Harvard referencing system only.

Task 2: Presentation – 20 Marks [7-10 slides on PPT and 10-15 Minutes]

The presentation on the Launch new product/service in the UAE shall be conducted during the
final phase of the course on a mutually agreed time slot (between the faculty and the learner). The
time allotted for the presentation is 15 minutes (10 minutes presentation followed by 5 minutes
Q&A) and would be evaluated based on content, presentation skills, and interaction.

The Presentation (in PPT format) and the Report (in MS Word format) should be submitted on
the LMS on or before the specified submission deadline.
1. Executive Summary:
Even though Dunkin Donuts have competition like Starbucks, it has continued to grow and
expand across the US since it opened in 1950. It now serves more than 3 million customers
every day. Market research experts say that Dunkin' Donuts' coffee and menu items have
been in higher demand than expected. This is due to the fact that the company has made a
name for itself by catering to customers of varying ages, ethnicities, and socioeconomic
backgrounds with affordable, straightforward pricing. To become a global coffee powerhouse
and differentiate itself from rivals, Dunkin' Donuts has ambitious expansion plans. It can do
this because it has a clear vision and knows what kind of customers to focus on and how to
position itself in a competitive industry.
The United Arab Emirates Foodservice Market is forecasted to register a Compound annual
growth rate of 7.02 % over the next five years.
High disposable income, rising tourist arrivals, increasing urban lifestyles, and evolving
consumer preferences have propelled the growth of the food service market in the country.
Growing trends in the market, such as food trucks and food stalls, with the availability of
various international cuisines, are also rendering a new experience for customers, thus
boosting their spending on food away from home.
Furthermore, the nation leads the Middle Eastern food service market thanks to a significant
visitor influx and the presence of internationally known food and beverage businesses.
They experienced the most successful first quarter in 2022 for international visitation since
the global pandemic, according to the most recent data from Dubai's Department of Economy
and Tourism (DET).
This made it easier for the city to go forward toward its aspirational objective of becoming
the most visited place on earth. March 2022 was a particularly extraordinary month for post-
pandemic tourism, with 1.78 million international visitors, an 11% increase above pre-
pandemic visits (Mordor Intelligence, 2021).
So with all of these positive predictions, this might be the perfect time to establish more
Dunkin outlets in the UAE.
2. Background on Dunkin Donuts Marketing Management
This year, the company formerly known as Dunkin' Donuts turns 73.
For the company's founder Bill Rosenberg, a working-class Boston eighth-grade dropout
during the Great Depression, they were a favorite treat. He had developed his business into
5,000 outlets across 38 countries at the time of his death in 2002.
But history's most recent 20 years have been a progression toward something greater. The
company developed into one of the fastest-growing in the United States and the biggest
coffee and baked products chain in the world. About 9,500 of its 13,000 stores are located in
the United States, and over the next 20 years, that number is expected to double. With
increased same-store sales currently driving $1.3 billion in hot and cold drinks, it might even
succeed (Ginsberg, 2020).
Re-branding to Dunkin
In 2018, the well-known donut franchise opened stores that just went by the name "Dunkin'.
Customers didn't like the name change because they were used to seeing the donut logo for
Dunkin'. But the company defended the move by saying it was part of a new multi-year
growth plan to turn the company into a brand that is known for drinks that people can drink
on the go. Dunkin' Donuts also made its menu easier to understand, started selling more cold
brew and Nitro Coffee, and made its mobile ordering system better.
In a statement at the time, Dunkin' Brands CEO David Hoffmann said, "Our new branding is
one of many things we are doing as part of our growth plan to modernize the Dunkin'
experience for our customers." "From our next-generation restaurants to our innovative
menus, on-the-go ordering, and value offerings, all delivered at the speed of Dunkin', we
work hard to give our customers great drinks, delicious food, and the most convenient
experience possible."
Hoffmann said, "We think that our work to change Dunkin' while still honoring our amazing
history will keep our brand relevant for many years to come." (Nieto, 2022)
 Dunkin Tweet: 25/09/2018 - https://bit.ly/3Xvat7D

Posted on Dunkin Instagram page: 11/01/2023 -

https://www.instagram.com/p/CnPKvWWuclr/
Customers can now purchase creamy, nitrogen-infused cold brew from tap handles, as well as
bagels, sandwiches, and low-calorie wraps. Its long-used foam cups are being phased out in
favor of a double-walled paper cup that won't get too hot to the touch. Customers can even
order on their phones before leaving the house by using the company's DD Perks app. Given
all of this, the brand didn't want to be constrained by its doughnut-centric name (Ginsberg,
2020).
3. The role of marketing models, tools and techniques in developing new products and
effective marketing plans.
Marketing models are useful tools for organizing business ideas and communicating selling
strategies effectively (Indeed Editorial Team, 2021).
