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In the US Krispy Kremes stores show customers how their top selling favourite “Original Glazed” doughnut is made. This “doughnut making theatre” works to set Krispy Kreme apart from its competitors and attract customers to the fresh hot doughnuts provided by the company. They also work heavily on brand building exercises to develop a relationship with the public and potential buyers. These involve setting up “Friends of Krispy Kremes e-newsletters” and sponsoring local events.
The fundamental ingredients needed to make doughnuts are readily available to the public and hence buyer competition threat can be said to be present as
Supplier Bargaining Power
Krispy Kreme is quite independent with regards to supply provision and hence supplier power is relatively low...
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