Marketing Analysis - Krispy Kreme

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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...

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...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.

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