What exactly is a marketing model?
A marketing model is a tool that advertisers and businesses use to understand their company's
strength and earning potential. Marketing models examine the overall strategies and
parameters involved in publicizing a business and its products. Marketing models help
marketers define their marketing strategy, decide which segment of the market to target,
predict the impact of certain actions on consumers, and generate revenue projections.
Marketing Model Types
Marketing models are classified into two types: top-down and bottom-up. Top-down models
are concerned with the demographics and expectations of the target audience. They segment
the market in order to predict how different audience groups and segments make purchases.
Instead of using specific groups to forecast demand, revenue is determined by the sales of a
single product or base unit. Within these two categories, there are numerous variations and
models (Indeed Editorial Team, 2021).
SWOT & TOWS analysis on Dunkin Donuts
Strengths of Dunkin Donuts
• Prominence around the world
With locations in 36 countries, Dunkin' Donuts is one of the most well-known coffee chains
in the world. As the demand for Dunkin' Donuts continues to rise, the company is expanding
its operations around the world.
• Good product quality
To ensure consistent product quality, Dunkin' Donuts decided to establish centralized
manufacturing locations (CMLs).
Every day, freshly baked donuts and other baked products are delivered from centralized
manufacturing locations, ensuring that you get the same delicious taste and quality you
expect from Dunkin' Donuts no matter where you are (MOMIN, 2022).
• A strong niche
In retail, the quick meal sector is competitive. But Dunkin' nevertheless specialized in a
certain market for quick meals, which allowed it to maximize its potential.
• Increase in coffee sales
Along with baked goods, Dunkin' coffee is a notable success on the market. In reality,
Dunkin' Donuts started concentrating more on coffee sales in addition to doughnut sales after
2003.
• Affordable prices
Dunkin' serves high-quality products while making sure that the prices charged are affordable
for its clients in order to ensure customer happiness.
• Filling the market gap
Dunkin' Donuts has been providing perfect breakfasts to its customers for the past 70 years.
They earned the reputation of serving one of the best breakfasts in the world by focusing on
this niche market (MOMIN, 2022).
Weaknesses of Dunkin
• Over-Reliance on the US Market
Dunkin' Donuts can be found almost anywhere in the United States. Dunkin' Donuts sales in
the United States contribute significantly to Dunkin' Donuts' total revenue. In fact, the
Dunkin' Donuts U.S. segment accounted for 46.7% of total revenue in 2019.
Because nearly half of Dunkin' Donuts' revenue is generated in the United States, a recession
in the United States' economy can have a negative impact on revenue.
• Slow Growth in Developing Economies
Dunkin' Donuts is not expanding as rapidly as it should. It should have been present in many
emerging and developing economies by now, but this is not the case. Even in a rapidly
developing economy like India, the presence of Dunkin' Donuts is unsatisfactory.
• Large direct competitors
Direct competitors are also very big in the market, like Starbucks, Krispy Kreme, and Costa
Coffee.
• Too much sugar
Donuts are delicious, but they are also very high in sugar. When it all began in 1950, few
people were aware of the many calories and probable ailments that sugar may cause.
Modern medical research has revealed that consuming too much sugar not only raises the risk
of becoming obese but also of developing heart disease (MOMIN, 2022).
• Poor franchise relations
Despite having an excellent supply chain and operational management, Dunkin is known for
its poor franchise relationship-building, which has led to the franchise's slower expansion
than the competitors (Bhasin, 2019).
Opportunities for Dunkin Donuts
• Health options
People have become more health conscious, so Dunkin' Donuts can begin to include healthy
and safe foods on their menus.
• Expand to new markets
Open more franchises in other countries than the US.
• Offer more variety
From juices to pasties, there is so much more that Dunkin can include on their menus. By
doing so their audience will also drastically grow.
• Go green
The Gen Z generation are a lot more aware of greener living. By “going green”, this could
potentially open a whole new market for Dunkin Donuts.
Threats for Dunkin Donuts
• Strong competition
From other big brands like Starbucks, Mc Donalds, etc.
• People being more health conscious and most trying to avoid too much sugar
• Shelf life
Selling bakery products, they have to prepare their products in advance, as appose to
competitors who make food on order. This can lead to products not being very fresh and also
more waste.
TOWS analysis on Dunkin Donuts
S/O Strategies - how you can leverage your strengths in order to capitalize on market
opportunities.
S/T Strategies: How can strengths be used to minimize or eliminate threats?
W/O Strategies: How your opportunities can help you overcome your weaknesses?
W/T Strategies: How weaknesses can contribute to, develop, or exacerbate business threats.
PESTLE analysis for Dunkin Donuts
The PESTLE analysis of Dunkin Donuts will provide a summary of the impact of external
business factors on the company's operations and strategies.
