Members :

beesan hamad
dema ahmad
Roaa ahmad Dr.Doaa hajawi
Noor anati International marketing
Layan ktana
Executive summary
Executive summary This plan is presented to Dunkin Donut, which provides sweets and
coffee with high quality and does its best to ensure that people enjoy its products and
employs special varieties and types for every one It is an international chain of shops and
coffees founded in 1950 in the United States of America, as it owns more than 8000
restaurants in 30 countries around the world. The plan will show that we have the
opportunity to open a Dunkin' branch in Jordan to increase the company's profits,
manufacture its products specifically for Jordan, and provide sweets at competitive market
prices. What distinguishes Dunkin' Donuts is the presence Coffee flavors of French vanilla
and hazelnut. We will always work to develop our products and promote them. Our
marketing budget for the year will be 700,000 jd , which will be distributed to follow-up
marketing activities. In addition, we will continue to develop the internal work
environment to be more effective . And we strive to make our product the preferred
choice for our customers and become part of their happiest moments
situational analysis
• Market dynamics : The problem is the decline in investments in Jordan and the fear of opening and
starting a project in it because of the high taxes. However, opening famous and well-known restaurants
and cafes abroad guarantees them the success of the project and reduces the risks for them, and taxes
will not be an obstacle.
• Opening a Dunkin' branch in Jordan will really increase their profits because the Jordanian people
prefer foreign coffee shops and believe in them more than the local ones.
• Marketing trend : Jordanian society has come to prefer coffee of all kinds, from espresso, cappuccino
and latte, and they will not stay only for Arabic coffee.
What distinguishes Dunkin' is the presence of coffee flavors of French vanilla, hazelnut, and others
Where drinking coffee has become a habit and a necessity in our society
• Dunkin turn towards making his product environmentally friendly and got rid of products harmful to the
environment
• In 2020, cups that contain polystyrene was be eliminated to preserve the environment and be
biodegradable.
• Company analysis :
goals: Dunkin' will open its
branch in Jordan to increase
its profits and to
manufacture its products
specifically for Jordan, not
because of the surplus of its
products.
Culture: Dunkin' Donuts has
succeeded in establishing the
most popular chain of coffee
shops and baked goods in
the world, serving more than
2.7 million customers per
day, and owning
approximately 8,000 stores
in more than 30 countries
around the world.
SWOT
Analysis
Strengths:
1- Prestige and strong reputation that he possesses
2- Multiple and many options to suit all tastes
3- the high revenues that help it to develop
Weaknesses :
1- Difficulty expanding to other provinces in the beginning
2- Jordanian materials are more expensive than abroad
Threats :
1- stiff competition in domestic market .
Opportunities:
1- Because of the high revenue, we will
2- be able to expand in the Middle East
• Competition :
In 1955, the first franchise store was opened. It happened that
McDonald's opened its first franchise store.
And continued fierce competition from McDonald's, Starbucks and
Dunkin'
McDonald's opened McCafé, Dunkin' abandoned Donuts and focused
more in 2017 on the strength of its Starbucks competitor, the espresso.
It invested in new equipment, worked on new recipes, and extensively
trained its employees.
By the end of 2018, sales of hot and iced beverages had reached 1.7
billion cups, 10 percent of espresso.
By mid-2019, espresso sales had increased by 40%.
All this success with its expansion plan was not to imitate the competitor
"Starbucks" in its strength, but to provide espresso in its style.
Fast service, competitive price, and refreshing drinks.
And most importantly, not to underestimate the concept of espresso
because coffee lovers are sensitive with their drink
Marketing strategy
• Our mission
• Providing sweets with high quality, and to earn the trust and loyalty of our customers.
We strive to make our product the preferred choice for our customers and to become a
part of the happiest moments of our customers. Dunkin' does everything it can to ensure
that people enjoy our products. It employs special varieties and types for everyone.

• Our objectives
1. Opening a new successful branch of the company and increasing its profits.
2. Providing sweets at competitive market prices and with high quality.

