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DUNKIN DONUTS

DUNKIN DONUTS. Business concept name: TJX in-store refreshment and food Team members: Ryan Rost , Haorui Song, Arianne Nasser and Nicole Abadi Date: Monday October 4 th. Statement of the big idea .

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DUNKIN DONUTS

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  1. DUNKIN DONUTS • Business concept name: TJX in-store refreshment and food • Team members: Ryan Rost, Haorui Song, Arianne Nasser and Nicole Abadi • Date: Monday October 4th

  2. Statement of the big idea The concept is to integrate the option of high quality refreshments into the TJX shopping experience, creating an even more desirable place to shop.

  3. Product Description The main idea is to offer the costumer a better experience shopping in TJX by providing them coffee, snacks, refreshments and food of high quality. Paying some space to TJX and putting some chairs and tables so that costumers that go shopping in TJX can relax before or after their purchase.

  4. Value Proposition Pairing food and refreshments with retail locations creates an attractive combination of convenience for customers. Consumers drawn by the offerings of TJX, Dunkin Donuts or both, now find their demands met in one location.   The viability is in the similarities of the demographics each company serves: - TJXtargets women in their focus demographic ->Dunkin Donuts reports that women account for more of the customer base than men. - TJX gears its chains towards upper-middle and middle class consumers. ->The majority of Dunkin Donuts’ customers are of the middle socioeconomic class. - TJX markets towards shoppers aged 25-55. -> 54% of Dunkin Donuts’ sales come from customer aged 35+. The target market of TJX Companies parallels with the demographic that accounts for the majority of Dunkin Donuts’ customers; over half of Dunkin Donuts’ customers fit within the target market of TJX.

  5. Competition • TJX stores competition would be all the other stores that have the combination of both: food and refreshments within there retail store. Like Target and Wall Mart. But having Dunkin Donuts in TJX stores would reduce the competition rate for TJX. Other retail stores that do not have food and refreshments within there stores would no longer be a direct competition.

  6. S.W.O.T • Strengths: This concept will increase the income of costumers, making things more convenient and easier. • Weaknesses: Will need to give up part of their store space for Dunkin Donuts, loosing a certain amount of gain. • Opportunities: The opportunity of becoming stronger, having variety and having one more reason for costumers to come. • Threats: Other retail stores with the same concept are potentially a threat for TJX stores, also a threat would be the idea ofDD’s stores failing or not accomplishing the goal.

  7. Questions?

  8. Resources • Dunkin Donuts Franchise Opportunity Report– www.dunkinfranchising.com • TJX Companies, Inc. Annual Report 2009 – www.tjx.com/investor_annualreports.asp

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