A PRODUCT FROM
GROUP 3
Do Cao Tam
Vu Quynh Anh
Nguyen Minh Duc
Trieu Quoc Dat
Tran Vu Ngoc Tuan
01 Abstract Case
Table of contents
02 Vision and Mission
03 SWOT
04 SWOT Analysis
05 CPM Matrix, EFE Matrix , IFE Matrix
06 SPACE Matrix, GRAND Matrix, IE Matrix, BCG Matrix
07 QSPM
08 Recommendation
ABSTRACT CASE
Dunkin’ Brands, headquartered in Canton, Massachusetts, is a global retailer of coffee and
bakery products. The company is 99 percent franchised and has used the franchising system
as a route to market entry and expansion worldwide. The original historic roots of the
company are in the USA and despite wide international expansion since the 1970s, the US
market continues to serve as a testing ground for innovations prior to international roll-out.
Dunkin' Donuts sells 52 varieties of donuts and more than a dozen coffee beverages as well as
bagels, breakfast sandwiches and other baked goods. Dunkin' Donuts has retained a consistent
database of customers, while also gaining additional consumers through the progression of
time and emergence of newer markets. The company follows different competition strategies
and has goals to achieve through them. It is important to look at consumer usage and future
trends before entering into the market .
Vision and Mission
Vision Statement
“Serving Responsibly — To be recognized as a company that
responsibly serves our guests, franchisees, employees,
communities, business partners, and the interests of our
planet.”
Proposed Vision Statement
We strive to be the world’s biggest everyday source of high-
quality allday coffee, baked goods and creative ice cream
products whilst responsibly and sustainably serving our
stakeholders
Mission Statement
OUR GUESTS
At Dunkin’ Brands, we approach everything we do –from product development to restaurant
operations to communications – through a guest-centric lens.(Customer; Philosophy)
We strive to offer all of our guests authentic, high-quality menu items. Our goal is to
continuously improve our menu while offering guests the choice and great taste that they
expect from Dunkin’ and Baskin-Robbins.(Product)
Food safety continues to be a key priority for Dunkin’ and Baskin-Robbins restaurants and
our supply chain. (Self-Concept)
Mission
OUR PEOPLE
We are committed to improving the diversity of our employee,
franchisee, and supplier base and to fostering an inclusive
environment for all who come in contact with our Brand. We
strive to welcome diverse employees to our teams and to weave
inclusion into the fabric of our culture. Our leaders and
employees foster an environment where everyone is valued and
respected; everyone matters here. (Employees)Our
neighborhoods Dunkin’ Brands, we feel fortunate that our
restaurants are part of the fabric of so many communities and
neighborhoods around the globe, and our franchisees value the
role they can play in strengthening their communities.(Public
Image;Philosophy)
Mission
OUR PLANET
When it comes to our impact on the environment, we recognize that what we do today will matter tomorrow. Guided by
our Serving Responsibly commitment, we actively work to make business decisions that serve the interests of our
guests, franchisees, communities and the planet today and for years to come –by reducing our packaging, improving the
efficiency of our restaurants, and sourcing our ingredients more sustainably.(Survival, growth and profitability;
Philosophy; Technology)
Proposed Mission Statement
Dunkin’ Brandis a global(3)source of high-quality all-day coffee, baked goods and creative ice cream
products(2).With emphasis on food safety and our commitment to serve all our stakeholders
responsibly(1,5,6,7,8,9)we are in continuous pursuit of developing sustainable product sand overall operations while
taking advantage of technological advancements(4,5,7,8). We foster an inclusive environment with a diverse team (9)who
helps the company pursue its commitments to all of its stakeholders especially in strengthening every community where
the brand is established worldwide. (1,3,6,7,8).
(1) Customer, (2) Product or services, (3) Markets, (4) Technology, (5) Survival, growth and profitability, (6) Philosophy,
(7) Self-Concept, (8) Public image, (9) Employees
SWOT
Strengths
-Dunkin’ is one of the world’s largest franchisors of quick-service restaurants (QSR) - Franchises Business Model
-Brand recognition
-Dunkin’ Brand is progressing toward improving on its environmental goals and objec-tives in Corporate Sustainability Report
(CSR) .
-Dunkin’ Donuts has centralized manufacturing locations (CMLs) that are franchisee-owned and operated for producing fresh
daily donuts and bakery goods with consistent quality.
-In 2013, Dunkin’ Donuts received the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for eight
years running.
-In 2014, the company was named the top U.S. ice cream and frozen dessert franchise by Entrepreneur magazine.
Weaknesses
-Lack of healthy options for health conscious customers
-Store cannibalization
-Low variation of high share market products
-Limited control over employees
Opportunities
-Rivalry price among firms
-International expansion
-Introduce more health-conscious options
-Menu variety
-The cost of Arabica espresso bean is lower compared with other assortment of espresso bean
Threats
-Currency swings
-Many strong competitors
-Many mom-and-pop shops have been increasing
-Low barrier to entry
-Rapid swings in coffee price in 2014
SWOT Matrix
CPM Matrix
CPM Matrix
EFE Matrix
EFE
Matrix
IFE Matrix
IFE Matrix
SPACE Matrix
Financial Position(FP)
Return on Investment 6
Liquidity 5
Leverage 6
Working Capital 7
Average: 6
Industry position (IP)
Growth Potential 6
Resource Utilization 5
Profit Potential 5
Financial Stability 6
Average: 5.5
Competitive position (CP)
Product Quality -3
Market Share -2
Customer Loyalty -3
Product Life Cycle -4
Average: -3
Stability position(SP)
Rate of Inflation -3
Technological Changes -2
Unemployment -2
Competitive Pressure -4
Average: -2.75
Grand Matrix
In 2014, Dunkin' Donuts, Starbucks, and Krispy Kreme all saw revenue growth of more than 5%, indicating a rapidly growing market.
Dunkin' Donuts and Ice Cream may trail Starbucks in coffee sales, but the company is still competitive in coffee and the market leader in
donuts and ice cream.
BCG Matrix
IE Matrix
Recommendation
According to several matrices that we have done, There are some recommended strategies for this company.
SWOT Matrix : We analyse very elaborately in the SWOT Matrix board.
-SO strategies are used to take advantage of external opportunities. Retrenchment strategy and related diversification are
able to be applied.
-WO strategies are used to improve internal weaknesses by taking advantage of external opportunities. Market development
strategies and unrelated diversification are suitable.
-ST strategies are used to avoid or reduce the impact of external threats. Defensive strategies are applied for this situation.
-WT are used to have defensive strategies to protect company
SPACE Matrix : After analysing and creating a chart for SPACE Matrix, We recommend that Dunkin Brand use more
aggressive strategies. Offering the same or better quality product or service at a price that is less than what any of the
competition is able to do.
BCG Matrix
Because Dunkin Donuts C Growth Strategy has a 20% market share. In this area, it is also the market leader. They can
choose Market development, Product development, Market penetration. They can generate cash in excess of their needs
and maintain their strong position for as long as possible.
IE Matrix
After analysing, This company is in the group IV and VIII. Thus, they should hold and maintain their firm with their
position by using Market penetration and Product development.
Grand Matrix
Dunkin’s Donut is in Quadrant 1 so they should continue concentration on current market development and products.
Thank for
listening
