International Marketing - Krispy Kreme

In: Business and Management

Submitted By blaine
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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…...

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