Strengths Kreme app game. Threats · Extremely high
logo & solid brand identity – longevity in the market – has been running
for 80 years.
reputation – wide appeal of the signature glazed doughnut and breadth of
appeal covers all major demographic groups.
product with universal interest – operates in 28 countries globally.
– has raised over $39 million in 2017 for educational, religious and
typical Krispy Kreme Hotlight store produces more than 3,000 doughnuts per
menu – only 16 doughnuts available so doesn’t tap into breakfast crowd
to everyone so no specific target market.
various different slogans over the years – inconsistent and none have really
too many franchise stores has meant loss of uniqueness – you can now buy
Krispy Kreme’s in Tesco’s whereas before there was an exclusivity to it.
of continuity in PR campaigns as there is no clear audience.
expansion – choice for the “breakfast crowd” such as healthier options,
creating a doughnut under 100 calories as an alternative.
to a wider audience for example catering to vegans as veganism is on the rise
or the possibility of doing a gluten free doughnut.
media advertising – utilising digital channels such as social media
competitions, trending hashtags, vlogs of KK fundraising.
into other markets – for example creating a merchandise line or a Krispy
Kreme app game.
high competition due to common basic product, main competitors are Dunkin’
Donuts and Starbucks.
in consumer preferences and demographic trends i.e. more
health-consciousness. Products sold less frequently also competition from
healthy alternatives such as Innocent smoothies and the recent avocado trend.
weather conditions could affect the business as they rely on transporting
fresh doughnuts every day.
regulation of foods – sugar tax and trans-fat concerns.