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They are coffee enthusiasts, mainly people on the go, and some families. They are generally in their thirties and enjoy a good coffee drink and occasional doughnut before work to get their day started.
Customers that want an easy to understand menu and an easy to give order with stores that have a laid back feel without having to find a seat among the sea of laptop users who stay hours at a time like Starbucks Product Positioning: Starbucks direct competitor Target Market: A premium coffee product, premium price, premium quality, and premium service that goes far beyond the coffee.
Starbucks demographic segmentation aims at well-educated businessmen and women between the ages of Due to their high education level Starbucks demographic segmentation have much better, white collar, jobs.
Starbucks is international with locations in 62 countries and because of this many different races fit this demographic segmentation, though because the majority of the locations are in the United States the race that most meets this demographic is predominantly white.
Marketing dunkin donuts essay, Black, Hispanic, and White, even though they are based in only 30 countries outside the U. Starbucks has spread to 61 countries outside the U. Starbucks has 13, coffee houses spread all throughout the U.
Dunkin Donuts has 7, stores in 36 U. Road Island is the state with the most Dunkin Donuts at and counting. Dunkin Donuts is slowly spreading to more Southern states but is having a hard time succeeding in the Western states such as California who enjoy, and practice a more laid back lifestyle than the Eastern states who are always on the go with their cup of Joe.
The psychographic segmentation of a Starbucks patron is a upper middle to lower upper class, educated, achiever that you would usually find in the suburban areas that you would usually find a Starbucks in.
Due to their educational and class level these patrons would have more leisure time for the daily stop at Starbucks between work and home. These patrons are just looking for a good cup of coffee they can quickly grab on their way to work.
They see Starbucks as an over priced snotty coffee house and would usually never step foot in there or have the time to stay in one and use all of its resources or learn the coffee sizes. These psychographic segmentations tie into these customers Behavioral Segmentations. Though, Dunkin Donuts patrons see their store as an economical, convenient and speedy way to get their daily good cup of coffee without having to make it themselves.
Which is a place they go to before they start their busy days ahead of them. They feel that Starbucks is too confusing and takes too much time out of their busy schedule for a regular cup of coffee On the other hand, Starbucks patrons see the quality in their coffee and the service that Starbucks offers and are willing to spend more for it.
This has Starbucks patrons looking forward to their daily visits to its stores for their specialty coffees.
As well as for their leisure time being spent there, instead of home. The coffee industry has taken off in the past couple of decades. Within that industry Starbucks positions themselves, and their products, as high quality products with great detail to attention that goes far beyond the coffee by creating a high standard.
Starbucks takes great pride in their products starting from their distributors. Starbucks wants to keep the quality of their products high, therefore they want to keep their distributors happy and healthy so they pay market value for all their coffee and offer healthcare to their coffee farmers.
This has caused them to have long standing relationships with their coffee farmers who in return provide Starbucks with the best coffee they possibly can. Price also plays a part in of product positioning because price has a direct correlation with quality to the consumer.
This correlation between price and quality creates value is what Starbucks has used to position their product in the market with their expensive coffee prices. All of this positioned Starbucks as a high end, high priced coffee shop amongst all the rest.
They know that the Starbucks crowd looks down on them and they play right into that.Dunkin' Donuts is the world's largest coffee and backed goods chain, serving more than 3 million customers per day. It was founded in by Bill Rosenberg.
The first Dunkin' Donuts shop was opened in Quincy, Massachusetts, USA. Dunkin’ Donuts Competitive Analysis Essay Sample. Dunkin’ Donuts Target Market: the blue color middle class working American, both males and females, ranging in age from Demographic Segmentation: Their salaries range from $40, to $, annually.
They are coffee enthusiasts, mainly people on the go, and some families. DUNKIN' DONUTS FOUNDED: In , Bill Rosenberg opened the first Dunkin' Donuts shop in Quincy, Massachusetts.
Dunkin' Donuts licensed the first of many franchises in Dunkin' Donuts is the world's leading baked goods and coffee chain, serving more than 3 million customers per day.
Dunkin Donuts Marketing Plan Essay II. Current Marketing Situation Founded first as a restaurant called Open Kettle, it was later renamed to Dunkin Donuts in by William Rosenberg and Stephen So in Quincy, Massachusetts. Read “Application Case Dunkin’ Donuts and Domino’s Pizza: Training for Quality and Hustle” and answer the following questions.
1. What are the strengths and shortcomings of a decentralized approach to training managers and hourly employees?
Marketing Mix of Dunkin Donuts. Dunkin Donuts adopted marketing strategies in four main areas, namely product, price, promotion, and place in America market. Table 1 is showing about Marketing Mix of Dunkin Donuts coffee in America. Product. Dunkin Donuts is . Free Essay: Dunkin’ Donuts was first established in , in Quincy, Massachusetts, by William Rosenberg. Over the years the company expanded and now is the. Dunkin Donuts sells more cups of coffee than any other retailer in the United States – 30 cups a second, nearly one billion cups each year. Building on the success the company plans to more than triple its current number of stores, amassing 15, franchises by the year
Discuss. 2. Dunkin Donuts has also maintained their quality as well. They have kept the same ingredients and recipes; everything tastes the same as fifty years ago. By maintain the quality and value the customer knows exactly what to expect when he or she walks through the door.