Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Ms. Rakhshanda Ali Syed, Scholar in Residence, Department of Marketing

Project Coordinator (Internal)

Muhammad Zahid - Manager (Graduate Programs)

Project Coordinator (External)

Abdul Rafay Shaikh - Chief Commercial Officer

Client

International Franchises Pvt Ltd (Dunkin’ PK)

Committee Member 1

Mr. Adnan Ahmed, Project Reviewer, Department of Marketing

Committee Member 2

MS. Mohini Mayur, Department of Marketing

Project Type

MBA Research Project

Keywords

Digital growth, E-commerce, Last-mile delivery, UI/UX, Upselling/Cross selling, Loyalty/CRM, QSR

Abstract / Summary

Dunkin is an international brand however in Pakistan it is being operated by International Franchises (Pvt.) Ltd. in Pakistan, it is being struggling with a strategic challenge which is their sales through the digital platform. The sale through the digital platform accounts 20% of the total sales out of which 75% flows through the aggregator Foodpanda and the sales through the Dunkin owned platforms (website and mobile application) with a mere 18-20% share of digital platform. Foodpanda works on commission and the commission it is charging is nearly 25-27% on every order routed through its network, consumers expectations are increasing around the app-based ordering, therefore it is necessary for Dunkin Pakistan to build its proprietary digital channel that are competitive in experience quality and also so it could stop giving a share of their profit in commission to Foodpanda.

The report that is prepared presents an integrated digital growth strategy which is based on the three evidences (1) Primary Consumer Survey Data from Karachi (2) Internal Operational shared by Dunkin Pakistan’s management: and (3) a competitive platform and content audit. The strategy focuses on helping Dunkin with five integral dimensions that are interconnected which includes last-mile delivery performance, website digital KPIs, channel-mix optimization, delivery radius and operational modern design, and conversion advertising effectiveness. It also addresses own-channel contribution growth, improvement around the design UI/UX, and upselling mechanics to grow Average Order Value (AOV).

The strategy is structured in three phases: Diagnostic Analysis (completed), Strategy Design, and implementation and measurement. The expected outcomes include an increase in owned-platform digital contribution, improve average order value through the loyalty program and upselling, reduce the last mile complaints and measurable brand equity growth on digital channels.

Download

Available for download on Saturday, September 22, 2029

Share

COinS