Political factors
The United States has a stable political environment that supports the country's progressive
commercial environment. The United States has a favourable tax regime, with the
government recently lowering corporate tax rates from 35% to 21% in order to encourage
investment.
A lot of coffee beans are brought in from Brazil by QSR companies. Both countries'
governments have signed a Trade and Economic Cooperation Agreement, which means that
many items, including green coffee beans from Brazil, can be brought in without paying
duties. This saves money for the QSR companies.
Also, Canada is a key market for QSR companies and has a higher ranking for political
stability, which makes it a good place to do business. The Quebec provincial government has
prohibited the establishment of fast-food restaurants near schools. This may have an impact
on QSR company sales (Miller, 2022).
Economic factors
In the third quarter of 2022, the US economy grew by 3.2% on an annualized basis (Trading
Economics, 2022).
In December 2022, the unemployment rate in the US fell to 3.5 percent, which was lower
than the market's prediction of 3.7 percent and the same as the rates in September and July,
which had been the lowest since February 2020 (Trading Economics, 2023).
This positive decrease in unemployment is undoubtedly beneficial to the economy and
business owners. Customers who earn more money are more likely to spend it on "luxuries"
like takeout coffee and donuts.
Social factors
In 2020, the global fast-food market was worth USD 862.05 billion. The market is expected
to grow from 972.74 billion USD in 2021 to 1,467.04 billion USD by 2028 (Fortune Business
Insights, 2022).
More people are eating fast food for the following reasons:
• It saves time
• It’s cheaper than eating in a restaurant
• It’s convenient
• It tastes good
With all of these positive forecasts, things are looking up for the fast food industry.
Technological factors
Various technologies are transforming how the QSR industry operates. Take, for example,
robots that take orders and prepare food. Self-service kiosks that allow customers to order
and pay through screens improve the customer experience. Big data analytics, smart
inventory management, automated solutions, and cloud kitchens are all rapidly changing the
industry (Miller, 2022).
Legal factors
In the United States, restaurants are required to list the number of calories and nutrients for
each item on the menu (FDA, 2020).
Another big factor that can play a role in the operation cost of businesses is legal minimum
wages.
Regulations for food safety are also in force. These laws must be followed while serving food
to the general public, though they may vary from nation to nation.
Environment factors
The federal government of the United States has declared that it will adhere to the Paris
Agreement by reducing emissions by half by 2030. Due to the QSR industry's approximately
15% contribution to greenhouse gas emissions, this may result in the formation of harsher
regulations that may have an effect on it. As a result of having to choose more expensive
solutions for food packaging and cutlery supply, the QSR industry may see an increase in
operating costs as a result of various environmental legislation, such as the US federal
government's prohibition on single-use plastic (Miller, 2022).
Dunkin Donuts Porter Five Forces Analysis
• Threat of New Entrants – MODERATE
It is relatively affordable to start your own Dunkin franchise, so this will make it an attractive
business model for those looking to buy a new franchise. But on the other hand, there are so
many restaurants already, and that could make people hesitant. We can therefore say new
entrants’ threat is moderate.
• Threat of Substitutes – HIGH
There are many restaurants, locally and internationally, selling coffee and on-the-go snacks.
For this industry, the substitute threat is very high.
• Bargaining Power of Customers – HIGH
Customers have a lot of negotiating power since there are a lot of restaurants in the market
that sell the same thing. Buyers can find a lot of information on the Internet, which makes it
easy for them to compare prices and find a good alternative product.
• Bargaining Power of Suppliers – LOW
If suppliers want to keep big brands and customers like Dunkin, serving over 3 million people
a day, unfortunately, they have to be willing to negotiate prices and settle for the needs of the
company. The bargaining power of suppliers therefore is low.
• Competitive Rivalry – HIGH
Dunkin Donuts' biggest rivals include Starbucks, McDonald's, Subway, Pizza Hut, etc. In the
area of drinks and snacks, both local and national companies give the sector a lot of
competition.
Segments, targeting and positioning
Who is the target market for Dunkin' Donuts?
Dunkin’s target market and demographic segmentation shows that the audience ranges in age
from teenagers to retirees, and includes both men and women. Dunkin' Donuts attracts
families, students, and professionals due to its tasty menu, convenience, and low prices.
While the brand has long been associated with donuts, its coffee and beverage offerings are
very popular among the general public. Dunkin' Donuts operates in the United States and
more than 30 countries around the world, but the vast majority of sales are generated in the
United States.
Market Segmentation and Customer Profile for Dunkin' Donuts
Market segmentation must consider four factors: demographics, geography, behavior, and
psychographics.
Demographic Segmentation at Dunkin' Donuts
Dunkin' Donuts demographics range from 18 to 65 years old, with younger age groups being
slightly more popular. In 2018, nearly 22% of Americans who visited a Dunkin' Donuts
location were between the ages of 18 and 29.
