Marketing and Customer Segmentation
In this game you play the part of Dunkin Donuts in an established market of 1,000,000 coffee drinker
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In this game you play the part of Dunkin Donuts in an established market of 1,000,000 coffee drinkers. This market is controlled only by Dunkin Donuts and Starbucks, there is no other competition.
The market is segmented into 4 sub-groups: Heavy Regular, Heavy Espresso Base, Occasional Regular Occasional Espresso Base.
The occasional coffee drinkers normally order a pastry (donut, cake, etc.) with their coffee more often than the the heavy coffee drinkers, but on an individual by individual basis the heavy coffee drinkers are buying more donuts each month than the occasional coffee drinkers.
For this game you are concerned with selling 3 products: Regular Coffee, Espresso Base Coffee, Pastry (donuts, cakes, etc.)
For each product you sell you have control over the following decisions: Process Improvement Spending, Taste Improvement Spending, Marketing, Price.
Finally you can then also choose to open new stores or close existing stores.