I. Industry Analysis
Doughnut or more popularly known as donuts is not a pervasive culinary culture in Philippines, although thousands of donuts at roadside stalls and the school canteens have been selling this. Then Mister Donut came who revolutionized the way Filipino look at donuts.
Filipino people are started to love eating donuts as early as 1980’s which they adopted from United State of America particularly in Boston. From the streets of Boston, USA in 1955, Mister Donut reached the Philippines in 1982 and is now one of the fastest growing food brands in the country. Currently, they have over 2, 000 shop nationwide. They sell thousands of donuts and other baked product each day and continuously bring smiles to million Filipinos.
Donut industry has been increase. There are a lot of stores that sells donut because Filipino is fond of eating specially sweets like donuts. They are also having this tradition “pasalubong”. This occurs when a worker or the parents after work they bring homecoming treats to their children. Donuts are always in the trend because they are flexible in terms of flavor and design. They offered a lot of flavors (i.e. Bavarian, strawberry etc.) they can easily adapt when there an occasions.
Even there are a lot of baked product offered in the market still donuts is the one used as a homecoming treats or as a gift. Popularity of donut still increases because most Filipinos are having fun in baking. Today, the most in demand course offered in Philippines is culinary or related in cooking and baking.
II. Market Analysis
In the survey have been conducted to the costumers of Mister Donut which is located at Angeles City it has been identified that 53% of their customers are female and 47% are male. Mostly girls are the one who purchase donut but the gap is not that high. Still male also buy donuts which they used as a gifts or homecoming treats. Many of the customers are youth because they love surprise using donuts as a gift to their love one. And also the customers who are working used donuts as homecoming for their family. Customer demographics show the current customers are in an income range of P20, 000 or more, two income families, professional occupations, concerned about the environment and located primarily in urban areas. Research also shows these customers are educated because most of them are student and teenager followed by the consumer already had a college degree.
(KULANG YAPA INI)
III. Competitor Analysis
The major competitors of Mister Donuts on its area are Dunkin Donuts, li’l orbits, Go Donuts, Krispy Kreme and Donut King.
The competition begins between Mister Donut and Dunkin Donuts when Harry Winokur worked with William Rosenberg in Dunkin’ Donuts. After Winokur broke his partnership with Rosenberg, he went to create Mister Donut with his son-in-law David Slater in 1956, with stores in most North America. Currently, still they are the major rivalry in donut industry. They want prove to their customer if who has the best donuts.
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