크리스피크림도넛 마케팅3C,SWOT,STP,4P전략분석(영문자료)

소개글

크리스피크림도넛 마케팅3C,SWOT,STP,4P전략분석자료입니다.

영어로 작성한 영문레포트입니다

목차

I. Introduction
-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

본문내용

*comparison of price strategy
Dunkin Donuts’s orginal is 700 Won. The other donuts is 900 Won. Krispykreme ‘s original is 1000 won. But we can find something difference. Purchasing dozen of Dunkin Donuts, itdiscount 700 won. But Krispykreme has much more discount policy. Purchasing dozen of Krispykreme , it discounts 3000 won., 2 dozens of that, discount 7000 won. Dunkin Donuts has a “Happy Point” which save 5% of total price.

*Distinction of distribution strategy
Dunkin Donuts operate 10 of product factory at each province which produce donuts twice a day. They deliver donuts twice a day at each of sotre. ( 5-6 am and 1-3 pm) It is fresh and tasty. They don’t sell donut which is 8 hours after producing it. Meanwhile Krispykreme has a direct product facility in their own store. So they have a big size store. Also Dunkin Donuts runs by BR Korea which is the biggest franchise company. Krispykreme runs by the head office in USA.

*comparison of marketing strategy
Dunkin Donuts prefer to advertising on TV and newspaper. They have a strategy to send new advertisement when their power of brand is the top of their field. They have a continuous event and well decorated web page. But Krispykreme have something different marketing strategy. Effectiveness of publicity increases during evaluation among consumers instead advertising on TV and newspaper. They show the procedure of producing while consumers are waiting to buy donuts.

참고 자료

고객이 고객을 부른다. 충성고객 이렇게 만든다. - 질그리핀, 세종서적
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