Krispy Kreme Corporation

Paper Summary:

This paper examines the Krispy Kreme Corporation, primarily known for the quality of its donuts. It looks at how, since the company?s inception in 1937, it has grown to be, for many customers, the best among its competitors. It analyzes how the company has many strengths, not least of which is its sustained popularity among customers, and the effectiveness of word of mouth advertising. It provides a SWOT analysis, identifying strengths, weaknesses, opportunities, and threats to Krispy Kreme, followed by comments to analyze and identify the company?s position and future in the donut market.

From the Paper:

"Market evidence supports the assessment that Krispy Kreme's strengths exceed its weaknesses. However, there are weaknesses that need to be addressed. These include the fact that in an increasingly health conscious market, Krispy Kreme is offering no healthy alternatives to their high calorie product. In terms of advertising, the company relies solely on word of mouth and name recognition, and spends none of its revenue on formal advertising in any media. Furthermore Krispy Kreme does not include delivery service, thus failing to capitalize on a vast potential market and also the opportunity to gain new customers."

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