Essay about A Proposal to Launch the Coffee Range of Dunkin’ Donuts in the Uk Market

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Pages: 12

A Proposal to launch the coffee range of Dunkin’ Donuts in the UK market

Title Page Number
Executive Summary 3
1. Introduction 4
2. Company Overview 4
3. Attractiveness Assessment 1. Market Size 5 2. Competition 6 3. Consumer expenditure 6 4. Coffee consumption 7 5. Rate of growth 7
4. SWOT 8
5. Marketing Mix 9
6. Marketing Segmentation 11
7. Target Market 12
8. Product Positioning 12
9. Entry Modes 13
10. Conclusion 15
References 16
Appendix 17
Presentation Slides 22

Executive Summary: • The product chosen is the coffee range of Dunkin Donuts. • The country chosen is the
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In other words, the person per year in UK consumes approximately 2.2 kg coffee beans, which means almost one cup of coffee per day for British people on average (International Coffee Organization, 2007). Among these consumers, the potential customers who are keen to experience the specialist coffee shops in retail outlets will be particularly targeted by Dunkin Donuts. This trend is continuing to influence the rising of coffee consumption, although the economic crisis and exporting pattern have been driving the coffee price up (Table 4, refer appendices). (Euro Monitor, 2008)

3.5 Rate of Growth
The forecast sale is viewed as an indicator of growing market volume, which is anticipated to be improving from 2007 to 2012. Regarding the chained specialist coffee shops, such as the Costa and Starbucks, the forecast sales are £1,336.4 million in 2012. As the Dunkin Donuts business model is considered as chained cafes, so the forecast sales in cafes/bars sectors in table 4 shows the coffee, as well as the products package in cafes, are still at an early stage, which is underpinned by great potential, increasing market size, and growing revenue from investment. As long as Dunkin Donuts establish its own presence in UK market, the chained cafes sales in coffee and other package food will have a potential additional sales contributed by Dunkin Donuts, because the gaps