BUS 330- Week 2 Assignment- Charese Jamison.docx - Marketing Plan Product Identification and SWOT Analysis Marketing Plan Product Identification and

BUS 330- Week 2 Assignment- Charese Jamison.docx -...

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Marketing Plan: Product Identification and SWOT AnalysisMarketing Plan: Product Identification and SWOT AnalysisCharese JamisonBUS 330: Principles Of Marketing Eric Freeman1
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Marketing Plan: Product Identification and SWOT AnalysisSeptember 15, 2018Marketing Plan: Product Identification and SWOT AnalysisDunkin’ Donut has become one of the largest coffees and baked goods in the world. Sincethen, the global donut and coffeehouse chain has grown to more than 12,400 restaurants in 46 countries. Furthermore, Dunkin’ Brands Inc. owned Dunkin’ Donuts, Baskin-Robbins and (i.e. previously owned) Togo’s chain.Core Products or ServicesThe Dunkin’ Donut menu and shop format were standardized with coffee and baked goods in 1955 as their two most popular items. According to About Dunkin’ Donuts, “Approximately 2 billion cups of hot and iced coffee [was served] every year around the world, with standards of coffee excellence that are among the best in the industry” (2018). Now Dunkin’Donuts constantly innovating to offer guest new, delicious flavors of espresso beverages, including Lattes, Macchiatos, and Cappuccinos. Then a range of frozen beverages, premium hot teas and iced tea, sandwiches and delicious baked goods on their menu options all day throughout the day. A Brief HistoryDunkin’ Donut is an American global donut and coffeehouse chain based in Canton, Massachusetts. It was founded in 1950 by William Rosenberg in Quincy, Massachusetts. In 1955,the first Dunkin’ Donuts franchise opened when Rosenberg sold it to others when the business was successful. Today, Dunkin’ Donut is America’s favorite all-day restaurant for their breakfast menu options, a full lineup of beverages and tasty baked goods.2
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Marketing Plan: Product Identification and SWOT AnalysisKey Current CompetitorsMister Donut was Dunkin’ Donuts’ primary competitor, but the owner of Dunkin’ Donut acquired them in February 1990. In the view of offering Mister Donut a chance to change the
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