소개글
[마케팅원론] Dunkin Donuts(던킨도너츠) 마케팅 전략(영문)에 대한 자료입니다.
목차
1.Introduction
2.SWOT analysis
3.Mission Statement
4.Competitor
5.4Ps
6.Brand Strategy & Equity
7.Brand Loyalty
본문내용
1948 . William Rosenberg founds Open Kettle
1950 . Use Dunkin Donuts as their brand name
1955 . Open Dunkin’s first franchise
1960 . Aim to be global franchise
1963 . Open 100th store
1970 . Dunkin Donuts Japan open
1978 . Provide Muffin
1979 . 1000th store open in USA
1980 . Largest Dunkin Donuts open.
2000 . 5000th store open in Indonesia
~2010 . Trying to develop fresh & new product
The importance of the mission statements
The new market - Breakfast market
Mission statement - “Morning destination shop”
The target – Commuters travelling to work
Five major characteristics
Focus on a limited number of goals.
Stress the company’s major policies and values
Define the major competitive spheres
Take a long- term view
Short, memorable and meaningful