Wednesday, June 17, 2009

Today's Fly Or Die Commerce Report: Dunkin' Donuts Multiples Its Stores In Korea

Here, in the New York City area, Dunkin' Donuts are plentiful. However, the Massachusetts based company is far from just a national entity. They have an expanding international presence as well.

According to The Wall Street Journal, South Korea currently has 663 Dunkin' Donuts stores; and, executives want to "double that number in the next decade. They allegedly plan to open 100 additional stores in South Korea before 2009 ends.

Dunkin' Donuts growing popularity in a country whose citizens traditionally drink tea (not coffee- like Dunkin' Donuts sells), and traditionally eat breakfast at home with their families, means that Dunkin' Donuts had to calculatingly set out to change the cultural mindset of the country's citizens when it comes to breakfast and food consumption in order to create customers. The corporation has reportedly done this via enticing advertising, marketing, discount coupons, and free product samples.

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