kkd krispe kreme
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Krispy Kreme
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Introduction:
Krispy Kreme is one of the most recognized brand in the doughnuts industry,
their Original glazed cant be found in any other doughnuts stores around
the world.
Krispy Kreme doesn't offer a taste only, but it offers joy, delightful memories
and delicious experience that you will not forget about.
From a secret recipe in Salt lake , to A very well know doughnuts around the
world, we will know the origins of Krispy Kreme, the Ups and downs , and
the current performance of the Krispy Kreme.
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About Krispy:
Krispy Kreme Doughnuts was founded in 1937 by its
co-founder Vernon Randolph, in North Carolina.
In the 40s, Krispy started selling directly to customers
instead of selling the doughnuts to groceries.
the first international store of Krispy was opened in
2001 in Canada.
2006 was the year of terminating the largest
franchisee license of Great Circle Family Food.
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T
he Actual Vision:to be the worldwide leader in sharing delicious
tastes and creating joyful memories.
The Actual Mission:
to touch and enhance lives through the joy that is
Krispy Kreme.
The points included in the mission:
6. Philosophy, 8.Public image.
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The Proposed Vision:
To become the leader of the doughnut industry in the world.
The proposed Mission:Our mission is to provide our customers1with the best of our Krispy
Kreme doughnuts and coffee2, and to insure consistency in all of
KKD branches around the world3. We are looking forward to
watch our franchisees
9
financially to keep going to achieve ourvision5. We make sure that the ingredients we use are the best6.
The public image has a high priority in our company so we'll keep
participating in the community through supporting the social
events and donations8. Our signature original glazed will continue
to be our unique product and offered in all of our stores aroundthe world7.
1) Customer,2)Products or service, 3)Market, 4)Technology5)Concern for
survival,6)Philosophy, 7)Self concept, 8)Concern for public image, 9)Concern
for employees.
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KKD divisions and operations:
KKD have 523 stores all over the world, there are
two types of Krispy Kreme stores:
1. Factory Stores: which usually contain a
doughnut-making production line in addition to
retail establishments.
2. Satellite Stores: which sells doughnuts and
beverages.
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Profit Generators:
1. From the factory stores owned by the KKD
itself.
2. The franchisee fee.3. KKD supply chain is produces doughnuts
mixes and manufactures the doughnut-
making equipment, which all the factory
stores are required to buy in order to
produce the famous doughnuts.
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KKD Starbucks Tim Horton's
Critical Success
Factors
Weight Rating Weighted
Score
Rating Weighted
Score
Rating Weighted Score
Market Share
Price
Financial Position
Product Quality
Product Diversity
Consumer Loyalty
Employees
Sales distribution
Global Expansion
E-commerce
0.15
0.10
0.15
0.10
0.10
0.15
0.05
0.05
0.10
0.05
2
3
1
3
2
3
2
3
4
2
0.30
0.30
0.15
0.30
0.20
0.45
0.10
0.15
0.40
0.10
4
3
4
4
3
4
4
3
4
3
0.60
0.30
0.60
0.40
0.30
0.60
0.20
0.15
0.40
0.15
3
3
3
4
3
3
2
2
1
3
0.45
0.30
0.45
0.40
0.30
0.45
0.10
0.10
0.10
0.15
Total 1.00 2.45 3.70 2.8
CPM Competitive Profile Matrix:
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External Audit
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Opportunities:
1. Consumers' demands on organic food areincreasing.
2. The opportunity to penetrate the E-commerce
field, since this field is growing rapidly.3. The weak US dollar makes the US products and
technologies more affordable in Europe andAsia.
4. The demands on the diet products areincreasing.
5. The increasing fame of the Coffee as a main
drink.
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Threats:
1. The latest recession caused a decrease in the
costumer's spending.
2.T
he raw materials prices are increasing.3. The diversified menu that the Dunkin' Donuts
got.
4.T
he huge expansion of Starbucks in the USand worldwide.
5. The company's late reaction to the low profit
in the last five years.
