Krispy Kreme: A Market Entry Plan

Paper Summary:

The paper looks at how feasible it would be for Krispy Kreme Doughnuts, Inc. (KK)'s to move into the Venezuelan market. The paper offers a company, market, political and cultural overview and presents a marketing plan. The paper concludes that entering the Venezuelan market is a project fraught with much risk for KK because of the current political environment. The paper then recommends that KK should join with a local partner through a joint venture market entry vehicle that would offer the cultural and political protections that are awarded to local enterprises.

Outline:
Company Overview
Market Overview
Political Overview
Cultural Overview
Competitive Analysis
Marketing Plan
Conclusions

From the Paper:

"Krispy Kreme experienced rapid, early acceptance in the North American market that led to widespread growth. However, after its explosive growth during the 1990s and first part of the new millennium, Krispy Kreme has suffered setbacks in the North American market. Therefore it is examining the feasibility of moving into newer international markets of which Venezuela is the current target market for expansion. Krispy Kreme Doughnuts, Inc. (KK) is a food service retailer concentrating in doughnuts. KK operates both company owned and franchised locations throughout North America, Mexico, Australia, Asia, and the United Kingdom totaling 433 unique locations as of 2005 (Form 10)."

Sample of Sources Used:

• Form 10-K: Krispy Kreme Doughnuts, Inc.(2006). Krispy Kreme (online). Retrieved May 21, 2007 from: http:// ccbn.10kwizard.com/cgi/convert/pdf/KRISPYKREMEDOUG10K. pdf?pdf=1&repo=tenk&ipage=4124788&num=- 2&pdf=1&xml=1&cik=1100270&odef=8&dn=1
• Hogan, M. (2006). Can Krispy Kreme Rise Again? Business Week Online, 03/08, p.10.
• No More Holes at Krispy Kreme.(2006). Chain Store Age, 82/7(2006): 64.
• The Fourteen Doughnut Dozen. (2006). Winchell's (online). Retrieved Retrieved May 21, 2007 from: http://www.winchells.com
• Venezuela. (2006). The World Fact Book, CIA (online). Retrieved Retrieved May 21, 2007 from: https://www.cia.gov/cia/ publications/factbook/geos/ve.html

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