The brand appeals to both men and women, and it is popular among families of all sizes and
generations. A typical customer might be a mother and her adolescent children, or an elderly
couple enjoying donuts and ice cream with their grandchildren.
Geographic Segmentation of Dunkin' Donuts
The Dunkin' Donuts target market is both domestic and international, but the majority of
revenue is generated in the United States. In 2019, the United States generated nearly $650
billion in revenue, while the rest of the world generated only $26.75 billion.
The state of New York has the most stores in the United States, followed by Massachusetts,
Florida, and New Jersey.
Cuba, Canada, China, Germany, New Zealand, Russia, and Spain are among the 38 countries
where the brand is available. Dunkin' Donuts previously had franchises in several other
countries, including Australia and Israel, but the stores eventually closed due to low sales.
Behavioral Segmentation at Dunkin' Donuts
Dunkin' Donuts' target audience includes students and young adults who appreciate the
menu's affordability and variety. Employees and professionals who conveniently fit a visit to
a Dunkin' Donuts into their busy work schedules comprise the target audience for the
millennial and Gen X segments. This group has disposable income and the freedom to
indulge in Dunkin' Donuts whenever the mood strikes.
Prior to the COVID pandemic, the morning rush was the busiest time for Dunkin' Donuts as
people stopped for coffee and snacks on their way to work. However, as remote work has
become more common, this has shifted slightly later, and the busiest hours are now between
10 a.m. and 2 p.m.
Psychographic Segmentation at Dunkin' Donuts
Customers of Dunkin' Donuts want a combination of fast service, good taste, and value,
which the brand provides. The drive-thru is a popular feature, with 89% of US customers
satisfied or somewhat satisfied with the service speed and friendliness of the Dunkin' Donuts
drive-thru staff. Dunkin' Donuts announced a partnership with DoorDash in 2020 to provide
home deliveries of donuts, coffees, and other snacks to the DoorDash target audience across
the United States.
The Dunkin' Donuts audience is divided into 'aspirers,' 'convenience seekers,' and 'frugal'
segments. They are devoted customers who are quick to respond to special offers and
incentives. Many customers are tech-savvy and use the Dunkin' app to order; the Android app
has received over 10 million downloads to date (Start.io, 2022).
Targeting Strategy
Current:
If you want to be a customer's favorite and keep them coming back, you have to be
interactive and accessible. Dunkin Donuts understands how to interact with its customers via
social media platforms. Customers will enjoy the visual treats on Dunkin Donuts' Instagram
page. It follows strict branding guidelines and displays its recipes alongside appealing
graphics and videos on the page.
View Dunkin IG here: https://www.instagram.com/dunkin/
Furthermore, because the company operates its franchise in a variety of global locations, it
creates separate accounts for each location, as each location requires a different type of
content to offer to audiences from various backgrounds. The brand uses the Twitter network
to receive client questions and respond as quickly as possible.
As a result, the goal of their social media marketing strategy is to engage clients by creating
intriguing content that they can't help but try (Shastri, 2021).
Target Audience
The three characteristics of Dunkin Donuts coffee target consumers are age 18-25 years old,
age 25 and up, and family. Table 3 shows the characteristics of the target consumer.
18 - 25: This entire group is made up of youth young people and students on a tight budget.
25+: Due to their busy work schedules, they go to restaurants often. They also make a good
amount of money and have a lot of spending freedom.
Businessman: This group doesn't think Dunkin' Donuts coffee is a luxury, they buy it for the
convenience of not having to make it themselves (Shastri, 2021).
Branding:
The positioning of a brand is all about how well a product or company fits into the market.
Brand positioning is all about positioning your brand in the minds of your customers. As a
result, consistent positioning in the branding process will result in clients' cultic admiration
for the product (Gordon, 2016).
Dunkin Donuts is positioning itself as a preferred brand on a national and international scale.
"Make and serve the freshest, most delicious coffee and donuts quickly and courteously in
modern, well-merchandised stores," according to the company's philosophy (Dunkin, 2018).
Worldwide. People know what Dunkin is and what they are famous for. To change the entire
menu and signature products, to “try and fit in” with certain cultures, defeats the purpose of
their brand positioning. This happened in India.
Dunkin' Donuts launched in India with a diverse menu; although the donuts were the same,
the flavors were 'Indianised' by introducing fruit flavours like, litchi, grated coconut, mango
etc. Although their long-term goal was to promote a donut-eating culture in India, they began
as donuts & more. It included spicy chicken sandwiches, which were significantly different
from their primary product and a risk they only took in the Indian market. The plan was to
gain customers and eventually push the donuts, which were initially a niche product.
