Purpose:
The objective of this case is to demonstrate how marketing research has contributed to making a small
business into a successful national chain.
Krispy Kreme has become the American household icon for great-tasting hot doughnuts and coffee. Since its
beginning in 1937, the company has grown and spread over the United States. Company executives and
store managers credit their success to a limited, consistent-tasting product line and clean and inviting stores
that attract consumers across all socioeconomic categories. The company also prides itself on its
involvement in charitable and service activities in the communities in which the stores are located.
Special Instructions:
1. Must watch the video (uploaded on Blackboard under Assignment 1).
2. Answer the following three questions in reference to the video:
a. To succeed in the Global Market, what market research should Krispy Kreme undertake?
b. What market research activities does Krispy Kreme engage in to determine where to build a
site?
c. Krispy Kreme is currently facing criticism from low-carb diet practitioners which have
lowered sales. How can market research help them deal with this problem? Provide at least
examples of approaches that can be applied.
3. Provide some recommendations with evidence support.