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Business Studies Essay Assignment on Developing a Market Niche

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Business Studies Essay Assignment on Developing a Market Niche

Introduction: Developing a Market Niche 

Identification, development and the implementation of a Market Niche requires expertise and research to formulate an in-depth understanding of market trends. While this process can be extensive the key to market niche development focuses on the core strengths that a company can deliver to.  

Deliverables  The post project for this lesson is required to be a minimum of 750 words that clearly demonstrate your understanding of the activity. Post project essays should have a clear introduction, thesis statement and conclusion, written in APA format (Purdue OWL). A minimum of three sources, at least two from the lesson, must be cited in-text and in the Reference list 

Activity Details 

Perform the following steps: 
Step 1: Read the Dunkin’ Donuts case study. (reference below)

Read the Dunkin’ Donuts case study about carving a niche in the market and going head-to-head with the nation’s largest coffee chain. 

Dunkin’ Donuts: Targeting the Average Joe from Armstrong, G., & Kotler, P. (2013). Marketing: An Introduction (11th ed). Upper Saddle River, NJ: Prentice Hall.

Step 2: Address the following.  

In your paper be sure to address the following:

  • Begin with an introductory paragraph that provides an overview of the Dunkin’ Donuts case study 
  • Analyze and write about the marketing (and business) approach taken by Dunkin’ Donuts. 
  • Describe best practices in marketing and explain in what ways did Dunkin’s break the mold  
  • Explain the approach where Dunkin Donuts followed best practice research.  
  • Describe how Dunkin’ Donuts carved out a niche in the market by going head-to-head with the nation’s largest coffee chain.
  • For the conclusion summarize and synthesize what you have learned about the market niche development process.

Step 3: Write your paper

Write your essay to address all the questions above.

Use these writing guidelines:  

  • Include a cover page and references in addition to your required word count.  
  • Use correct APA format  
  • Double-space text  
  • Use size 12 Times New Roman  
  • Use section headings to organize  
  • Indent paragraphs  
  • Include in-text citations  
  • Use correct spelling, grammar, sentence structure and verb tense  


  • Dunkin’ Donuts: Targeting the Average Joe from Armstrong, G., & Kotler, P. (2013). Marketing: An Introduction (11th ed). Upper Saddle River, NJ: Prentice Hall.
    • Filename: 2_post_project_dunkin_donuts_case_study.pdf
  • Schachter, L. and Cheatham, R. (2015). The Keys to Key Account Management: What Great Looks Like.
    • Filename: 2_reading_2_1_kam_what_great_looks_like.pdf
  • Bacon, Jeremi. (2019). Categorizing and Selecting Key Accounts and Customers.
    • Filename: 2_reading_2_1_categorizing_and_selecting_key_accounts.pdf
  • Speakman, J.I.F., & Ryals, L. (2012). Key Account Management: The Inside Selling Job. Journal of Business & Industrial Marketing, 27(5), pp. 360-69.
    • Filename: speakman_-_key_account_management_the_inside_selling_job.pdf

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