Krispy Kreme Srategic Plan

3141 Words Feb 9th, 2013 13 Pages
Table of Contents
Executive Summary………………………………………………………………… 4
Company Background……………………………………………………………… 4
Mission Statement………………………………………………………………….. 4
Vision Statement……………………………………………………………………. 5
Value Statement……………………………………………………………………. 5
Environmental Analysis……………………………………………………………. 5
Internal Analysis……………………………………………………………………. 6
External Analysis……………………………………………………………………. 7
Differentiation Opportunity..………………………………………………………… 8
Innovation Opportunity……………………………………………………………... 8
Value Chain…………………………………………………………………………. 9
Low Cost Opportunity……..………………………………………………………..... 9
Grand Strategy………………………………………………………………………. 10
Key Success Factors………………………………………………………………….. 11
Risk
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Then Krispy Kreme will analyze the external market, identifying threats and opportunities of other firms in order to manage around that and gain an advantage
Internal Analysis Conducting an internal analysis on Krispy Kreme Doughnuts will identify some strengths within the firm that can be used for competitive advantage. Krispy Kreme can also grow and expand on these strengths to keep that advantage in far reach of other firms. Krispy Kreme has produced a very favorable and high quality doughnut with an excellent visual appeal not found elsewhere. This is in part from great technology that allows quick finishing of cooking of partially cooked doughnuts. Doughnuts are prepared in advance and cooked to a certain point (Krispy Kreme, 2001). They are kept stored properly and are then finished cooking by the technology of the “Hot Doughnuts Now” machine. This process helps prepare for large orders and big rushes, while still giving the customer quality and freshness. One big attraction of Krispy Kreme is there neon sign displayed at all stores which signals “Hot Now” when the doughnuts are fresh out the oven. Customers want freshness, so Krispy Kreme tells them when that is, without customers having to take chances on whether they will receive fresh, hot products. The innovation of this technology and idea is a major strength of Krispy Kreme and has been used for great advantage in the doughnut industry. Along with identifying strengths

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