Table of Contents
Bangladesh is the land of exchanging diversified culture in every dimensions. The country’s geographic location and economic growth are the key drivers to attract both the local entrepreneur and foreign investors to setup business. The concept of franchising business is the new phenomenon in Bangladesh’s current economic context as the growth and business opportunities in that area is enormous. Although, the restaurant history and adaption of foreign dining especially the café culture developed in the early 2000s but the market growth of franchising industry is upward slopping.
Dhaka, the capital of Bangladesh is experiencing dramatic change in the restaurant as well as café industry as consumers’ preference on traditional food habit changes into outdoor dining experiences. The city has become the heart of country for catering to the palate of different consumer segments. The industry has positive marketing growth as it is witnessing upward shift over the demands.
Franchising new brand to the existing café industry is the brilliant business idea as the consumers’ needs for new brand is never ending process. Not only that but also this business growth opportunity will bring positive outlook about the operating country’s existence towards global world. Brand image of “Dunkin Donuts” is strong enough to capture targeted market and consumers in the quickest possible way as well as. On top of that, this business idea shape the real business by the proper franchising management who has been leading the successful business organization for last 25 years. Apart from that, his educational background and working experience in the USA added extra value to maintain liaison to the headquarter of business.
This business plan reflects the idea of franchising “DunkinDonuts” brand in Bangladesh analysing the country’s business current scenario along with the future business opportunities, marketing analysis, financial planning and action plan to make the idea feasible. At the same time, the correlation among different relevant marketing theories and business strategy models are used to show the relevance of business opportunities.
Dunkin’ Donuts is leading globally as a quick service restaurants (“QSRs”) for serving hot regular/decaf/flavoured coffee, iced coffee, donut, bagel, and muffin categories; and frozen beverages, donuts, sandwiches, and more as a strong brand. The company was founded by William Rosenberg in 1950 in Quincy, Massachusetts. Currently it has franchisee with more than 60 countries in the world with 19,000 points of distribution.
Dunkin’ Donut always believes in innovation in terms of expanding its business by the huge presence of customers globally. Its business strategy is not limited to on serving foods but it also focuses on menu innovation, marketing, franchisee coaching and support, and other initiatives to drive the overall success of brand. The franchisee model is developed in such a way that it would help every successful investor to run the business in the home country along with the franchisee country. To sustain in a market every company has to survive with the competitors. Since 1990, Mister Donut was the primary competitor of Dunkin’ Donut but later on Mister Donut was acquired by Dunkin’ Donuts’ to. In 2016, Dunkin’ Donuts is owned by Dunkin’ Brands Inc. owned by Baskin-Robbins. As per the recent franchising business survey, the company is the market leader in North America and it is playing major role in contributing GDP for the next five years by 4%.
To franchise the company in Bangladesh it’s important to consider the market trends and opportunities as the company always believes in 100% franchised business model which offers strategic and financial benefits. According to the market survey in Bangladesh it shows around 75% of the high-class and upper middle class consumers would like to go to coffee shop for business meetings, meeting friends and family members’ .Although this trend is new in the context of Bangladesh but the nation is adapting it as part the culture. Currently the country has only few global coffee shop likewise: Gloria -Jeans and Second Crimson Cup Coffee. Since the country has lots of expats from America as well as from the so there is great chance to target the market in single segment along the other customer groups especially coffee lovers.
Bangladesh is the home of diversified culture where the nationals from different countries are working as an expats because of country’s high business opportunities, natural resources and marketing growth in the global industry. The country has registered itself as an economic growth steady country which reflects the significant contribution of its labour force .This utmost contribution brings huge change to the GDP as well encouraging local entrepreneur to enhance the business opportunities in global scale by franchising, licensing and trademarking international brands. As per the sovereign ratings by both Moody’s and S&P testament, the country is in the positive growth rate compare to the other middle income neighbouring countries.
Bangladesh’s economic condition is in the positive stage with the upward GDP rate of 7.1% as of world Economic forum’s annual report .In recent days, the country is adapting the western food culture highly along with the existing traditional culture.Millennials (also known as Generation Y) are changing the traditional restaurant culture by adapting the global restaurants’ food culture. This generation is mainly focused on adapting global brand, using the products/services from this brand and finally influences the surrounding groups to taste the brand. Since, Bangladeshi culture is mostly dependent on the advertisement of WOM (Word of Mouth) which influences the new customers to be the permanent customer for specific brand.
