분야
ppt2.Industry Analysis
3. KKD’s Broad Differentiation Strategy
4. SWOT Analysis
5.Successful Marketing Strategy
6. Competitive Strength Assessment
7.Recommendations for KKD
- The operation was moved to Nashville, TN.
- Rudolph sold his interest in the Nashville store and in 1937 opened a
doughnut shop in Winston-Salem, NC
- The first Krispy Kreme store was located in a rented building on South Main
Street in Winston-Salem(Old Salem).
- By the 1960s, Krispy Kreme was well-known throughout the southeastern
United States, and it began to expand into other areas of the country.
- In 1976, Krispy Kreme Doughnut Corporation became a wholly owned
subsidiary of Beatrice Foods Company of Chicago, Illinois.
- A group of franchisees purchased the corporation back from Beatrice
Foods in 1982.
Means of expanding nationally and internationally
: Reliance on franchising “associate” stores and opening a few new company-owned stores
Franchise licenses were granted only to candidates who have experience in multi-unit food
establishments and who possess adequate capital to finance the opening of new stores in
their assigned territory
- Building a vertically-integrated value chain that supplies both company-owned and franchised stores proprietary doughnut-making equipment as well as doughnut mixes.
- Acquisition of Digital Coffee as another vertical integration step that not only provides additional source of revenue, but also improves the caliber and appeal of the company’s on-premise coffee and beverage product.
