Running a business today is difficult and it was said best when they said, “You can't do the job of today with yesterday's methods and be in business tomorrow. » (Anonymous nd). Dunkin Donuts began in 1950 and currently has approximately 7,306 stores in the United States (Bridgeport) alone. Dunkin Donuts' customer base includes anyone who loves coffee, donuts, bagels or muffins. Dunkin Donuts is also making strides to stand out from its competitors. Let's take a look at above and below the line initiatives, Porter's five forces, and the value chain. Above and Below the Line Initiatives Consideration of above the line initiatives includes the “responsibility to overcome obstacles” (Connors). For Dunkin Donuts, this includes the introduction of the DD Card which provides the ability to reload, earn rewards and receive special offers. Dunkin Donuts also offers a mobile app so you don't have to carry a card, which appeals to those who are always on the go. Many may have noticed that Dunkin Donuts now has coffee creamers for sale at your local supermarket. All of these are steps to increasing sales, retaining existing customers, and evolving with the times. If below the line is defined as “poor execution, poor performance, and poor morale” (Connors), it stands to reason that no one, including Dunkin Donuts would want to be on this side of the coin. However, in the case of a new item, program, etc., a test showed that the item would do well in the market, but when launched, it did not have the expected success. This could be attributed to below-the-line initiative. Dunkin Donuts should learn why the intended product or program was not successful and then operate...... middle of paper ...... anonymous. nd Business Quotes and Sayings. Retrieved from http://www.sayingsnquotes.com/quotations-by-subject/business-quotes-and-sayings/Bridgeport, CT: Worldscope/Disclosure Partners. (May 11, 2014). Worldscope, retrieved from www.lexisnexis.com/hottopics/lnacademicCanadean - Mergers, acquisitions and partnerships. (February 20, 2014): LexisNexisAcademic. Internet. Date accessed: 05/17/2014.Connors, Roger. 2011. Steps to Accountability. Retrieved from http://www.ozprinciple.com/self/steps-to-accountability/Murray, Martin. January 10, 2012. Dunkin' Donuts centralizes its supply chain. Retrieved from http://logistics.about.com/b/2012/01/10/dunkin-donuts-centralizes-supply-chain.htmP., Justyna. and Primary value chain activities. Retrieved from http://www.ehow.com/list_7600716_primary-value-chain-activities.html