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Essay's paper info
Topic: Business
Number of pages / Number of words: 5 / 1303
Essay's paper body

They are looking for multi-unit franchisees that will commit to a five-restaurant minimum, who possess a net worth of at least $1.5 million and minimum liquidity of $750,000. Dunkin' Donuts' strategy for new market expansion focuses on identifying the right franchisees willing to commit the resources to build a network of restaurants, rather than just opening one at a time

Marketing Strategy

Dunkin' Donuts has a well established brand strategy which has been perfected over the years...


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They believe in delivering value and speed, with an emphasis on variety8. They have mastered this strategy by incorporating the 4P’s in their marketing strategy as stated below:

Price

To maintain dominance in terms of coffee sales, Dunkin Donuts has employed competitive pricing. While they are not lowering their rates so much so that they are the cheapest coffee chain, they have kept it competitive enough to maintain their customer base...


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