Evolution of restaurant industries in Bangladesh
Recent studies show that whenever franchise opens their operation in Bangladesh it doesn’t need to invest more on advertisement just to focus on the billboard advertisement and social media advertising as a way to reach all. The Millennials, mainly the target customers are always on virtual world in terms of socializing, blogging, marketing and sharing their experience with the wide range of audience instantly which reduce the advertisement cost as well.
The market size of coffee industry in Bangladesh is around BDT. 800 mn +(According to the Consumer behaviour board of Bangladesh’s study May 2017) where the consumption of brewed coffee is almost two-third of the total coffee consumers which clearly states the coffee industry has significant contribution towards the restaurant industry in Bangladesh. Not only that but also the consumers are ready to welcome the new international brands likewise: DunkinDonuts, Starbucks, Costa whereas consumers first preference is DunkinDonuts because of its unique flavoured coffee, glazed donuts and reasonable price.
To survive in the industry of restaurant as well as the fast food coffee shop it’s important for every pertinent companies to compete with its competitors. Nowadays, Coffee shop has become one of the largest growing sector in food service as we are living in global village. Globalization and coffee Shop has a strong relationship in terms of doing business globally as well. The concept of coffee shop is not limited to serve coffee as there are other bakery items mainly donuts, bagels, cakes and breakfast as well.
|Direct Competitors||Indirect Competitors|
|International Coffee Chain Shops in Bangladesh||Local Premium Coffee Shops||Coffee Shops in 5 Star Hotels||International Fast Food Chains that also offer premium range coffee|
Dunkin Donut’s Competitors in the Existing Coffee house in Bangladesh
Internationally, Dunkin’ Donuts mostly compete with Starbucks but in Bangladesh the main competitors are: Gloria Jeans, Coffee World, Second Cup Coffee and Krispy Kreme. In Bangladesh, Gloria Jeans is leading the coffee shop industry whereas the Krispy Kreme is leading the donuts store. Since there is less international competition in the industry so there is high chance for Dunkin’ Donuts to target the large coffee and donut lovers.
In order to franchising a company in Bangladesh it is important to maintain the business policy and regulations both in home country as well as the franchisee country. According to the Dunkin Donut’s policy, it maintains a multi-tiered advisory council system in order to foster an active dialogue with franchisees. In the second stage the ,the advisory system will provide feedback on how to run the business in operating countries with all the marketing strategies and with the financial background checking along with the product and process development. In the final stage, the franchise country gets the authorization from the headquarter if everything is up to the international guidelines as set by Dunkin Donut’s franchising committee.
Advisory council system always give feedback to every franchisee operating restaurants in terms of new product development and advertising campaigns when and where needed as per the company policy. From time to time, the voluntary financing support is given to the existing franchise to purchase production equipment as well. Dunkin’s management evaluates the franchisee’s financial capacity, including net worth and liquid assets.
|Item||Required Fees($)||Required Fees(৳)in Bangladeshi Taka|
|Total liquid capital required||$125,000||৳ .10144375|
|Dunkin’ Donuts franchise fees||$40,000 to $90,000($60,000 for Bangladesh)||৳. 3246200|
|minimum net worth||$250K||৳.20288.75k|
Table 1: The cost of Franchisee Dunkin’ Donuts
Dunkin’ Donuts has set the terms known as store development agreements (“SDAs”) which state the franchisee to give permission for operating one or more restaurants within a specified geographic area. In that terms and conditions franchisee is obliged to serve in the designed area set by the franchisor. If there is mutual agreement between those two franchise and franchisor then the franchisee can start up the business .During the processing of SDA agreement both parties have right to choose the best possible locations in order to get the potential customers by best possible way.
Dunkin Donuts has owed registered trademarks and service marks (“Marks”) in the U.S. and in other countries throughout the world as it strongly believes the significant brand value. The main aim of this policy is to, pursue registration of our Marks in the U.S. and selected international jurisdictions, monitor our Marks portfolio both internally and externally through external search agents and vigorously oppose the infringement of any of Marks. For the Franchisee the franchise agreements are issued by third party based on different rules and regulations. (Appendix-Franchise Agreement)
Dunkin’ Donuts franchise is no longer limited to serve doughnuts in the industry but has huge success in selling coffee. The quality line of espresso drinks and coffee blends is leading the brand to it’s highest peak of success internationally. Beside the drinks and donuts the bakery delicacies such as breakfast sandwiches, cold drinks, and deli sandwiches make the brand stronger in the marketplace to stand.
