International Marketing - Krispy Kreme

1. Where should Krispy Kreme go next? List the next ten countries they should enter in order of most viable. What criteria did you use to compose your list? 1. Canada 2. United Kingdom 3. Australia 4. New Zealand 5. Mexico 6. Japan 7. Spain 8. Taiwan 9. China 10. Germany The criteria and questions used to compose the list of viable countries for Krispy Kreme to enter were: 1. Does the product and experience associated with product have a potential place in the new market? 2. Country of Origin Effects Krispy Kreme should follow in the footsteps of McDonalds, Starbucks, and Coca Cola. 3. Ease in overcoming Cultural/Language Barriers 4. Transportation costs it will be easier for Krispy Kreme to ship its doughnut mix from the US to Canada than to ship from US to Australia 5. Untapped potential in new market 2. Visit their website and critique their approach to marketing their franchises. Also, visit Dunkin' Donuts' website. KrispyKreme.com did not contain much information to critique the marketing of franchises. According to their web site, all franchising within the United States is handled by Area Developers. Outside of the U.S., individuals may contact Krispy Kreme headquarters for

starting a franchise. The web site provides a product listing and information about Krispy Kreme's products and promotions (such as a Krispy Kreme card and fundraising information. According to the case, Krispy Kreme relies mainly on free media coverage for much of its marketing effort. Krispy Kreme also promotes it's product by giving away free doughnuts in marketing drives and making its doughnuts available in many different places to create brand awareness. This strategy has made Krispy Kreme a very valuable brand in the doughnut industry within the United States. The unique taste of the product has also created a strong brand loyalty to the Krispy Kreme product among customers. Dunkin' Donuts seems to be in a different industry than Krispy Kreme. Dunkin' Donuts markets a strategy focused around enjoying an entire breakfast experience of coffee, sandwiches, and baked goods while Krispy Kreme soley markets it's unique product the hot original glazed donut. 3. How might Japan be different from the United States when it comes to doughnut demand? How might London differ from Southern California? In the United States, doughnut demand is generated by office heroes, soccer moms, and church socials - numerous occasional buyers of the tasty treat. In Japan, demand for Krispy Kreme's doughnuts must be created as a way to experience another aspect of American culture or an entirely new experience. There are doughnut chains in Japan, such as Mr. Doughnut (11,000 stores in Japan) and mom and pop doughnut stores. The idea of the doughnut does exist in Japan, the demand is different in the experience/image associated with consuming the doughnut. The demand in London will be different from Southern California in that Southern California already has many doughnut retailers in more convenient locations than Krispy Kreme. Americans are comfortable with and have a place in the culture for the existance of the doughnut. The idea of the doughnut is relatively new to London, and demand must be generated by finding a place in the culture for the doughnut. One suggestion is for Krispy Kreme to sell tea instead of or alongside its coffees in order to generate demand in the London market. While in the US, a doughnut in an acceptable form of breakfast, in London the traditional breakfast is still eggs and bacon. Challenges in Southern California come from competion, while challenges in London come from finding a place in the culture for the product. 4. Critique Krispy Kreme's current growth plans. Inside the US market, Krispy Kreme plans to continue expanding into untapped markets, including markets where competition has already been established. Krispy Kreme's goal is to establish brand loyalty with it's unique flavor of the original hot glazed doughnut. Considering that this strategy has worked for the past 60+ years, the strategy within the US seem to be effective. A good idea would be to develop new products for the more health-conscious consumers that scoff at the idea of a 250 calorie snack. Internationally, Krispy Kreme plans to follow similar growth plans as Starbucks and McDonalds relying on the uniqueness of the American cultural experience to sell its product. However, it is

