Krispy Kreme Doughnuts - America's Most Loved Doughnut Brand
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Case Details:
Case Code : MKTG068
Case Length : 13 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Available
Organization : Krispy Kreme
Industry : Food, Beverage and Tobacco
Countries : USA
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts Contd...
Krispy Kreme Vs Dunkin' Donuts
When Krispy Kreme expanded operations to tap new markets in the north, it came up against new competition.
Although there were a number of local stores and small chains which manufactured and sold doughnuts, Krispy Kreme's main competitor was Dunkin' Donuts, a division of Allied Domecq, a British food products company, based in Rudolph, Massachusetts (it also owned brands like Baskin Robbins ice-creams and Togo's sandwich eateries)...
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Marketing Bottlenecks
Although Krispy Kreme was one of the most successful brands in the US and was widely recognized, analysts felt that there were elements in the company's marketing strategy that could do with some improvement...
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Looking Ahead
After operating exclusively in the southern parts of the US, Krispy Kreme was able to expand successfully into northern markets. In the early 2000's the company began looking at foreign markets. It opened its first store in Australia, and started looking at widely spread markets in New Zealand, Britain, Spain, Japan, and South Korea.
Livengood said the company had not done any product-specific market research to test foreign appetites. However, the management was confident that the product did have the potential to succeed in foreign markets... |
Exhibits
Exhibit I: The Krispy Kreme Logo
Exhibit II: Krispy Kreme Stores
Exhibit III: Financials
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