About Dunkin’

Dunkin’ Donuts is one of the most famous donut chains in the world. It’s founded in 1950 in Quincy, MA, and currently the company is also headquartered in  Massachusetts, at the county of Canton. At its inception in 1950, the brand was known as “Open Kettle” and soon after changed its name to Dunkin’ Donuts. The company initially focused on doughnuts and other baked goods, but today most of its business is focused on coffee sales, becoming a major competitor to coffee shop chains such as Starbucks.

Situation Analysis – The Strength of the brand is its reputation, but it is also a problem of transferring the “knower” to “consumer.” Turing to the weakness, one of which is the dependency on the domestic market, and this somehow brings me the insights of enlarging the domestic market to make it stronger.