The study focuses on an American well-known organisation that is Krispy Kreme which is one of the most recognised and trusted organisations in America. The organisation has spread its business on a national scale and now the organisation wants to spread it on the global market. To take an organisation on an international level organisation needs to conduct wide market research to succeed in the global market. The organisation also prides itself on its involvement in various charitable and service activities in the communities and provide large employment opportunities for the people near the stores. The organisation needs to conduct a pestle analysis of the area on which organisation used to spread its roots.
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Problem and opportunities.
This study demonstrates that marketing research has been contributed to making a small business into a successful national chain. The study focuses on an American well-known organisation that is Krispy Kreme which is one of the most recognised and trusted organisations in America. The organisation is an American household icon for great tasting hot doughnuts and coffee (Zhu, 2016). The organisation has its roots all over America and now the organisation is aiming to spread its roots all over the world. This study will discuss how the organisation can succeed in the global market and what market research activities that the organisation needs to undertake and engage to build a site. The organisation also prides itself on its involvement in various charitable and service activities in the communities and provide large employment opportunities for the people near the stores. The organisation believes in cultural diversity and most of their stores' employed different culture people as per the need and requirement of the environment.
The organisation is one of the most recognised and trusted Organisation in America and there are several stores in different parts of America. The organisation has spread its business on a national scale and now the organisation wants to spread it on the global market. To take an organisation on an international level organisation needs to conduct wide market research to succeed in the global market. The first organisation needs to conduct a pestle analysis of the area on which organisation used to spread their roots (Cohen, Bennett & Bubb, 2017). However, there are various policies and rules that any country applied. The first organisation needs to conduct a pestle analysis that helps the organisation to understand the present market and all the factors that can impact the organisation.
Apart from this organisation also needs to gather information about the existing food industry and their choices which meet the demand of the customer. This will help the organisation to understand the requirement of the customer and the gas that customer face from the delivery of the products. Culture difference is one of those criteria that highly impact any organisation working as it is an opportunity as well as a problem for the organisation. When the organisation is expanding its roots in another country than the taste and culture of that country is different. Therefore, the organisation needs to understand the cultural and the taste of the country and then implement those changes in food products. The organisation is a part of the food Industry therefore specific changes need to be done as per the taste and requirement of the customers. Presently the organisation has its roots in another country such as Mexico in which organisation deliver doughnuts in different taste and texture that can meet the demand and requirement of the customers (Shakerin, Marder & Archer-Brown, 2016). Therefore the organisation needs to make changes when they are delivering services in another country apart from America. Also, the organisation needs to make partner and collaborate with the trusted members so that the Legacy of the organisation should be maintained and the organization also manage to give employment opportunities to the people of that country.
The market strategy that organisation adopt to determine the perfect location for the site is to understand the market requirement. Before expanding business in any country the organisation first understand the market of that country. For example, the organisation expands its business in Mexico they conduct market research and understands the requirements of the customer. The organisation collect all the information such as the food industry which is working in Mexico the baking product that customer like, the taste that customer-preferred etc. These things are very important while conducting any market research. Organisation also collaborates with different organisation and make a most preferable place where the transportation and the distribution are perfectly smooth. However, the organisation also understands the rules and regulation followed by the country. As there are various policies that organisation needs to understand therefore organisation always took the research of the policy before selecting any site for the business (Rizka, 2019). However, there are various challenges faced by the organisation in terms of understanding the policies and their regulation regarding the property on which organisation needs to build their site.
Apart from this organisation leads to select the place which is very much broad because the baking and the production of doughnuts took a large platform and organisation wants to start in a large scale, therefore, it is important to have proper production house for manufacturing. Apart from these different aspects on which organisation work that is to understand the taste of the customers in terms of the product they are delivering to customer. The organisation conducts wide research as per the taste that the specific location on which store is building. For example, when an organisation is expanding its business in Canada and Mexico the taste of doughnut are quietly different as per the requirement of the customers. The organisation conducts wide research on the baking products that the country already has and then implement the strategies on their products. For example, organisation deliver the doughnuts in Canada, Mexico and America in different textures as in Mexico organisation is delivering the doughnuts with the sprinkle of sugar granules above doughnut as it is required and demanded by the customers (Dailey, 2019). Therefore, there are various aspects that organisation understand and do while conducting market research of every country where the organisation wants to spread their roots.
