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Enen Essay

626 words - 3 pages

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Crazy Donuts Marketing Professionals
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Research Project Proposal, October 22, 2014
Azmina Rahemanji, Jianlan Chen, Kaan Zaim, & Ramy El-Refai
The Johns Hopkins Carey Business School
Marketing Strategy
BU.450.710.82.FA14
Dr. Haiyang Yang
Abstract
Our research group, company profile, and team charter plans are written in the following proposal.

Dunkin Donuts

Considering the amount of competition in the coffee industry, it’s fascinating that Dunkin Donuts has served not only the United States but internationally for over 50 years and has continued to expand. Our team is ...view middle of the document...

Dunkin Donuts positioning and the major sources of revenue will be examined and reflected on by our team, together with the examination of marketing promotions and ad campaigns. This way the team will look and form insights on both Dunkin Donuts’ current position in the market both as a direct result of and in spite of marketing efforts.

Market Research Plan

The majority of our research will be conducted via the internet, online databases and research, and information provisioned by Dunkin Brands, parent company to Dunkin Donuts and Baskin Robbins. We will search in Dunkin Donuts’ longstanding history of advertising, and compare this with a timeline on the rise of Starbucks and other coffee chains, as popular destinations to be a ‘third place’ home for many Americans. The team will also examine international advertising, market campaigns, consumer behavior, and positioning for Dunkin Donuts between foreign competitors in different markets.

Team Charter

Our team’s plan is to divide the workload evenly as best as possible, with a...

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