Krispy Kreme Essay

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International Marketing Individual Assignment Krispy Kreme 1. Where should Krispy Kreme go next? List the next ten countries they should enter in order of most viable. What criteria did you use to compose your list? The top ten countries Krispy Kreme should enter in order of most viable are: 1. China 2. India 3. Indonesia 4. Brazil 5. Pakistan 6. Bangladesh 7. Nigera 8. Russia 9. Japan 10. Spain The criteria used to compose the list of most viable expansion countries for Krispy Kreme were focused on their population. According to the Usage and Population statistics, the ten countries with the highest population are those that are listed above. As of 2011, the top 10 countries consist of 58.5% of the world population (Appendix A). Expanding to larger countries should increase revenues as well as brand awareness. Other criterias and questions include: * Looking at the countries customer's demographic characteristics, including age group, gender, income, educations and interests. * Looking at the countries general economic and business conditions. * How easy is it in overcoming the countries cultural and/or language barriers * Is Krispy Kreme able to expand into a particular country and still remain profitable? * Do the consumers in the country have enough disposable income to ensure Krispy Kreme's profitability? 2. Visit their website and critique their approach to marketing their franchises. Also, visit Dunkin' Donuts' website. Krispy Kreme's website provies an in-depth analysis of their company background,their mission and vision statement, as well as their products, nutritional information, store locators, careers and fundraising opportunities. The overall layout of the website shows that Krispy Kreme is a doughnut store with a different variety of doughnuts. In relation to the case, "With 288

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