던킨도너츠 마케팅 전략 (Dunkin Donut Marrketing Strategy)
- 최초 등록일
- 2012.12.02
- 최종 저작일
- 2012.12
- 22페이지/ MS 파워포인트
- 가격 8,000원
소개글
던킨도너츠의 마케팅전략으로, 내외부전략분석, SWOT분석, Positioning, Business Strategy, Channling 전략
4P전략 및 실행계획
목차
1. Overview
2. External Analysis
1)Customer
2)Competitor
3)Market
4)Environment
3. Internal Analysis
4. Strategic Analysis
5. Identify business strategy alternatives
6. Strategy
7. Implement the operating plan
본문내용
SWOT Strategy
1.strengths
- Largest no. of shop in domestic MRK (854 stores in 2011)
- Advantage of dominant market
- Possession of loyal customers
- High level of brand awareness through active marketing
2.weakness
- Lack of luxury image
- Relative weak position in well-being
- product lines
3.opportunities
- Increasing readymade goods at retail stores (e.g. Starbucks bottles)
- Various online promotions
(e.g. smart phone, social commercial)
4.threats
- Strong competitors (e.g Krispy Kreme, Mister donuts)
- Saturated Donut’s market
- Impact on relative price competence
- Well-being Trend
- New products & low calorie- products promotion (ex: Baked-donuts)
참고 자료
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