Jun Zen Ralph Yap BSA – 2nd Year

Krispy Kreme Doughnuts, Inc., 2015

Vision Statement

To be the most well-known in the field of doughnuts, other snacks and coffee
worldwide providing genuine customer service and unequaled quality of products.

Mission Statement

We are on a mission to provide best doughnuts for the people that are fresh;
wherein the customer can watch doughnuts being made, and delightful; one of a kind
and delicious that create happiness and enhance lives of the people.

SWOT Analysis

Strengths

 Fresh and hot doughnuts

- More customers are willing to buy for it than stored-up and cold
doughnuts.
 One of a kind taste
- Different and unique taste than the other doughnut companies
 Well-known brand
- Many customers would be interested on buying the products because of
its recognition to the public.
 Focused on retailing than wholesale
- It has been seen the increased in revenues when Krispy Kreme focused
on retail stores than wholesale stores.
 Excellent local relationship marketing
- Through helping the community, it would increase its attractiveness
among customers.

Weaknesses
  Company is functionally structured rather than divisionally.
- Tracing of errors and pinpointing the mistakes would be difficult to
conduct.
 It experiences discrepancies.
 Ineffective implementing market penetration

Opportunities

 Implement market development strategy

- Krispy Kreme may introduce present products into new geographic areas
to increase revenues.
 Product development
- Krispy Kreme may add new products that are exceptional and more
delightful than present servings.
 Keep on the trends
- Customers preferably want new and different doughnuts due to their
unpredictable preferences.

Threats

 Strong competitors like Dunkin’ Brands, Tim Hortons, and Starbucks

 Health conscious customers
- Some customers may prefer low carbs doughnuts.