Krispy Kreme Doughnuts Groupe 2 NChahid GLeslie RMarjorie
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Transcript of Krispy Kreme Doughnuts Groupe 2 NChahid GLeslie RMarjorie
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:STRATEGIC DIAGNOSISEXTERNAL& INTERNAL ANALYSIS
CONSULTANTSCHAHID NoraGOMEZ Leslie
RICO Marjorie
ArArmama 2011
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...ABOUT US...ABOUT US
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ABOUT US
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CORPORATE STRATEGY
BUSINESS INTELLIGENCE OUTSOURCING
INTERNATIONAL DEVELOPMENT
OUR ADDITIONAL PROFILE
OUR DISPONIBILITY
OUR TOOL MASTERY
OUR HARTTO HART
PHYLOSOPHY
-Nespresso-Cmoi-Delacre-Gerbl
-Pepsi- Harry s-Pasquier- Ben and Jerry s
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SOME NUMBERS?SOME NUMBERS?
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SUMMARY Company Situation Strategic Analysis
Our recommendationsand and
Strategic Planning
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ABOUT YOUR BUSINESS
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Company overview( :Business model d o viennent les ventes
, , ,franchise royalties donut sales grocery. . )sales etc p C196
Revenue stream
r un t t s l ux l ntr pr s ! 2222
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STRATEGIC PROFIL
Sells via word-of-mouth
A loyal base of customers
A good business model with verticalintegration.
Doughnut-making equipment
Doughnut mixes and coffee
Good margins in supplyingfranchisees.
Brand equity
Company growth through FranchisesArAr
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: ABOUT YOUR BUSINESS 4 P
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PRODUCT PRICE
PLACEPROMOTION
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FINANCIAL STATEMENT
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MACROENVIRONMENT MICROENVIRONMENT
IS A TURNAROUND POSSIBLE ?
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PROBLEMATIC
What are the internal and external factorsyou need to take into consideration inorder to reboost your business?
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STRATEGIC ANALYSIS
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MACROENVIRONMENT MICROENVIRONMENT
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MACRO ENVIRONMENT
ANALYSIS
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Macro environmentTOOLS OT of the SWOT matrice
Porter
L.C.AG models principles
Product life cycle
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PROCESS ANALYSIS
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ENVIRONMENT ANALYSIS Minimum wage changes and employment law changes
Taxation on unhealthy products Advertisement Campain on healthy product
The continued economic downturn (non-essentialfood)
The Financial crisis limits buying power of costumers The challenge of unbalanced currencies destroys cash
flow
Fluctuations in commodity prices
Health oriented society
Customer needs cultural adaptation
The behaviour of the consumer ( around 10 billion ofdonuts sales)
PP oliticalE conomical
ocial cultural
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ENVIRONMENT ANALYSIS
T echnologicalE nvironmentalL egal
Development of the internet Introduction of the hot doughnut technology
,The Company is subject to a variety of federal state and.local environmental laws and regulations
( , )Commercial litigation franchise issues employment disputesTransactions between KK and other businessesProperty issues concerning building of stores and factories
in countriesThe legal aspects of acquisition
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PORTER
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THREAT OFSUBSITUTES
CUSTOMER POWERSUPPLIERS Power
BARRIERS TOENTRY
DEGREE OFRIVALRY
GOVERNEMENT/3 5
/2 5
/3 5
/1 5
/3 5/4 5
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YOUR OPPORTUNITIES
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Worldwide sales - (Re brand the product create a new
, ,communication new store design refresh)style
The development of internetRebuild costumer loyalty within the genuine
marketClosing of unprofitable stores which allows
greater control
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THREATS/ENVIRONEMENTCHANGE
Flat doughnut sales Competition more and more intense Increasing trend in healthy food Decreasing brand equity
Shutting down many stores due to norespond of customer needs Increased prices of agricultural products
and energy impacts sales negatively.
Financial crisis limits buying power ofcostumers
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MICRO ENVIRONMENTANALYSIS
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TOOLS SW ot the SWOT matrice
Strategic business (DAS)
Matrice dAnsoff BGC Matrice
Mc Kinsey matrice
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YOUR STRENGTHS Signature original
donuts.
Employees are bettertrained.
A unique brand andvariety of freshlymade donuts.
The transparency ofdonuts productionprocess - the donuttheater.
