I.

INTRODUCTION

Thani Donuts Market Analysis

The donut market has a strong attraction for companies that want to enter it, for Donas it has
represented a strong attraction that they want to capitalize on for a very specific market segment,
as opposed to a mass market. It must be considered that Donuts are not everything in the world of
Donuts, there are others, in fact the company's market is not donuts, it is customer satisfaction
through a product, a unique experience when they visit the store , is customer satisfaction through
a product, a unique experience when they visit the store, which is already different from the
competition. In it, customers can see how the donuts are made, served fresh and hot. The neon
sign that announces that the donuts are ready is just part of this satisfaction strategy.

Segments:

Within the Thani Donuts market we can identify five segments, each with similar traits to each
other, which is the taste for Donuts:

1. Social: they are the customers who visit the store not necessarily for the product, they are
attracted by the atmosphere, they see it as a place to relax, spend a while and meet with
friends, it is a group that can be easily attracted by other substitute products such as are
the coffee shops and salons.
2. Craving: those who occasionally have a craving. They are not a regular customer, but they
may visit the store occasionally, they are focused on the product to satisfy their craving
and it is the only reason for visiting the store, they are willing to pay a little more for the
product as they are aware of its quality.
3. Followers: they buy and visit stores out of curiosity about what the media, advertising and
the general public say about Thani Donuts, they go to satisfy their curiosity and verify the
veracity of what they hear, they can easily become regular customers when their
expectations are exceeded by the product.
4. Price Finders. They are customers who are only looking for offers and deals in their favor,
they visit the store when a special discount or promotional packages such as “cheaper by
the dozen” are announced. Generally they are not aware of the quantity of the product,
nor of the experience generated.
5. Hot and ready. It is the most interesting group, they do not usually deviate from their
route and seek to have the products coexist near their area of action; However, and on the
other hand, once they detect some coexistence in the product they are purchasing, such
as proximity of its work and flavor, adequate price and service, etc. They become regular
customers; This is the most interesting segment.
SWOT Analysis:
In the following diagram we can analyze the main strengths, opportunities, weaknesses
and threats that Donas Thani has in its competitive environment.

FORCES WEAKNESSES

 Celebrities recognize and support  Menu for lunch or dinner.

the brand.
 Honest company with a figure of
tradition.
 Fresh donuts produced daily.
 Values since its foundation.
 Unique flavor.
 Responsibility with the community.
 Financial capacity (limited but
existing)
 Vertical integration.
 High calorie content.
 Big lines in the morning.
 Name recognition outside of certain
regions.
 No advertising.
 Worn image for the younger
market

OPPORTUNITIES THREATS

 Market to grow towards.  Put the product in the hands of new

 High possibility of opening more
stores.
 Gain social and brand recognition.
customers.
 Be more aware of the competition.
 Healthier alternatives.
 Substitute premises as social
meeting points.

Thani Donuts main competitors:

Dunkin 'Donuts
The largest coffee and bakery chain in the world. With daily sales of 6.4 million
donuts and 1.8 million cups of coffee, owned by Allied Domecq PLC, this same
group owns Baskin-Robbins ice cream, sandwiches (ToGo's Eateries) and its
assortment of alcoholic beverages. Worldwide it has 5,200 points of sale and in the
United States alone it has 3,600 with a sales growth of 7%.
The company has defined itself with successes against chains like Starbucks and
other donut chains by always adding new products to the menu, and intensifying
the importance of convenience that they have. In addition to opening a store in
partnership with its sandwich and ice cream chain.
Winchell's Donut House
This company was founded in 1948 by Verne Winchell. With about 6 units in 10
states west of Mississippi and international franchises in Guam, New Zealand,
South Korea, Egypt and Saudi Arabia. It has 110 restaurants in Southern California.
To combat Krispy Kreme's entry into this market, it launched a pilot program called
Caliente in seven stores in Southern California. This would consist of displaying
fresh, glazed donuts that were changed every 20 minutes and with a red light in
the display case announcing that a new batch was ready and on display. In 2000, a
strong expansion campaign began in the United States, recruiting food franchises.
fast and adding kiosks in airports and public places, having a presence in cities such
as Vegas, California and others.

Tim Hortons

A subsidiary of Wendy's International, one of the largest coffee and fresh bread
chains, with more than 1,900 stores in Canada and a steadily growing base of 120
locations in US markets. In Canada this chain is considered an icon, the chain was
named after a Canadian hockey player recognized as a national hero.
This company strategy consists of being part of the lives of its customers, every
day and in every life. The image it shows to its customers is that of being a
neighborhood gathering place, a home away from home. Its greatest competitive
advantage is being one of the largest chains with a very popular product in the
region.

La Mar's Donuts

Conmatris in Kansas City. This small privately owned chain with stores in Kansas,
Missouri, Nebraska, Nevada, New Jersey. The first store was opened in 1960 and
quickly became an institution in the city, queues formed from 6.00 am and by
closing time some 110,000 Donuts had been sold. Based on the success, the
owners began franchising the store in 1990.
The secret recipe and its quality is artisanal, handmade daily with natural
ingredients and without preservatives, the day-old donuts are donuts to those in
need. In addition to 20 varieties of Donuts, the menu includes a wide selection of
coffee. In association with Dzbog Coffee Company, they have developed an
exclusive line for LaMar's, with selected beans from Costa Rica.
The company's mela is "simply a better donut." Those who have tried it are left in
awe of its taste and say, "My God, it's the best donut I've ever had in my life." In a
magazine ranking as the best Donut.