As the organisation is currently facing criticism from low carbon diet practitioners which have lower the sales of the organisation. As the organisation face, a lot of criticism from the law carb diet practitioner's that the doughnut is not perfect for the diet as it may impact the health of people who are on a low carb diet. The doughnuts already acquire a lot of fatty products such as sugar-flour etc. Therefore the dietician always avoids having these kinds of food in the diet that can highly impact health. These highly impact the business of the organisation but there are various approaches an organisation can adopt to eradicate these issues. The organisation needs to understand the diet which is followed by a dietician and then implement the strategy that could help them to intake this kind of products (Harris, 2016). The organisation needs to start executing and preparing several products that include sugar-free doughnut and a new line of frozen drinks. The organisation also needs to undertaker chocolate flavoured glazed doughnut holes and mini doughnut rings that can help for the people who are on the low carb diet.
However, the organisation should also make collaboration with the low carb practitioner's and listen to their advice for the people who can intake the doughnuts on their diets. These factors help the organisation to implement those ingredients that are helpful for the people who are on this kind of diets. The organisation needs to make a large range of products that can fulfil the requirements of the customer who are on this kind of diets as well as who are not (Helgason, 2017). Therefore the organisation needs to conduct market research time by time so that these changes in the market will visible very soon and the organisation can take steps that can eradicate these problems in future. Apart from this, the very important thing that an organisation needs to understand the market of each country and then builds its production site after conducting wide research.
The two specific recommendations for the organisation is that organisation needs to understand the requirement of the customer in the specific country as the low carbon diet practitioner need different kinds of food products such as sugar-free diet, therefore, the organisation needs to add those flavours also (Harris, 2016). Apart from this, the organisation should also consider the rules and regulation that every country implements on the food industry as these regulation changes from country to country.
It is concluded from the study that Krispy Kreme which is one of the most recognised and trusted organisations in America. The organisation is an American household icon for great tasting hot doughnuts and coffee. The organisation has its roots all over America and now the organisation is aiming to spread its roots all over the world. The organisation is a part of the food Industry therefore specific changes need to be done as per the taste and requirement of the customers. Apart from this, the very important thing that an organisation needs to understand the market of each country and then builds its production site after conducting wide research. The two recommendations for the organization is that wide range of products needs to be added that can be meet the customer requirement and the rule and regulation followed by country in which organization is expanding their business must be followed and checked.
Cohen, B. D., Bennett, J., & Bubb, J. (2017). Krispy Kreme: The franchisor that went stale. Kellogg School of Management Cases.
Dailey, E. W. (2019). Contemplating a Doughnut: Analyzing Current Food Theologies through a Fellowship Hour Treat. Theology Today, 75(4), 482-493.
Harris, A. (2016). He Was Arrested for Meth, but the Crumbs in His Car Were Krispy Kreme Doughnut Glaze.
Helgason, G. Ö. (2017). Markaðssetning Krispy Kreme á Íslandi: markaðsáætlun fyrir Krispy Kreme (Doctoral dissertation).
Rizka, R. (2019). Pengaruh Teknik Sales Promotion Krispy Kreme Doughnuts Supermal Karawaci terhadap Keputusan Pembelian (Doctoral dissertation, Universitas Multimedia Nusantara).
Shakerin, G., Marder, B., & Archer-Brown, C. C. (2016). ‘Yo Krispy Kreme, I Don’t ‘Like' Your Donuts’: An Empirical Investigation into Complaint Management in the Context of Social Media. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 193-197). Springer, Cham.
Zhu, H. (2016). Factors Influencing Customer Doughnut Brand Choice Decision in Thailand, Focusing on Mister Donut, Dunkin'Donuts and Krispy Kreme Doughnuts.
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