Krispy Kreme
Krispy Kreme Marketing Plan
Table of Contents
1.0 Executive Summary 2.0 Situation Analysis 2.1 Market Situation 2.1.1 Market Demographics 2.1.3 Macroenvironment Situation 2.1.4 Market Growth 2.2 SWOT Analysis 2.2.1 Strengths 2.2.2 Weaknesses 2.2.3 Opportunities 2.2.4 Threats 2.3 Product Situation 2.4 Competition Situation 2.5 Distribution Situation 2.6 Critical Issues 3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Marketing 3.5 Positioning 3.6 Marketing Mix 3.6.1 Distribution 3.6.2 Product Mix 3.6.3 Promotions 3.6.4 Facilities 3.6.5 Service 3.6.6 Pricing 3.7 Marketing Research 4.0 Action Programs
4.0.1 Aggressive Growth Action Plan
4.0.2 Promotion Action Plan
4.0.3 Brand Loyalty Action Plan 5.0 Financials, Budgets, and Forecasts 5.1 Sales Forecast 5.2 Expense Forecast 5.3 Contribution Margin Expectations 6.0 Controls 6.1 Implementation Milestones 6.2 Marketing Organization 6.3 Contingency Planning
1.0 Executive Summary
Krispy Kreme Doughnuts owns and franchises stores that produce and sell over 20 different types of specialty doughnuts. Since the company's founding in 1937, Krispy Kreme has grown into a leading specialty retailer producing over 1.8 billion doughnuts a year. With the acquisition of Digital Java in 2002, Krispy Kreme expanded its product line to include gourmet coffee. Retail stores now brew and sell our own line of coffee, which puts us in direct competition with many food and beverage establishments. In the recent years, Krispy Kreme has been expanding rapidly in both the United States and abroad. Our most important source of marketing has been our loyal customer base and "word of mouth". Our market is everyone, everywhere. Krispy Kreme has become a universal product and a global brand. This
Table of Contents
1.0 Executive Summary 2.0 Situation Analysis 2.1 Market Situation 2.1.1 Market Demographics 2.1.3 Macroenvironment Situation 2.1.4 Market Growth 2.2 SWOT Analysis 2.2.1 Strengths 2.2.2 Weaknesses 2.2.3 Opportunities 2.2.4 Threats 2.3 Product Situation 2.4 Competition Situation 2.5 Distribution Situation 2.6 Critical Issues 3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Marketing 3.5 Positioning 3.6 Marketing Mix 3.6.1 Distribution 3.6.2 Product Mix 3.6.3 Promotions 3.6.4 Facilities 3.6.5 Service 3.6.6 Pricing 3.7 Marketing Research 4.0 Action Programs
4.0.1 Aggressive Growth Action Plan
4.0.2 Promotion Action Plan
4.0.3 Brand Loyalty Action Plan 5.0 Financials, Budgets, and Forecasts 5.1 Sales Forecast 5.2 Expense Forecast 5.3 Contribution Margin Expectations 6.0 Controls 6.1 Implementation Milestones 6.2 Marketing Organization 6.3 Contingency Planning
1.0 Executive Summary
Krispy Kreme Doughnuts owns and franchises stores that produce and sell over 20 different types of specialty doughnuts. Since the company's founding in 1937, Krispy Kreme has grown into a leading specialty retailer producing over 1.8 billion doughnuts a year. With the acquisition of Digital Java in 2002, Krispy Kreme expanded its product line to include gourmet coffee. Retail stores now brew and sell our own line of coffee, which puts us in direct competition with many food and beverage establishments. In the recent years, Krispy Kreme has been expanding rapidly in both the United States and abroad. Our most important source of marketing has been our loyal customer base and "word of mouth". Our market is everyone, everywhere. Krispy Kreme has become a universal product and a global brand. This