Krispy Kreme Doughnut Inc.

1. INTRODUCTION

This paper presents Krispy Kreme Doughnut Inc. as a successful company that offers mouth-watering doughnuts and beverages. They are continuously serving their customers around the world and as of now, they have 855 branches worldwide.

Krispy Kreme is an international doughnut and coffee brand that is best known for its Original Glazed Doughnuts and Signature Coffee. The brand is present in more than 20 countries worldwide including the United States, Australia, Korea and the Philippines.

In this assessment, Krispy Kreme’s strengths show how they stand out from the competitors and the stability of the company that figures out how they play in the industry. In spite of their success, some points were given attention and strategies are proposed to improve their products, as well as the services that they are giving to the customers. Those tactics may help the company to generate more sales and build greater customer relationship.

1. VISION/MISSION

Vision

• To be the worldwide leader in sharing delicious tastes and creating joyful memories.

Mission

• To touch and enhance lives through the joy that is Krispy Kreme.

Customer involvement – No

Product/Services Involvement – Yes (“delicious tastes and creating joyful memories”)

Market Involvement – No

Technology Involvement – No

Concern for survival, growth, and profitability – Yes (“To be the worldwide leader”)

Philosophy stated - No

Self-concept – Yes (“To touch and enhance lives through the joy”)

Concern for Public Image – No

Concern for Employee – No

1. INTERNAL ASSESSMENT

1. Corporate Profile

Krispy Kreme Doughnut Inc. is an international retailer of premium-quality sweet treats, including its signature hot Original Glazed® doughnut. Headquartered in Winston-Salem, North Carolina, the corporation has offered the highest-quality doughnuts and great-tasting coffee since it was founded in 1937 by Vernon Rudolph. Today, Krispy Kreme and its one-of-a-kind Hot Light can be found in over 855 shops around the world. Currently, Krispy Kreme can be found in 24 countries, including the United States, Australia, Bahrain, Canada, Dominican Republic, India, Indonesia, Japan, Kuwait, Lebanon, Malaysia, Mexico, Philippines, Puerto Rico, Republic of Korea, Russia, Qatar, Kingdom of Saudi Arabia, Singapore, Taiwan, Thailand, Turkey, United Arab Emirates, and United Kingdom.

In November 2006, Krispy Kreme opened the flagship store in the Philippines. These stores are franchise owned like many others. The development deal for the franchise is awarded to the Real American Donut Company, Inc., a company owned and operated by the principals of Max's Restaurant.

1. Company Vision/Mission

Vision

• Our vision is to be the worldwide leader in sharing delicious tastes and creating joyful memories. Krispy Kreme aims to inspire its employees to be the best they can be and to engage in sustainable practices that anticipate the needs of our customers. We must cast the best possible image in all that we do. Maximize long-term return to shareowners while being mindful of our overall responsibilities and maintaining quality in our products.

Mission

• Our mission is to touch and enhance lives through the joy that is Krispy Kreme. To make a difference in the world through providing quality and efficiency for customers by satisfying them and to ensure that to ensure that customers and staff are treated with the respect and dignity they deserve.

Customer involvement – “Anticipate the need of customers”

Product/Services Involvement – “Delicious tastes and creating joyful memories”

Market Involvement – “To achieve strong position in the market”

Technology Involvement – “Modern equipment for production”

Concern for survival, growth, and profitability – “To be the worldwide leader”

Philosophy stated – “To make a difference in the world by providing excellence”

Self-concept – “To touch and enhance lives through the joy”

Concern for Public Image – “We must cast the best possible image in all that we do”

Concern for Employee – “Ensuring that customers and staff are treated with respect and dignity that they deserve”

1. Corporate Officers

• Philippine-based (Mall of Asia branch)

President and Chief Executive Officer

• Daryl Brewster

      Senior Vice President

• Jeff Welch

      Store Manager

• Mark Gamboa

1. Product Lines

• Doughnuts

It includes the different delicious taste of sweet doughnuts especially the original-glazed, Oreo, Kreme Brulee, etc.

• Krispy Kreme Chillers

Different drinks with different sweet tastes such as Caramel Latte, Chocolate, Mango Kreme, etc.

• Baked Creation

Cheesy muffin baked products such as Baked Classic Kruffin, Custard Kreme, Heart Danish, etc.

1. Internal Factor Evaluation