1. Discuss the role that marketing research can play in helping a coffee shop su
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Question
1. Discuss the role that marketing research can play in helping a coffee shop such as Dunkin’ Donuts formulate sound marketing strategies. Dunkin’ Donuts is considering further expansion in the United States. Define the management-decision problem.
2. Define an appropriate marketing research problem based on the management decision problem you have identified.
3. Use the Internet to determine the market shares of the major coffee shops for the last calendar year.
4. Search social media to obtain information on consumer preferences for coffee shops.
5. What type of syndicate data will be useful to Dunkin’ Donuts?
6. Discuss the role of qualitative research in helping Dunkin’ Donuts expand further in the United States.
7. Dunkin’ Donuts has developed a new line of pastries with a distinctive French taste. It would like to determine consumers’ response to this new line of pastries before introducing them in the marketplace. If a survey is to be conducted to determine consumer preferences, which survey method should be used and why?
8. Design a taste test comparing Dunkin’ Donuts coffees with those offered by Starbucks.
9. Develop a questionnaire for assessing consumer preferences for fast coffee shops.
10. Discuss the role of marketing research in helping Intel devise the “Intel Inside” and “Leap Ahead” campaigns.
DUNKIN' DONUTS: Dunking the Competition In 1950, Bill Rosenberg founded the Dunkin Donuts chain (www.dunkindonuts. these introductions reaffirmed the importance of customers in Dunkin Donuts and com) by opening the first location in Quincy, Massachusetts. By 1975, 1,000 new products. This journey of innovation has continued with the launch of locations nationwide were grossing a collective $300 million in sales. As of 2011, indulgent coffee drinks, such as cappuccinos, lattes, and espressos. In August there were more than 9,000 Dunkin' Donuts stores worldwide, including more than 2007, Dunkin announced a partnership with Procter& Gamble. In this alliance, 6,400 franchised restaurants in United States and 2,600 international shops in P&G; will roast Dunkin's packaged coffee according to Dunkin's specifications and 31 countries. On April 28, 2010, Dunkin Donuts opened its first store in Moscow, ll be responsible for distribution as well as a national marketing campaign based Russia, marking the beginning of Dunkin' Donuts' plans to expand throughout an the coffee-shop chain's current "America runs on Dunkin" theme. The initiative Russia and Ukraine. The company clocked worldwide sales of $5.7 billion during helps P&G; gain entry into the premium coffee market, and Dunkin' Donuts gets fiscal year 2009. P&G;'s distribution expertise and a new source of income. The packaged coffee will be available at Kroger, Walmart, and other stores. This impressive growth would not have been possible without extensive marketing research and a commitment to quality. Bill Rosemberg began the culture within the company of listening to what the customer wanted and then providingit, and Donuts' marketing research strategy. The use of focus/consumer groups and market that tradition continues today. Marketing research in the form of focus groups and surveys for taste testing and feedback is an ongoing process. With a commanding survey research revealed that custormers select a coffee and donut shop based on five presence in the market, reliance on marketing research has had obvious positive factors: accessibility, quality, variety, image, and affordability. The company's business effects that are sure to continue in the future, and Dunkin Donuts can continue is built around these factors. From research, Dunkin' Donuts found that its customers dunking the competition wanted a coffee and donut shop that was very accessible close to work or home and easy to get to. To accompany its stand-alone locations, Dunkin' Donuts has opened Conclusion Speaking to customers and getting their insights is a crucial part of Dunkin ocations in Home Depot, Walmart, 7-11, and Stop & Marketing research has kept Dunkin' D Shop stores to add to the convenience that desire. Every location is strategically placed and designed with these custormers' preferences in mind. e Becausethese purchases are so comvenience driven, the locations can be placed close together without ali cannibalizing business. Donuts relevant and appealing to people cusiomers across the world throughout the years. Dunkin's positioning as an everyday accessible store for everyone has helped it to foster a bond with its customers. This relationship of respect and humility has endured even as Dunkin' has expanded its product porttolio to include more varieties and target newer customers, all without enating its existing customers. The emphasis that Dunkin' places on using marketing research to make the customers critical sta keholders who provide Marketing research further revealed that qualityfeedback and insight and help direct the innovation process has reaped rich benefits DUNKIN DONUTS ranslates to freshness in the donut businesS. forDunkin' Donuts Therefore, Dunkin'Donuts makes donuts at least four times a day. Upon conducting research with survey cuestionnaires and taste testing in many different markets, Dunkin Questions Donuts found the blend of coffee that customers favor the most. This coffee is brewed and then allowed to sit for no lorger than 18 minutes. After the 18-minute window, the coffee is poured out, and a fresh pot is brewed. This commitment to quality was mace as a result of researching what the customer desired in a cup of coffee. 1. Discuss the role that marketing research can play in helping a coffee shop 2. Dunkin' Donuts is considering further expansion in the United States. Define 3. Define an appropriate marketing research problerm based on the managerment- 4. Use the Internet to deternine the market shares of the major coffee shops for such as Dunkin Donuts formulate sound marketing strategies. the management-decision problem. decision problem you have identified. The company also offers variety 52 flavors of donuts. Recently, Dunkin Donuts has expanded its coffee line (again, due to research and taste testing) to include iced coffees, cappuccinos, lattes, espressos, and flavored coffees, such as hazelnut coffee.Explanation / Answer
1. The primary objective of marketing research is to bring the Manufacturers, Consumers and End Users in the same line because this will determine the opportunities and the path through which the organization or the product will penetrate the market in order to be successful. The founder of Dunkin Donuts, Bill Rosenberg banked largely on the customer feedback and giving priority to their needs while preparing for a product. It can be easily made out that the organization can only be successful if the consumers are happy. Marketing research has provided the likes, dislikes, preferences of the customers which have helped the management of Dunkin Donuts. It has been observed that the geographical location is a big factor in deciding preferences of the items and as Dunkin Donuts have a global presence it has to keep in mind the preferences based on the geographical location. As it is one of the leaders in this field it has also formulated new brands like Baskin & Robbins which is popular and without market research this would have been tough.
At present Dunkin Donuts is planning to expand its business in the United States of America but before that the Management Decision problem should be identified. There are various statements which needs to be fulfilled if the organization is planning to expand. Firstly, a market research needs to be conducted and it should be able to determine the provision of new outlets in the United States. Secondly, if the company is targeting the rural region then it should also evaluate the popularity of the brand and its products in those areas. Thirdly, if competition is high in a particular area then addition to the same may not be fruitful and it should sort out the products which it should sell in the region
2. The management decision problems identified in this context may lead various marketing research and the most important has to be the information flow because gathering information from the consumers or customers about the product and services is of utmost importance and if Rural area is the target then information flow may be less as that will have limited knowledge.
3. In the last Calendar year the market shares of the major Coffee Shops are:
4. At the age of Social Media it has been easy in determining the actaul need of the generation and this social media can also help Dunkin Donuts in obtaining information about the customer preferences while selecting a coffee shop. Research conducted in Social media states that consumers prefer coffee shops with a new look, creative ideas which will be reflected in their decoration, a variety of items to choose from, good and quality snacks along with the coffee and it should also allow them to spend time on their own. The coffee shops having the largest popularity are also the ones which possess a heritage and also the ones which are easily accessible having more number of outlets in a particular location. Variety is also important which may include preferences from a different geographical location. The coffee shop also has to have a page in the social media pages so that the customers can have a look into the menu, ambience and popularity.
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