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Afternoon
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Company Lecture:
Dunkin Donuts
Dunkin Donuts was
fun and very enlightening. I was interested in how they adapted an
American item (donuts) to a different culture. Interestingly,
Brazilians see donuts as dessert, not breakfast. And in order to stay
in business, Dunkin Donuts had to develop “salty foods” – sandwiches and
the like to keep the interest of the Brazilian consumer. I was also
interested in learning how US franchisees learn from each other (in
different countries), and what role corporate plays in disseminating
information and learning experiences among their branches in different
countries. (Chris S.) |
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The bus was buzzing with discussion
afterwards. The lecture concerned Dunkin Donut’s entry strategy and current
strategy in Brazil. They are the only chain of donut stores in Brazil.
Dunkin Donuts faces two dilemmas: They need to drive demand for donuts
within Brazil. Brazilians do not eat donuts for breakfast and prefer salty
foods to sweets. Second, they need to convince consumers that their coffee
is worth buying. This strategy seems peculiar since Brazil has the best
coffee in the world and yet it is typically given away for free in
restaurants, in lieu of water – and therefore, it is hard to convince
consumers to sit down and enjoy coffee drinking as an experience, and to pay
a premium for this experience. (Rosanna)
Evening
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Alumni Dinner at Skie Restaurant
By night, we went
to most spectacular and coolest restaurant of the whole trip. It is the
terrace of the “Unique Hotel.” Nice place and environment, not so good
food. (Enrique)
In the evening we
went to the Alumni Dinner at the Unique hotel. What an amazing view.
We could look out on the whole city. (Kristen) |
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