Why Dunkin Donuts Closed In Faisalabad Marketing Essay

wherefore Dunkin Donuts shut In Faisalabad Marketing EssayJames Beard (1903-1985)The viands persistence is the complex, global collective of diverse business that together supply genuinely much of the food energy consumed by the world population. Processed food gross sales worldwide are approximately 3.2 trillion US dollars (2004). Only in US, consumers spend approximately US 1 trillion dollars. Nestl is the largest food and swallow comp both in the world.The food and its allied products industry is considered Pakistans largest industry. Trade sources see the sectors total value of production is over Rs 46 billion. Fast food is the term given to food that can be prepared and served very quickly. In 1867, Charles Feltman, a German butcher undecided the original fast food diner in Brooklyn, New York city.Dunkin Donuts is the worlds largest coffee and backed goods chain, dowry to a greater extent than 3 million customers per daylight. It was founded in 1950 by Bill Rosenber g. The first Dunkin Donuts shop was opened in Quincy, Massachusetts, USA. In 1955 first Dunkin Donuts franchise was exchange and ten years later (i.e. 1965) the first world-wide kickoff was opened in Canada.At the end of 2008, Dunkin Donuts had a total of 8835 franchised restaurants including 2440 international shops in 31 countries. Dunkin Donuts has sales of over 4 million donuts a day and it had sales of 5.5 billion US dollars in the fiscal year 2008. Its international head office is located in Canton, Massachusetts.In 1998, First ramification of Dunkin Donuts was opened in Karachi. In January 2004, Dunkin Donuts opened its branch in Faisalabad and it shoemakers lastd deck in April 2005.Problem Statement / Research QuestionWhy Dunkin Donuts closed down in FaisalabadPossible ReasonsThe Closure of Dunkin Donuts Faisalabad Branch could declare been collect to one or to a greater extent following reasonsInadequate awareness among flock of Faisalabad?Failed to develop taste ?Difficult Accessibility?Supply Issues? service of process Quality? surroundings?High Pricing?Methodologies / StudyWe used to methods in our research processIn-depth telephonic interviewSurvey through questionnaireIn-depth telephonic interviewWe obtained the number of the required person from the Dunkin Donuts head office in Lahore. We conducted a telephonic conversation with Mr. Naveed Malik, who was the branch manager of Dunkin Donuts in Faisalabad at the time of closure and currently he is working as the line of reasoning Development Manager in Dunkin Donuts. Firstly we inquired him the chore s which contributed in the closure of the branch. He mentioned various reasons to it. According to him they faced supply problems as the kitchen was in Lahore and the stuff reached the branch after 2 and half hours of the free-and-easy opening which contributed towards the customer dissatisfaction. He mentioned that they used various tactics to prepare the awareness among the locals but they were failed in doing so. He also added that Dunkin Donuts did nary(prenominal) distich the Faisalabads taste culture and they also failed to develop the taste. He also diabolical the local city government for their non-supportive behavior towards them as they refused to cut a turn on the road which made the customers to reach the branch with difficulty. indeed we asked him about their competitors in Faisalabad. He replied that there was no competition in Faisalabad as they deal primarily in caf and donuts which no new(prenominal) shuffle offered at that time locally. Then we asked him about their target customers. He told us that the target customers were mainly familiesSurvey through QuestionnaireFor the survey we had a pattern size of 100 individuals which comprised of our friends, relatives and some strangers. We got the questionnaire (see appendix 1) filled at their homes where we were put forward in person. The reason behind selecting this target sample was they we re easily genial and were expected to provide their honest opinion as they share in the flesh(predicate) relationship with us.Our analysis of the questionnaire is as undernote For Pie Charts, See appendage 2Q 1. What is your Age group?5 people were of the age slight than 10 years, 15 belonged to the age group of 11-15 years, 30 people were time-honored between 16 and 20, 25 people belonged to the age group of 21-25 and 17 were from the age group of 26-30. Only 8 people were of the age of more than 30 years.Q 2. Do you Like Donuts?70 people say that they akin donuts and 30 people verbalize that they are not fond of donuts.Q 3. provoke you constantly heard of Dunkin Donuts?90 people said they had heard of Dunkin Donuts era 10 people had n invariably heard about