Marketing Research And Dunkin Donuts Essay

983 words - 4 pages

Describe in depth the marketing research planning process and discuss the various forms of research instruments that can be used in obtaining qualitative and quantitative information necessary to obtain relevant data for an organization or company.

The marketing research planning process is defining the” problem and research objectives consist of find out everything need to define the real problem and the research objectives are give information on the problem, give solutions or give new ideas. Develop the research plan deals with data sources, research approaches, research instruments, sampling plan, and contact methods. Collect the information is to conduct surveys in homes, surveys over ...view middle of the document...

Dunkin’ Donuts leads the retail markets in coffee, bagels, and donuts sales. Mr. Rosenberg notion was on providing great products to consumers with a great customer service experience and always having the brand affordable and accessible and have a value proposition but always focus on quality. The philosophy paired with a fun attitude have carried coffee and baked goods giant to the top of its category. Their philosophy helps them put forth the right products to the customers. In 1978, Dunkin’ Donuts first TV commercial aired and offered consumers a taste of what would become the company’s philosophy. Offering the consumer fresh products and not taking themselves too seriously. However, the introduction of Fred he baker back in the 1970s and 1980s “It’s time to make the donuts” caused Dunkin’ Donuts to bond with their customers. Not only did the notion of work ethics and just being a real person help built a personality around the brand, but that powerful advertising campaign was only part of the reason for Dunkin’ Donuts success. The company’s products, such as coffee and donuts are what kept the brand steaming ahead. Dunkin’ Donuts partnerships are Home Depot and Stop-n-Shop supermarkets and Baskin Robbins. Lastly, Mr. Bill Rosenberg dream, the spirit of commitment to consumers, passion of quality excellence, passion of customer service excellence and passion of excellence to the community is getting stronger” (Kotler & Keller, 2012b).
Locate and discuss an overview of Dunkin Donuts as it relates to its current market strength and answer the following questions.

1. Explain how and why Dunkin’ Donuts conducts marketing research. Be specific.

Dunkin’ Donuts conduct marketing research by doing “a flavor evaluation sensory that test the flavor aroma, make sure their coffee taste the way it supposed to, and make sure the coffee is free from defects of anything that would harm the flavor of the coffee. In addition, the company does a classification test, which they view the green beans counting, and evaluating all the visible defects to determine whether those defects would not affect the flavor of the coffee,...

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