BBA4131
Research Paper
South College University
BBA4131
Abstract
The purpose of this paper is to show the strategic plans for both Starbucks and Dunkin'
Donuts, two of the most successful companies in the world. with research, we can show how
each company plans to stay just one step ahead of the other and you have the best strategy to
continually keep customers coming in their door. This paper explores the history of both
companies and shows how they came to be as what they are known today. Both Starbucks and
Dunkin' Donuts have an extensive pass of how they came to be such a large company, and this
pass attributes to today's success. It is important to look at Starbucks in Dunkin' Donuts
marketing plan, as well as their strategic plan to see exactly what they had in mind to remain a
successful business. The goal of this research paper is not to prove which company is better than
the other but instead look at each company with a strategic lens and to take a minute to appreciate
how successful both companies’ strategic plans are.
Research Paper
There has been a recent trend that has excelled throughout the world especially in the
younger generation in the past couple of years. That trend has been the rise of coffee, and the
coffee shop aesthetic. According to today's millennial there is nothing better than going into a
coffee shop getting your coffee, sitting down enjoying a nice pastry well writing a paper, or
catching up on the day's work. Throughout the years we have seen two frontrunners in this
specific industry compete for the top spot in the coffee shop/pastry industry. These two
companies would be Dunkin' Donuts, and Starbucks. Their products are very similar, their
marketing strategy is very similar, and their strategic plan to stay ahead of one another is also
, very similar. They have been fighting for years against each other to have the top spot in this
industry, and you can almost start a war by asking any coffee lover which one is better. Their
customers are very loyal, and their consumers keep coming back because of the outstanding
plans each company has. This paper is going to look and how each company plans to stay just
one step ahead of the other company, the research in this paper will look at each company's
marketing strategy, and strategic competitiveness goals as well.
First, let's look at Dunkin' Donuts, let's look at its history, and how the company came to
be known as what it is today. Dunkin’ donuts is a sixty-five-year-old company that has emerged
as one of America’s favorite doughnut company that also offers coffee, baked goods, and other
beverages. Dunkin’ Doughnuts has also been known to have one of the best marketing strategies
which is why their success has been so noticeable not only in the U.S but globally. Brands that
can stand the test of time are truly remarkable given the fact that they have had to go through so
much culture change and preference changes throughout the generations. Through all the rise and
falls of countless trends not only has this company managed to stay relevant, but they are still
thriving to this day. Dunkin’ Donuts is a wonderful example of such extraordinary brand
longevity.
Dunkin’ Doughnuts started as a single restaurant founded by Bill Rosenburg in Quincy,
Massachusetts in 1950. One article describes Dunkin’s early start, “Its mission back then was to
serve guests high-quality coffee and donuts with fast and friendly service at an affordable price.
Fast forward to 67 years later and Dunkin’ Donuts is still living up to that mission across its more
than 12,000 restaurants in 45 countries. While much has stayed the same, the brand has
recognized the need to make key changes and additions to maintain its relevance.” (Olenski,
2017) As Chris Fuqua, Dunkin’ Donuts’ Senior Vice President of Brand Marketing, Global
Consumer Insights and Product Innovation, explains, “Our focus is on raising the bar on the
quality and variety of foods and beverage available in the quick service industry. Our culinary
Research Paper
South College University
BBA4131
Abstract
The purpose of this paper is to show the strategic plans for both Starbucks and Dunkin'
Donuts, two of the most successful companies in the world. with research, we can show how
each company plans to stay just one step ahead of the other and you have the best strategy to
continually keep customers coming in their door. This paper explores the history of both
companies and shows how they came to be as what they are known today. Both Starbucks and
Dunkin' Donuts have an extensive pass of how they came to be such a large company, and this
pass attributes to today's success. It is important to look at Starbucks in Dunkin' Donuts
marketing plan, as well as their strategic plan to see exactly what they had in mind to remain a
successful business. The goal of this research paper is not to prove which company is better than
the other but instead look at each company with a strategic lens and to take a minute to appreciate
how successful both companies’ strategic plans are.
Research Paper
There has been a recent trend that has excelled throughout the world especially in the
younger generation in the past couple of years. That trend has been the rise of coffee, and the
coffee shop aesthetic. According to today's millennial there is nothing better than going into a
coffee shop getting your coffee, sitting down enjoying a nice pastry well writing a paper, or
catching up on the day's work. Throughout the years we have seen two frontrunners in this
specific industry compete for the top spot in the coffee shop/pastry industry. These two
companies would be Dunkin' Donuts, and Starbucks. Their products are very similar, their
marketing strategy is very similar, and their strategic plan to stay ahead of one another is also
, very similar. They have been fighting for years against each other to have the top spot in this
industry, and you can almost start a war by asking any coffee lover which one is better. Their
customers are very loyal, and their consumers keep coming back because of the outstanding
plans each company has. This paper is going to look and how each company plans to stay just
one step ahead of the other company, the research in this paper will look at each company's
marketing strategy, and strategic competitiveness goals as well.
First, let's look at Dunkin' Donuts, let's look at its history, and how the company came to
be known as what it is today. Dunkin’ donuts is a sixty-five-year-old company that has emerged
as one of America’s favorite doughnut company that also offers coffee, baked goods, and other
beverages. Dunkin’ Doughnuts has also been known to have one of the best marketing strategies
which is why their success has been so noticeable not only in the U.S but globally. Brands that
can stand the test of time are truly remarkable given the fact that they have had to go through so
much culture change and preference changes throughout the generations. Through all the rise and
falls of countless trends not only has this company managed to stay relevant, but they are still
thriving to this day. Dunkin’ Donuts is a wonderful example of such extraordinary brand
longevity.
Dunkin’ Doughnuts started as a single restaurant founded by Bill Rosenburg in Quincy,
Massachusetts in 1950. One article describes Dunkin’s early start, “Its mission back then was to
serve guests high-quality coffee and donuts with fast and friendly service at an affordable price.
Fast forward to 67 years later and Dunkin’ Donuts is still living up to that mission across its more
than 12,000 restaurants in 45 countries. While much has stayed the same, the brand has
recognized the need to make key changes and additions to maintain its relevance.” (Olenski,
2017) As Chris Fuqua, Dunkin’ Donuts’ Senior Vice President of Brand Marketing, Global
Consumer Insights and Product Innovation, explains, “Our focus is on raising the bar on the
quality and variety of foods and beverage available in the quick service industry. Our culinary
