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Marketing - Case Study Example

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According to a senior manager at Dunkin Donuts’, the opening of Starbucks and Krispy Kreme has revolutionized the market, as now people who would usually have coffees in their home, try to experience high quality coffee at one of these restaurants This has increased the…
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Marketing

As a result, Dunkin Donut targets a mass market when compared to Starbucks.
As already discussed above that the market has been revolutionized and there is more competition and larger consumer turnout. This increase will further encourage other firms to enter the market and in the next 3-5 market is going to mature by having the maximum number of competitors and consumers. Dunkin can try to use policies such informative advertising to discourage consumers from buying other brands. This would not only ensure that customers do not desert the company at the competitor’s expense but, it will also protect the Dunkin’s dominant position in the market.
Dunkin’ Donuts may have been founded 50 years ago, but the philosophy it adopted could very well match any modern company. The company aims to produce high quality products at a very affordable price. They increase the value of their brand by selling only ‘fresh products’ to the consumers. For example, Dunkin’ Donuts has policy that they will throw away any coffee left in the kettle after 18 minutes and serve only fresh coffee to the consumers. This gives a great value to its products as people know that whatever they are buying from the place is not harmful from ... Read More
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