Dunkin Donuts is positioning itself as a brand of choice nationally and internationally. The company’s philosophy is “make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores” (DD IP Holder LLC, 2010).
This philosophy enabled Dunkin Donuts coffee to grow into America’s favourite every day and all day stop for coffee and baked well. It is leading retailer of hot and iced regular coffee by the cup in America and the largest coffee and baked goods chain in the world (Dunkin’ Donuts 2009).
Today, more than 50% of Americans consume coffee on a daily basis and drink an average of 3 cups per day. Dunkin Donuts coffee is the most popular coffee franchise in America and helps to support this habit by serving nearly 1 billion cups coffee each year (Natural Bias 2009)
Products and services
Dunkin donuts product is not limited for serving donuts. By considering the sales and profit margin the company earns eight percent of the total sales from donuts whereas fixity six percent revenue comes from serving coffee drinks and other form of beverages. Every year only the sale of coffee accounts earning of one million.
Dunkin Donuts international menu covers nearly one thousands of food items which is suitable for every targeted group of customers. Healthy snacks, hot chocolate beverages and the various types of coffee, tea, latte are ruling the brand since its flinch till now. The products are categorized in the following section (More details are on Appendix-(https://secretmenus.com/dunkin-donuts/menu-prices/)
- Dunkin Donuts Breakfast Menu Anytime Breakfast
- Dunkin Donuts Coffee Menu Bakery Favourites
- Dunkin’ Donuts Menu Iced Coffee
- Dunkin Donuts Munchkin Menu Sandwiches
Unique products by Dunkin Donuts are:
- Nutty Donuts is with walnut, raisin and almond available in both sugar and sugar-free variety.
- Oven toasted Sandwiches and wraps
- Glazed Donut sandwiches
- iced coffee, latte and tea
- Cookies, Bagels, Doughnuts, Munchkins and Muffins
- Frozen drinks as coolants and coffee.
Production process & Manufacturing
Dunkin Donuts follows in Centralized production for supply chain management where the franchisor has authority to choose the Centralized manufacturing locations (“CMLs”). CML plays an important role for franchise economy as it is fully operated by the franchisee where the production is fully controlled by the demands of existing customers on daily basis. Besides that, CML is supportive for profit building initiatives as well as protecting brand quality standards and consistency for every franchise.
In addition, in the new market sometime the company gives access to “just baked on demand” donut manufacturing platform to the franchisee where there is risk of business to access the CML.
Based on the economic and cultural context, Bangladesh is going to follow the CML policy for production with collaboration of regional and local partners.
Sourcing of raw material
Dunkin’ Donuts empower its intentional franchisee to source the raw materials in terms of producing every food subject to compliance with company’s policy. In some of the cases, third party of responsible for supplying raw materials based on regionally as well. Franchise must s source coffee from a number of coffee roasters approved by the brand, including the NDCP, as well as certain approved regional and local roasters. As per the Bangladesh’s geographic location and easiness of getting raw material for producing donuts and other bakery items ACI (http://www.aci-bd.com/our-companies/) has been chosen.
In order to create a loyal and strong customer base, the company has tried to maintain a fair pricing policy for all its products. To provide its customers ultimate satisfaction the company has kept the pricing reasonable so that an average person can easily buy from a Dunkin Donut outlet without thinking about the expenses.
The motto of the company is to provide qualitative product and services that are much lower than their competitors. Dunkin Donut follows the bulk buying policy which automatically reduces the total costs of raw material purchase at the same time per unit production cost is fixed by using diversified cost effective procedure. The whole production process is systematic and cost effective as the brand has established itself as a trustworthy and reliable to its vendors as a result the company is able to control the supply chain process till production unit. Pricing of every product is different and categorized based on different consumer segments which help the company to gain competitive advantage in the current market.
By considering the international standard of foods and same pricing policy for every franchisee, Dunkin Donut in Bangladesh plan the same pricing policy for. As decided by the franchising agreement, the franchisor is bound to serve the international menu. Based on the business performance the company will expand it’s food menu in glocal menu where the price will be set by franchisee’s decision.
As discussed earlier, Dunkin Donuts always prefer to choose the location where the accessibility of consumers are easy. In Bangladesh, Gulshan is selected as a primary location to attract the expats along with the targeted customers. Based on the business performance in Bangladesh, Dunkin Donuts will open the stores in the following locations:
- Jamuna Future Park which is considering the biggest shopping mall in Bangladesh along with the wide range of food restaurants, theme parks and spacious parking facilities.
