Krispy Kreme Company, an originally southern company, that is in business more than 60 years of cooking, glazing and selling donuts, and during the late 1990s, the Company has decided to expand nationally (Bir, 2003). Unlike other companies that may make known of their products by advertising, Krispy Kreme Company marketing philosophy is no advertising. The Company relies entirely on public relations to establish its presence and drive sales by building a long-term relationship with its customers. After the first successfully opening of its first Krispy Kreme Donut store in Issaquah, Washington State, Company is considering open another donut store in Seattle to expand its sales channel in Washington State. .
An evaluation of the company's internal strengths and weaknesses and external opportunities and threats would be served as the basis for the marketing plan for opening additional store in Seattle. The plan concentrated on the company's growth and marketing strategy, suggesting ways in which it can attract the new and old customers to feel the same excitement of opening additional Krispy Kreme store in Washington State. .
II. ENVIRONMENTAL ANALYSIS.
Originally founded as a doughnut wholesaler, Krispy Kreme, Inc., has evolved into a market-based franchise business that focused on making and selling its hot donuts and related coffee drinks to the general public. Instead of business to business marketing as it originally planned, Krispy Kreme has become a business-to-consumer marketing that involves selling goods directly to consumer. .
Originally owned by Beatrice Foods Company that purchased Krispy Kreme Company from the owner named Vernon Carver Rudolph, in year 1980, a group of franchisees borrowed $23 millions and bought Krispy Kreme back from Beatrice (McConneel, 2003). Led by Joe McAleer, Sr., the newly independent Krispy Kreme abandoned all of the Beatrice products and started focused on what it is know the best: a love of doughnuts with the original ingredients that followed its original owner's receipts (McConneel, 2003).
