The vast majority of the trademark value at Smuckers ($1.824 billion) is considered by the company to be indefinite-lived, not subject to amortization. This means that the company believes its marks have near-permanent value, evidence of their strength in the market.
The company's distribution competency is also considered to be one of its greatest strengths. Smuckers has saturation distribution across North America, which allows it to launch brand extensions and new products and to outmuscle smaller competitors. Distribution also allows Smuckers to forge partnership with its retailers that can help with product positioning within the store (merchandising) and with new product introductions. Smuckers can place complementary brands together to enhance its merchandising capabilities. The result has been strong financial performance, which in turn has fueled the company's strong balance sheet. This financial strength has allowed Smuckers to make acquisitions that have strengthened its brand portfolio. For example, the company acquired Folgers from Proctor & Gamble in 2008, taking advantage of that company's inability to leverage the brand -- most of Smuckers' profit in 2009 came from Folgers which acts as a complement to the Dunkin' Donuts coffee already marketed by Smuckers.
The weaknesses at the company seem at present to be more theoretical than actual. Smuckers' brands lack dynamism, but they are still strong in their segments. Thus, the brands represent risk rather than weakness. This decision is key because it allows Smuckers to address the issue before it becomes a problem over the long-term. Smuckers also has issues with respect to pricing power. This reflects the issues with respect to the brands. The company for the most part attempts to use the value of its brands as a point of differentiation but this strategy should result in the company being able to generate premium rents on its products. However, margins that lack the industry average indicate that this is not the...
Dunkin Donuts Internship When most people think of Dunkin Donuts, they will often associate it with the many franchises and the quality of the products they provide. This has helped the firm to become very popular and to reach out to new segments of customers in an ever changing marketplace. One of the reasons why they have been so successful is from their ability to understand the needs of cliental. (Boone,
Opportunities Opportunity: Dunkin' Donuts can keep customers by responding to consumers' health concerns. The company ahs already moved towards a trans-fat-free frying oil for their donuts (Ordonez, 2007). Since they have begun offering breakfast sandwiches, more health-conscious offerings would allow to company to transcend their image as having only fat-laden breakfast offerings. Dunkin' Donuts has a definite opportunity in the market for healthier breakfast foods and drinks. Opportunity: Dunkin' Donuts' coffee are
It seems as if they are branching out to become almost a fast-food location, rather than just a coffee and donuts location, and that makes me wonder about the quality of all these new food items. The video shows a company that is concerned, even obsessed with quality. The Web site shows a company that is concerned with quality, but that is attempting to broaden its customer base by including
Dunkin Donuts An Overview of Dunkin' Donuts There are few names that are as recognizable to morning commuters as Dunkin' Donuts. The nationwide fast-food style purveyor of fried donut pastries, coffees, bagels and a limited assortment of other breakfast and snack items is a household name that has achieved a rarified level of cultural and economic success in the United States. However, like any company, Dunkin' Donuts is not impervious to the
Introduction Being a regional director for a major restaurant chain like Dunkin Donuts presents unique challenges and opportunities. Factors like job design, organizational design, recruiting and selection, and training and performance appraisals will reflect the demographics of the target market, and the unique geographic features of the region. Moreover, choices in organizational design and human resources will reflect the organizational strategies and climate of the parent culture. There are ways that
Dunkin' Donuts: A vision for the future in the Midwest region Dunkin' Donuts has experienced stratospheric growth in recent years. To capitalize upon its success in the Midwest region in the five new locations opening up over the course of the next two years requires playing to the organization's strengths in terms of the quality and efficiency of service it offers at a relatively low price. Recruiting top talent, even at entry
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