Abstract Dunkin’ Donut is a leading multinational firm. The company has identified new locations to market its quality products. This discussion identifies the major issues associated with the company’s business strategy. The paper also outlines the major external factors that will affect the company’s marketing strategy in Asia. The essay also offers useful recommendations that can make Dunkin’ Donuts more profitable. Such practices will ensure the company achieves its business goals. Introduction Dunkin’ Brands Group Incorporation has been one of the most successful franchises (“Dunkin’ Brands,” 2014). The organisation is currently a competitive player in its industry. The company has established hundreds of locations in the United States. The firm’s brand has attracted and retained more customers and stakeholders. Dunkin’ Donuts has identified new continents to expand its operations. The firm is also identifying new regions in order to achieve its goals. Dunkin’ Donuts “is currently undertaking more franchise recruitments in several countries across the globe” (“Dunkin’ Brands , ” 2014, p. 1). The firm has signed a new franchise agreement with a Chinese company called Fast Gourmet Group. This approach will promote the firm’s brand in China. Baskin-Robbins is also expanding its business in different parts of the world. The company expects to establish more franchisees in Asia. The firm plans to have over 685 new Dunkin’ Donuts restaurants before the end of 2014 (“Dunkin’ Brands,” 2014). The company’s decision to invest in Asia will support its growth strategy. The firm must identify new opportunities that can make its strategy sustainable. Six Key External Environmental Factors A good marketing plan should focus on the expectations of the targeted consumers. Dunkin’ Donuts must analyse the six major external factors that can affect its performance in the global market. Political factors are important towards the success of every organisation. Dunkin’ Donuts should examine the political issues encountered in every targeted country. Political factors “determine the kind of governance, taxations, policies, and business approaches that are common in a particular region” (Musonera & Ndagijimana, 2014, p. 4). Economic factors are also critical towards the company’s success. Dunkin’ Donuts should “analyse the interest rates, inflation, exchange rates, and economic growth patterns of the targeted country” (Musonera & Ndagijimana, 2014, p. 7). These factors determine how businesses make their strategies. The factors also encourage investors to use the best marketing strategies for their commodities. Social factors determine the success of every business. Marketers should understand the expectation, consciousness, culture, taste, and tradition of every customer. According to Cui, Griffith, Cavusgil, and Dabic (2006, p. 103), “societal demands, age issues, and preferences are critical whenever marketing various products to different consumers”. Technological factors determine the effective of many firms. Such firms use new technologies in order to produce quality products. These factors promote competitiveness and performance. Every attempt to introduce n