Enviromental Analysis for Krispy Kreme

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Krispy Kreme Turnaround Strategy
Strategy Coursework
John Ellis Group Arif Harbott Claudio Paleari Pia Gowland Ronald Garricks Tim Joslyn

EMBA EMBA Sep10 Strategy 1 - John Ellis Group v016.pdf September 2010 Date: 12th January 2011 Word Count (excluding tables and Appendices): 2992

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Table of Contents
1  Introduction ....................................................................................................................... 3  2  Current strategy ................................................................................................................ 3  3  External Analysis .............................................................................................................. 3  3.1  Industry definition ................................................................................................................... 3  3.2  PEST analysis ........................................................................................................................ 3  3.3  Industry five forces ................................................................................................................. 4  3.4  Competition analysis .............................................................................................................. 6  4  Analysis of internal environment ....................................................................................... 9  4.1  Internal value chain ................................................................................................................ 9  4.2  Financial analysis ................................................................................................................. 10  5  Key themes from analysis............................................................................................... 11  6  Recommendations .......................................................................................................... 11  6.1  Abandon large format stores and sell via third party retailers using mobile kiosks .............. 12  6.2  Develop new distribution capabilities ................................................................................... 12  6.3  Sell direct online targeting businesses ................................................................................. 13  7  Implementation plan ....................................................................................................... 14  Appendix A – Competition Identification............................................................................... 15  Appendix B – Consumer Research ...................................................................................... 18  Appendix C – Interviews with Krispy Kreme Staff ................................................................ 20  Appendix D – Internal Analysis ............................................................................................ 21  Appendix E – Mobile Kiosks ................................................................................................. 23  Appendix F – Financial Modelling ........................................................................................ 24  Appendix G – Value Curve Analysis .................................................................................... 25  Appendix H – How analysis can be improved ...................................................................... 26  Appendix I – Krispy Kreme historical Revenues .................................................................. 27  Bibliography.......................................................................................................................... 28   

EMBA Sep10 Strategy 1 - John Ellis Group v016.pdf

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1 Introduction
In 2003 Krispy Kreme was named by Fortune Magazine as ʻAmericaʼs Hottest Brand” and in 2004 they reported net income of $50 million. However over-expansion, an expensive store network, revelations of...
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