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Krispy kreme doughnuts
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Krispy kreme Doughnuts
Antoine MarionBayou JulieHazet CharlesHéberlé CamilleHelson Yohann
Summary
1. Krispy kreme Doughnuts presentation
2. Internal and external analysis
3. Decline
4. Recommendations
1. Firm presentation
1933 creation (Vernon Rudolph)
1950s 29 shops, 12 states
1960 Standardization
1982 bought by Joseph McAleer (develops franchise)
1990s agressive expansion strategy
2000-2004 Growth
2001 Digital java acquisition (coffee/beverages)
2005 Decline
A quick and effective Growth
Problem Statement
2006,
Is a turnaround possible?
2. Internal and external analysis
• PEST• PORTER• MAPPING• SWOT• STRATEGY• FINANCIAL ANALYSIS
PestOpportunities Threats
Politic• Health campaign• Foreign politic
Economic• Consumer’s will to save
money• Crisis• purchasing power • Competition
Social
• Leisure time • Loyalty decrease• Change in consumption
habits
Technologic
• Innovation in the production
• New ways of selling
Main factor of change: consumption habit
Porter Analysis
Customers :High
++
Substitutable Product:
High++
CompetitorsHigh +++
High Competitive market
Threaten new entrants :
High +
Suppliers : Low
---
Mapping
Diversification
Quality
+
+
Focus on the brand key product
SWOT AnalysisStrengths
• Quality• Loyalty
Weaknesses
• Communication• Monitoring & Control
Opportunities
• New ways of selling• Leisure time
Social network Event
Threats
• Health campaign• Competition• Change in consumer’s
habits
Comsumption
ExperienceBad results
Key Success Factors
• Diversify the sales locations
• Franchise
• Historical basic product with many variations + coffee
• Vertical Integration principle
• Customer’s experience
Strategy (until 2005)
DIFFERENTIATION A unique experience
BUSINESS STRATEGY 1 Market 1 Product
• Atmosphere• Emotional link
Financial observations• Revenue: 2000 to 2004: + 202%• Stores: 1998 to 2004: + 237
2005• Revenue Q4 2005 to Q3 2006: -15% • 88% of the share• Stores: - 30
DECLINE
3. Decline (End 2005)
• Campaign against obesity
• Inappropriate products
• Lack of control in the accounting results
• Unqualified managers
WHY?
4. Recommendations
A new strategy
RECOVERY STRATEGY
• corrective measures (Financial monitoring)• long term vision (repositioning)
4. Recommendations
• Establish a regular BP to control accounting
• Hire qualified people
• Focus on the successful stores
• Communication campaign
Strategy Implementation
4. Recommendations
• Adaptation to consumers desires
• Healthy products diversification
• Franchise in harmony with the brand philosophy
A Turnaround is possible!
Control & Monitor the success
Thank you for your attention!