Show MoreCASE FORMAT
KRISPY KREME DOUGHNUTS, INC. --- 2004
1. Title Page
a. Case title
b. Group Members
c. Class schedule
d. Term and school year
e. Date submitted
a. 1-page Case Summary
b. Proposed Vision and Mission Statement for KKD
c. External Audit --- EFE Matrix
d. Competitors Analysis --- CPM
e. Financial Ratio Analyses
f. Internal Audit --- IFE Matrix
aveA Case Study on Krispy Kreme Doughnuts, Inc
A Case Study on Krispy Kreme Doughnuts, Inc
1. A Case Study on Krispy Kreme Doughnuts, Inc
Krispy Kreme is a company that despite its history dating back to 1937, has only started to experience rapidly increasing sales, expansion, and customer awareness…show more content…
One of Krispy Kreme’s downfalls in recent years is its inability to differentiate themselves from the product line of Dunkin’ Donuts and other competition. Doughnuts sold to wholesalers were no longer hot out of the oven and were not any different than any other doughnut. Krispy Kreme’s failure to separate themselves from what the competitors were selling caused the consumer to lose interest in the company’s products. Krispy Kreme’s competitors such as Dunkin’ Donuts and Starbucks have been successful because they are able to offer not just one product, but a number of things that attract both new and old customers while still bringing in a steady profit. After the consumer had the “Hot Doughnut” experience, they were left with nothing to come back for.
• Product & Price
Krispy Kreme’s marketing mix concentrates on its product. The “Hot Doughnut Now” concept intrigues customers. “All the doughnut mix and equipment used in Krispy Kreme stores was manufactured and supplied by the company” in order to ensure “consistent recipe quality and doughnut making throughout the chain” during the production process (Thompson et al, 2004). These doughnuts were sweeter, bigger and at a slightly lower price than most of its competitors, depending on the variety of doughnut.
The company’s choice of locations
move for the firm to pursue? How can the firm survive in this global market whilecompeting against several competitors?
PROBLEM STATEMENTCentral Problem
Krispy Kreme needs a clear strategic marketing plan to survive through the years.
Loss of investor confidence
Decreasing market value of equity
Lack of a loyal customer base
Issues with financial management causing inaccurate financial statements
Dispute with supply chain
Krispy Kreme Doughnuts is popular with its hot glazed doughnuts making it a major competitor also in the restaurant industry. Soon as their product became popular in the United States, the company rapidly expanded across United States and also to the International markets. In the end of year 2004, the economy begun to slow, competitors of Krispy Kreme crowded the market and expansion for Krispy Kreme had to be scaled