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Krispy Kreme Doughnuts Case Study

Part 1- Situational Analysis
(a) External Analysis


Case Timing 1st Quarter 2005 (Period of January - April 2005)
Level of Analysis SBU
Market Definition U.S. Doughnut market – retail and wholesale

Market size
• In 2003, the consumers in America spent an estimation of US$5 - US$6 Billion on doughnuts.
• Americans were consuming as much as 10 to 12 billion doughnuts.
• In 2002 sales at doughnuts outlets grew by 9% to US$3.6 Billion.

Market Growth Phase

Based on the time the product has been around, the product is at the late growth or near to maturity stage in the product life cycle. This is caused by the increasing competition in the market.

Macroeconomic Trends Analysis
Trends Implications Actions
Social –
People are more health conscious than before • Consumers will be looking for fewer amounts of calories......

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Approximate Word Count: 4433
Approximate Pages: 18 (250 words per double-spaced page)

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