What went wrong with Dunkin Donuts' positioning in India was that Dunkin adopted the
strategy of introducing donuts, burgers, and sandwich options, thereby expanding its menu
and offerings. They marketed it as a breakfast, lunch, and dinner café. Due to the scarcity of
such cafes in India, their initial focus was on lunch and dinner. They positioned it as a
complete meal option, whereas fast-food options like burgers and sandwiches are typically a
mid-day snack for Indians.
They initially downplayed the donut, focusing more on the burger. Later, they tried to
associate it with Indian sweets and released a Diwali version of assorted donuts. They should
have positioned it accordingly, without jeopardizing the brand's soul, i.e. Dunkin' Donuts.
The myth that tea is the most popular beverage among Indians has changed dramatically, and
we have seen café coffee day and similar players bring coffee to the mainstream long before
Dunkin' Donuts entered the market.
They could have positioned coffee and donut as an evening snack option for the hundreds of
working youngsters in India who would grab a cup on their way home, or as a midnight
indulgence for those working night shifts to stay awake and working. Rather than promoting
a product that they are known for around the world and even had in their name, they
promoted their sandwiches incorrectly. Brand positioning should imply adapting the brand's
external associations and body without losing sight of its soul, especially for a globally
recognized brand like Dunkin' Donuts. Upgraded online ordering technology, self-service
kiosks, and fresh donut vending machines in offices can help promote the product because
Dunkin' has always been about on-the-go coffee and donuts (Cherkkil, 2020).
Marketing Mix
Product:
Dunkin Donuts began with just donuts and coffee, but has since outgrown the duo. Bagels,
beverages, sandwiches, and a variety of other baked goods have been added to the company's
product line. Even its brand product, donuts, is now available in over 50 varieties.
Cheese and egg, maple sugar bacon, hash browns, and sandwiches are among the most
popular snacks among consumers. While iced tea, coffee, and hot chocolate are popular on its
beverage menu (Buildd, 2022).
Price:
The costs of the various goods are not expensive and are pretty reasonable. The business uses
a system known as global pricing, which has varying rates in various nations. So there is no
fixed price globally. This tactic is employed to guarantee that buyers will receive higher-
quality goods at reasonable prices (Shastri, 2021).
Coffee chains compared:

Info from: cnet.com - Here’s How Much Starbucks Costs Versus Dunkin or Caribou Coffee
(Vachon, 2022).
In this table you can see that Dunkin is priced relatively low in comparison to their big
competitors. This will enhance demand which in turn will bring them more revenue.
Place:
Place refers to the location where a company will connect with its target market by making
sure that their products are as widely accessible as possible. It guarantees that the customer
can fulfill their desire with just a few short steps.
Globally, Dunkin' has a significant presence. It recently entered the markets of China and
India. Dunkin' stores are positioned so that customers can satisfy their cravings while at home
or at work. Their service is built around the slogan "easy to drink coffee." In a hurry to have
breakfast? Then visit Dunkin' because it is always close by. To attract a wider audience, it has
expanded its ice cream product line under the Baskin-Robbins brand. Additionally,
franchising has improved the effectiveness of the distribution channel. Due to Dunkin's new
look, it is now more focused on increasing customer accessibility. It is now concentrating on
speeding up its delivery system by employing the catchphrase "on-the-go." And to take this
idea even further, this company has launched a "Coffee at Home" service through which it
tries to establish itself in customers' homes so that they can enjoy a Dunkin' experience while
relaxing in their own homes (The Strategy Watch, 2022).
To make it convenient and accessible, several of the outlets opened up at petrol stations,
airports, malls, food courts, and supermarkets.
Promotion:
Which media should the brand use? How should the market be targeted, according to the
promotional strategy? Promotions have a big impact on whether a business succeeds or fails.
Dunkin' continually comes up with fresh methods to advertise. Everything about a company,
including its logo, packaging, and tagline, stands out in people's minds. The latest name
change has given this company another opportunity to rebrand among the public. Dunkin'
realizes how much today's society relies on digital platforms. And in light of that, it is
updating its marketing strategies. It began a marketing effort on Instagram a while back using
Nano-Influencers, essentially the younger generation. The major goal of this campaign was to
boost the buzz surrounding beverages by branding its handcrafted espresso. Additionally, the
marketing significantly increased social media engagement. Additionally, Dunkin' sponsored
sporting events for groups like Liverpool. Also receiving a lot of attention was the 66th
anniversary of International Coffee. Additionally, this company never sits quietly when it
comes to marketing, from providing free tea on various occasions to organizing competitions
with prizes worth $20 million. It continues to be the talk of the town among its supporters
thanks to its continued presence on social media platforms and occasional new activities (The
Strategy Watch, 2022).
Dunkin also uses conventional marketing techniques for its promotions, such as print and TV
commercials. Its most memorable advertisement, with the motto "America runs on Dunkin,"
was astounding. The goal of the advertising campaign was to renew Americans' commitment
to hard labor.

