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Space Matrix for Krispy Kreme Doughnut

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Space Matrix for Krispy Kreme Doughnut
FUNDAMENTALS OF STRATEGIC MANAGEMENT (SMB 3024/BGB 3013) SCENARIO SIMULATION 1
(KRISPY KREME DOUGHNUTS)
Group Members:
Nurdiana bt. Nordin KJC1110036
Nur Afniza bt. Mohd Yunos KJC1080054
Syazana bt. Rahim KJC1080145 Written for:
Assoc. Prof. Omar Musa

Due date: 10 April 2013

SWOT STRATEGIES
-------------------------------------------------
Strengths Weaknesses 1. Revenues from franchises up to 1. 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 through 4. 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 international 2. 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 donut shops and locally
Owned
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