Krispy Kreme – A Mexican Delight? Krispy Kreme has focused onglobal expansion over the past several months. It has developedjoint ventures to offer Krispy Kreme doughnuts in Australia,England, and Canada. Most recently, a Krispy Kreme outlet opened inMexico City, Mexico, and the company wants to open at least 20 morestores. The organization now has plans for joint ventures that willenable franchises to open in Japan. You and a partner own a KrispyKreme franchise in Texas, and the business has been doing well.When you initially opened, carloads of people lined up around thebuilding for weeks, and when the “HOT” sign is on, businesscontinues to be good. You are now considering pursuing anotherfranchise opportunity with Krispy Kreme. Since your partner travelsto Mexico regularly, you are wondering if perhaps a franchise therewill be as popular as yours has been here. At the time when youopened this Krispy Kreme, you had the business/marketing knowledge,and your partner provided most of the start-up capital. Since thattime, though, your partner has earned a marketing degree as welland you have accumulated money for investment; thus, your roleswould be equivalent this time. You have both agreed to think aboutthe investment and to come up with recommendations independently todiscuss with one another. You decide to write down a discussion ofthe major concerns that you have. First, evaluate Mexico as anopportunity for opening a Krispy Kreme successfully. You shouldinclude a discussion on the social, economic, and cultural factorsthat may help in making a sound business decision. In addition,determine if a joint venture would be the best route for developingfranchises in Mexico. Finally, write your recommendation andjustify it.

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