Krispy Kreme Case

Video- Krispy Kreme Doughnuts

This video is talking about Krispy Kreme Doughnuts. The company is successful.

Krispy Kreme is a local store. Employees have uniforms when they work.Its marketing strategies are “a feel-good business” and “created an experience”. It is a successful marketing tool to sell “ feeling” and “experience”. Customers are enjoyable when they buy doughnuts from Krispy Kreme, because the original taste of doughnuts and feel “original”. It is a part of community. It built a lot of relationships with local charity. It helps them fund raise and helps homeless people.

Employees are happy and feel the company like a family. There are 400 people have jobs. They are involved in the company. When Christmas and some holidays, employees can buy family presents which means the company cares about their employees. The company also buy insurance for their employees.

The company has numbers of different programs. It gives everyone opportunity to join the company. It is a really good way to help people who has disable and some groups, such as GLBT. It also accept different nationalities. Everyone in the company don’t feel disrespect.

The company’s vision statement, as shown on their website, is “To be the global leader in doughnuts and complementary products, while creating magic moments worldwide.” Krispy Kreme’s business strategy is focused on revenue from their company-owned stores, royalties and franchises fees ,and sales of the mixes, specialty coffees and doughnut making equipment. The company want to gain global. However the problems are licensing agreement problem and franchises problem. It is hard for the company to pick right people and right partner. The culture is also a big problem if they gain the global market. The company should do marketing research about the material, the directions, the decorations and recipes.

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