This review essay may contain some errors about the objective truth. Also, this review essay is completely written by myself. Therefore might have a biased opinion. Please tell me if this essay includes some errors about the objective truth. Also, I like to hear your idea about my opinion. Please leave them in the comment.
Introduction
Overall, the main theme of this video is "Does Dunkin's new strategy matter?".
Until today, the sales and profits of the coffee kept grow compare to the sales and profits of the donuts. Therefore, Dunkin, which sold donuts as their major goods, kept tried to change their main goods to coffee. Dunkin changed its name from "Dunkin Donuts" to "Dunkin". Also, it invested 100 million dollars to accelerate coffee sales. With that money, Dunkin made some new menus and also bought new machines for the coffee.
This change was inevitable since 60% of Dunkin's sales were from coffee even before its alteration. Therefore, they had to change.
Because of this circumstance, their promotion of coffee grew up rapidly and had some tangible results. For example, their coffee sales grew 40% up before the promotion.
In my opinion, this strategy matters and will help the future of "Dunkin" if they change some of the trivial points of their strategy.
I have three reasons to support my opinion.
Body
1)
First, the grand trend of the refreshment industry had been changed from donuts to the coffee a lot. As mentioned in the video, the coffee industry had grown rapidly until now but the donut industry isn't. Therefore, the market scale of both sides has an enormous gap. The coffee market overwhelms the donut market. And also, the gap is expected to become greater even more since people want coffee for their work to gain caffeine.
2)
Second, Dunkin's strategy includes a variety of small efforts to make their brand better and popular among people. Dunkin's variety of efforts will continue their thrive by raising and maintaining customers' loyalty to Dunkin's.
3)
Finally, Dunkin has their own strong point towards others even though they're lack of using it. Dunkin uses many strategies to enhance their image and sales, I think Dunkin still lack specialty compare to other competitors if they don't use their old image. For example, Starbucks branded its image as a place to rest and join meetings with people. Somewhere cozy. McDonald's, on the other hand, sells fast foods for people who really want them. They have their own special and strong point of sales and their net income. Therefore, I suppose Dunkin should push their donuts too if they want to use their fine image among people. And I assert that will be their fine method for their prosperity.
Conclusion
Consequently, I think Dunkin's overall strategy is fine, but have to change some parts of their road to prosperity. I believe that Dunkin can overcome their facing adversity if they use their old heritage and put a lot of effort into their thrive since they have enough.
Thanks.
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