The feasibility Study of Dunkin Donut

A Research Presented to the Faculty of the College of Business, Arts, and

In Partial Fulfilment of the Requirement for the Degree

Kimberly H. Rejas
Angelene C. Portrias
Reycel S. Cutillas

June 2022
 Chapter 1

THE PROBLEM AND ITS SCOPE

INTRODUCTION

Rationale

Food marketing is an essential part of the business world that provides

and satisfies human needs. It is an activity that occurs within the food system

between the farm's gate to the consumer. The food service industry in the

Philippines in the form of restaurants, coffee shops, fast food chains and etc. has

been rapidly expanding due to the reason that the demand is increasingly

growing. coffee shops have brought a big impact on the economy of the

Philippines, especially today when millennials are developing their love for

coffee. The majority of individuals are beginning to be fond of coffee in demand

and popular.

Dunkin donuts is an American donut company and a coffee house whose

are based in Canton, Massachusetts in Greater Boston. It was established in the

year by William Rosenberg in Massachusetts. Dunkin donuts experienced

unusual success that made it become one of the biggest and leading baked

goods and coffee houses globally. The Dunkin donut has over 12,000 branches

in more than 36 nations. It comprises donuts, other niches, and different hot and

cold beverages. Dunkin donuts have also become a leader in digital innovation.
Moreover, the main focus of this study is Dunkin Donuts located in the island city

mall branch in Tagbilaran City Bohol.

The aim of this study is to help the Dunkin donut branch in island city mall

to be more successful. The market planners want to know the different strategies

that the company or branch used to improve their business. The researchers

would like to recommend in the said branch is to improve the area of the location.

as we want to know the different strategies that the company or branch used to

improve their business.

Statement of the Problem

This study aims to determine the feasibility of the establishment of Dunkin

Donuts at the ICM branch in Tagbilaran City, Bohol. This study will cover the

Academic Year 2021-2022.

           In particular, it sought to answer the following statement:

1. What is the profile of the respondents?

1.1 types of consumers

2. Is the planned location feasible for the proposed project?

3. Is the proposed study feasible based on the following aspects:

3.1 market;

3.2 technical;

3.3 management;

3.4 financial; and

3.5 socio-economic

4. Is the proposed study beneficial for the following:

4.1 consumers;

4.2 owners;

4.3 community or residents in the town; and

4.4 future researchers

5. What are some relevant strategies to make the project profitable?

This study would be beneficial to the following groups of people:

Consumers. This study will benefit the consumers, especially those who

are in the area since it is not necessary for them to travel farther just to buy

beverage and snacks.

Owners. This study will benefit the company owner for this study does not

only aims to provide convenience, but also to increase the profit or income of the

company.

Community. This study will somehow help the consumers by providing

them convenience in buying the product offered by the company involved in this

study.

Future Researchers. This study could be used as a reference for future

researchers who will be conducting related study in the future.

Design

This study will use the descriptive survey method to determine the

feasibility of the study of Dunkin Donut at ICM Branch Tagbilaran City, Bohol.

This study will apply the descriptive method since the researchers will aim to

obtain information to systematically describe the variables involved. The

researchers will also apply the survey method to observe the advantages and

effects of this study on the community and the rest of the people that will be

involved in this study.

Environment and Participants

This study will be conducted at Island City Mall in Tagbilaran City, Bohol.

Moreover, interviews and surveys will also be conducted with some random

consumers such as teenagers and adults, who are found in some coffee shops

nearby.

Instruments

The researchers shall come up with a questionnaire that will further help

the assessment of this study. The questionnaire sheet will be specific and clear

to be easily understood by the selected participants.

The researchers will ask for permission and approval from the Campus

Director and the Dean of the College of Business, Arts, and Sciences to conduct

this study. The study will be conducted primarily at Bohol Island State University-

Main Campus in Tagbilaran City.

After the approval, the researchers will select 15 respondents that will be

selected randomly around Tagbilaran City, which will play a massive role in the

assessment and gathering of data needed. Then, the researchers will come up

with the most appropriate questionnaire that would be understandable and

specific. The researchers will utilize the use of questionnaires, which the

respondents will answer based on their preferences.

Scope of the Study

The objective of this study is to propose a feasible project primarily leads

to a coffee and donut shop establishment accessible for the community,

consumers, and also the people that will be affected in this project.

Limitation of the Study

The proponents might encounter hindrances in pursuit of the study as the researchers is

fully relying upon the honesty of the respondents. Some respondents might not able to

answer the questionnaires seriously. Hence, the proponents will thoroughly discuss the
essence of answering the questionnaires honestly in order to come up with an accurate

data that is vital on the study.

OPERATIONAL DEFINITION OF TERMS

The following terms are commonly used throughout the study. These terms are

defined in the context of this proposed study for better understanding.

Coffee. It refers to the beverage offered by Dunkin Donut.

Donut. It refers to the pastry product offered by Dunkin Donut.

Feasibility Study. It refers to the assessment or the method applied to the study.

Establishment. is a business location for a company that is engaged in a single

activity.

Market. It refers to the current marketability standard of the company.

Socio-economic. It refers to the current status of the company.

Food marketing. It refers to advertising that promotes the sale of certain food or

food products.
 Chapter 2

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

Market Aspect

This chapter presents the gathered market study from the conducted

survey. It covered the demand analysis which involved with historical demand,

present demand, and projected demand. It also covered supply analysis which is

comprised of actual projected supply. Moreover, this chapter shows the demand

and supply gap analysis, market share analysis and marketing program.

Demand Analysis

Currently, Tagbilaran City has many coffees and donuts establishments

built around the area. However, the first and only branch of a popular coffee

establishment like J.Co Donuts & Coffee in Bohol started in Rajah Sikatuna

Avenue, Tagbilaran City which is 5.2 kilometers away from CPG East Avenue.

Mostly, common people who are interested in dining in at J.Co Donuts & Coffee

requires for them to travel. Although traveling only takes 12 minutes to 15

nearer from the market areas.

Historical Demand

The first and only branch of J.Co Donuts & coffee was built in Island City

Mall at Rajah Sikatuna Avenue, Tagbilaran City. Since then, it makes the

customers passed off because they are wasting their time and effort falling in a

long line. This problem cause people’s dissatisfaction about the product as well

as to the store especially in times the company offers sale or discounted price for

their products.

Present Demand

Projected Demand
 REFERENCES

https://www.britannica.com/topic/cafe-eating-and-drinking-establishment