- Dhanmondi at Dhaka city where the high income consumers are living as well as the location is close to old Dhaka whereas old Dhaka is considered as one of the international tourist places in everyday
- In the long run, based on Consumers needs and wants the market will expand to the major business cities as Sylhet, Chittagong and Khulna
Dunkin Donuts use different promotional activities in different festivals based on the theme and target audience. In every type of promotional campaign, the company uses the colour of pink and the orange in the logo of the company along with different theme. For the first time in Bangladesh as a franchisor, Dunkin Donut will use the Billboard advertisement and Social Media campaign to reach the highest number of targeted consumers by short time.
The other promotional activities could be:
- Coupons and vouchers for the first 100 customers
- Lifetime membership cards
- Raffle draw based on purchase
Based on the questionnaire survey among 50 respondents in Bangladesh from different segmented and consumer behaviour towards the adaption of coffee culture the marketing research is done. Questionnaire is attached on Appendix-1&2 .The summary of the analysis is shown below:
Dunkin’ Donuts target market in Bangladesh is ranging the 25% of overall population along with the expats (consisting the of job market) and the tourists. Targeting audiences’ age range is 18-60 where the income is between the ranges of ($1200-$1500) per month.
Market segment of Dunkin’ Donuts is mostly based on the international segmentation strategy as the operation is totally based on customers from different needs and wants along with their preferences. Since the store is based on serving beverages and delicacies which means customers have good time while having quality times. For Dunkin Donuts franchisee in Bangladesh the customer is segmented as below:
- Geographic Segmentation: Initially, Dhaka (The capital of Bangladesh) as most of the high class and upper middle class inhabitants are living here. Beside this Dhaka is the business hub as well as the centre of global corporate house. Location wise, Gulshan is set as it’s close to corporate houses and all the porches inhabitants live over there. Later on Shylet and Chittagong will be selected as its tourist cities for international visitors.
- Demographic Segmentation: Bangladesh is based on high contextual country where the culture is mostly based on family oriented .Based on the selected target market every types of family, business partners and targeted customers is selected as demographic segment.White collars corporate personalities are primary selected as blue collar corporate personalities prefer to go to local tea stores because of price variation.
- Psychographic Segmentation: Dunkin Donut’s brand image and premium pricing will attract Innovator, Thinker, Achiever, and Experiencer in terms of segmenting the market based on Psychographic Segmentation. Innovator customers always want to take something new while an achiever look for expensive products with cultivated unique taste. The same reason discourages the strive and survivors as they are not going to adapt the new brand based on their psychological view.
- Behavioural Segmentation: As Dunkin Donut’s product is based on food so behavioural Segmentation plays important role in terms of choosing a market in different location. Behavioural segmentation is divided as below
Benefits: Quality, Service, Speed
User Status: Potential user, First time user, Regular user
Usage rate: Medium, Heavy
Loyalty status: Medium, Strong, Absolute
Readiness stage: Unaware, Aware, Informed, Interested, and Desirous
- Dunkin’ Donuts leading the coffee restaurant industry for the last five decades by serving 1 billion cups of brewed coffee every year or approximately 2.7 million cups a day.
- All the coffees are sourced from 100% Arabica coffee beans according to different flavours and tastes.
- The fair trade coffee which gives opportunities to third world countries for earning money by growing Coffee for Dunkin Donuts
- Quick Coffee service of Dunkin’ Donuts is a competitive advantage against the competitor in the same industry
- Allowing access to franchise for raw material supply is cost effective.
- Marketing and advertising policies are not attracting customers of every segmentation in best possible way
- Business profit is more dependent on the presence of targeted market
- Low Franchising cost encourages investors to franchise the brand in different geographic location.
- Whole bean sale in local supermarket
- Distributing the donuts and other bakery items in certain supermarkets in Dhaka city
- Sponsoring and advertisement campaign in host country
- Sponsoring relevant programs for more promotion.
- Global citizens are more concerns about the nutrient foods whereas Dunkin Donuts is not serving low carbohydrate quality food at all
- Existing competitors are already ruling the Coffee shop in Bangladesh although it’s not a big issue internationally but for certain consumers brand image works more than a cost and quality of new products and services.
