Dunkin’ Donuts has been a mainstay in the donuts and coffee industry for nearly 70 years.

The company

started emphasizing growing coffee products over the years from what used to be just about donuts. In

the early 2000s, Dunkin Donuts announced their Dunkaccino, which was the prelude to the company’s

espresso, latte, and cappuccino revolution.

Although Dunkin Donuts has been around for more than 20 years longer than its competitors, the

company has found it difficult to appeal to the younger generation. So, in the year 2019, the company

went through a rebranding of its name and image. It dropped the “Donuts” in the name, leaving only

“Dunkin‘” to emphasize its diversification efforts on other items beyond coffee and donuts.

This step towards rebranding may come as a shock to many customers. Still, Dunkin’s research suggests

that adopting a single-word name allows Dunkin’ the flexibility to expand its reach into new

demographics, allowing the brand to continue its road towards domination of the coffee market.

However, not everything about the company is changing. Despite the name change, Dunkin’ is keeping
its

original typography and color scheme to pay homage to its iconic heritage.

Besides the more upscale image, Dunkin redesigned their store colors, cups, napkins, and donut boxes

into a fresher and brighter look that brings new energy to the brand. Dunkin’s menu now includes more

premium coffee — thicker, richer, and less bitter than the espresso the company premiered in 2003.

Dunkin also included non-coffee beverages and merchandise, as Dunkin is trying to inch closer to

becoming a lifestyle brand.

In the end, Dunkin’ has more than doubled its stock price on the New York Stock Exchange (DNKN) just
in

the past three (3) years, whereas one of its major competitors, Starbucks’ stock price, has only increased

by a little over 20% in the same period. According to the reports, in 2020, Dunkin’ has over 12,900 stores

spread across 42 countries. Dunkin’ has become one largest coffee and donut stores-chains in the world.

Throughout the Dunkin Donuts Company’s planning, the customer’s interests are constantly kept in
mind.

They regularly allude to their goal statement, which states that they would improve customer happiness

and loyalty by providing the fastest and most accurate service and the freshest products in the nicest
and

cleanest environment possible.

1:What elements of Societal Environment or Task Environment are present in the given case study?

Naming the environmental scanning variable(s) included in the case study supplied. Social context,
particularly the forces of technology. The Kodak company created digital photography at the beginning
of the 1990s and incorporated it into professional cameras, launching their business to success.
Although their business expanded swiftly, they failed to take the long view. They simply kept making
movies without considering how audiences’ tastes could change. The Kodak Corporation was unable to
adjust to changing market conditions as time went on and our technology developed, leading to multiple
round layoffs, restructuring, and asset sales.

2.Explain the most appropriate industry analysis tool to help Dunkin' maintain its future healthy
position in the market.

The finest instrument Kodak could have employed to solve the aforementioned organizational issue is a
SWOT analysis. With the help of this tool, Kodak will be better able to identify their strengths,
weaknesses, opportunities, and threats and make decisions that will help the business succeed. SWOT
analysis analyzes a company’s internal and external settings.

3.Perform an industry analysis for Dunkin based on the present context, using your recommended
method or tool in item #2.

Strength Weakness Opportunity Threats

•Strong Brand name •Does not have clear •New business partner •Competitors
•Top brand in digital vision •Expanding their •technological
photography •Descreas in sale business advancement
•Offers different •didn’t adopt to • continued their
product change research and innovate