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The S.W.O.T. Analysis I chose is for the famous Dunkin’ Donuts, forerunner of the beverage and baked goods market. I figured it would be interesting to see how the world’s largest coffee and baked goods chain in the world lines up to the competition. I also thought it would be interesting to get some knowledge about the business psychology of Dunkin’ Donuts compared to other popular donut/coffee chains like Krispy Kremes and Starbucks. More so Krispy Kremes since they are more primarily known for donuts than Starbucks which is solely coffee based product besides the few pastries they provide for customers. The target market for Dunkin’ Donuts is students and or teens who are between the ages of 15-18. And young adults who are between the ages of 18-45 years old. The mission statement of the founder is as follows:
“Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.”
eCommerce – businesses like Starbucks and Krispy Kremes are already blowing Dunkin’ Donuts out of the water in this arena. When everything becomes automated will Dunkin’ Donuts still be standing? Probably not regardless of being the current leader of the beverage and pastry market
Mergers Between Competition – Sales have not been good for Krispy Kremes over the last twelve years. And Starbucks is steadily rising year after year. However, Starbucks has a poor selection of pastries. Imagine if Krispy Kremes merged with Starbucks. Dunkin’ Donuts would probably go out of business.
I conclude that although there are some significant weaknesses in areas that can easily resolved, Dunkin’ Donuts still has a competitive advantage. For one, Dunkin’ Donuts has established it’s brand through marketing its products as the best (even though its debatable) and has stood the test of time as the leader of it’s market. When you think of donuts you either think of Dunkin’ Donuts or Krispy Kremes. That says a lot considering that there are thousands of coffee shops across the country and the majority of the populous only think of two brands. The weaknesses (lack of creativity, inconsistent business module, eCommerce etc.) does not outweigh the strengths on a business scale. The prices and locations of Dunkin’ Donuts has played a big part in it’s success which is why they can still operate on a high level and bring in better revenue compared to Krispy Kremes. It’s almost like the Walmart effect, you can have inferior product as long as the price is affordable or cheap.
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