Control

The success of the marketing efforts and the overall success of Dunkin’ Donuts will need to be tracked thoroughly and changes to implementation and strategies will need to be made accordingly. For the beginning, it will be important to determine the level of brand awareness in Sarajevo, with an extensive survey that will be conducted. After set intervals, the survey will be repeated and we will gain information on whether or not our efforts were successful in this survey, it would also be wise to include questions about the general attitude of customers towards the brand and whether or not the respondents have made a purchase, since even if they are highly aware of the brand, that does not mean much to us in the short-term if they are not making purchases at all.

Before each activity is implemented a control test will be carried out so that we may get some information about the situation prior to the activity, and so it will be easy to compare to the situation after the activity is carried out. In this way, we will be able to isolate the most effective activities and use them in future campaigns. This will also tell us which activities

need to be financed with a larger portion of the budget and if we are spending too much money on other activities.

We believe that control will be the most important element of our marketing activities since our plan will mean nothing if there is nothing to be learned from it and if there is not any positive outcomes resulting from it. Therefore, control will be carried out as often as will be deemed necessary and budget will be allocated to it accordingly.

CONCLUSION

After the conducted research and analysis of the potential market and customers, we have decided that it would be a good investment to attempt to open a Dunkin’ Donuts in Sarajevo.

This conclusion was derived from the idea that there is nothing of this sort present on the market and that there is great potential for success. We have determined through research that there is a large enough population that would be interested in the opening of this restaurant in Sarajevo, and so we have decided that it would be beneficial to try and offer it to the market.

From the calculated costs and revenue we have determined that there is a potential for a profit of 7,266,100.00 KM in the first year before taxes, which is a great indicator and should prove to be an incentive for investors to take interest in our project and to eventually provide financing. We also predict that there will be an increase in revenue and from that, profit, in the following years once there is time to establish ourselves as a top contender on the market.

When it comes to promotion, there needs to be an intensive effort to get the general public familiar with the brand and to build trust and a positive brand image. It helps that it is so well established internationally and there are a lot of references that people could turn to for more information about the brand. The ongoing success of this brand will be heightened by the constant efforts to reach the customers and to build a long-lasting relationship with them which they will transfer to their peers, colleagues, family, and friends.

Based on all of the above information that has been provided it can be said that it is a good venture based on the market and economic indicators/analysis.

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