Supply Chain Management

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Recommended: Chapter 6 strategy formulation: business strategy

Running a business today is tough and it was said best when it was said “You can’t do today’s job with yesterday’s methods and be in business tomorrow.” (Anonymous n.d.). Dunkin Donuts came into existence in 1950 and currently has approximately 7,306 stores just in the United States (Bridgeport). Dunkin Donuts’ customer base includes anyone who is a coffee, doughnut, bagel, or muffin lover. Dunkin Donuts is also making strides to set themselves apart from their competition. Let’s take a look at the above/below the line initiatives, Porter’s Five Forces, and the value chain.
Above the Line and Below the Line Initiatives
Taking a look at above the line initiatives includes “accountability to overcome obstacles” (Connors). For Dunkin Donuts this includes the introduction of the DD card that offers the option to reload, earn rewards, and receive special offers. Dunkin Donuts also offers a mobile app so you don’t have to carry around a card which is appealing to many who are always on the go. Many may have noticed that Dunkin Donuts now has coffee creamers for sale in your local supermarket. All of these are step to increase sales, keep existing customers, and changing with the times.
If one defines below the line as “poor execution, poor performance, and poor morale” (Connors) it would stand to reason that no one, including Dunkin Donuts, would want to be on this side of the coin. However, in the case of a new item, program, etc., a test showed that the item would do well in the market arena but when it launched it didn’t have the intended success that was planned. This could be chalked up to a below the line initiative. Dunkin Donuts would have to learn why the planned product or program didn’t succeed then work ...

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...onymous. n.d. Business Quotes and Sayings. Retrieved from

http://www.sayingsnquotes.com/quotations-by-subject/business-quotes-and-sayings/

Bridgeport, CT: Worldscope/Disclosure Partners. (May 11, 2014). Worldscope, Retrieved from

www.lexisnexis.com/hottopics/lnacademic

Canadean - Mergers & Acquisitions and Partnerships. (February 20, 2014): LexisNexis

Academic. Web. Date Accessed: 2014/05/17.

Connors, Roger. 2011. Steps to Accountability. Retrieved from

http://www.ozprinciple.com/self/steps-to-accountability/

Murray, Martin. 10 Jan 2012. Dunkin’ Donuts Centralizes Supply Chain. Retrieved from

http://logistics.about.com/b/2012/01/10/dunkin-donuts-centralizes-supply-chain.htm

P., Justyna. n.d. Primary Value Chain Activities. Retrieved from

http://www.ehow.com/list_7600716_primary-value-chain-activities.html

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