Consumers on a continuous basis are choosing more healthy and nutritious options that align with their well-being. Due to this shift, many are evading doughnuts which has contributed to stagnant general progression in the doughnut industry. As a result there has been horizontal sales market-wide which poses an adverse impact on Krispy Kreme’s market growth. Krispy Kreme while facing stationary sales in order to gain market share would have to implement strategies to increase sales by the unit very briskly in order to gain competitive advantage on a larger scale than competing companies such as Dunkin doughnuts. There has been an increase in Krispy Kreme’s market share in recent years. There has always been a love for Krispy Kreme doughnuts among their consumer. New and existing customers will continue to be favorable which will in essence stimulate overall consumption which would increase market share overtime. This growth would effectively minimizing the need for Krispy Kreme Doughnuts to increase their sales at the cost of other doughnut competitors in their industry.
There has been apprehension among competitors in the doughnut industry over the years regarding Krispy Kreme’s quick growth. The main concern is centered on Krispy Kreme eating away at their own position in the marketplace. Without a doubt Krispy Kreme on previous occasions experienced growth in market share. This growth foundered due to the fast pace of growth which was later determined tha...
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...ontribute to Krispy Kreme’s strength with their donuts. Presently Krispy Kreme should device ways to enter new markets that appeal to a wider range of new and repeat customers. Additionally Krispy Kreme should develop a more effective marketing plan that is also cost effective. By doing so there original strategy of word of mouth would have an additional backup from aggressive advertising via the media, newspaper or the internet.
The trend to a healthier lifestyle has affected the donut industry over the years. However, Krispy Kreme has managed to position their donuts a popular snack food. Due to Krispy Kreme’s ability to continuously provide a donut of high quality. Krispy Kreme has the stamina to remain successful and also implement ways to enter new markets in efforts to gain market share and attract more new customers and maintain their competitive advantage.
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