Term Paper on "Dunkin' Donuts"

Term Paper 5 pages (1340 words) Sources: 5 Style: APA

[EXCERPT] . . . .

Dunkin Donuts SWOT

SWOT Analysis for Dunkin' Donuts

Strengths

Strength: Dunkin' Donuts is a recognizable and trusted brand (Entrepreneur.com, 2007; Symonds, 2004). With more than fifty years in the business, customers know Dunkin' Donuts. This makes them more likely to try new offerings and return to franchises. It also makes advertising that uses the company name and logo more recognizable, particularly in mailings and in the newspaper. Finally, Dunkin's Donuts is also recognized by business owners as a good franchise to buy and run, making it further poised for growth with entrepreneurs and in areas where there is little current competition (Entrepreneur.com, 2007).

Strength: Dunkin' Donuts coffee is recognized as being extremely high quality (Crown, 2007; Symonds, 2004). In recent years, Dunkin' Donuts has successfully aimed to compete with other gourmet coffee lines, including Starbucks, based on the quality and desirability of their coffee (Symonds, 2004). Additionally, the high quality of their coffee makes it possible for the company to sell it directly in stores and to customers who would like to brew it at home. The quality of their coffee makes it easier to launch new products and lines, including their success in the in-store market (American Institute of Baking, 2007).

Strength: Dunkin' Donuts has been successfully marketed internationally and is expanding (American Institute of Baking, 2007; Entrepreneur.com, 2007; Symonds, 2004). The number of Dunkin' Donuts franchises in the United States has steadily grown, with 5,451 in 2007, up from 3,864 in 2003. Additionally, the Canadian market in particular is due to grow, with franchises going from 0 to 79 in 2007 (Entrepreneur.com). Entrepreneur.com (2007) listed Dunkin' Donuts as the #3 fastest-growing franchise in 2007.

Strength: Dunkin' Donuts' has made effective partnerships and choices (Entrepreneur.com, 2007; Symonds, 2007). First, its partnership with Baskin' Robbins in some markets has provided expansion opportunities for the company to compete in the non-breakfast arena. Second, the expansion of breakfast food offerings has been successful for the company; muffins, bagels, and breakfast sandwiches give many more offerings to customers and make it more likely that customers will return even if they are not "in the mood" for a donut.

Weaknesses

Weakness: Despite new offerings, Dunkin's Donuts still has a very limited number of offerings. Breakfast sales remain strong, but even the partnership with Baskin' Robbins does not offer customers much in the way of afternoon or evening meals. This puts a great deal of pressure on the sale of beverages and morning meals (Symonds, 2004).

Weakness: The age of the company and the age of many individual franchises can hurt the company. Symonds (2004) reports that a number of aging franchises "are downright dingy." Not only does the age of these stores lend to a poor company image, but it prevents Dunkin' Donuts from knowing whether poor sales are due to location, product, or an individual store. The age of the company also makes it more likely that individual consumers may have had a negative experience with the company at some point in its long history. Alternately, customers who have been in the store in the past may not know about new offerings due to misconceptions or stereotypes about what the store has to offer.

Weakness: In new markets, Dunkin' Donuts will have more aggressive competition since name recognition will no longer be as strong. Without name recognition in areas like the western United States, Dunkin; Donuts will have to work harder to become a trusted brand. Not only will it have to establish itself in these new markets, but it must do so at the same time that it is competing with other brands and addressing new market trends, like healthy eating (Ordonez, 2007).

Weakness: Dunkin' Donuts' biggest competitors are huge. To compete, Dunkin' Donuts must manage to beat out Starbucks with its coffee and Krispy Kreme with its donuts (American Institute of Baking, 2007; Symonds, 2004). While Krispy Kreme has struggled following massive expansion, its many newer stores make it hard for Dunkin' Donuts to compete in look and desirability. As far… READ MORE

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