Research Paper on:
Strategy at Krispy Kreme

Unformatted Sample Text from the Research Paper:
one of the Souths best-known brands, has become national and even international in its scope during the past several years. The purpose here is to assess the strategy that  has brought Krispy Kreme to the place it currently occupies in its industry. Company History Founded in the 1930s and based on a  secret recipe developed in Kentucky, Vernon Rudolph took his recipe for yeast-risen, glazed doughnuts first to Nashville and then to Winston-Salem, North Carolina. It was there that he found  an appropriate venue for his sweet treats. First intending to sell only to grocers and other retailers, Rudolph soon began selling to retail customers as well, eventually cutting a  hole in his buildings wall to serve passersby more efficiently and quickly. Krispy Kreme focused on the southeast and was a regional company  until the latter part of the 20th century. It financed expansion with long-term debt until going public in 1999. Proceeds from the IPO retired outstanding debt and provided  the capital that the company needed to expand nationally. Ownership has changed twice over the years. The first sought to alter a successful approach to product, the second  sought to return to the original successful methods. Today, the company runs a distant second to leading competitor Dunkin Donuts, but enjoys a cult-like following that leads people to  line up days in advance of new-store openings. Mission Statement Krispy Kremes mission includes providing the freshest product possible, using company-produced ingredients for  uniformity across all outlets. Its primary mission is to promote the brand that was established in the 1940s and 1950s, providing a product that meets expectations established during those