DIGITAL MARKETING STRATEGIES: KRISPY KREME MICRO AND MACRO DIGITAL ENVIRONMENT ANALYSIS

Yıl 2023, Cilt: 9 Sayı: 2, 137 - 157, 15.10.2023

Salma Choufani

Öz

This article provides a comprehensive examination of a selected brand -Krispy Kreme's digital marketing methods, including an investigation of both micro and macro environmental elements. In the contemporary and ever-evolving business environment, the use of digital marketing has emerged as a crucial mechanism for enterprises to establish connections with their intended consumer base and foster active involvement with their brand. This research reviews the relationship between Krispy Kreme, a well-known international doughnut and coffeehouse business, and its digital marketing initiatives, as well as the external factors that impact its strategic choices. This article provides a thorough view on Krispy Kreme's digital marketing strategy by including insights from both micro and macro investigations. The study provides some insights into the brand's capacity to navigate the intricacies of the digital landscape and leverage upcoming prospects. Moreover, this particular case study makes a valuable contribution to the wider comprehension of efficient digital marketing strategies within the framework of modern corporate operations. As firms persist in maneuvering through the complexities of digital marketing, the findings obtained from this study provide significant insights for marketers, researchers, and business executives aiming to enhance their digital strategies within a dynamic environment.

Anahtar Kelimeler

Digital Marketing Strategies, Krispy Kreme, Micro Digital Environment Analysis, Macro Digital Environment Analysis

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