Essay about Marketing Analysis - Krispy Kreme

Essay about Marketing Analysis - Krispy Kreme

Length: 1615 words (4.6 double-spaced pages)

Rating: Powerful Essays

Open Document

Essay Preview

Krispy Kreme Doughnuts Incorporates principal activity is to produce and market doughnuts and related items. The operations are carried out through three segments, company stores operations, franchise operations and Krispy Kreme Manufacturing and Distribution. The stores are both retail outlets and highly automated producers of over twenty varieties of doughnuts. The company is a branded specialty retailer, and produces more than three million doughnuts a day. In addition to its Krispy Kreme stores, the company sells its doughnuts in supermarkets, convenience stores and other retail outlets throughout the country. The Krispy Kreme Manufacturing and Distribution segment sells doughnut-making equipment, mix, other ingredients and supplies and also operates three distribution centers.
Krispy Kreme has a competitive advantage over other bakeries because the self-rising yeast doughnut has an excellent reputation representing freshness at its finest and because of the innovative doughnut making process. This process appeals to its customers through anticipation and the sensory response. The first indication is the large red "hot Krispy Kreme now" neon sign that's displayed while the doughnuts are being made. When the customer enters the Krispy Kreme doughnut shop, the aroma of the fresh doughnut hits their nose, and the anticipation from watching the fresh doughnuts roll off the line four feet away overtakes them. When the customer gets to the cashier, their mouth is watering and they always order too many. This highly refined presentation through the senses has made Krispy Kreme a cult favorite. (New York Times January 18, 2005) It's been said, "It's not how you prepare your food but how you prepare your guest." (Source Unknown) And...


... middle of paper ...


...markets in the US and abroad. Even though the market for doughnuts and coffee is quite saturated by many actors, there is still some room for growth, especially in smaller markets and in international markets. Krispy Kreme especially has a lot of room to grow as it still has many untapped markets in the US and abroad.

Works Cited
Boone, Louis E and David L. Kurtz. Contemporary Business, Ed., 11, Mason: South-Western,
2005

Breed, Allen G. "Sweet Dreams." The Capital Times. 10 Feb 2005.Web Ed. Business Sec.

http://www.krispykreme.com/history.html. Retrieved on February 16, 2006

http://www.newsweek.com/ article by: Barker, Robert Retrieved on February 17,2006

http://www.msnbc.com/ article by: Catherine Skipp Retrieved on February 17, 2006

Norris, Floyd. "Krispy Kreme Picks Turnaround Specialist." The New York Times 18 Jan.
2005: Business Sec.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Krispy Kreme Business Analysis Essays

- Krispy Kreme Business Analysis To enter in other countries is affected by a lot of factors. To make the decision of enter in new countries, we consider, first, it should be in countries that are closeness to other countries which already Krispy Kreme is, and has be successful. For example, Krispy Kreme today is present in countries that are named in the case, and has be successful, as Mexico, Britain, Australia and Japan, so is very logical to think that open new stores in closeness countries, with similar culture, would be successful to....   [tags: Business Analysis Finance Strategic]

Free Essays
1141 words (3.3 pages)

Krispy Kreme Case Analysis Essays

- TO: FROM: DATE: November 12, 2006 SUBJECT: "Krispy Kreme Doughnuts Going Global?" This memo contains the answers to Questions 1 through 4 from the International Marketing assignment titled, "Krispy Kreme Doughnuts Going Global?" The questions are offset in the shaded area and the answers are provided below each question. (1) Where should Krispy Kreme go next. List the next ten countries they should enter in order of most viable. Describe the criteria you used to develop your list. I identified, evaluated and ranked the countries in which I think Krispy Kreme should enter next....   [tags: Business Writing]

Free Essays
2241 words (6.4 pages)

Essay on Krispy Kreme

- Written Assignment Krispy Kreme Doughnuts, Inc I. Brief History Vernon Rudolph is the brains behind the Krispy Kreme name. He bought a doughnut shop in 1933 and all the assets came along with the purchase, including a secret recipe and name, Krispy Kreme. Rudolph moved to Winston-Salem, North Carolina, where he opened his first Krispy Kreme shop. The business prospered and in the 1950¡¦s over ten other locations were opened. The business was able to produce 500 dozen doughnuts an hour....   [tags: essays research papers]

Powerful Essays
1985 words (5.7 pages)

