Strengths Kreme app game. Threats · Extremely high

 
Strengths
 
·        
Recognizable
logo & solid brand identity – longevity in the market – has been running
for 80 years.
·        
Great
reputation – wide appeal of the signature glazed doughnut and breadth of
appeal covers all major demographic groups.
·        
Traditional
product with universal interest – operates in 28 countries globally.
·        
Fundraising
– has raised over $39 million in 2017 for educational, religious and
charitable organizations.
·        
A
typical Krispy Kreme Hotlight store produces more than 3,000 doughnuts per
hour.

 
Weaknesses
 
·        
Limited
menu – only 16 doughnuts available so doesn’t tap into breakfast crowd
pastries.
·        
Appeals
to everyone so no specific target market.
·        
Had
various different slogans over the years – inconsistent and none have really
stuck.
·        
Opening
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.
·        
Lack
of continuity in PR campaigns as there is no clear audience.
 

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Opportunities
 
·        
Menu
expansion – choice for the “breakfast crowd” such as healthier options,
creating a doughnut under 100 calories as an alternative.
·        
Appealing
to a wider audience for example catering to vegans as veganism is on the rise
or the possibility of doing a gluten free doughnut.
·        
Social
media advertising – utilising digital channels such as social media
competitions, trending hashtags, vlogs of KK fundraising.
·        
Entrance
into other markets – for example creating a merchandise line or a Krispy
Kreme app game.
 
 

 
Threats
 
·        
Extremely
high competition due to common basic product, main competitors are Dunkin’
Donuts and Starbucks. 
·        
Changes
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.

·        
Adverse
weather conditions could affect the business as they rely on transporting
fresh doughnuts every day.
·        
Government
regulation of foods – sugar tax and trans-fat concerns.
 
 

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