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Marketing Audit

MKT 551/Marketing Management

Jason Lamar Floyd


Professor Tonya Boddie

January 30, 2006


I. EXECUTIVE SUMMARY
Krispy Kreme's recent success has left many individuals in awe. This study attempts to de-mystify how Krispy Kreme has come to dominate the doughnut world and what problems lie ahead in the future. The tools used in this examination will begin with the history of Krispy Kreme. Then an external and internal analysis will dissect Krispy Kreme's current market and what steps Krispy Kreme is taking to compete in that market, including a look into competitors. Krispy Kreme provides equipment, services, and supplies to franchisees and doughnuts to consumers in a fashion similar to those of McDonalds and Yum! Brands For a healthy audit of Krispy Kreme, it is appropriate to analyze (1) the health of the specialty foods industry in which the company competes and derives its revenues and (2) how well the company is competing and deriving revenues.......

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Approximate Word Count: 4619
Approximate Pages: 19 (250 words per double-spaced page)

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