Go Nuts Donuts Case Study

1621 Words Jul 7th, 2012 7 Pages
Contents
1.1 Introduction................................................................................................... 3
1.2 Background of the case................................................................................. 3
1.3 Statement of the problem............................................................................. 3
1.4 Objectives..................................................................................................... 4
1.5 Case analysis................................................................................................. 4
1.5.1 Marketing Mix............................................................................................ 4
1.5.1.1
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– A case study on Go Nuts Donuts” (From now called GND). The case is a recent one from August 2010, which made researching through internet easier and easier to analyze in context of contemporary marketing thinking.

1.2BACKGROUND OF THE CASE
Inspired by the success of Krispy Kreme in the USA, Go Nuts Donuts was started by the Trillianas and de Ocampos. After a year-and-a-half market research and taste testing, the first store of Go Nuts Donuts opened at the Fort Strip Mall in Bonifacio Global City on December 11, 2003. It opened to a sale of 700 donuts on the first day. Initially priced at 15 pesos per donut, it was meant to be a quality product with a mass market. Since then, Go Nuts Donuts had spread 36 outlets as of September 2007, including its first international branch in Kuwait. ( According to GND homepage there are now 23 outlets registered. ) Aside from donuts, Go Nuts also sells coffee, iced tea, milk shakes, cupcakes, cinnamon rolls, pizza and ice cream. Now, 7 years later, the situation is one of negative growth, stagnant sales, and increased competition. GND finds itself being a shade of its former self, and are wondering what to do next….

1.3STATEMENT OF THE PROBLEM
After analysing the case, and discussing the problem, the following problem statement was authored:
“ What marketing strategy should Go Nuts Donuts employ in order to change a stagnant /declining market situation into a growing and sustainable one?”

1.4 OBJECTIVES
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