An Analysis of Krispy Kreme
Executive Summary
Krispy Kreme has been very successful at implementing Information Technologies into its daily operations. Under the exceptional guidance of Frank Hood, they had been able to expand across the United States and into Canada and Australia. The company plans to continue expansion in the upcoming years and eventually challenge Starbucks and Dunkin’ Donuts as the industry leader.
The major problem in Krispy Kreme’s current strategy is that the individual factory stores do not have different approaches to marketing even though they are located in very different areas. We recommend that Krispy Kreme Expand the vertical portal (discussed in the research section) to include information about the surrounding area. If this portal contained information about the trends of the surrounding town, the factory store would be able to direct marketing strategies appropriately to increase profit.
A second way to uncover what the customers want would be to implement a system that would allow customers to take monthly surveys in exchange for discounts on doughnuts. In addition to giving Krispy Kreme insights into what customers desired, this strategy would create customer loyalty.
Finally, the strategy of expanding to Europe will not be successful unless a new manufacturing plant is created overseas. This would reduce the costs of operating international business. A specific European IT infrastructure would also need to be developed in order to combat problems such as differences in language and culture.
These strategies paired with an increase in advertising to nations as a whole will be paramount to Krispy Kreme’s success in challen ...