Marketing Stratagy of Dunkin Donut's - Case Study Example

According to a senior manager at Dunkin Donuts’, the opening of Starbucks and Krispy Kreme has revolutionized the market, as now people who would usually have coffees in their home, try to experience high-quality coffee at one of these restaurants This has increased the consumer turnout in the market and has increased the sales of Dunkin Donuts as the other brands fail to match the quality and price that Dunkin’ Donut offers. Dunkin Donuts target customer on the basis of their need for having a good coffee, whether they are young or old.

Starbucks, on the other hand, targets young customer with their casual branch designs and wifi connections. As a result, Dunkin Donut targets a mass market when compared to Starbucks. As already discussed above that the market has been revolutionized and there are more competition and larger consumer turnout. This increase will further encourage other firms to enter the market and in the next 3-5 market is going to mature by having the maximum number of competitors and consumers. Dunkin can try to use policies such as informative advertising to discourage consumers from buying other brands.

This would not only ensure that customers do not desert the company at the competitor’s expense but, it will also protect the Dunkin’s dominant position in the market.