분야
hwp-Why we sellect this subject
-Introduction
II. Research Background(Analysis Of KKD)
II-1. Environmental Analysis
-3C (Company, Competitor, Customer)
Ⅱ-2. Krispy Kreme STP
-Segment
-Targeting
-Positioning
Ⅱ-3. Krispy Kreme 4P
Ⅱ-4. Krispy Kreme SWOT (Krispy, Dunkin).
-SWOT(Krispy, Dunkin)
-5 Forces of KKD
-Balance Sheet
-Summery of Analysis
Ⅲ. Objectives for Consumers
Ⅳ. Methodology
Ⅴ. References
-Why we sellcet this subject
In recent, we can easily the article about donut market. 'Mr dounuts' which is owned by Japaness company opened for the first time in Meong-Dong. While there is only Dunkin Donuts and Krispykreme company. It raises 30% of growth rate due to change eating pattern which is more convenient.
The major donut company is Dunkin Donuts. The nuber of shop is 486 that is 90% of whole market. But in 2004 there is no strong possession in donut market. Dunkin Donuts is no longer major company.
-Introduction of company
Dunkin donuts opened in 1948 at Massachusetts first. The name of store is kettle Krispykreme started 11 years earlier in North Catholraina than Dunkin Donuts. Krispykreme opned in 2004 that is 10 years later than Dunkin.
The number of Dunkin Donuts store is 486 that of Krispykreme is 26. The total sales in Dunkin is about 12 billoion won in every year, but Krispykreme recorded 30 billion won.
The chart expailns each of two company’s growth rate.
보랏빛 소가 온다. - Seth Godin, 재인
입소문 마케팅의 모든 것. walt.egloos.com
삼성경제 연구소 http://www.seri.org
Dunkin Donut Homepage http://www.dunkindonuts.co.kr
Mister donut Homepage http://misterdonut.co.kr
Krispy Kreme Homepage http://www.krispykreme.com
Financial News http://www.fnnews.com