Michelle Cote, Catherine McIntyre, Elizabeth Ingham, Samar Coyle, Barbara Kaplan, Kristen Liu

Agenda• Consideration Set:

Dunkin Donuts vs. Mcdonalds & Starbucks

• Research Analysis and Results: SWOT Diagram, and Perceptual Maps

• Dunkin Donuts Suggestions/ Future Endeavors

• Conclusion

S W O T

Reasonable prices

Good quality products

Popularity-brand recognition

Expanding menu to include lunch options

Quick service

Rushed atmosphere

No comfortable seating area

Limited drive thru’s

Wi-Fi More comfortable

sitting area Expand across the

country Sell fair trade coffee

products

Nation wide popularity of Starbucks/

McDonalds Customer loyalty to

Starbucks Popularity of

Starbucks among business men/women

High quality products

Comfortable atmosphere (sitting area/soothing music)

Fair trade coffee

High prices Markets heavily to

upper class Low variety of

food Not all wi-fi is free

Market to younger users

Expand menu options More drive thru’s

Low prices of competitors

Extensive menu’s of competitors (specifically McDonalds)

Low prices Drive thru Family friendly

(play place) Wi-Fi Global company Newman’s Own Brand Coffee

Quality of food Cleanliness Unwelcoming

atmosphere for non-families

Service quality

Better music in background

Slower pace Lounge area Setting

“Family” stereotype Quality of

competitors Brand isn’t

associated with coffee

Income vs. Status

Single   Married    

 

 

 

Low Income

High Income

Income vs. Status

Single   Married    

 

 

 

Low Income

High Income

Age vs. Gender Elderly

 

Male Female

 

 

 

Young

Age vs. Gender Elderly

 

Male Female

 

 

 

Young

Quality vs. Price High Quality

 

Low Price High Price

   

 

Low Quality

Quality vs. Price High Quality

 

Low Price High Price

   

 

Low Quality

Quality of Food vs. Beverages

High Quality Food

 

 

Poor Quality Beverages

 

High Quality Beverages

Drinks   

 

Poor Quality Food

Quality of Food vs. Beverages

High Quality Food

 

 

Poor Quality Beverages

 

High Quality Beverages

Drinks   

 

Poor Quality Food

Income vs. Age High Income

 

 

Young   Elderly

 

Low Income

Income vs. Age High Income

 

 

Young   Elderly

 

Low Income

Atmosphere vs. Cleanliness

Sanitary

Unpleasant Atmosphere  

Welcoming Atmosphere

 

 

 

 

Unsanitary

Atmosphere vs. Cleanliness

Sanitary

Unpleasant Atmosphere  

Welcoming Atmosphere

 

 

 

 

Unsanitary

Demographics/PsychographicsDunkin Donuts

• Dunkin Donuts Commercial

• Average American

• No nonsense

• Price conscious

• Baskin Robbins

(Co-branding)

Demographics/ PsychographicsMcDonalds

McDonalds Commercial

• Inexpensive Prices

• Working class and families

• Café options

Demographics/PsychographicsStarbucks

Starbucks Commercial

• High class

• WiFi

• Relaxing atmosphere

• Sophistication

Future Endeavors• Focus on Leisure

• Expand product line

• Rename but maintain “Dunkin”

• Expanding target audience

Conclusion• Consideration Set:

Dunkin Donuts vs. Mcdonalds & Starbucks

• Research Analysis and Results: SWOT Diagram, and Perceptual Maps

• Dunkin Donuts Suggestions/ Future Endeavors