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Marketing Plan

The decision of turning Kripsy Kreme into a public owned company in April 2000 has expanded Krispy Kreme's capabilities to gain its market shares by massive expansion nation-wide. .
             A. The Marketing Environment.
             1. Competitive forces. The competition in the pastry and coffee business in the Northwest area is currently fragmented (www.qawire.com). No major competitors should be concerned except Starbuck Coffee Companies that could have big impact on Kripsy Kreme opening additional stores in Seattle area. .
             2. Economic forces. The general economic conditions in the Northwest area are currently slowing down with unemployment rate of 7% according to Working for America survey for March 2003 data (www.workingforamerica.org). With slowing down in economy, people are forced to watch out and budget their spending. This trend could have negative and positive impacts on Kripsy Kreme's considerations of opening up another retailing store in Seattle area. .
             2. Political forces. There are no expected political influences or events that could possibly impact the operations of Krispy Kreme. .
             3. Technological forces. As the company expanded, the needs for an efficient supply chain has becoming one of important ingredients to meet consumer demand for its trademark hot doughnuts (www.baselinemag.com). Adopting a efficient distribution system to smoothly transports its bags of mix powers to its local store is an essential matter in achieving its growth strategy. .
             4. Sociocultural forces. In today's society, consumers are more health awareness compared to the past especially these days the trends of beauty are emphasized having a slim body shape. Healthy, low-in-calories and low-in-fat foods are popular choices compared to high-in calories and fat products. As a result, having calories of 223 calories and "38.5 per cent of trans fats" per Krispy Kreme donut may affect buyers" decision in choosing donuts as their treats (Meyer, 2002).


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