Krispy Creme

2196 Words Apr 18th, 2011 9 Pages
Ador, Camille Marie B. MG11A

KRISPY KREME DOUGHNUTS
2008

Abstract
Krispy Kreme Doughnuts, Inc. (KKD) was founded by Vernon Caver Rudolph. Rudolph purchased a secret recipe for yeast-raised doughnuts in Paducah, Kentucky from Joseph LeBeouf of Lake Charles, Louisiana and began making, selling, and delivering them through bicycle. The first store with the brand name “Krispy Kreme” was opened in Charlotte Pike, Nashville Tennessee in 1933. Rudolph’s business partner then was Mike Harding. In July 13, 1937, Rudolph sold his shares in Tennessee and transferred to Winston-Salem, New Carolina where he started as a retailer that supplies doughnuts to grocery stores until some customers figured where he had been making his
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Welch - Senior Vice President and President of International

Board of Directors. Charles A. Blixt, Lynn Crump-Caine, C. Stephen Lynn, Robert S. McCoy, Jr., James H. Morgan, Andrew J. Schindler, Michael H. Sutton, Lizanne Thomas, and Togo D. West, Jr.

I. Statement of the Objectives

1. To determine probable cause of the sudden rise and fall of KKD Inc. financially 2. To devise a strategy that will revitalize the financial statement users’ confidence in the company 3. To implement extensive marketing measures, (for the company’s brand name and products), and investment strategy (for both on and off premise operations) 4. To reestablish profitability, high market share, and increase in the price of company shares 5. To extend further reach to consumers strategically to achieve significant growth

II. Central Problem

How will KKD return to profitability?
The KKD Inc. had experienced sudden rise and fall, with its statement revealing losses and downturn in share price which may be due to management inefficiency, competition and low market share.

III. Areas of Consideration

* STRENGTHS 1. Strong brand name – Krispy Kreme Doughnuts Inc. is widely known in 16 different countries 2. Strong reputation – KKD Inc. provides fund-raising projects to those who are in need 3. KKD has a very popular signature doughnut known as “Original Glazed” 4. The automation of the doughnut-making process

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