크리스피 크림 도넛 분석 레포트 (영어) The Marketing Strategies Analysis of `Krispy Kreme Doughnuts` in Korea

소개

크리스피 크림 도넛에 대한 영어로 된 분석 보고서 입니다.
한글판도 올려놨으니 필요하면 둘다 다운받으시고요 :)
총 14쪽이고
참고 문헌같은것도 글에 다 적혀있습니다.
한달 넘게 준비한 아주 탄탄한 레포트 입니다.
그림과, 표 등의 자료까지 모두 첨부되어 있습니다.

목차

1. Introduction
1.1 The reason of choosing Krispy Kreme Doughnuts

2. The main subject
2.1 About the company
2.1.1 About the company
2.1.2 About the products

2.2 Environmental analysis
2.2.1 SWOT analysis

2.3 Marketing Strategy Analysis
2.3.1 STP Analysis
2.3.2 Analysis of 4P
2.3.3 CRM

3. Conclusion
3.1 Conclusion
3.2 Suggestions

본문내용

1. Introduction

1.1 The reason of choosing Krispy Kreme Doughnuts in Korea

There are two reasons why we`d like to analyze Kirspy Kreme Doughnuts(KKD) in Korea. First, our group wondered how the Krispy successfully entered the doughnuts market, which has been already monopolized by Dunkin’ Donuts, without any advertisements; which are a basis of marketing.
Also, we wondered how KKD would cope with the situation that well-being is the most powerful cultural keyword, while most of people think doughnuts as non-well-bing products.

참고자료

· [Bibliography]
· Ben McConnell and Jackie Huba(2002), "Creating Customer Evangelists," Dearborn Trade Publishing, (December), Chapter3-5,9
· Philip Kotler and Gary Armstrong(2008), "Principles of Marketing(12e)," Pearson Education, (January), Chapter1-2,5,7
· Seth Godin(2003), "Purple Cow," Portfolio, (May)
· [Web page]
· Coleo Marketing Group (www.coleomarketing.com)
· Dunkin` Donuts in Korea (http://www.dunkindonuts.co.kr)
· Juhyung Kim, Case study : Krispy Kreme Doughnuts,
· http://www.coleomarketing.com/pdf/Coleo_case_krispykreme.pdf , 05.15.2009
· Junghyun Park, Notice to CEM,
· (http://www.lgeri.com/management/marketing/article.asp?grouping=01020300&seq=279), 05.15.2009
· Krispy Kreme Doughnuts (http://www.krispykreme.com)
· Krispy Kreme Doughnuts in Kroea (http://www.krispykreme.co.kr)
· LG Economic Research Institute (http://www.lgeri.com)