Week 5 Final Assignment Business & Marketing Essay (Essay Sample)

Week 5- Assignment: Dunkin’ Donuts Marketing Plan
George Gathuru
BUS 330: Principles of Marketing
Ricci Rizo
July 20th, 2018
A Description of Dunkin’ Donuts
Dunkin’ Donuts is an American multinational company situated in the restaurant industry. The company operates a chain of about 12000 stores mostly in the USA and in 36 other countries across the world. Dunkin’ Donuts is headquartered in Canton, Massachusetts and it here that the company’s operational and marketing strategies are directed to the rest of the locations where it operates in the international market (Dunkin' Donuts, 2018). The corporation has thousands of employees who fall under the management of executive chair, Nigel Travis and company CEO, David Hoffman.
Since the company was founded in 1950, it has undertaken several strategic and marketing changes, which have served as crucial factors in its expansion and profitability growth (Dunkin' Donuts, 2018). For example, in recent years, the company appointed a digital marketing representative, Stephanie Meltzer to oversee the expansion of the company’s market among young target markets. Apart from this, Dunkin’ Donuts has recently introduced a new beverage named Coolatta to add to its wide range of product offering as a means of enhancing its market stability in the face of cutthroat competition from dominant companies including McDonalds and Starbucks. Overall, Dunkin’ Donuts has managed to achieve a fair share of the American market and continues to develop strategies to expand its operations in emerging economies across the globe.