Krispy Kreame (크리스피 크림) 마케팅 전략

소개글

크리스피 크림, Krispy Kreame, 마케팅전략, 내외부 환경분석, 경쟁자분석, SWOT분석, STP 분석, KSA & SCA 분석, Problems & Recommedation

목차

1. Krispy Kreme doughnuts
2. Customer Analysis
3.Competitor Analysis
4. Environment Analysis
5. Market Analysis
6. Key success factors
7. performance Analysis
8. SWOT analysis
9. STP
10. 4P
11. Implementation plan

본문내용

IN USA
*Starting In 1937, North Carolina
*646 stores in 19 countries (2010)
*Make and sell donuts at the store
- pursue high quality donuts
- fresh, warm original Glazed donuts(Hot Light)
*Operated owned by company
*Not advertisement, promotion and words of mouth

Launching in Korea
*Launched in 2004 (First store: Shin chon)
*Franchised with LOTTE group (Lotte Shopping → Lotte KKD → Lotteria)
*41 stores in 12 provinces(16 stores in Seoul)
*Import equipment and raw material from USA
*Operating as same way as USA

2. Customer Analysis
*Customer Motivation
1. Doughnut Theater
->Reliable and sensuous quality
->Exciting waiting

2. Hot Doughnuts Now !
->Serving premium fresh

3. Distinctive Case
->I want them !

4. Dozen Discount
->Attracting lager purchase

5. Giving Free Donut

참고 자료

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