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Five Forces Analysis for Krispy Kremes.

Buyer Bargaining Power

Customers of Krispy Kreme doughnuts have a selection of options of who to buy doughnuts from and hence the buyer power is high. These providers are the main competition to Krispy Kremes and consist of Dunkin’ Doughnuts, Tim Horton’s and Starbucks. However, in America, Krispy Kremes have developed a quite strong customer brand loyalty by setting themselves apart and providing a unique experience for the customer. In the US Krispy Kremes stores show customers how their top selling favourite “Original Glazed” doughnut is made. This “doughnut making theatre” works to set Krispy Kreme apart from its competitors and attract customers to the fresh hot doughnuts provided by the company. They also work heavily on brand building exercises to develop a relationship with the public and potential buyers. These involve setting up “Friends of Krispy Kremes e-newsletters” and sponsoring local events.

The......

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Approximate Word Count: 444
Approximate Pages: 2 (250 words per double-spaced page)

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