A Case Study on Krispy Kreme Donuts Essay

2347 Words Apr 15th, 2008 10 Pages

1. Title Page
a. Case title
b. Group Members
c. Class schedule
d. Term and school year
e. Date submitted
2. Content
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
Company Overview
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
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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.

Marketing Mix
• 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.
• Place
The company’s choice of locations

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