Case

Krispy Kreme customers consist of people of all ages, races, and gender. The increasing domestic and world population provides significant opportunities for the doughnut industry to increase sales. Increasing work opportunities are resulting in continuous shifts in population to different geographical areas, both locally and globally. As the population is showing a growing trend from traditional ways of eating to more non-traditional ways, this gives rise to the growth in different needs and consumption patterns, especially in the populations approach towards fast foods. This could be an encouraging sign for Krispy Kreme.
In the doughnut industry very few organizations have tried to strengthen their competitive position with vertical integration. Krispy Kreme has established sizable cost savings, as well as alleviated the uncertainty of being dependent on suppliers for the crucial components needed to stay in business through backward integration. Their major competitors are all...