Space Matrix for Krispy Kreme Doughnut

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FUNDAMENTALS OF STRATEGIC MANAGEMENT (SMB 3024/BGB 3013) 
SCENARIO SIMULATION 1
(KRISPY KREME DOUGHNUTS)
Group Members:
Nurdiana bt. Nordin KJC1110036
Nur Afniza bt. Mohd YunosKJC1080054
Syazana bt. RahimKJC1080145

Written for:
Assoc. Prof. Omar Musa

Due date: 10 April 2013

SWOT STRATEGIES
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Strengths Weaknesses 1. Revenues from franchises up to1. Number of factory stores 11.23%. decreased to 4.98%.

2. Employee morale is excellent.2. Revenues from business 3. Produce from 4000-10000 dozen down 10.37%.
doughnuts daily.3. Last three fiscal year, KKD
4. Allows the consumer to have a hot has posted an operating doughnuts experience. loss.
5. Branded doughnuts are sold through4. Revenue decreased 9.9% to a variety of outlets. $93.4 million.
6. There are distributions centres.

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Opportunities Threats
1. Dunkin doughnuts has the largest 1. Starbucks has strong loyalty
number of total 6395 domestic franchisees. towards its quality products. 2. DD net increase of 94 new international2. Rewards customers for their Stores while experiencing a net loss of loyalty through their 20 stores in the US. Starbucks Rewards Program. 3. Ranked first in the top 10 brands of doughnuts 3. Dunkin want to increase sale

in dollar sales. From 40% to expand their
4. Market outside the US are a great source growth offering of baked goods
for KKD. menu.
4. Dunkin’s Donut and Tim
Horton as a competitor
There are many regional...
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