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QUESTIONS
1) How would you describe Dunkin' Donuts' approach to market segmentation? What bases of segmentation do you think they used?
2) Describe the target markets for Dunkin' Donuts and Starbucks respectively. Try to portray both target groups by picturing a typical member of the "Dunkin' Tribe" and the "Starbucks Tribe". How does he/she dress? In what type of neighborhood does he/she live? What kind of job might he/she have? What kind of vehicle does he/she drive? What might be his/her attitude toward spending money?
What key differences can you find, and how are they important to Dunkin' Donuts?
3) What are the key points of differentiation for Dunkin' Donuts and Starbucks respectively. Write a positioning statement for both Starbucks and Dunkin' Donuts. (
4) If Dunkin Donuts used the same segmentation, targeting, positioning approaches in Turkey, do you think they would be successful? Why? Why not?
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