Subject category:
Marketing
Originally published in:
2018
Version: 2-Nov-2018
Length: 12 pages
Data source: Published sources
Abstract
The case looks at the expansion strategy of Dunkin' Donuts in India, starting in 2012. Dunkin' Donuts is an American fast food and breakfast chain, mostly known for their sweet donuts. Going to India, the company was facing unique eating habits with preferences for tea, spicy food, and soup for breakfast. Also, families preferred to have breakfast at home rather than going to outside locations. The major issues of the case relate to different notions of culture, including regional differences, cultural distance analysis and the Indian fast food market. The case traces different efforts in terms of marketing mix adaptation and positioning.
Location:
Size:
350,909 (in thousand USD) in 2017
Other setting(s):
2012 and following years
Subject category:
Marketing
Originally published in:
2018
Version: 2-Nov-2018
Length: 11 pages
Data source: Published sources
About
Abstract
The case looks at the expansion strategy of Dunkin' Donuts in India, starting in 2012. Dunkin' Donuts is an American fast food and breakfast chain, mostly known for their sweet donuts. Going to India, the company was facing unique eating habits with preferences for tea, spicy food, and soup for breakfast. Also, families preferred to have breakfast at home rather than going to outside locations. The major issues of the case relate to different notions of culture, including regional differences, cultural distance analysis and the Indian fast food market. The case traces different efforts in terms of marketing mix adaptation and positioning.
Settings
Location:
Size:
350,909 (in thousand USD) in 2017
Other setting(s):
2012 and following years
Related
Subject category:
Marketing
Originally published in:
2018
Version: 2-Nov-2018
Length: 11 pages
Data source: Published sources