The purpose of conducting Porter’s five forces analysis is to analyze every single aspect of the industry from the intensity of rivalry to the attractiveness of an industry and to identify the most common threats faced by the firms in this industry.’ (Recklies 2007)
Some of the major threats for franchising Dunkin Donuts Bangladesh are as follows:
Figure 1: Analysis of Porter’s Big 5 Model in franchising Dunkin Donuts Bangladesh
Threats of New Entrants
In Bangladesh, threats of entrant as a franchise is relatively high as the brand is already known to the wide range of targeted customers. Nowadays, Bangladeshi people are replacing their tea-drinking habit by coffee drinking which encourages the international as well as the local restaurants to add coffee in their exciting product line. Marketing research showed that, coffee culture is highly influenced by high class and upper class citizens along with the young think tanker in Bangladesh which leads new companies to enter the market. To eradicate the market entry barrier Dunkin Donuts can chose the glocalization strategy along with product differentiation by exploiting economies of scale.
Bargaining Power of Buyers
Although the concept of coffee restaurants in Bangladesh is new but consumers are more concern about price as the country is middle-income –country. In many of the cases ,they prefer to go in local coffee shops or like to have coffee from nearest stores rather than spending more on global brand. Buyers of coffee show a variety of price sensitivities. At the low price end, coffee is often considered a commodity and, accordingly, demonstrates price sensitivity.’(Eselius et al. 1997).
Bargaining Power of Suppliers
In Bangladesh, Dunkin Donuts has to rely on the selected suppliers as the country is not farming coffee bean locally. Currently, the number of coffee lover in Bangladesh is 40% of the total population where the demand of coffee is growing. Since the supply of coffee is determined by the global production so it depends on the weather as well. ‘Coffee is the world second largest traded product after petroleum’ (Kembell et al. 2002). ‘Other factors that affect the bargaining power of suppliers are the condition of the weather and the health of coffee trees for example during winter seasons.’ (Kembell et al. 2002)
Threat of Substitute Products and Services
In the beverage industry any of the company in same industry can play the role of a substitute as customers need change time to time. ‘Other beverage industries can satisfy the customer’s need for a drink, and other food industries can satisfy the customer’s need to eat.’(Kembell et al. 2002). However, ‘though it may be said there is no substitute for a good cup of coffee or coffee beans, coffee bars are beginning to face significant substitution threat in the form of alternative distribution outlets.’(Eselius et al. 1997).
Intensity of Rivalry among Competitors
‘The more concentrated an industry is, the fewer the competitors are, and the more likely that competitors will recognize their mutual interdependence and so restrain their rivalry.’(Simeon 2006)’.Although Dunkin Donuts create strong brand image in the internationally but still as a franchising company in Bangladesh it will face competition where the major competitor would be Gloria Jeans, Second cup coffee and Coffee world.
Dunkin Donuts already following potential market internationally as well as expecting to grasp the market in Bangladesh by using the existing marketing mix and strategy in order to achieve expected return on investment in both short run and long run.
As like other franchise in Bangladesh, Dunkin Donut planned to expand its business in major cities based on the business performance and consumers preferences. Since the young generation covers major segmented market so business expansion will be more focused on targeting the university cafeteria and corporate houses. The other marketing strategy could be: On-the-Go mobile ordering platform, glocalize the brand by serving different local bakery items as well as adding different local flavours in the donut.
Based on the geographic location and demographic segmentation of Dunkin Donuts Bangladesh, the franchisee will go for the following strategy in the long run business operation.
- Sponsorship-Bangladesh is the land of cricket match and festival all over the year. To target wide range of customers both from existing and new segment, sponsorship an event is the best way.
Example: Sponsorship an international cricket match or local festival is a new way to promote the international brand in franchise country.
- Public Relations-To build a channel between customers and company, media as well as public relations plays crucial roles. Also it’s free of cost as the media will do everything on behalf of Dunkin Donuts. Additionally, factsheet can be used to build more personal relationship with newspapers.
To capture the local market in a long term business Glocalize a brand is the best strategy to reach the potential market. In a global strategy, the corporate level gives strategic direction while local units focus on the local customer differences. (Kotler, 2009).This strategy can only be successful if the consumers are adapting the brand by maintain the balance between different levels of marketing activities. The strategy should be tactical based on the local acceptancy and adaptability of brand. In other words, the concept prescribes that in order to be successful globally, marketing managers must act locally in the different markets they choose to enter.
