Dunkin’ Donuts Company’s Marketing Audit

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Table of Contents

The Organization’s Mission
The General Objectives or Goals of the Organization
The Marketing Environment
The Customers It Serves
The Products
Competitors
References

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:

Target Markets
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

The Products

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:

	The Products
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)

Competitors

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	Average	Self-service
Costa Coffee	Coffee, Small snacks, and Soft drinks	Average	Salesperson-service

References

Costa Coffee (2008), ‘Costa’. Web.

Dunkin’ Donuts (2008), ‘Original Website’. Web.

Starbucks (2008), ‘Starbucks Homepage’. Web.

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