Posted: December 2nd, 2022

Positioning Matrix
Please use this matrix to map the three companies based on price and quality of food.
You can use company logos map the companies into the best position in one of the quadrants.

Mans- WK5: Competitive Positioning

Hello class,

This week, I’d like you to conduct a positioning exercise for Dunkin’ Donuts Links to an external site.. https://www.dunkindonuts.com/en 

 Dunkin’ Donuts is an American multinational coffee and doughnut company. It is known for its marketing slogan, “America Runs on Dunkin'”.

FROM COFFEE BEANS TO JELLY FILLING

Everything we do is about you. From chefs who create exciting new flavors, to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on.

COMPANY SNAPSHOT

Dunkin’ is the world’s leading baked goods and coffee chain, serving more than 3 million customers each and every day. True to our name, we offer 50+ varieties of donuts, but you can also enjoy dozens of premium beverages, bagels, breakfast sandwiches and other baked goods.

Founded

In 1950, Bill Rosenberg opened the first Dunkin’ shop in Quincy, MA. Just five years later, a franchise legacy was born.

Headquarters

We serve fresh-brewed excitement across the globe, but haven’t moved too far from our Quincy, MA roots.

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Choose 2 positioning criteria for mapping the position against competitors. See the template below and in this week’s Module. Pleas

Select at least 3 competitors to map Dunkin’ Donuts against. Explain for each company (Dunkin’ Donuts and the competitors) why you mapped them where they are in your positioning map. For example, if you select high/low price as a criterion, your research should show coffee prices from a product that all chains have to justify how you mapped all companies in your positioning grid.

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