Krispy Kreme Doughnuts

Krispy Kreme Doughnuts (KKD) is a restaurant service company that offers a variety of doughnuts and beverages. It was founded in 1937 by Vernon Rudolph in Winston-Salem, North California. In the early days, the company made cakes and sold in local grocery doughnuts. Then, as required by customers, Rudolph decided to open retail store by cutting a hole in the wall to sell doughnuts hot cakes directly to customers. This is the beginning of the retail services of KKD. Currently, the system of KKD retail presence in 40 U.S. states and 10 foreign countries with 395 stores. Although the company has a continuous growth and expansion of the market, but its profits did not meet expectations in recent years. In 2008, because consumer tastes growing food with low calories and face several strong competitors to the company's profits plummeted along with many franchisees closed and the workers cut reduced. Therefore, the company is finding the best for solving oriented.

* KKD has a good relationship with social. Through a variety of methods, including our fundraising programs, Krispy Kreme has supported nonprofit organizations, community events and minor league sports teams. For example, The Krispy Kreme Happy Campers campaign helps sponsor children to a full session at one of the participating camps across the U.S.

today. Consumers now use the Internet to any decision to buy, compare prices and find information on the Web. Any modern company must now have a website with all information related to the business and its products, and offers online ordering. Internet has also helped the company increase productivity, allowing cost savings in distribution as well as speed up product delivery.

Strategy offering: KKD should invest and create more corporate image to the website to help customers easily understand and implement the purchase of products by internet. Since then the company can save money to open more stores but still achieved higher sales due to the convenience of using the internet to customers.

* Demographic

The United States population is about 310 million people. Therefore, they are the third most populous country in the world after China and India. Age structure in the US is divided into 3 groups: 0-14 years make up 20% of the population, 15-64 ages account for 67% and the rest of 13% is 65 years and over. 15-64 ages account the most of population and this is also the target market of fast food industry.

Strategy offering: KKD should use Diversification strategy which improves the variety of doughnuts. Therefore, customer will have more choice for doughnut that suitable for each age-group.