SWOT Analysis And Marketing Strategy Of Dunkin Donuts

In order to achieve the most successful entry into the Australian market, clearly defined marketing objectives must be in place. A target market is defined as well as a market penetration plan. We have also included a five-year sales forecast and 5-year profit forecast. In addition, we have prepared a SWOT analysis and marketing mix.

Our target market is adults ages 18-55, all races and genders, and working class people on a budget. People interested in coffee, cold drinks and food on the go especially are our prime customers. Working class people, young adults and students are our best customers because they are looking for cheap, but quality food and drink that they can get on the go. Their busy lifestyles makes the speedy drive-throughs

In 2012 Dunkin donuts had roughly $658.2 million in sales from all of its brands combined (Bloomberg, 2016). In 2016, the company now boasts $817.0 million in sales total (Bloomberg, 2016). We expect sales to be about $300,000 at first just from our one Melbourn location. To project this sales number, we used Bloomberg to explore Dunkin’ Donuts stocks, sales, and profits internationally, and just in America from 2012 to 2016. We then divided the total sales by the total number of stores worldwide. We used this average to predict an average yearly sales number for a Dunkin’ Donuts restaurant. The typical Dunkin’ Donuts shop runs a bit more in profit each year, however as a start up in a new country we are taking into consideration the that we may not rake in sales as quickly, therefore we reduced the average sales by a fraction . We would expect sales to double over the next five years as we add locations and increase our customer base across the

Dunkin Donuts is one of the most recognizable names in the fast food industry. It dominates the Northeast market. One of its most popular slogans is “America runs on Dunkin”. Their prices are unbeatable for the quality of coffee; all the coffees are mostly under 3 dollars unlike their rival star bucks which can go over 5 dollars for a large coffee. Baskin-Robbins ice cream parlor has been around since the 1940’s and its 31 different ice cream flavors made it stick out. Another one of Dunkin Donuts strengths is brand loyalty. Most Dunkin Donuts customers are repeat, loyal customers. These customers value the convenience that Dunkin offers and the low prices that everyone can afford. These have drive-through stores which helps people get their food and coffee at a quick rate.

Franchise relationships is one of Dunkin Donuts major weakness. They must attract new owners by having a successful business plan and a supporting system to help the new store out. However, in 2010 they had over 15 lawsuits dealing with this issue. These lawsuits might scare off other potential investors in the business. Another weakness is their domestic expansion. There is not a lot more room to grow in the northeast due to their domination of the market place. This will force them to expand