Krispy Kreme DOCX

Title	Krispy Kreme
Author	Robert Checketts
Pages	11
File Size	28.7 KB
File Type	DOCX
Total Downloads	623
Total Views	878

Summary

My Krispy Kreme’s Krispy Kreme Doughnuts owns and franchises stores that produce and sell over 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 o...

Description

My Krispy Kreme's Krispy Kreme Doughnuts owns and franchises stores that produce and sell over 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 their own line of coffee, which puts them 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. Their most important source of marketing has been their loyal customer base and word of mouth. Their 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. They have significant growth opportunities domestically and internationally. Krispy Kreme has had a strong presence in the southeastern United States for over forty years. Fifteen years ago, a business model was put into place and the company began expanding throughout the nation. Eight years ago, they entered into 27 new U.S markets. In December 2001, they opened their first international store in Ontario, Canada. Since that time, the business operations have expanded into three additional international markets: Australia, the United Kingdom and Mexico. In recent years, their target market has been cities with a population of 100,000+. As they continue to grow in the future, they will begin to expand their operations into smaller communities....