They are the engine of innovation that keeps the nation moving, and Dunkin Donuts keeps
them reenergized and satisfied. And DD Perks, the company's customer loyalty program,
serves a useful purpose in this.
DD bonuses provide amazing benefits. They can be unlocked by customers using a Dunkin or
a credit/debit card. For instance, simply signing up entitles you to a free medium cup of
Dunkin' refreshment. The point system at Dunkin Donuts awards 5 points for every $1 spent.
Once it reaches 200 points, you can get a free drink (Buildd, 2022).
Evaluate the strategy by using at least one Model among (BCG Matrix, Ansoff Matrix,
and Product Life Cycle Model).
The Boston Consulting Group (BCG) Matrix is a planning tool that uses a company's
products and services to help the company decide what to keep, sell, or put more money into
(HAYES, 2022).

Image from Westford University IMM LO3 slides

Star products of Dunkin:
"Stars" are products that are in high-growth markets and make up a big part of that market.
More money should be put into these products (HAYES, 2022).
Coffee/Iced Coffee & Packaged Coffee for use at home
Coffee is the most-ordered item at Dunkin' Donuts, and it's also the best-rated coffee of any
chain in the US. In a 2019 Harris Poll of more than 45,000 people, Dunkin' and Krispy
Kreme got the highest marks for "familiarity, quality, and purchase consideration." Their
packaged coffee for use at home also got the highest score (LAMOUREUX, 2020).
Breakfast Sandwiches
Dunkin's president of the U.S., David Hoffman, said that morning traffic numbers for 4Q
were the best they've been in two years and have been getting better every quarter. The
quarter also saw record-breaking sales of Dunkin's breakfast sandwiches, which have been
gaining sales momentum for five straight quarters (QSR Magazine, 2018).
Cash Cow products of Dunkin:
Products in low-growth areas but with a relatively large market share are considered "cash
cows," and the company should milk the cash cow for as long as possible (HAYES, 2022).
Original Dunkin Donuts
Dunkin Donuts has some of the best-tasting donuts around. Most locations will have around
22 original classic flavours available all year (F., 2022).
This, of course is also the product that has put the QSR chain on the map. Their story began
in 1948 with the establishment of "Open Kettle," a donut and coffee shop in Quincy,
Massachusetts. Founder William Rosenberg charged five cents for a donut and ten cents for a
premium cup of coffee (Dunkin Donuts, 2016).
They even had “donut” in their name until 2018 when before rebranding to DUNKIN.
Question Mark products of Dunkin:
Questionable opportunities are those in high-growth markets where the company does not
have a significant market share.
They typically grow quickly but consume a significant amount of company resources.
Products in this quadrant should be analyzed frequently and thoroughly to determine whether
they are worth keeping (HAYES, 2022).
Seasonal flavours
This applies to both drinks and donuts. Dunkin will often try new flavours for beverages and
donuts and might see good sales initially as people are curious and want to try it. But these
products need to be revised often to see if sales continue or if it was only a spike and then
quickly plotted down.
Dog products of Dunkin:
A company's product is considered a "dog" if it has a low market share and a low rate of
growth and should be sold, liquidated, or repositioned. Dogs generate little cash for the
company because they have a small market share and little to no growth. As a result, dogs
can become cash traps, tying up company funds for extended periods of time (HAYES,
2022).
Pizza / Fish & Chips / Dunkin Pie / Indian donut flavours
Dunkin tried putting out all these products, but with very bad results (BOONE, 2021).
Strategy:
• Focus on coffee quality and drive coffee sales through marketing and special offers.
• Keep the donut recipes and flavours that people know and have come to love over the
decades.
• Revise new additions to the menu quarterly to see if they have the potential to become
stars or if they should be moved to dog status.
• Focus on what you’re known for. Breakfast and snacks on the go.
• Add a health option in these categories to grow your market.
4. Recommendations for an adequate marketing strategy
Dunkin has more than 11,300 Dunkin' Donuts restaurants all over the world. Of these, 8,500
are in the United States and 3200 are in 36 other countries. Well, the fact that the business is
so big shows that people all over the world like the brand.
For the 15th year in a row, Dunkin has been named the #1 brand for customer loyalty in the
"out-of-home" category. For the seventh year in a row, the brand has been the best-selling
packaged coffee.
With so many positive points already counting in their favour, it could be pretty simple to
introduce the brand to the UAE market. About 88.52%, of the people living in the UAE are
expats, while only 11.48% are nationals (GMI Blogger, 2023).
Therefore, most citizens of the UAE, should already be familiar with the brand. Don’t try to
reinvent the wheel, going into this market. Learn from the mistake already made by India and
China, and rather build on the successes seen by other countries.