Retail to non profitor anization. A r mA r m
A h ig h ca p a city to m a ke
, .1 0 0 0 0 d o n u ts d a ily O ffe rs a d d itio n a l p ro d u cts
th ro u g h b u sin e sses.a cq u isitio n s
A great desire for growth and
success of people and.company
.Brand equityA good business model with an
.vertical integration
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YOUR WEAKNESSES
Intense competition:Starbucks coffee andDunkin Donutsbeverages
No others standardproducts
Manufactures allequipment internallyin its Manufacturingand Distribution dept.
Weak presence onInternational markets
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K K sn a cks are n o t h e a lth y (need- )to co n sid e r lo w ca lo rie d o n u t
Loo sin g b ra n d im a g e -Non interactive website and No
online ordering capabilityBad relations with franchisees
( )Corporate Structure CEO retiredExcessive will of expansion and
growth
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CRITICAL ANALYSIS instense competition Dunkin Donuts: 4400 stores VS 450
stores for you
No Globalizing Krispy Kreme
Loss of brand name
Less attractive: Accounting irregularities
Closing of Franchises
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Nouvelles tendances du
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Nouvelles tendances dumarch du donuts/nourritre en
gnrale VOIR PARTIE THREATS Some of the reasons consumers are
seeking their comfort in doughnutsis new products have beendeveloped without trans fats, insmaller portion sizes and new
flavors.
Nouvelles tendances du
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Nouvelles tendances dumarch du donuts/nourritre en
gnrale Quantitatif Chiffres du March du donuts
Valeur des actions
Vers quoi tend le march
Quelle direction serait judicieuse?
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R E LIA T E D T O T H EP R O B LE M A T IC
HOW WILL KRISPY KREMEDOUGHNUTS RETURNPROFITABILITY ?
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O U R SR E C O M M A N D A T IO N S
New marketing strategy
Introducing loyalty programs
Better adaptation to foreign
cultures
Creating and introducing newtrends
Introduction of new products
Move back to the firstconcept of selling the
experience, not just theproducts A r mA r m
Pe rfo rm a b e tte r fe a sib ilitystu d y b e fo re e n te rin g am arket
A ttra ct n e w fra n ch ise e s b y
lo w e rin g th e ro ya lty fe e s
-R e b ran d th e p rod u ct D e ve lo p in g a n d Te stin g S m a ll
S h o p Fo rm a ts To D rive S a le sa n d Pro fita b ility
In cre a se re se a rch a n d( , )d ev e lop m e n t coffe e tea
Focus o n co m m e rcia ls e v e n ts E xp a n d in g in to D u n kin D o n u ts
te rrito ry
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Developing and Testing Small Shop Formats ToDrive Sales and Profitability
Enhancing your Focus on Shop Operations
Developing, Testing and Deploying New Products
Improving your Off-Premises Business
Building On Your Success Internationally
Enhancing Franchisee Support
O U R SR E C O M M A N D A T IO N SO U R SR E C O M M A N D A T IO N S
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P H A S E S
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PHASE 1
Reduce cost by delocalising doughnutmix production in low cost countries.
Reduce the size of coffee shop in orderto focus on sales, not on production
Customize stores, refresh style tocreate new atmosphere
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&A D V A N T A G E SD IS A D V A N TA G E S
Increase capitalfrom soldlocations and
properties Decrease loss
Develop newmarket
Lo se d o m e stic lo ca tio n s Lo se fo o th o ld in ce rta in
re g io n s R isk fo r in te rn a tio n a l
lo ca tio n s In cre a se co st fo r n e w
lo ca tio n s
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PHASE2 Diversify and expand product mix
Develop culturally oriented products
Redesign current product names anddescriptions
Redesign packaging (cups, wrappers,bags, etc.)
New communication ( events,internet)
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&A D V A N T A G E SD IS A D V A N TA G E S Attracts new
customers
Attractive to theinternationalmarket
More Competitivewith the market
May keep existingcustomers
May increase itemssold perpurchase
More efficient
More cost effectivein the long run
N ew d eve lop m en t an dp a cka g in g co sts N ew id ea s m ay
d isco m fo rt o ld
custom ers R isk o f n o t sellin g
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SCENARIO 3
Intensify internationalisation anddistribution channels
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ADVANTAGES &DISADVANTAGES
Attractiveyoung ages
Increase the
holidays' sale Loyal customers
will increase
Increase thecustomers'database
R e m o d e l th ep ro d u ctio n lin e
In cre a se th ew e b site se tu p
cost N e e d to fin d m o re
w orkforce tosu p p o rt n e wa ctivitie s
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C H A IN V A LU E
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MANAGEMENT
LOGISTICMANUFACTURING&PRODUCTION
MARKETIN&GSALES
RECOMMANDATION
MARGIN
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QUESTIONS
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Any questions ?