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Krispy Kreme Doughnuts Inc.
The Doughnut Industry
The U.S. doughnut industry was a $5 to $6 billion market in 2003 ? 2004 with a robust growth rate of 13%. Doughnut specialty stores were the fastest growing dining category in 2002 ? 2003 with sales increases of 9% to approximately $3.6 billion. Opportunity for expansion in North America and globally is desirable. Doughnuts appeal to many people across all ages and demographics. The increasing rate of obesity and the concern about healthy living triggers a change in buyer demand toward a more health conscious diet.
The doughnut industry consists of few major competitors which are Dunkin' Donuts ($2.7 billion ), Tim Hortons ($651 million ), Krispy Kreme Doughnuts Inc. (KKD) ($665 million ), Winchell's Donut House and a large number of smaller, independent doughnut shops, including neighborhood bakeries/doughnut shops and bakery departments in supermarkets. (See Figure 1)
Major players in this industry rely heavily on franchising and royalties' fees paid to the parent companies. Most companies are retailers selling directly to end-users. Some i.e. KKD also use other channels for distribution of their product.
Price competition among rivals is close to nil, industry participants are very competitive when it comes to product differentiation. Product offerings to satisfy consumer demands include a variety of coffee, juices, muffins, bagels, cookies, cream cheese sandwiches, soups and other miscellaneous items.
The Competitive Environment ? Competitive Success
Rivalry among competing sellers can be classified as strong. Competing sellers are constantly offering a broader product selection to dissua ...