Please write one page case analysis of the pertinent points about the dunkin dounuts,make sure you should use the marketing concepts, which is the SWOT concept.
Article Points:
• "Europe accounts for only 1 percent of the company's $9.3 billion in sales." Europe is now in expansion mode and plans to open 1,500 locations in England, Bulgaria and Eastern Europe. Proper expansion will help increase sales in Europe.
• In the 1990s Dunkin' Donuts attempted to expand in the U.K. but failed because of poorly chosen locations and inexperienced franchisees. This caused the company to lose money. However, Dunkin' Donuts is attempting to reach these markets again by opening stores around the same location.
• Dunkin' Donuts is now tailoring its menu for the European market. They are trying to reach the market appropriately by hiring staff from the local area. The staff will have more knowledge and a better understanding of European consumers.
• The company is also trying to turn a cup of coffee and a pastry into a sit-down meal. Seating as an option would allow customers to sit and chat, which will create an atmosphere like Starbucks and other small local cafes. Dunkin' Donuts plans to have a location in Leeds that will offer 100 seats for customers.
• Location is key in Europe. In the past, Dunkin' Donuts has struggled to breakeven in various locations. This forced the company to close down numerous locations in the 1990s. Dunkin' Donuts has done well in Germany, which now has 58 shops. In one of their newest locations, the store generated more than $40,000 in sales - double what an average American store generates.
• One of Dunkin' Donuts biggest struggles is its competition. Competitors include local and international companies such as Krispy Kreme, Starbucks, Caffe Nero and Whitebread's Costa Coffee. Starbucks plans to have more than 4,000 stores in Europe by the end of 2019, which can hurt Dunkin' Donuts.