Marketing-presentation

MARKETINGPRESENTATIONDunkin’DonutsenteringtheUKGroup1:Crystal,Jasmine,Ahmed,TiffanyandAlexPresentationlayoutCompanyprofileMarketingauditSWOTanalysisPESTLEanalysisBusinessobjectiveAnsoffmatrixMarketingstrategy/CorestrategycriteriaMarketingmixReferencesBusinessmissionstatement:“Makeandservethefreshest,mostdeliciouscoffeeanddoughnutsquicklyandcourteouslyinmodern,wellmerchandisedstores”-BillRosenberg,founderofDunkin’Donuts()Mayhavechangedduetorapidglobalexpansion,eachfranchisehasanuniqueB.M.SFoundedinMassachusettsbyBillRosenbergin1950Franchiseitselfcurrentlyownedbyparentcompany,Dunkin’brandsCompanyProfileCompanyProfile(continued)4thquarterprofit2012rose192.6%to$43.4million()GlobalsalesofDunkin’Donutswere$6billionin2010()MarketingauditFollowingquestionswillbethethemeinthepresentation:Wherearewenow?Howdidwegethere?Whereareweheading?IdeagainedviaSWOTandPESTLEanalysisSWOTAnalysisStrengths:Foundedin1950-longestablishedchain()Earnedno.1forcustomersloyaltyin2011byBrandKeysforthe5thyearinarow()Widebaseofconsumerloyalty-Dunkin’DonutscardsforpurchasingDunkin’Donutsproducts()Healthawareness-caloriesheetspresentshowingamountofcaloriespresentforeachdonut()SWOTAnalysis(continued)Weakness:UnhealthyfoodwithhighcaloriesAssociatedwith‘weakcoffee’()LowqualityoffoodOpportunities:ExpandtheirmarkettoEuropeanconsumers-no‘strong’consumerbaseofdoughnutconsumptioninEuropeCreatebusinessatmosphereofsellingcoffeebeanstobothcustomersandbusinessessimilartoStarbucksFastbreakfast-expandingthemarketsimilartosupermarketsandtheirreadymealsectionsSWOTAnalysis(continued)Threats:Competitionpresent-amongstcoffeechains(Starbucks)anddoughnuts(KrispyKreme)bothestablishedintheUKLeftBritaininthemid1990’s-doughnutsfailedtoappeaseUKconsumersHealthawarenesshighintheUK-comparedtotheUS-LeatherheadFoodResearch'snewreport,Diet,HealthandObesityintheUK:StateoftheNation2012,revealsthatover80%ofconsumersin2012claimedtofollowahealthydiet(anincreaseof10%since2004).()PESTLEAnalysisoftheUKPolitical:StablepoliticalsituationEconomical:8thlargesteconomyglobally(PPP)(=full)Largestfinancialcenterglobally(Globalfinancialcentersindex)GDPpercapitaUSD39,038(2011)()PESTLEAnalysis(continued)Socio-cultural:DiversifiedpopulationwithintheUK-consistentofmanydifferentethnicgroups(Asian,African,EasternEuropean)()Highhealthawarenessofgeneralpopulation()Obesityratescanbeseentobe34%inmenand39%inwomen2011()PopulationofUK:63.2million(=Population)Technological:UKhasbeenrankedasoneofthemostinnovativecountrieswellaboveotherEUcountries(EuropeanInnovationScoreboard,2008)Largecompaniesareentitledtoafurther30%reductionoftheircurrentspendingonqualifyingforR&D()PESTLEAnalysis(continued)Legal:Foodsafetyact1990:Offenceforabusinesstosellfoodandforhandlingifnottrainedorregisteredtodoso.Tradedescriptionact,1968:illegalforfirmstoprovidefalseormisleadingdescriptionofproducts,servicesSalesofGoodsAct,1979:Goodsmustbeofmerchantablequalityasdescribedinadvertisingorfitfortheirpurpose.Environment:??????????????????????????BusinessObjectivesStaff:Dunkin’Donutstriestotreatemployeesandfranchiseeswithrespectandfairnesstoempowerthemtoreachtheirgoals.Customers:Dunkin’Donutstriestoofferguestsdeliciousvarietyofproductstheywillenjoyandprovideaccuratenutritioninformationsotheycanmakethebestchoicesforthemselves.Charity:Dunkin’Donutsisdedicatedtoservingthebasicneedsoflocalcommunities–providingfoodforthehungryandsupportforchildren’shealthandwellness.Environment:Dunkin’Donutstriestoreduceimpactontheenvironment.Itiscommittedtoadoptingbetter,moresustainableapproacheswheneverpossible.Helpsguidethemarketingmixandpoliciesinvolved!Segmentationopportunitytoenterthefastfoodmarketopportunitytoentert