discussion did dunkin make a right move

On September 25, 2018 (Links to an external site.)Links to an external site., Dunkin’ Donuts revealed that they will be dropping “Dunkin'” from their brand name.

We have already discussed this on the first day of class, but this time, let’s use some frameworks. Please read the following excerpt and use IBIS World (Links to an external site.)Links to an external site. to search for “Report 72221b: (Links to an external site.)Links to an external site.Coffee & Snack Shops in the US (Links to an external site.)Links to an external site.” published in August 2018 by Rachel Hyland. Using both information briefly answer the following questions: a) which of the PESTEL factors do you think has the strongest impact on this industry and b) do you think this is an attractive or an unattractive industry? Determine which of the forces are strong in this industry.

I’m sure the name change is at least partly rooted in America’s growing health consciousness, and that’s understandable. You know how it is out there. Every food purveyor’s on its best behavior. Carbs are anathema. Sugar’s a dirty word. I think it’s already illegal in 32 states to order a blueberry muffin…The doughnut—which, to me, stands alongside the lightbulb and the remote control as one of humankind’s greatest advances—faces an even fiercer siege. Walking into work in 2018 with a box of doughnuts is like strolling through the office with a lit cigarette and a bottle of Jagermeister. Co-workers literally run away from you.

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