Krispy kreme ihu

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  • 1. Strategy Plan Zoi Karakosta Kyriaki ZafeiriadouStrategy & Business Policy Efstathios SimeonidisAssignment Kostas Takolas
  • 2. Introduction of the industry and the companyStrategic Challenges and Environment AnalysisAnalysis of the Competitive EnvironmentAssessment of the Strengths andStrategy Formulation & SelectionStrategy Evaluation
  • 3. is a leading branded retailer and wholesaler of high-quality doughnuts,complementary beverages and treats and packaged sweets.The Companys principal business, is owning and franchising Krispy Kreme stores, at whichover 20 varieties of high-quality doughnuts, are sold and distributed together withcomplementary products, such as a broad array of coffees and other beverages. (144) (417) (85) KKD Domestic InternationalCompany Supply Franchise Franchise Stores Chain Stores Stores
  • 4. Doughnuts and Related Products20 varieties of high-quality doughnuts, including thesignature Original Glazed doughnut. 88% of salesComplementary productsKool Kreme and baked goods including sweet rolls,pecan rolls, muffins and bagels.BeveragesFrozen drinks, juices, sodas, milks. New hotbeverages - espresso, cappuccino and hot chocolate 11%
  • 5. 1937: Vernon Carver Rudolph, the founder of Krispy Kremeopens his own doughnut shop at Winston-Salem, North Carolina 1939: Rudolph registered the trademark Krispy Kreme with the United States Patent and Trademark Office. The business grew rapidly and the number of shops also grew.1950s 1960s : doughnut process steps such as Proofing,cooking, glazing, screen loading, and cutting became entirelyautomatic. 1976: After Vernon Rudolphs death, Krispy Kreme became a wholly-owned subsidiary of Beatrice Foods Company of Chicago, Illinois.1982: a group of Krispy Kreme franchisees purchased KrispyKreme back from Beatrice Foods. 1999, the Company opened its first store in California and began its national expansionApril 2000, Krispy Kreme held an initial public offering ofcommon stock December 2001, the Company opened its first international store, in Canada, and began its international expansion.The Company reacquires several franchise markets in the UnitedStates in 2003 and early 2004, often at substantial premiums Late 2003, average unit volumes began to fall leading to a period of retrenchment characterized by over 240 domestic store closings from 2004 through 2009. In fiscal 2011, growth returned to the domestic business first time since 2005.
  • 6. QSR - Quick Service Restaurants QSR Industry Grows Low Consumer +3% 3% the last 10 years. Confidence High Competition Recession Proof Less Disposable Shift from Traditional Income Restaurants Increasing Prices (Fuel, Commodities)
  • 7. Develop and Test Domestic Small Shop FormatsEnhance Focus on Shop OperationsDevelop, Test and Deploy New ProductsImprove Off-Premises BusinessBuild On International SuccessEnhance Franchisee Support
  • 8. Mission To share our superior classic taste and constantly enriching emotional To touch and enhance lives through the joy that is Krispy Kreme experiences. To be the worldwide leader in sharing delicious tastes and creating Be the worlds delicacy company and satisfy doughnut lovers throughVision joyful memories our classic value bites.
  • 9. 1 Environmental Regulation Food Industry businesses need to be very careful in environmental issues such as waste management.2 Certifications by Government Authorities Certifications in terms of health, Safety and Sanitation issues are needed to operate in international level.3 Food Industry Related Regulations Need for consistent ingredients approved by FDA & International organizations. New ingredients could be banned so should be carefully developed & certified.4 International Trade Regulations Global Businesses face challenges such as the changing regulations in the countries they operate or want to enter (such as employment laws, healthcare laws, tax systems).5 Franchising-Specific Regulations Licensing and cooperation with franchisees is administered and regulated differently in countries around the world.
  • 10. 1 Consumer Confidence is in decline The bleak economic outlook causes consumers to cut spending2 High Unemployment Leads to Smaller Disposable Income and less visits to QSRs3 Changing Consumer Trends Work and life habits, types of businesses, shift in wealth, changes the way and the patterns people consume food and related products4 Currency Fluctuations and Inflation Revenue generation from international business could be impacted5 Record-Level high Prices In commodities such as agricultural products (flour, sugar) and fuel
  • 11. 1 Low-Calories Diet Consumers are increasingly worried about the calories & nutritional value of their food.2 Health-Conscious and CSR-aware public Consumers are increasingly aware of the CSR notion and demand companies to give back to society.3 Avoidance of unhealthy-perceived products Doughnuts (like burgers) are included in food products considered unhealthy, causing obesity.4 Focus is shifting towards freshly produced food Like custom-made sandwiches from freshly delivered material.5 Consumer is more demanding There is a growing need to serve a broader spectrum of consumers by offering related products.
  • 12. 1 Unique Equipment for Doughnut-Making Process We manufacture the equipment for our doughnuts so any innovation will come from us.2 Longer shelf life of products To facilitate this, we need to find modifications in the production process.3 Social Media Exploitation Embrace the new marketing trend with social media campaigns to increase consumer reach.4 Knowledge Sharing with Franchisees Use information & communication technology to enable remote collaboration.5 Mobile Applications Growth More and more customers are using mobile smartphones to connect with their favorite brands.
  • 13. LOW - MED Threat of new Entrants LOW - MED LOW HIGH MED CompetitivePowerProducts Risk of Substitute ofof Buyers Bargaining Rivalry in Suppliers Threat of new entrantsthe Industry Bargaining Power Market is of Consumers products are plentiful(biscuits, chocolates) Suppliers has low capital is both substituted Agricultural New storehighly fragmented easilywith major players and local stores Main product (Doughnut) requirements Individual LOW - MED Bargaining Power ofare regulated occupied by leaders HIGHLOW Fuelsweets/treats start be offer treats like doughnutsBargaining Power of Key Store locationscategory dependRivalry impulse buy The prices shops can Co