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CASE STUDY

Instructor Dr. Mary Flannery
ECON 136 – Business Strategy
January 30, 2006
INDUSTRY ANALYSIS

In 2003, the U.S. doughnut industry was a $5 - $6 billion market. American households consumed an estimated 10 -12 billion doughnuts annually; this translates into over three dozen doughnuts per capita. In 2002, doughnut industry sales rose by about 13%. Sales from doughnut outlets rose by about 9%, to approximately $3.6 billion, whereas packaged doughnut sales at supermarkets, convenience stores and other retail outlets staggered in the past five years. A study by Technomic confirmed the growth of doughnut shops and identified this segment as the fastest-growing dining category in the country. Further analysis provided by the following figure shows attractiveness and profitability characteristics of the doughnut industry.

Five Forces Model of Competition



Players in the doughnut industry are: Dunkin' Donuts, Krispy Kreme, Tim Hortons, Winchell's...

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Title: Krispy Kreme Appendix
Approximate word count: 1932
Approximate pages: 8 (250 words per double-spaced page)

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1. Krispy Kreme Appendix
   

   Krispy Kreme Appendix. CASE STUDY Instructor Dr. Mary Flannery ECON 136 –
   Business Strategy January 30, 2006 INDUSTRY ANALYSIS ...

2. Kripsy Kreme Strategic Options
   

   ... to the broader ‘baked goods' industry, which is over 20 times the size of the doughnut
   industry (appendix B). This builds on Krispy Kreme's experience to a ...

3. Krispy Kreme Marketing Plan
   

   ... our infrastructure in both personnel and facilities APPENDIX Works Cited ...
   resources/statistics/doughnut.html] Fox, Courtney (2003), "Krispy Kreme Doughnuts, ...

4. Krispy Kreme
   

   ... our infrastructure in both personnel and facilities APPENDIX Works Cited ...
   resources/statistics/doughnut.html] Fox, Courtney (2003), "Krispy Kreme Doughnuts, ...

5. Starbcks
   

   ... Product 7 Price 7 Place (Distribution) 8 Promotion 8 APPENDIX 9 Executive ... 3). Starbucks'
   two largest competitors are Dunkin' Donuts and Krispy Kreme, both are ...