|Documents||Franchisee Agreement Documents, Bank statement for loans, all official documents hard copy|
|Production Machinery||Machinery for the production of donuts, coffee makers|
|Vehicles||Raw material delivery vans|
|IT equipment||3 Laptops, Individual employees tablets for communicating the customers and clients,|
|Store equipment||As per the SDA’s requirement for set up the franchisee restaurant including the store interior and exterior, electricity and water supply equipment|
As a franchise both internationally and locally the main issue is to ensure food safety to maintain the franchising agreement as food safety and quality are the main criteria for Dunkin’ Brands in order to control the quality of product. The company always ensure to the best of our ability that we provide safe, high quality products to the customers by maintaining Critical Control Point (HACCP) principles. According to, HACCP principles the whole company work together with suppliers, distributors, manufacturing facilities, franchisees and restaurant crews to ensure the safety our products. The company also follows health and safety impacts of products throughout their life cycle, from concept and development through manufacturing and production, marketing, distribution, use and consumption, and with suppliers, distributors, manufacturing facilities for ensuring the quality excellence.
As a franchise company, the business operation is limited to certain extent for the franchisor and Dunkin Donuts is not the exceptional one as well. Based on the terms and conditions set by Dunkin Donuts, Bangladesh as a franchisee proposed the following organizational charts for opening the first ever Dunkin Donuts in Bangladesh.
Figure 2: Proposed Organizational Framework DunkinDonuts Bangladesh
Dunkin Donuts Bangladesh will be led by an experienced entrepreneur in Bangladesh who has been serving as a successful businessman since last 25 years. The director has spent around 10 years in USA while pursuing MBA degree from Stanford University as well as working with financial sectors over there. Since the director has own business in the same industry so all the managers will be hired from the internal source to eliminate business risks. In terms of customer service assistants and chefs the staffs are qualified based on proven experience and qualification in the specific area.to cut down the overall operational costs, Dunkin Donuts Bangladesh would like to hire staffs from third party for this service.
- Director’s CV –
XXXX, Dhaka ,Bangladesh | H: XXX-XXXX-XXX | C: XXX-XXXX-XXX | XXXX@XXXX.XXX
Experienced entrepreneur leading the top FMCG locally with an experience of 25 years with proven skills and qualifications.
EDUCATION AND TRAINING
- Customer Service Assistant-CV
XXXX, Dhaka ,Bangladesh | H: XXX-XXXX-XXX | C: XXX-XXXX-XXX | XXXX@XXXX.XXX
Team Member Cashier experienced in taking food orders, operating cash registers
highly effective at anticipating and accommodating customer needs.
Friendly, punctual, and enthusiastic team player.
Hard worker who thrives under pressure and goes above and beyond to create unforgettable guest experiences.
Friendly, calm under pressure, flexible, expert problem solver
Strong communication skills both in local and English
EDUCATION AND TRAINING
Manager has to provide inputs from all firm functions. The job of the manager marketing provides input on demands and accounting for financial conditions. Therefore if the plan or structure is disrupted or change it affects the whole company as a whole. If a manager wanted new workforce he/she would have to train and hire new employees to meet the demands and also deal with cash flows. Manager also foresees all operations because Dunkin Donut operates on one department. The manager is responsible for looking after all the employee and step into an issue. They are also responsible to hire schedule overtime, and vacation scheduling for their workforce. Lastly, scheduling is very important part in keeping a company afloat and breaking even. Manager are responsible to see what time should they hire more worker.
Being an international company, Dunkin’ Donuts’ expects all its staffs to know about the international culture as well as local culture to represent the brand individually. Once the franchise agreement is finalized the company arrange different training for its employee.
As per the organizational hierarchy of franchisee country, the top level employees are required to attend regional meeting, video conferences with the headquarters and maintain regular liaison with the headquarters. In most of the cases, development program take place based after interval. On the other side, every chefs and customer service representatives are required to attend the training program during the orientation day which is arranged by the company. Dunkin Donuts mostly believes in on the job training as it’s more practical and relevant towards the company’s business nature.
Most of the training focus on the service and marketing side of the business to identify the relevant problem beside the business processing and operation.
As per the franchising agreement, the required fees are set by the mutual agreement between franchisee and franchisor only for the beginning year. In the next year of operation the franchise has the authority to make change in the financial planning. This section analyse the projected financial planning for since the opening year till the next three year.
- Dumitrescu, L. and Vinerean, S., 2010. The glocal strategy of global brands. Studies in Business and Economics, 5(3), pp.147-155.
- Schmidt, R.A. and Oldfield, B.M., 1998. Dunkin’Donuts-the birth of a new distribution and franchising concept. British Food Journal, 100(2), pp.119-124.
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