Strategic Leadership

?. Company Introduction History Dunkin’ Donuts is a donut and coffee shop that William Rosenberg founded in Massachusetts, USA in 1950.

The company began by selling coffee and donut from a small car on the way to work in the United States in 1946 to Quincy workers. ‘Dunkin’ means ‘dunk’ and it was created as a result of feeling of delicious coffee ;donut taste after Mae Murray who is one of American actress tried dunking donut into coffee by the chance. In 2008, Dunkin’ Donuts opened its first “green” store in St. Petersburg, Florida.

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And on December 10, 2008, Nigel Travis was appointed chief Executive Officer of Dunkin’ Brands. He also assumed the role of Dunkin’ Donuts President at the end of 2009.

In 2010, Dunkin’ Donuts’ global system-wide sales were $6 billion. In 2011, Dunkin’ Donuts earned the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for the fifth year in a row. After opening the first store in 1994 Itaewon, it captured the taste of the Koreans. Since then donuts sales in domestic market, virtually products derived from Dunkin donuts.

Think of the customer about Dunkin’ Donuts None of Dunkin’ Donuts’ moves makes much difference unless consumers buy into the notion that the company has the culinary imperative to sell more than its name suggests.

If plans prove successful, more customers than ever may flock to indulge in the company’s breakfast-to-go menu. If they don’t, the only thing potentially worse for Dunkin’ Donuts than diluted coffee could be a diluted brand image. After 60 years, the company has a reputation for doing two things simply and successfully coffee and donuts.

Even when consumers see the line of products expand into what was once solely the realm of the company’s competitor, they may be unconvinced that Dunkin’ Donuts is the shop to go to for breakfast. For most of its existence, Dunkin’ Donuts’ main product focus has been implicit in its name: donut, and coffee in which to dip them.

First-time customers acquainted with this simple reputation were often overwhelmed by the wide varieties of donuts stacked end-to-end in neat, mouthwatering rows. Playing catch-up to the rest of the morning market, Dunkin’ Donuts has only recently joined the breakfast sandwich game.

According to spokesperson Andrew Mastroangelo, Dunkin’ Donuts sells approximately one billion cups of coffee is the most profitable product on the menu, it’s a good bet that those margins give the company room to experiment with its food offerings. Marketing (Simple Food for Simple People) Dunkin’ Donuts’ history of offering simple and straightforward morning snacks has given it the competitive advantage of distinction as the anti-Starbucks-earnest and without pretense. Like Craftsman tools and Levi’s jean, the company appeals to simple, modest, and cost-conscious customers.

International Marketing) Dunkin’ Donuts has also managed to carve out an international niche, not only in expected markets such as Canada and Brazil, but also in some unexpected ones, including Qatar, South Korea, Pakistan, and the Philippines. Today Dunkin Donuts has been trying to sell the best products in the fresh state. As a result, currently holds more than 10,000 stores in 32 countries. And South Korea, it holds about 315 stores in the country. Now, Dunkin’ Donuts is the largest in the world about donuts and coffee shops.