Assignment SpecificationsPurpose:The objective of this case is to demonstrate how marketing research has contributed to making asmall business into a successful national chain.Krispy Kreme has become the American household icon for great-tasting hot doughnuts and coffee. Since itsbeginning in 1937, the company has grown and spread over the United States. Company executives andstore managers credit their success to a limited, consistent-tasting product line and clean and inviting storesthat attract consumers across all socioeconomic categories. The company also prides itself on itsinvolvement in charitable and service activities in the communities in which the stores are located.Special Instructions:1. Must watch the video (uploaded on Blackboard under Assignment 1).2. Answer the following three questions in reference to the video:a. To succeed in the Global Market, what market research should Krispy Kreme undertake?b. What market research activities does Krispy Kreme engage in to determine where to build asite?c. Krispy Kreme is currently facing criticism from low-carb diet practitioners which have lowered sales. How can market research help them deal with this problem? Provide at leastexamples of approaches that can be applied.3. Provide some recommendations with evidence support. Assignment Structure should be as the following:

1. Executive Summary

2. Introduction Background information about the company and marketing research and market research.

3. Define the Problems and discussionsClearly explain the problem that requires market research

4. Conclusions and RecommendationsConclude by citing key findings and provide two specific recommendations Krispy Kreme.

5. Reference

Answer rating: 100% (QA)

a Krispy Kreme should undertake consumer research to succeed in the Global Market Because it will help a company to identify the motivation preferences and purchase behavior of potential consumers Com... View the full answer