Segmenting and Targeting Markets

        Dunkin Donuts is a very successful company. This company is not successful by chance, luck, or by some powerful miracle. Dunkin Donuts have very intelligent insight that allows them to have continuous success. Grasping an idea on where to set up shop and who to target as their main target market helped this company extremely throughout the years. Dunkin Donuts uses geographic and demographic segmentation to determine where their next place of business will open up to consumers. By knowing these aspects of the area they want to set up shop in, Dunkin Donuts can then see if it will be good or bad place for business. This is where knowing their Target market comes into affect. It makes no sense in opening up a store where your target market is no where to be found in that area. Dunkin Donuts may seem to target all markets due to the products they sell and also due to their partnership with Baskin-Robbins. They both have items there for markets 5 and up in age, all genders, races, nationalities etc. However, Dunkin Donuts have not lost their focus on their main target market which is adults from 25-55 years of age, working class, all races and all genders. Coffee and Donuts will always be their main driving force of the company but as the years came and went; things were added to the company that kept them updated with modern times. Dunkin Donuts also had to widen their target market to stay updated to modern times as well. Their products are also very affordable which grabs so many consumers. In my personal opinion, Dunkin Donuts can set up shop anywhere and still be successful. There will always be people in every area that likes Dunkin Donuts products. This comes from staying focus, knowing how to segment their market and knowing their target markets in their early years. These aspects will continue to keep Dunkin Donuts the successful company that it is.