Krispy Kreme Marketing Plan
...20 different types of specialty doughnuts. Since the company's founding in 1937, Krispy Kreme has grown into a leading specialty retailer producing over 1.8 billion doughnuts a year. With the acquisition of Digital Java in 2002, Krispy Kreme expanded its product line to include gourmet coffee. Retail stores now brew and sell our own line of coffee, which puts us in direct competition with many food and beverage establishments. In the recent years, Krispy Kreme has been expanding rapidly in both the United States and abroad. Our most important source of marketing has been our loyal customer base and "word of mouth". Our market is everyone, everywhere. Krispy Kreme has become a universal product and a global brand. This has all been accomplished without the expensive costs of brand building and product awareness. As we move into the future and continue to grow domestically and internationally, our original stores will serve as a blueprint for all other markets. We have significant growth opportunities domestically and internationally.
2.0 Situation Analysis
Krispy Kreme has had a strong presence in the southeastern United States for over forty years. Eight years ago, a business model was put into place and the company began expanding throughout the nation. Last year, we entered into 27 new U.S markets. In December 2001, we opened our first international store in Ontario, Canada. Since that time, our business operations have expanded into three additional international markets: Australia, the United Kingdom and Mexico. In recent years, our target market has been cities with a population of 100,000+. As we continue to grow in the future, we will begin to expand our operations into smaller communities.
In 2003, Krispy Kreme opened 86 new factory stores and 13 satellite stores. There are currently 360 retail stores operating in the U.S. and abroad. Last year,...
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