The objective of this case is to demonstrate how marketing research has contributed to making a small business into a successful national chain.

Krispy Kreme has become the American household icon for great-tasting hot doughnuts and coffee. Since its beginning in 1937, the company has grown and spread over the United States. Company executives and store managers credit their success to a limited, consistent-tasting product line and clean and inviting stores that attract consumers across all socioeconomic categories. The company also prides itself on its involvement in charitable and service activities in the communities in which the stores are located.

Special Instructions:

1. Must watch the video (https://youtu.be/yB-LR1qJrbA).

1. Answer the following three questions in reference to the video:
2. a. To succeed in the Global Market, what market research should Krispy Kreme undertake?
3. b. What market research activities does Krispy Kreme engage in to determine where to build a site?
4. 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 least examples of approaches that can be applied.
5. Provide some recommendations with evidence support.
6. Executive Summary
7. Introduction
8. Background information about the company and marketing research and market research.
9. Define the Problems and discussions
10. Clearly explain the problem that requires market research
11. Conclusions and Recommendations
12. Conclude by citing key findings and providetwospecific recommendations Krispy Kreme.
13. Reference