Here are a few of the strategies used by Dunkin that has been tried and tested to work:
• Social Media Marketing – use your social platforms to communicate proactively with
customers.
• Meme Marketing – people remember humour and talk about it long after.
• Sensory Marketing – Appeal to customers senses.
• Event Marketing and Sponsorships – Be part of big, public events and ask to sponsor
the drinks of judges and celebrities who will attend.
• Paid Advertising
Use paid ads in different places, so it shows up everywhere at the same time. The constant
repetition of images of donuts and coffee reminds people to buy and consume.
Focus on the food is a simple way to advertise. Make people's mouths water so they'll want to
come back. Use little text and a lot of pictures.
• Strategic Locations
Location is everything in business.
• Airports
• Stops for buses
• Metro stations
• Food courts in malls
• Stops along highways

Choosing a great place to open a store may be the best way to market a business that needs
physical stores. It is both the least expensive and most expensive way to market. A good
location will cost a lot of money, but once the store is built, it will bring in customers without
any extra work.
Make use of a differentiated targeting strategy:
A differentiated targeting strategy will work well for Dunkin, since their target market is so
broad.
A differentiated targeting strategy, also known as segmented marketing, is intended to
identify and focus on primary target segments with the greatest potential value for your
brand. Once your key targets have been identified, the goal becomes developing separate
market targeting strategies for each (Swann, 2020).
Use separate campaigns to appeal to the different segments that makes up your entire
customer base.
For example:
Teenagers: Ads of young teenagers, skateboarding together, or going to the movies and then
sharing donuts afterward.
Young professionals: People rush off to work, feeling overwhelmed, but then after taking the
first sip of Dunkin coffee, feeling empowered and ready for the day.
Older couple: Sitting together on a bench, enjoying each other's company while having
Dunkin.
Even though you are running different ads for a differentiated marketing strategy approach,
make sure that the message stays consistent throughout – that Dunkin is convenient,
trustworthy, and tasty.
If need be, this same campaign can be adjusted to each country, representing specific culture.

Final thoughts:
Although competitors like Starbucks and McDonald's are always a threat, this report
concludes that Dunkin' Donuts may proceed with plans to expand worldwide thanks to its
strengths and opportunities. Dunkin' Donuts does not differentiate between customer classes,
and its vision to serve the ordinary person and other groups of customers appears to be highly
promising and achievable.
 5. References
Bhasin, H., 2019. Marketing91. [Online]
Available at: https://www.marketing91.com/swot-analysis-of-dunkin-donuts/
[Accessed 14 January 2023].
BOONE, B., 2021. Mashed - The Biggest Dunkin' Donuts Fails Of All Time. [Online]
Available at: https://www.mashed.com/485012/the-biggest-dunkin-donuts-fails-of-all-time/
[Accessed 16 January 2023].
Buildd, 2022. Dunkin Donut Marketing Strategy. [Online]
Available at: https://buildd.co/marketing/dunkin-donut-marketing-strategy
[Accessed 15 January 2023].
Cherkkil, A., 2020. Aswathi Cherkkil - Dunkin’ Donuts India: The blunder of Brand
positioning. [Online]
Available at: https://aswathicherkkil.medium.com/dunkin-donuts-india-the-blunder-of-brand-
position-6f5ec8c1b70d
[Accessed 15 January 2023].
Dunkin Donuts, 2016. The History Of Dunkin Donuts. [Online]
Available at:
https://news.dunkindonuts.com/internal_redirect/cms.ipressroom.com.s3.amazonaws.com/28
5/files/201610/Dunkin%27%20Donuts%20History_11%203%2016.pdf
[Accessed 16 January 2023].
Dunkin, 2018. Dunkin Newsroom - WELCOME TO DUNKIN’: DUNKIN’ DONUTS
REVEALS NEW BRAND IDENTITY. [Online]
Available at: https://news.dunkindonuts.com/news/releases-
20180925#:~:text=After%20a%20brainstorming%20session%20with,which%20still%20hold
s%20true%20today.
[Accessed 15 January 2023].
F., R., 2022. Restaurant Clicks. [Online]
Available at: https://restaurantclicks.com/best-dunkin-donuts-donut-flavors/
[Accessed 16 January 2023].
FDA, 2020. Menu Labeling Requirements. [Online]
Available at: https://www.fda.gov/food/food-labeling-nutrition/menu-labeling-
requirements#:~:text=The%20menu%20labeling%20requirements%20apply,substantially%2
0the%20same%20menu%20items.
[Accessed 14 January 2023].
Fortune Business Insights, 2022. Fast Food Market. [Online]
Available at: https://www.fortunebusinessinsights.com/fast-food-market-
106482#:~:text=The%20global%20fast%20food%20market,during%20the%202021%2D202
8%20period.
[Accessed 14 January 2023].
