Dunkin' Donuts Hypothetical Marketing Strategy Case Essay

1273 Words 6 Pages
Dunkin’ Donuts was first established in 1950, in Quincy, Massachusetts, by William Rosenberg. Over the years the company expanded and now is the largest coffee and baked goods chain in the world. They serve over 5,500 retail outlets; selling more than 4 million doughnuts and 2.7 million cups of coffee daily!

Dunkin’ Donuts are famous for their many varieties of doughnuts and their wide range of bakery products - muffins, bagels and munchkins® donut hole treats. Their products are represented by more than 6,590 worldwide points of distribution, including approximately 4,815 units in the United States alone.

History of Dunkin’ Donuts

1946: Bill Rosenberg invests $5,000, forms Industrial Luncheon Services.
1948: Bill Rosenberg opens
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2000: Dunkin’ Donuts opens its 5,000th shop worldwide in Bali, Indonesia.
Dunkin’ Donuts celebrates its 50th anniversary.
Dunkin’ Donuts introduces Hot Chocolate and the all-new DUNKACCINO™
2001: Dunkin’ Donuts introduces Vanilla Chai, a creamy combination of tea, vanilla, honey and spices.
Dunkin’ Donuts launches its new logo.
2002: Dunkin’ Donuts launches its new advertising tagline, JUST THE THING™.

Allied Domecq Alliance
Dunkin’ Donuts and was purchased by Allied Domecq in 1990. Allied Domecq is a dynamic, marketing-led branded company. They focus on delivering results by maximizing the strength of their portfolio. The company operates on a global level and operates in the business of spirits, wine, quick service restaurants. Further, they own an international chain of franchises consisting of three established brand names; Dunkin’ Donuts, Baskin Robins and Togo’s- and is among the top five players in the food and beverage industry with more than 11,300 outlets worldwide. Dunkin’ Donuts Case Study (2-1)
The Bagel Introduction was Dunkin’ Donuts’ largest initiative ever. However, an upsurge of problems erupted mostly in the supply and distribution channels, with two weeks left before the largest advertising campaign the bagel industry had ever experienced; the supply chain dried up.
1. Defining the Product/Market Scope

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