• Our target market

• It is from the age of 12- 40 and focus on them because it is the most demanded from
them. Because they are more in demand
• Value proposition
• Dunkin company offers the world's perfect coffee and drinks vary significantly and you can
order a different drink every day for almost 70 years. It provides the customer with the
product with the best quality as it is found in the main branch, and the product will be the
same expectation as the buyer. We will have a drive through service that will make it easier
for customers to buy from the store.
• Positioning
• The company is present and known to everyone, as it
owns more than 8000restaurants in 30 countries around
the world. It is positioning in people's minds that it is very
tasty and featured from other coffee and bakery shops.
• Culture aspects that need adeption
• Because we are going to open a branch in an Arab country,
we have to study the cultural differences in that country
and adapt to those differences For example, we will focus
on the flavors that are known in the country, and there are
no flavors added to them that the country is not satisfied
with, such as wine
Marketing tactics
• Product: Dunkin' Donuts is a shop that specializes in making and serving the most
delicious types of donuts and coffee in all flavors that suit all people, prepared by
professional chefs.
• Price: Dunkin' Donut products are characterized by good prices that suit most of
the target customer groups, which are also competitive with the prices of their
competitors from donut shops in the region. Baked goods and donuts range in
price from 1Jd to 1.5 Jd, and coffee and other drinks range between 2.5Jd to 3.5Jd,
depending on their size.
• Location: It is very important that our location be in a place where everyone
can reach us easily, so we chose Mecca Street to open Dunkin' Donuts, as it
is one of the most famous sites recognized by the Jordanian people. We
also provided a website and delivery service with orders so that everyone
can order from them.
• Promotion: Dunkin' brand name is recognized by most of the people. Dunkin' will
be promoted from our social media before opening the branch to attract people's
attention and encourage them and this will motivate them to buy from us and
with the help of some plans, we will be able to make everyone know us. By
holding events in several locations such as universities and public parks such as Al
Hussein Gardens, and distributing free samples to enable everyone to try our
products. And using billboards in the streets to get to know us, in addition to
hiring a Jordanian celebrity and social media influencer to present their
experience with our products. Finally, through our pages on the Internet and
social networking sites, where all useful information is available to customers
about the location, prices and any other inquiries.
Plan implementation and control details
-also known as a strategic plan-
outlines the steps your team should take when accomplishing a shared goal or
objective .
The plan combines strategy, process and action and while include all parts of the
project from scope to budget and beyond .

-Define goals : as we mentioned in marketing strategy that our goals will be :

1. opening a new successful branch of the company and increasing its profits.
2. providing sweets at competitive market prices and with high-quality that we
hope to satisfy customers and live up to their expectation .

-Conduct research: After we studied the Jordanian market and learned more about
their culture and that we must adapt to this difference , and after we searched more
about the place where our target audience is located, we chose Mecca street, which
will be opening at the beginning of the new year.
• Schedule our goals : what do we want to implement? What is the image that we want to pass on
to customers?. And we want to create brand competitive advantage with our products , taking
into account the culture .
• Assign responsibilities and tasks: before opening the project, the tasks will be distributed so that
each of the employees and managers knows what they want to do and what tasks they have to do
in order to be organized in right way , and the work will be in a creative way .
• Allocate resources : resource allocation is one of the best ways to reduce risks . Before starting
and opening the project , We made sure that the important resources for the project are
available, For example :
• 1) the budget that we have will cover the cost of the project , employee salaries, licensing , fees
and taxes ,
2) we have a sufficient number of employees ,
• 3) availability of equipment .

• Finally :Control : control and evaluating the results that actually occurred from the results that we
expected .After 3 months since the inauguration, we will see how the profits and revenues were ,
and what people think about us ? and compare it to what we had in mind and what happened on
the ground . We will see what mistakes we made and take corrective measures so that we can go
back to the plan that we want it .( there is no gap between the goal and the results actually got )
Financials
• We need sums of money in order to equip the shop with the necessary tools, which
cost about 15000 dinars . Also, advertisements are important and entail costs of about
2000-3000 dinars, so that we can attract customers, and the required licenses must be
obtained . In addition to that, the cost of purchasing the shop, which costs about
30,000 or more And pay the salaries of the employees, and do not forget the taxes that
will be imposed on us by the state, which will be about 10%-20%. We also have to pay
the financial expenses for maintaining the equipment in the event of any malfunction.
In return, we will get a large financial return, and we will gain new customers and
maintain their loyalty to us.