The Krispy Kreme doughnut is one of the fastest growing and famous companies in the Fast Food industries. The Company had established in 1937, when Vernon Rudolph bought a secret recipe from a French chef and began Krispy Kreme Doughnuts in North Carolina. The Company has been growing at a noticible rate over the past five year, nearly tripling the number of stores it had in 2001.As of February 2, 2003, there were 276 Krispy Kreme stores, of which 270 were located in 37 states in the continental U.S.(A).
My job is to analysis the strategic format that Krispy Kreme is following to sustain a comeptitive face along with it’s SWOT in the growing market.
The Strategic Mission of Krispy Kreme:
The main mission of Krispy Kreme is to own one thousand stores by the year of 2007, by serving it’s hot, fresh doughnuts and Beverages through company owned, franchisee and other retail stores to customers of all ages all around the globe. Their moto is to serve the fresh doughnut directly from the oven and to make the customer happy with their prompt customer service(D). Krispy Kreme sells the tastiest doughnut along with the freshest coffee to all its loving customers. The company’s main purpose since its birth has been to
In Krispy Kreme outlet customers are allowed to see how thy make doughnuts and then served the newly baked treats hot and fresh to them. Recommendations for Krispy kreme:The donut industry is a very competitive marke now a days. Holding the same taste every day. Skilled employee and extensive training program. Company values held the same as when founded in 1937 Doughnut-making theatres, customer can see how the doughnuts being made. This smart strategy has differentiated them from their competitors and created a competitive advantage in the field of doughnut making. 2Billion, and the revenue growth rate is 17. Krispy Kreme does not need to be number one in an area. They need to expand their market as more doughnut companies are steping into market locally and globally. Alternative and healther foods should be introduced to health concious people. Krispy Kreme is still relatively small, so it has a lot of growth potential. Opportunities:Krispy Kreme has good oppertunities in global market with their popularities. Lack of experiences in global market where they are concentrating only local market. Krispy Kreme's largest competitor in the US market is Dunkin' Donuts.