Ginsberg, M., 2020. Entrepreneur/Franchise. [Online]
Available at: https://www.entrepreneur.com/franchise/1-on-the-franchise-500-even-without-
the-donuts-dunkin/344459
[Accessed 09 January 2023].
GMI Blogger, 2023. GMI - UNITED ARAB EMIRATES POPULATION STATISTICS 2023.
[Online]
Available at: https://www.globalmediainsight.com/blog/uae-population-
statistics/#:~:text=The%20expat%20population%20totals%20around,natives%20in%20all%2
0economic%20sectors.
[Accessed 16 January 2023].
Gordon, J. W., 2016. Lean Labs. [Online]
Available at: https://www.lean-labs.com/blog/brand-positioning-strategy-how-to-find-the-
valuable-sweet-spot
[Accessed 15 January 2023].
HAYES, A., 2022. Investopedia - Understanding the BCG Growth Share Matrix and How to
Use It. [Online]
Available at:
https://www.investopedia.com/terms/b/bcg.asp#:~:text=The%20Boston%20Consulting%20G
roup%20(BCG,sell%2C%20or%20invest%20more%20in.
[Accessed 16 January 2023].
Indeed Editorial Team, 2021. 10 Types of Marketing Models. [Online]
Available at: https://www.indeed.com/career-advice/career-development/marketing-model
[Accessed 10 January 2023].
LAMOUREUX, A., 2020. mashed - The Best-Selling Menu Item At Dunkin' Isn't A Donut.
[Online]
Available at: https://www.mashed.com/294594/the-best-selling-menu-item-at-dunkin-isnt-a-
donut/
[Accessed 16 January 2023].
Miller, K., 2022. Crowjack PESTLE Analysis. [Online]
Available at: https://crowjack.com/pestle-analysis/dunkin-donuts
[Accessed 14 January 2023].
MOMIN, A., 2022. Pestle. [Online]
Available at: https://pestleanalysis.com/dunkin-donuts-swot-analysis/
[Accessed 11 January 2023].
Mordor Intelligence, 2021. UNITED ARAB EMIRATES FOODSERVICE MARKET -
GROWTH, TRENDS, AND FORECASTS (2023 - 2028). [Online]
Available at: https://www.mordorintelligence.com/industry-reports/uae-foodservice-market
[Accessed 16 January 2023].
Nieto, P., 2022. Why did Dunkin' Donuts change its name? Find out why Dunkin's coffee is
cheaper than Starbucks. [Online]
Available at: https://www.foxbusiness.com/lifestyle/dunkin-donuts-change-name-find-out-
dunkins-coffee-cheaper-starbucks
[Accessed 09 January 2023].
QSR Magazine, 2018. Why Dunkin' Donuts is Still Winning Breakfast Customers. [Online]
Available at: https://www.qsrmagazine.com/news/why-dunkin-donuts-still-winning-
breakfast-customers
[Accessed 16 January 2023].
Shastri, A., 2021. IIDE - Detailed Marketing Strategy of Dunkin Donuts. [Online]
Available at: https://iide.co/case-studies/marketing-strategy-of-dunkin-donuts/
[Accessed 15 January 2023].
Shastri, A., 2021. IIDE - Detailed Marketing Strategy of Dunkin Donuts. [Online]
Available at: https://iide.co/case-studies/marketing-strategy-of-dunkin-donuts/
[Accessed 15 January 2023].
Start.io, 2022. Blog - Dunkin’ Donuts Target Market and Demographic Segmentation –
Customer Profile, Marketing Strategy & Competitors. [Online]
Available at: https://www.start.io/blog/dunkin-donuts-target-market-and-demographic-
segmentation-customer-profile-marketing-strategy-
competitors/#:~:text=According%20to%20a%20Dunkin'%20Donuts,%2C%20convenience%
2C%20and%20affordable%20pricing.
[Accessed 14 January 2023].
Swann, H., 2020. Dash. [Online]
Available at:
https://dash.marketing/blog/targeting_strategies_work_pt1_differentiated_marketing/
[Accessed 15 January 2023].
The Strategy Watch, 2022. Marketing Mix of Dunkin. [Online]
Available at: https://www.thestrategywatch.com/marketing-mix-dunkin/
[Accessed 15 January 2023].
Trading Economics, 2022. United States GDP Growth Rate. [Online]
Available at: https://tradingeconomics.com/united-states/gdp-growth
[Accessed 14 January 2023].
Trading Economics, 2023. United States Unemployment Rate. [Online]
Available at: https://tradingeconomics.com/united-states/unemployment-rate
[Accessed 14 January 2023].
Vachon, P., 2022. cnet.com. [Online]
Available at: https://www.cnet.com/home/kitchen-and-household/how-much-more-
expensive-is-starbucks-than-dunkin/
[Accessed 15 January 2023].