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Essay / Research Paper Abstract
A 5 page paper discussing the treading of Dunkin’ Donuts on Starbucks’ specialty coffee territory, and Starbucks’ move to urban areas through Magic Johnson’s national chain of franchise restaurants. Dunkin’ Donuts does not elevate its image by adding more affordable lattes to its menu, but rather appears to offer a cheapened version of the “real” thing. Starbucks’ products are viewed as being luxurious, but a $4 cup of coffee (as opposed to Dunkin’ Donuts’ $3) is an affordable luxury in which even low-income people can indulge occasionally. Bibliography lists 2 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgStarDunkin.rtf
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Unformatted sample text from the term paper:
dedicated to its products. They may buy scones, cakes or cookies to enjoy with their coffee, but it is the coffee that retains the focus. Starbucks makes every
cup fresh and in response to an order. Customers understand that they may have to wait for their order, but the slight delay is acceptable because the product they
receive is the freshest available. Starbucks does understand that not everyone is a committed coffee drinker, and for those people it also offers a variety of hot and cold
concoctions that those people can find enticing. Dunkin Donuts has launched an offensive, however, by offering Starbucks-types coffees at Dunkin Donuts prices.
The purpose here is to assess the meaning of this trial. The Companies Starbucks Based in Seattle, Starbucks Coffee is the leading specialty
coffee retailer in America. Its presence is nearly ubiquitous in any area in which there is sufficient traffic to support the location. It operates caf?s in malls, airports,
office buildings, university libraries and hotels; customers can expect to find Starbucks kiosks at hospitals, smaller office buildings and other places lacking enough traffic to support a full caf?.
Shoppers can find Starbucks coffee in grocery stores, and an alliance with Dreyers has placed coffee ice cream there as well. An alliance with Pepsi resulted in placing a
cold bottled Frappuccino into grocery and convenience stores. Dunkin Donuts Allied Domecq Quick Service Restaurants (ADQSR) is the parent company not only of
Dunkin Donuts, but also of Baskin Robbins ice cream and Togos Restaurants. Of the private companys 11,300 locations, about 5,800 of them are Dunkin Donuts restaurants (Allied Domecq Quick
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