Brand Profile Summary_Notes

Brand Profile Summary_Notes - Currently these two very...

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Summary/ Findings of Brand Profiles: At first glance, Starbucks and Dunkin Doughnuts may not appear to be competing within the same market; one sells doughnuts and the other sells coffee, right? Other than being well established companies there really are not a whole lot of similarities between the two companies at all. Starbucks embodies a very high class image, both in the coffee they serve and the atmosphere each of their stores provide. When one walks into Starbucks, they are not only paying for the coffee but for the experience. Dunkin Doughnuts, on the other hand, has always prided themselves on being consistent, quick and most of all affordable. Moreover, Dunkin Doughnuts is looking toward expanding their stores into new markets, whereas Starbucks is looking to downsize their operations.
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Unformatted text preview: Currently these two very different models have come to a crossroads. Due to the state of the economy and Dunkin’s focus on affordability, they are slowing beginning to take some of Starbuck’s market share in the coffee business. Dunkin Doughnuts is currently running a campaign focused at doing just that. They are counting on people to give up the experience they pay for at Starbucks for the cheaper price they would pay at Dunkin. Starbucks does not appear to want to acknowledge Dunkin Doughnuts as a legitimate competitor, but this may change if Dunkin is able to reposition their stores to be better aligned within the coffee industry. Dunkin’s greatest obstacle appears to be its name....
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This note was uploaded on 02/20/2009 for the course AEM 444 taught by Professor Sevilimeduraj during the Fall '08 term at Cornell.

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