Krispy Kreme Doughnuts

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Table of Contents

Introduction p.3
1. Company Overview p.3
2. Company’s mission and vision p.5
3. External analysis p.6
3.1 The macroenvironment p.6
3.1.1 Demographic environment p.6
3.1.2 Economic environment p.7
3.1.3 Natural environment p.7
3.1.4 Technological environment p.8
3.1.5 Political environment &n...

... middle of paper ...

...nbsp;0.10
Healthier product trend 0.10 1 0.10
Substitute products 0.05 2 0.10

TOTAL 1.00 2.80

Krispy Kreme is not responding outstandingly to opportunities and threats. It is a little above average (2.50). Krispy Kreme has not acknowledged enough its changing environment. Although it has tried to expand in the United States with the acquisitions of two different companies, it doesn’t seem to have done it with a lot of reflection. The acquisition of Digital Java proved to be working, yet Montana Mills was a huge waste of money and didn’t help much the company expand its business and its clientele. Kripsy Kreme can continue growing in the market place, but it has to take active steps towards healthier products and an increased Internet use, while closely monitoring competitors and substitute products.

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