Krispy Kreme Marketing Plan
Nicole Kent
11429054
Due: 07/01/08
International Marketing 2MKT659
Individual Assessment and
Reflective Statement
IA Word Count: 2,405
RS Word Count: 494
Marketing Plan for Krispy Kreme Doughnuts
Introduction Krispy Kreme Doughnuts has been a successful company for many years. The company was able to start expanding internationally in 2001. It opened its first store in the United Kingdom in 2003 at Harrod’s Department Store in Knightsbridge. Krispy Kreme has been a success in the United Kingdom and should continue expanding into other countries as well as other parts of the world. The best candidate for a new overseas market at this time would be Brazil. This report will thoroughly examine the reasons why it would be a good business decision for Krispy Kreme to enter into the Brazilian market.
Why Brazil? There were many qualified markets that would have been great for Krispy Kreme to enter, but the best option would be Brazil. Brazil is the fifth-most populated country and Latin America’s largest market. The country has the world 's tenth-largest economy in terms of Gross Domestic Product. Much of the reason for this is because of the governmental development and liberalization of the economy over the last two decades. Military rule ended in 1985 which had been going on for over half a century. In 1988 a new constitution for Brazil was approved for the country. Since then, the country has seen much improvement and continues to mold and restructure Brazil’s economy to make it the best as possible. The variety of cultures throughout Brazil has been a positive attribute in helping the economy throughout the years. A unique aspect that made Brazil the best candidate for a new market was because of the diversity throughout the country. Most of the population descends from early European settlers who were chiefly Portuguese. There were also some Italian, French, Dutch, African slaves, and assimilated indigenous peoples.
11429054
Due: 07/01/08
International Marketing 2MKT659
Individual Assessment and
Reflective Statement
IA Word Count: 2,405
RS Word Count: 494
Marketing Plan for Krispy Kreme Doughnuts
Introduction Krispy Kreme Doughnuts has been a successful company for many years. The company was able to start expanding internationally in 2001. It opened its first store in the United Kingdom in 2003 at Harrod’s Department Store in Knightsbridge. Krispy Kreme has been a success in the United Kingdom and should continue expanding into other countries as well as other parts of the world. The best candidate for a new overseas market at this time would be Brazil. This report will thoroughly examine the reasons why it would be a good business decision for Krispy Kreme to enter into the Brazilian market.
Why Brazil? There were many qualified markets that would have been great for Krispy Kreme to enter, but the best option would be Brazil. Brazil is the fifth-most populated country and Latin America’s largest market. The country has the world 's tenth-largest economy in terms of Gross Domestic Product. Much of the reason for this is because of the governmental development and liberalization of the economy over the last two decades. Military rule ended in 1985 which had been going on for over half a century. In 1988 a new constitution for Brazil was approved for the country. Since then, the country has seen much improvement and continues to mold and restructure Brazil’s economy to make it the best as possible. The variety of cultures throughout Brazil has been a positive attribute in helping the economy throughout the years. A unique aspect that made Brazil the best candidate for a new market was because of the diversity throughout the country. Most of the population descends from early European settlers who were chiefly Portuguese. There were also some Italian, French, Dutch, African slaves, and assimilated indigenous peoples.
References: Central Intelligence Agency (2007). CIA World Factbook Brazil. Available from: [Accessed 26 December 2007] Economic Intelligence Unit Hollenson, S. (2007). Global Marketing. 4th ed. London: Pearson Education Limited. Krispy Kreme Doughnuts Company website (2007) Available from: [Accessed 20 December 2007] Paris, M