Case 1 I. Central Problem From only five stores in 1954, Dunkin’ Donuts has grown to world wild chain of 7,988 stores including 5,769 franchised restaurants in 34 United States and 2,219 international shops in 30 countries by the end on 2007. In relate to this statements, the Dunkin’ Donuts Company has chalked out an ambitious target of tripling the number of stores by 2020 as part of its aggressive expansion plan. The problem is how are they’re going to make this possible?

II. Objectives 1.) To improve marketing strategy and conduct surveys to know customers perception. 2.) To maintain the loyalty of their customers and attract more people to buy their product. 3.) To strengthen or improve their brand of coffee that makes D&D weak sales.

III. Situational analysis (SWOT)

Strengths 1.) The case writer gives a glimpse of the growth in the number of franchised store that makes Dunkin’ Company ranked as #5 fastest Growing Franchised in the world. Weakness 1.) Dunkin’ Brands has a weak brand of coffee that makes their recent sales declining in the market. Opportunities 1.) In a survey conducted on the US residents, 97% of the respondents recognize their brand, visiting Dunkin’ Donuts is a ritual for millions of people. Threats 1.) Dunkin’ Donuts Company competes with Starbucks, as over half the company’s business is in coffee sales, as well as Krispy Kreme Doughnuts & Honey Dew Donuts.

IV. Alternative Courses of action

Alt. 1.) Conduct more survey’s that would make them know their customer’s perception specially their preferred taste on coffee. As of their recent announcement the weaker-than-expected fourth-quarter sales and lowered its 2015 outlook, blaming declining sales of Dunkin’ Donuts’ packaged coffee