AIM KRISPY KREME Developing MR Approach QUESTIONS 1. Define the Management Decision & Marketing Research Problems. Krispy Kreme began a storefront business in 1 Rudolph bought a secret doughnut recipe from a then, hundreds of the signature green-roofed shc across the United States. Krispy Kreme wanted er countries like Canada, Spain, Japan, Australia, and credits its success to quality products, clean relationships with customers. No one seem specifically what makes the Krispy Kreme dough better than any other brand, but everyone a something to do with "the hot donut exper marketing managers explain that their bottom- store is on what they do best: "offer good donuts and they do not bombard their customers with ar 2. Develop the Approach (Theoretical Framework, Research Questions, and Hypotheses) 3. Which marketing research design should Krispy Kreme engage in (exploratory, descriptive, or causal)? Why? The "donut theatre" company allows customer being made through glass windows; they can ex donuts going through what the company has te waterfall". All this invites customers into the prod and assures both cleanliness and quality of th Kreme also works hard to develop relationships and to be a positive force in communities where It has helped to raise millions for fundraising eve donating donuts to charitable projects. O relationship programs are family-oriented. Fc encourage kids to get good grades; where stude donut for every "A" grade they earn. The comp local sports teams. Krispy Kreme is currently faci ioners in the new markt AIM KRISPY KREME Developing MR Approach QUESTIONS Krispy Kreme began a storefront business in 1973 when Vernon Rudolph bought a secret doughnut recipe from a French chef. Since then, hundreds of the signature green-roofed shops have spread up across the United States. Krispy Kreme wanted even to expand into countries like Canada, Spain, Japan, Australia, and UK. The company credits its success to quality products, clean stores, and good relationships with customers. No one seems able to define specifically what makes the Krispy Kreme doughnuts taste so much better than any other brand, but everyone agrees that it has something to do with the hot donut experience". Company marketing managers explain that their bottom-line focus in every store is on what they do best: "offer good donuts and good coffee". and they do not bombard their customers with any other messages. 1. Define the Management Decision & Marketing Research Problems 2. Develop the Approach (Theoretical Framework, Research Questions and Hypotheses) 3. Which marketing research design should Krispy Kreme engage in (exploratory descriptive, or causal)? Why? The "donut theatre company allows customers to watch donuts being made through glass windows; they can even see the baked donuts going through what the company has termed the "glazing waterfall. All this invites customers into the production experience and assures both cleanliness and quality of the product. Krispy Kreme also works hard to develop relationships with its customers and to be a positive force in communities where stores are located. It has helped to raise millions for fundraising events by generously donating donuts to charitable projects. Other community- relationship programs are family-oriented. For example, they encourage kids to get good grades; where students receive a free donut for every "A" grade they earn. The company also sponsors local sports teams. Krispy Kreme is currently facing criticisms from the low-carb diet practitioners in the new markets (such as Japan and UK) which has lowered its sales. As such, the company is considering whether marketing research is capable of helping it deal with this problem in order to succeed in those new markets