1. Running Head: Market Market 1

2. Background  Krispy Kreme is a chain of Krispy Kreme doughnut stores.  Its parent company is Krispy Kreme Doughnuts, Inc. which is situated in Winston-Salem, North Carolina, United States.  This chain sells doughnuts in US, Canada and UK.  Within US the competitors of it are Dunkin' Donuts, Starbucks and Winchell's. Market 2

3. Total Market and Size  The Krispy Kreme operates with subsequent segments: 1. Company Stores 2. Franchise 3. KK Supply Chain  As of 01-Feb-2009, the Krispy Kreme had 523 Krispy Kreme stores functioned system wide in 36 states and in the District of Columbia, Australia, Bahrain, Canada, Indonesia, Japan, Kuwait, Lebanon, Mexico, the Philippines, Puerto Rico, Qatar, Saudi Arabia, South Korea, the United Arab Emirates and the United Kingdom. Market 3

4. Growth and Trends  The company's growth in regard to its profits have diminished in current quarters.  Health fads and consumer is shifting towards health conscious diets.  High capital costs associated to retail stores are getting doubled.  Rising debt on balance sheets is dampening the growth possibilities. Market 4

5. Market Characteristics'’ & Developments  The most of the chains operating in the market are focussing on their business and marketing strategies.  Brand value and internal cultural values has become key priority.  The market is experiencing numerous developments in regard to expansion and promotion. Market 5

6. Industry Practices & Customers  In present industry is focussing on advanced technology and advanced amenities.  Industry players are needed to adopt expansion and various promotional strategies’.  The customers and the consumers of the Krispy Kreme include individual consumers, supermarkets, grocery stores, convenience stores and gas stations all through the US, UK and Canada. Market 6

7. Products and Prices  Krispy Kreme offers products like Doughnuts, gourmet coffee and beverages that include Coffee Roasts, Chillers and Espresso Drinks.  Krispy Kreme’s products is extremely overpriced in comparison to its competitors. Market 7

8. Physical Distribution and Channels  Recently Krispy Kreme has introduced “MyKrispyKreme”, an Internet based portal that links management franchisees and Krispy Kreme vendors to each other.  In addition to this Krispy Kreme has just accomplished a central manufacturing and distribution centre for doughnut mixes to be sent all across America. Market 8

9. Promotions  Krispy Kreme had followed a unique publicity program pitched towards high media vulnerability.  It had also introduced numerous innovations in its stores like the 'Doughnut Theatre' and the 'Hot Doughnuts Now' signs. Market 9

10. References  Executive Summary. (n.d.). Retrieved January 12, 2009, from http://students.ou.edu/W/Mayes.M.White- 1/files/Krispy%20Kreme.pdf http://students.ou.edu/W/Mayes.M.White- 1/files/Krispy%20Kreme.pdf  Doughnut Varieties. (n.d.). Retrieved January 12, 2009, from http://www.krispykreme.com/varieties.html http://www.krispykreme.com/varieties.html Market 10