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Internal Audit
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Strengths:
1. Adding new items to the menu such as: the
frozen beverages.
2. Having a well designed web-site, tocommunicate with the costumer.
3. A very strong brand name that's well-known
around the world.
4. Offering new kind of services such as opening
small shops and opening late nights.
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Weaknesses:
1. The company's stock price dropping from $40
to below $10.
2. Having several CEOs in short period of time
which means not having a stable strategy
3. Closing several branches, franchisees in the
US are declining.
4. Not offering adjusted products to meet thediet growing awareness, the original glazed
still contains 200 calories with 12 grams of
fat.
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Key Internal Factors Weight Rating Weighted
Score
Strengths
A very strong brand name that's
well-known around the world
0.06 4 0.24
Having a well designed web-
site, to communicate with the
costumer.
0.04 3 0.12
Adding new items to the menu
such as: the frozen beverages.
0.06 3 0.18
Using high quality ingredients in
order to meet the consumer's
expectations.
0.06 4 0.24
Offering new kind of services
such as opening small kiosksand opening late nights.
0.06 4 0.24
Making the production process
available to the public to see in
order to create a sort of
transparency between the KKD
and its consumers.
0.06 4 0.24
Internal Factor Evaluation (IFE) Matrix
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Weaknesses
1. The company's stock price dropping
from $40 to below $10. 0.10 2 0.20
1. Having several CEOs in short period of
time which means not having a stable
strategy.0.05 2 0.10
1. The late response the company's bad
position in the market, thou havingseveral signs before indicates that the
company was not doing well.
0.05 1 0.05
1. Closing several branches, franchisees in
the US are declining.
.
0.06 2 0.12
1. Not off ering adjusted products to meet
the diet growing awareness, the original
glaze still contain 200 calories with 12
grams of fat
0.10 1 0.10
TOTAL 1.00 2.63
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SWOT Strategies:
SO:
1. Penetrating the E-commerce by utilizing KKD well
designed web site to establish online ordering, since
the E-commerce is starting to expand. O2,S6
2. Introduce low-fat products and add diet products to
the menu. O4,S1
WO:
1. Create a new diet products menu, made withorganic ingredients. O4,W3
2. Increase their stock price by declining of the US
dollar value. O3,W1.
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SWOT Strategies:ST:
1. Start using high quality ingredients, to meet the
customer high awareness to health issues caused by
high calorie food. S3,T2
2. Continue stretching the brand name by opening newbranches around the world, to compete with Starbucks
expanding. S5,T4
WT:
1. Close the branches that are not doing well in the US and
the rest of the world. W5,T5
2. The increasing awareness of the public to the health
issues, so KKD needs to introduce a new diet
menu.W3,T2
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QSPM (Quantities strategic planning matrix)
Key Internal Factors Weight
Create new line oforganic doughnuts
Start up strategicalliance with Burger
King
Strengths AS TAS AS TAS
A very strong brand name that's well-known
around the world.
0.06 3 0.18 4 0.24
Having a well designed web-site, to
communicate with the costumer.
0.04 --- --- --- ---
Adding new items to the menu such as: the
frozen beverages.
0.06 --- --- --- ---
Using high quality ingredients in order to meet
the consumer's expectations.
0.06 3 0.18 2 0.12
Offering new kind of services such as opening
small kiosks and opening late nights.
0.06 --- --- --- ---
Making the production process available to the
public to see in order to create a sort of
transparency between the KKD and its
consumers.
0.06 --- --- --- ---
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Recommendations:
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1. That KKD should starts implementing new
strategy with investing in R&D, to find newcombination of ingredients to come up with
new menu for the diet people.
2. They should search for the reasons for thedeclining of the branches in the US and the
rest of the world.
3. Also having a diversified menu will help KKD
to improve its profits and secure them, by
offering new items besides doughnuts such
as: Cupcakes, muffins, Ice creams and
cookies.
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TThankhank yyouou fforor
LListeningistening;);)
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