Essay Krispy Kreme Doughnuts Inc Case Study

- Krispy Kreme Doughnuts Inc Case Study Summary In this SWOT analysis, I will delve into the strengths, weaknesses, opportunities, and threats that affect the Krispy Kreme Doughnuts Inc. Krispy Kreme is a highly successful company, whose main product, not surprisingly, is doughnuts. The company went public in 2000, and saw a hugely successful increase in share price immediately after. Vernon Rudolph founded the Krispy Kreme company in 1937 in Winston-Salem, NC. The company has since become a leading specialty retailer....   [tags: Business Strategy Management Analysis]

Powerful Essays
1128 words (3.2 pages)

Essay about Krispy Kreme 's Market Growth

- Krispy Kreme over the years have faced various problems. Included in these problems slow market growth due to shifts in consumer preference and the concern of Krispy Kreme’s fast growth which may result in market destruction of Krispy Kreme’s own position in the marketplace. 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....   [tags: Krispy Kreme, Doughnut, Dunkin' Donuts, Berliner]

Powerful Essays
1028 words (2.9 pages)

Krispy Kreme Or Dunkin Donuts Essay

- The long, debated question has been asked for decades… which doughnut company reigns supreme, Krispy Kreme or Dunkin Donuts. Many people believe that Krispy Kreme is better because of it more traditional flavors and being able to get their doughnuts hot and fresh. On the other hand, many people like Dunkin Donuts because it is more modern with many different flavors to choose from and The choices of a variety of hot or iced coffees. Many people love coming into Krispy Kreme and watch their doughnuts being made right in front of them....   [tags: Krispy Kreme, Doughnut, Dunkin' Donuts]

Powerful Essays
1035 words (3 pages)

Krispy Kreme : New Orleans French Chef Essay example

- Krispy Kreme doughnuts have been around for approximately seventy-five years. All properly made doughnuts glazed or jelly filled are good and in my opinion they have the best glazed doughnut in the market. Their mission is to “touch and enhance lives through the joy of Krispy Kreme “( http://www.krispykreme.com ). The vision is to “be the worldwide leader in sharing delicious tastes and creating joyful memories” ( http://www.krispykreme.com ). Mr. Vernon Rudolph purchased a “secret yeast-raised doughnut recipe from a New Orleans French chef, rented a building in what is now historic Old Salem in Winston-Salem, NC, and began selling Krispy Kreme doughnuts to local grocery stores within the co...   [tags: Krispy Kreme, Doughnut, Dunkin' Donuts]

Powerful Essays
2285 words (6.5 pages)

Fast Food : Krispy Kreme Essay

- Since I was about four years old I had an obsession with fast food: Krispy Kreme. My obsession takes me way back I can even remember everything growing up. According to my grandmother, whenever we drove by a Krispy Kreme when I was about four, I would say the word "doughnut" seeing the big red circle sign the words saying hot Krispy Kreme doughnuts now. And that is where it all started for me and my favorite type of sweet junk food. Krispy Kreme, in particular, had an influence on me growing up....   [tags: Krispy Kreme, Dunkin' Donuts, Doughnut, Milk]

Powerful Essays
1068 words (3.1 pages)

Krispy Kreme Case Analysis Essays

- Krispy Kreme Case Analysis INDUSTRY ANALYSIS In 2003, the U.S. doughnut industry was a $5 - $6 billion market. American households consumed an estimated 10 -12 billion doughnuts annually; this translates into over three dozen doughnuts per capita. In 2002, doughnut industry sales rose by about 13%. Sales from doughnut outlets rose by about 9%, to approximately $3.6 billion, whereas packaged doughnut sales at supermarkets, convenience stores and other retail outlets staggered in the past five years....   [tags: Business Analysis]

Powerful Essays
1932 words (5.5 pages)

Essay Krispy Kreme Case Study

- Krispy Kreme Case Study Question 1. The chief element of Krispy Kreme's strategy is to deliver a better doughnut and to appeal to customers in new ways. They have taken great steps to insure customer satisfaction from the use of their proprietary flour recipe to their automated doughnut making machines. They have chosen to target mainly markets with 100,000 households. They also were exploring smaller-sized stores for secondary markets. Krispy Kremes's strong brand name, highly differentiated products, high-volume production capability and multi-channel market penetration strategy has worked well....   [tags: Business Analysis Strategy]

Free Essays
1002 words (2.9 pages)