critical for Krispy Kreme to develop products focused on the unique characteristics of each country such as offering tea on the menu for a London market. According to the case, Krispy Kreme asks, Will this Southern-based doughnut sell here? Krispy Kreme should be asking, what cultural elements in the new markets will make the experience associated with our traditional doughnut fit into the market place and succeed?
Tip Th Quc T - Krispy Kreme 1. Trng hp Krispy Kreme i tip theo? Danh sch mi quc gia tip theo h cn phi theo th t kh thi nht. Nhng tiu chun bn s dng son danh sch ca bn? 1. Canada 2. Vng quc Anh 3. c 4. New Zealand 5. Mexico 6. Nht Bn 7. Ty Ban Nha 8. i Loan 9. Trung Quc 10. c Cc tiu chun v cc cu hi c s dng to nn danh sch ca cc nc hu hiu cho Krispy Kreme nhp: 1. Sn phm v kinh nghim lin quan n sn phm c mt v tr tim nng trong th trng mi? 2. Quc gia xut x Effects - Krispy Kreme nn theo bc chn ca McDonalds, Starbucks, v Coca Cola. 3. D dng trong vic vt qua ro cn vn ha / ngn ng 4. Chi ph vn chuyn - n s c d dng hn cho Krispy Kreme tu hn hp bnh rn ca mnh t M n Canada hn vn chuyn t M n c 5. Tim nng cha c khai thc trong th trng mi 2. Gh thm trang web ca h v ph bnh phng php tip cn ca h tip th nhng quyn thng mi ca h. Ngoi ra, hy truy cp trang web ca Dunkin 'Donuts'. KrispyKreme.com khng cha nhiu thng tin cho s ph phn tip th nhng quyn thng mi. Theo trang web ca h, tt c cc nhng quyn thng mi ti Hoa Kz c x l bng cch "pht trin khu vc". Bn ngoi nc M, c nhn c th lin lc vi tr s chnh ca Krispy Kreme bt u mt thng hiu. Cc trang web cung cp mt danh sch sn phm v thng tin v sn phm ca Krispy Kreme v cc chng trnh khuyn mi (chng hn nh l mt th Krispy Kreme v thng tin gy qu. Theo trng hp, Krispy Kreme ph thuc ch yu vo bo him phng tin truyn thng min ph cho nhiu n lc tip th ca mnh. Krispy Kreme cng thc y sn phm ca n bng cch cho i bnh rn min ph trong cc a tip th v lm cho bnh rn ca n c sn nhiu ni khc nhau to ra nhn thc v thng hiu. Chin lc ny lm cho "Krispy Kreme" mt thng hiu rt c gi tr trong ngnh cng nghip bnh trong phm vi Hoa Kz. Hng v c o ca sn phm cng to ra mt lng trung thnh thng hiu mnh Krispy Kreme sn phm gia cc khch hng. Dunkin 'Donuts c v l trong mt ngnh cng nghip khc vi Krispy Kreme. Dunkin 'Donuts th trng mt chin lc tp trung xung quanh thng thc mt kinh nghim n sng ton b c ph, bnh m, v

bnh nng trong khi Krispy Kreme ch duy nht th trng l sn phm c o - bn gc chic bnh rn nng bng knh. 3. Lm th no Nht Bn c th khc nhau t Hoa Kz khi ni n nhu cu bnh rn? London c th khc nhau t min Nam California? Ti Hoa Kz, nhu cu bnh rn c to ra bi "x hi ch ngha anh hng vn phng, bng cc b m, v nh th" - nhiu ngi mua thng xuyn ca iu tr ngon. Ti Nht Bn, nhu cu v bnh rn Krispy Kreme phi c to ra nh l mt cch tri nghim mt kha cnh khc ca vn ha M hoc mt kinh nghim hon ton mi. C dy chuyn bnh rn Nht Bn, chng hn nh ng Doughnut (11.000 ca hng Nht Bn) v m v cc ca hng bnh rn pop. tng ca chic bnh rn khng tn ti Nht Bn, nhu cu l khc nhau trong kinh nghim / hnh nh lin quan vi tiu th bnh rn. Nhu cu ti London s khc nhau t min Nam California trong min Nam California c nhiu nh bn l bnh rn trong nhiu a im thun tin hn Krispy Kreme. Ngi M cm thy thoi mi v c mt v tr trong nn vn ha cho s tn ti ca chic bnh rn. tng ca chic bnh rn l tng i mi n London, v nhu cu phi c to ra bng cch tm mt v tr trong nn vn ha cho chic bnh rn. Mt gi l Krispy Kreme bn tr thay th hoc cng vi c ph ca mnh to ra nhu cu ti th trng London. Trong khi M, mt chic bnh rn trong mt hnh thc chp nhn ba n sng, ti London n sng truyn thng l vn cn trng v tht xng khi. Nhng thch thc Nam California n t cnh tranh, trong khi nhng thch thc London n t vic tm kim mt v tr trong nn vn ha cho sn phm. 4. Tng trng k hoch hin ti ca ph bnh Krispy Kreme. Bn trong cc th trng M, Krispy Kreme k hoch tip tc m rng vo cc th trng cha c khai thc, bao gm c th trng m cnh tranh c thnh lp. Mc tiu ca Krispy Kreme l thit lp lng trung thnh ca thng hiu vi hng v c o ca chic bnh rn nng bng knh gc. Xem xt rng chin lc ny lm vic cho 60 nm qua, chin lc trong nc M dng nh c hiu qu. Mt { tng tt s c pht trin sn phm mi cho ngi tiu dng cho sc khe, ch giu { tng v mt ba n nh 250 calo. Quc t, Krispy Kreme k hoch thc hin theo k hoch pht trin tng t nh Starbucks v McDonalds da trn s c o ca kinh nghim vn ha M bn sn phm ca mnh. Tuy nhin, n l rt quan trng cho Krispy Kreme pht trin sn phm tp trung vo cc c im c o ca mi quc gia - chng hn nh cung cp tr trn menu cho mt th trng London. Theo trng hp, Krispy Kreme hi, "chic bnh rn Nam-bn y?" Krispy Kreme nn c yu cu, "cc yu t vn ha trong cc th trng mi s lm cho cc kinh nghim lin quan n ph hp vi chic bnh rn truyn thng ca chng ti vo th trng v thnh cng ? "