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The Organization’s Mission
Dunkin’ Donuts is one of the famous franchises in the world that serves coffee and donuts, bagels, munchkins, muffins, cookies, and other bakery goods. Dunkin’ offers a range of 52 types of donuts and numerous flavors of coffee to its customers all over the world. Dunkin’ Donuts serves approximately 3 million people every day worldwide. The mission of Dunkin’ Donuts is that it will work hard to be the dominant retailer of high-quality donuts, bakery products, and beverages in the market in which they choose to compete. The mission statement has helped the company to grow and develop itself and has also helped it to come this long way that is from where it started out to be a single coffee shop to where it is now having somewhere around 7988 outlets worldwide. (Dunkin’ Donuts, 2008)
The General Objectives or Goals of the Organization
Dunkin’ Donuts has certain objectives for itself, and the management of the company is working very hard to achieve those objectives and to make the company a strategically successful organization. The objectives are as follows:
- Aims to be a leader in the donuts and beverages industry.
- Provide top-quality products and services to its customers.
- Give the customer the best experience.
- To stay above the competition.
- Maintain long-term relationships with the suppliers so that there is an uninterrupted supply of coffee
- Dunkin’ Donuts strives to establish itself in every market niche.
The goal of Dunkin’ Donuts Brands is to become a leader in the food industry worldwide. Dunkin’ Brands plans to do that by giving its customers a better version of a quick dining experience with new product choices and a reasonable price.
The Marketing Environment
Dunkin’ Donuts has to make sure that they are practicing ethically and in a social environment or not. Dunkin’ Donuts is known as the no.1 retailer today in hot and ice regular coffee and its donuts. This basically shows Dunkin’ Donuts has the strategic ability to adapt to the changing forces resulting in the environment. The company is committed to the environmental responsibility of a community. Dunkin’ Donuts follows environmental regulations and promotes cleanliness within its surroundings.
They also support charitable programs and have taken many steps in promoting and supporting their community. Dunkin’ Donuts has sponsored educational programs and also provided funds for different events such as the Special Olympics, AYSO soccer teams, etc. They are in relation with a non-profit organization called “Coffee Kids,” which supports impoverished families in coffee-producing countries like Mexico and Central America. In 2008 the organization went green and opened its very first LEED outlet. (Dunkin’ Donuts, 2008)
The Customers It Serves
Dunkin’ Donuts serves approximately 3 million people every day worldwide. Dunkin’ Donuts has three target markets. They are as follows:
|Adults||It will include professionals, i.e., doctors, bankers, etc., people who generally like to drink coffee.|
|Teenagers||It’s a place for them to hang out, have Lattes, donuts, etc.|
|Children||They are targeted for munchkins|
Dunkin’ Donuts offers a range of 52 types of donuts and bakery items and numerous flavors of coffee to its customers. Dunkin’ Donuts has somewhere around 16 products that they serve to their customers. They are as follows:
|Fall Flavors||Pumpkin Latte, Pumpkin Muffin and Pumpkin Donut.|
|Iced Teas||Original, Peach and Raspberry|
|Bacon Lovers||Bacon Lover’s Supreme Omelet Sandwich|
|Pizza and Sandwiches||Personal Pizzas (supreme, cheese, and pepperoni) and Flat Bread Sandwiches ( ham & Swiss, three kinds of cheese and turkey, cheese & bacon)|
|White Hot Chocolate||White Hot Chocolate and the original Hot Chocolate|
|Tropicana Coolatta||Lemonade, Strawberry, Coffee, and Vanilla Bean|
|Indulgent Iced Lattes||Iced Caramel Swirl or Iced Mocha Swirl|
|Hot Coffee||Original, Vanilla Spice, Hazelnut, Blueberry, Raspberry, French Vanilla, Toasted Almond, Coconut, Caramel, and Cinnamon|
|Iced Coffee||Original, Vanilla Spice, Hazelnut, Blueberry, Raspberry, French Vanilla, Toasted Almond, Coconut, Caramel, and Cinnamon|
|Turbo||Dunkin’ Donuts Turbo Hot|
|Latte Lite||Hot or Iced Latte Lite|
|Sausage Supreme||Sausage Supreme Omelet Breakfast Sandwich( includes eggs& vegetables, sausage, andAmerican cheeseon a plain bagel)|
|Supreme Omelet||Supreme Omelet breakfast sandwich ( includes bacon and American, Swiss & Monterey Jack cheese, green & red peppers, scallions, mushrooms, and hash brown potatoes with scrambled egg on a croissant)|
|Cookies||Chocolate Chunk, Peanut Butter Cup and Oatmeal Raisin|
|Flavored Coffee||Hazelnut, Blueberry, Raspberry, French Vanilla, Toasted Almond, Coconut, Caramel, and Cinnamon|
|Donuts||Donuts (jelly-filled, glazed, Bavarian Kreme, etc.), Fancies (éclair, coffee roll, apple fritter, etc.), Munchkins (jelly-filled, plain cake, glazed, etc.), and Sticks (plain cake, jelly stick, powered cake, etc.)|
(Dunkin’ Donuts, 2008)
The competitor of Dunkin’ Donuts is Starbucks and Costa Coffee. Starbucks is one of the market leaders in the food industry through its vertical integration strategies. Starbucks specializes in coffee only, and it works very hard to retain its customers.
Costa Coffee is also one of the competitors of Dunkin’ Donuts. And it also specializes in coffee, but it also sells other products as well.
|Products||Price||Self-service or Salesperson-service|
|Starbucks||Whole Bean Coffee, Boxed Tea, Made-to-order beverages, |
Bottled beverages, Baked goods, Smoothies, Cappuccinos, Frappuccinos, and Merchandises
|Costa Coffee||Coffee, Small snacks, and Soft drinks||Average||Salesperson-service|
Costa Coffee (2008), ‘Costa’. Web.
Dunkin’ Donuts (2008), ‘Original Website’. Web.
Starbucks (2008), ‘Starbucks Homepage’. Web.