DATE:November 12, 2006
SUBJECT:"Krispy Kreme Doughnuts Going Global?"
This memo contains the answers to Questions 1 through 4 from the International Marketing assignment titled, "Krispy Kreme Doughnuts Going Global?" The questions are offset in the shaded area and the answers are provided below each question. (1) Where should Krispy Kreme go next? List the next ten countries they should enter in order of most viable. Describe the criteria you used to develop your list.
I identified, evaluated and ranked the countries in which I think Krispy Kreme should enter next. The results of the analysis are summarized below. The criteria, presented in order of their importance and followed by a narrative description are:
1.Political / Legal
Political / Legal
Political and legal considerations were given first priority in this analysis with primary emphasis given to whether a country's legal or political system prohibits or impedes foreign investment. If a country's political or legal system discouraged or prevented foreign investment, that country was disqualified from further consideration. Factors considered when assessing the political and legal environment:
1.Ease of doing business
2.Transparency International's Corruption Ranking
3.Relative political stability
4.Enforcement of ownership rights
5.Degree to which foreign investment is encouraged
A country's economic environment plays a significant role in the success of businesses operating within that country. Countries with struggling or shrinking economies were not included in the top ten ranking. Economic indicators and trends selected for this analysis:
1.Gross Domestic Product (GDP)
2.Gross National Income (GNI)
3.Market size (population and population density)
Assuming a country had a favorable political, legal and economic environment; its cultural environment was evaluated. Culture impacts demand and the marketing mix; therefore, if a country's culture was deemed unfavorable, it was not included in the top ten ranking. Similarly, if a country's culture seemed especially favorable, that aspect is denoted later in the analysis. Cultural factors considered in this analysis:
1.Hofstede's Cultural Typology
2.Structural eating habits and trends
3.Acceptance of prepared and take-out food
4.Dietary considerations (to assess product adaptation requirements) 5.Perceptions of doughnuts as a breakfast food or a snack food 6.Preference for freshly prepared foods
7.Language and how "Krispy Kreme" translates
The aforementioned criteria were used to determine the ten most viable countries/regions for Krispy Kreme's international expansion. The list of countries/regions, presented in descending order, with especially attractive characteristics denoted adjacent to the apposite country, is presented in Table 1 on the following page.
RankCountryAttractive Cultural Characteristics
1Hong KongDensely populated, open to Western ideas with positive U.S. country of origin effects, prefers freshly prepared foods, e.g. sushi, doughnuts are snacks (assumes product adaptation) implying all day consumption, brand and product recognition, speaks Chinese and English (business people); Collectivist culture promotes sharing (office heroes) 2JapanDensely populated, prefers freshly prepared foods, e.g. sushi, doughnuts are snacks (assumes product adaptation) implying all day consumption, brand and product recognition, speaks Japanese and English (6 years of written English is part of formal education system); Collectivist culture promotes sharing (office heroes) 3SingaporeDensely populated, open to Western ideas with positive U.S. country of origin effects, prefers freshly prepared foods, doughnuts are snacks (assumes product adaptation) implying all day consumption, brand and product recognition, speaks Chinese and English...