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Question 1

The company in my district which I feel is most customer-centric would have to be my local food retailer, SPAR. This purely means that they have used a proven, tactical sales method that enables them to predictably generate more revenue without increasing sales costs. In focusing their activities and products on consumer demand they have managed to build many profitable and sustainable relationships with their customers.

SPAR offers a 'Double Your Money Back Quality Guarantee' on all SPAR Brand products. As well as this they keep ahead of brand standards by having their products tested on a monthly basis by an independent laboratory. In doing this they create a feeling of security around their brand. Customers who demand high quality at a reasonable price and a sense of security around the products that they purchase are most likely to use a SPAR brand item.

SPAR opens at 07h00 and closes at 19h30. This is done in order to accommodate customers who wish to do their shopping before or after work.

They provide a safe environment for shoppers as they have friendly and visible security. Many customers, who demand safety, feel secure and at ease whilst doing their shopping.

The tellers, staff and managers are well trained, friendly and reliable, many of which have worked for the company for many years and have developed relationships with their customers. These relationships allow them to provide reliable customers with certain products on request such as magazines, pasta sauces, certain fruits and vegetables and selected cuts of meat etc.

Question 2

Demographically we can segment the market into groups based on age, gender, family- size, income, family life cycle and occupation.

The target market will be specifically made up of males and females ranging in ages from 18- 45. This segment was selected as many people younger than this age are still having their meals selected for them whereas those who are older than this bracket are seeking a healthier and more holistic lifestyle. For secondary target markets healthier products should be provided as well as products for children

Much of the target market will be business people who earn between R36 000- R400 000 per year. Target Markets earning less than this may not have as much disposable income to spend on Dunkin’ Donuts products. More inexpensive products should be available for secondary target markets with less purchasing power.

By using psychographics we can segment the market into groups based on social class, lifestyle and personality characteristics.

Since middle class consumers between the ages of 18- 45 are the highest consumers of coffee they will make up a large part of the primary target market.

The target market are coffee aficionados, mainly people on the go as well as consumers from family units of approximately five people per unit. Hence the ideal Dunkin’ Donuts customer would be a working professional, with a family.

A distinctive Dunkin’ Donuts consumer is like Mike. Mike is 35 years old. He has three young children and is also a working professional with a busy schedule. He enjoys watching soccer and going to the gym in his spare time. To give him energy to get through the day Mike enjoys a double espresso latte every morning. On Saturdays, Mike takes his children to Dunkin’ Donuts to have a light breakfast before their cricket games.

Question 3

3. A

Need For Variety

Dunkin’ Donuts consumers have a strong need for variety in their food and beverages. They would require different types of coffees and various flavours of donuts and other baked goods. A range of healthy alternatives is also a need for many consumers.

Health Needs

Customers have a health need for clean food preparation areas as well as sanitary restrooms and consumption areas. This target market also has a need for fresh products.

Social Image Needs

Customers of Dunkin’ Donuts feel that they project a certain social image by conspicuously consuming Dunkin’ Donuts products. As the case study shows customers who were asked to go without Dunkin Donuts coffee for one week felt that their emotional and social needs, which they get from a daily visit to Dunkin’ Donuts, were not being fulfilled.

Need For Pleasure

Consumers in the primary target market may also gain personal pleasure in consuming the food and beverages served at Dunkin’ Donuts. For example a customer may purchase a donut after a difficult day at work to make his day seem a bit better. This act has brought the consumer personal pleasure.

Physiological Needs

Dunkin’ Donuts have a fundamental need for food and water. Dunkin’ Donuts can meet this need with coffees, smoothies, breakfast sandwiches and donuts.

Other needs may also be the need to give, perhaps to charities. Another would be the need for information, in the form of informational advertising. Lastly would be the need to possess.

3. B

- Since the server is the crossing point between the consumer and the organisation, Dunkin Donuts should ensure that their employees take pride in their work. Particularly with regard to clearing of tables and being available when a customer requires assistance.

- They can reorder their resources to meet convenience and amusement needs. Specifically they can make deliveries to offices and offer entertainment for children.

- They should ensure that all orders are delivered speedily and within the pledged period of time. E.g. Dunkin’ Donuts must ensure that they deliver orders, via the drive through, in 90 seconds if that is their promise.

- Dunkin’ Donuts must ensure that all goods are freshly baked and that their healthier alternatives are in fact healthy. More specifically there should be no chance of stale goods on sale or finding out down the line that their healthy alternatives are just as unhealthy as their conventional meals.

- The company should make certain that there are visible