it.Q 4. Have you ever went to Dunkin Donuts, Faisalabad?Out of the 100 people who answered the questionnaire, 90 had gone to Dunkin Donuts Faisalabad while 10 had not.Q 5. What did you order of battle?60 people had ordered donuts, 50 had ordered sandwiches, 30 people had offered coffee/tea and 95 people ordered piano drinks.Q 6. How was your boilersuit assure at Dunkin Donuts, Faisalabad?20 people said that their experience in Dunkin Donuts was excellent, 50 said it was good, 15 said it was fair and 5 said that their experience was bad.Q 7. How go out you rate Dunkin Donuts, Faisalabad from scale 1-10 with 10 organism the highest (excellent taste)?Mostly people rated Dunkin Donuts between 5 and 8 on a scale of 10.Q 8. Did you go to any of the Dunkin Donuts branches immaterial Faisalabad?Only 36 people had gone to Dunkin Donuts alfresco Faisalabad. The other 64 had never been to any Dunkin Donuts branch outside Faisalabad.Q 9. Did you welcome any going away between the Dunkin Donuts, Faisalabad and the other branches outside Faisalabad which you visited?6 people said they noticed a lot of difference between Dunkin Donuts branch in Faisalabad and a branch outside Faisalabad. 20 noticed a minor difference and 10 did not find any difference at all.Q 10. What Factor contributed for the difference between Dunkin Donuts, Faisalabad and the other branches?2 people said that the factor that contributed to the difference between the branches was due to variance in service quality, 10 said it was food quality, 10 said it was environment, 3 said it was cleanliness while 1 person said it was variety of food.Q 11. Can Dunkin Donuts Compete with its competitors?40 people said yes, 5 people said maybe and 45 people said no.Q 12. Why do you think Dunkin Donuts, Faisalabad closed down permanently?10 people said the reason for the closure of the branch was bad service, 3 people said unhygienic conditions, 20 people said expensive, 7 people thought it was low food quality, 5 people said environment was not suitable, 5 people said bad localisation and 40 people said that Dunkin Donuts failed to develop taste of people liveness in Faisalabad.LimitationsMany problems were faced during the preparation of this research project, which were handled amicably. Following were the limitations we drop faced during the projectIn availability of internetDifficulty in finding suitable consultantLoad sheddingTransportation problemFaced difficulties in printingConclusionWhen a customer comes to a restaurant he looks for a mix of services, quality, taste, satisfaction, accessibility and the value of money. If the token restaurant fails to provide that mix, there are great chances of the restaurant to close down because the customer leave become dissatisfied and he will not return to that place again.Same thing happened in the upshot of Dunkin Donuts Faisalabad, where they failed to provide the mix to their customers.SuggestionsTo Enhance suppliesTo expand their customer base from families to masses.Takes steal steps regarding the awareness of the taste among the localsMake the outlet more sociable for the customersPrice range should be vast so that it can take out all i ncome groupsAppendix 1Sample QuestionnaireNameContact NoNote Please Circle the correct answer.You may choose more than one answerQ1) What is your Age group?Less than 1011-1516-2021-2525-3030 or moreQ2) Do you Like Donuts?YesNoQ3) Have you ever heard of Dunkin Donuts?YesNoIf No then you dont need to go gainQ4) Have you ever went to Dunkin Donuts, Faisalabad?YesNoIf No then go off Q5-6Q5) What did you order?DonutSandwichCoffee / TeaSoft DrinkQ6) How was your overall experience at Dunkin Donuts, Faisalabad?ExcellentGoodFair expectantQ7) How will you rate Dunkin Donuts, Faisalabad from scale 1-10 with 10 being the highest (excellent taste)?_____ / 10Q8) Did you go to any of the Dunkin Donuts branches outside Faisalabad?YesNoIf yes then please specify ________________If No, then ignore Question 9-10Q9) Did you find any difference between the Dunkin Donuts, Faisalabad and the other branches outside Faisalabad which you visited?Yes, a lot of differenceA minor differenceNot at allIf you answer is option c then skip Question 10Q10) What Factor contributed for the difference between Dunkin Donuts, Faisalabad and the other branches? assistFood QualityCleanlinessEnvironmentVarietyQ11) Can Dunkin Donuts Compete with its competitors?Yes abruptlyMaybeNoQ12) Why do you think Dunkin Donuts, Faisalabad closed down permanently?Failed to develop the taste of people living in FaisalabadBad serviceUnhygienic ConditionsExpensiveLow food qualityEnvironment was not suitableBad selection of locationOther either suggestion you would like to give regarding Dunkin Donuts?Appendix 2Pie Charts