Krispy Kreme Case

            
            
            
            
             • Strong business history.
            
             • Long standing company ethics.
            
            
             • Nationally known brand of donuts .
            
             • Donut-making "theatres".
            
             • Strong Community relationships.
            
             • "One-of-a-kind taste".
             Weaknesses: .
            
             • Limited menu items.
            
             • Markets are leaning towards healthier food products.
            
             • Heavy competition.
            
             • Lack of advertising.
             Opportunities: .
            
             • Expansion into premium coffee lines.
            
             • Diversification of product offerings.
            
             • Co-Branding opportunities.
            
             • Expansion into a more global marketplace.
            
             • Web based sales of Krispy Kreme merchandise.
             Threats: .
            
             • Stiff competition from several similar companies.
            
             • Healthier product alternatives available.
             Krispy Kreme Doughnuts, Inc. is a specialty retailer of doughnuts. The company's business owns and franchises Krispy Kreme doughnut stores, where it makes and sells over 20 varieties of doughnuts, including its signature Hot Original Glazed and nine other varieties. Each of its stores is a doughnut factory with the capacity to produce from 4,000 dozen to over 10,000 dozen doughnuts daily. The Company also sells in its stores coffee, other beverages, other bakery items and collectible memorabilia such as tee shirts, sweatshirts and hats. .
             There are currently 368 Krispy Kreme stores in 44 states and 4 countries and the company also accomplishes off-premises sales through its direct store delivery system. Krispy Kreme also has plans to expand on its international presence. Currently they are looking to open up markets in Europe, Asia, and Mexico.
             Krispy Kreme's strong marketing focus is their charitable efforts through giveaways and wholesale charges to charities. By using this particular approach they continue to emphasize their small town, southern hospitality, commitment to community and brand value.