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University Center Csar RitzKrispy Kreme Doughnuts case study Submitted on11th March 2009by:Bojan Goljevscek (183 545)Maria Richkin (178 519)Wen Wen Zhang (183 550)Miron Kern (182 531)Samantha Rios Morales (181 510)Word count:3490Submitted to:Mr. Magnus Josefsson HTM 210Executive summary Krispy Kreme Doughnuts is one of the most known doughnut producer and seller. Popular in the southern states of the U.S.A., the problems started when the company decided to spread its business in the northern states of the U.S. and in some countries abroad. From one of the hottest companies to invest in, it became one of the biggest failures do to problems with franchising, marketing and development plans. Some of the possible solutions have been analysed in the following report; as the products development, a new marketing strategy and the company development. KK faces competition from its major competitors Dunkin Donuts and Starbucks, which are fighting for the same market share. KK features some competitive advantage over them but cannot face the challenge without those changes. If implemented those changes could put the company back on track and make it successful once again. Table of contentsExecutive summary1Krispy Kreme Doughnuts is one of the most known doughnut producer and seller. Popular in the southern states of the U.S.A., the problems started when the company decided to spread its business in the northern states of the U.S. and in some

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