Dunkin Donuts Hypothetical Marketing Strategy Case Essay -- Business

Dunkin’ Donuts was first established in 1950, in Quincy, Massachusetts, by William Rosenberg. Over the years the company expanded and now is the largest coffee and baked goods chain in the world. They serve over 5,500 retail outlets; selling more than 4 million doughnuts and 2.7 million cups of coffee daily! Dunkin’ Donuts are famous for their many varieties of doughnuts and their wide range of bakery products - muffins, bagels and munchkins ® donut hole treats. Their products are represented by more than 6,590 worldwide points of distribution, including approximately 4,815 units in the United States alone. History of Dunkin’ Donuts 1946: Bill Rosenberg invests $5,000, forms Industrial Luncheon Services. 1948: Bill Rosenberg opens donut shop "Open Kettle" in Quincy, Massachusetts. 1950: "Open Kettle" name changed to Dunkin’ Donuts. 1955: First franchise agreement signed and executed in Worcester, Massachusetts. 1960: Bill Rosenberg founds the International Franchising Association. 1963: 100th Dunkin’ Donuts shop opens. 1966: Dunkin’ Donuts University (DDU) is created. 1970: First overseas Dunkin’ Donuts shop opens in Japan. 1972: MUNCHKINS ® donut hole treats are introduced. 1978: Introduction of freshly baked muffins. First network TV commercials are aired. 1979: 1,000th U.S. Dunkin’ Donuts shop opens. 1980: Largest Dunkin’ Donuts shop in the world opens in Thailand with seating for 130. 1982: Fred the Baker, TIME TO MAKE THE DONUTS ® television campaign begins. 1990: Allied Domecq purchases Dunkin’ Donuts. 1995: 1000th international Dunkin’ Donuts shop opens in Thailand. Hazelnut and French Vanilla coffees are introduced as companions to Dunkin’ Donuts' famous Original Blend. 1996: Dunkin’ Donuts introduces ... ...the process of finding a new supplier. 5. Selecting the Optimal Alternative Due to the growth in the bagel industry, all U.S. production facilities capable of making bagels were signing long term supplier contracts with different firms hence leaving very few opportunities for additional capacity to be obtained. In order to still thrive in the bagel industry, Dunkin’ Donuts should not terminate their contract with Harold’s Bakery. Rather, they should gradually continue with the rollout by limiting advertising and the pace of store expansion. In the meantime they should assist Harold’s Bakery to find more co-packers in the short term. References: †¢ http://www.twincitybagels.com/html/bagel_history.html †¢ http://time-proxy.yaga.com/time/magazine/0,9263,7601960401,00.html †¢ https://www.dunkindonuts.com/ †¢ http://en.wikipedia.org/wiki/Dunkin_Donuts