This 9 page paper examines at Krispy Kreme and its' performance. The analysis includes a SWOT analysis, looking at strengths, weaknesses, opportunities and threats. Financial performance between the years 2004 and 2007 is reviewed and a Porter's analysis is conducted. The paper ends with recommendations. The bibliography cites 7 sources.
Name of Research Paper File: TS14_TEkrispyk1.rtf
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Winston-Salem, North Carolina where he opened a shop selling yeast raised doughnuts based on a recipe that he bought a chef in New Orleans (Krispy Kreme, 2008). The original business
model was to make the doughnuts to sell to local groceries doors, but as people smelled the doughnuts been cooked they asked if they could buy them directly. Rudolf cut
a hole in the wall and started selling hot original glazed doughnuts directly to customers (Krispy Kreme, 2008). As the company expanded, initially in a modest manner, and then
in the 1980s at a more rapid rate as the company adopted a franchise model, the core concept of the businesses remain; each store makes their own doughnuts (Krispy Kreme,
2008). In 2001 the company went international, with the first store outside United States opening in Toronto, Canada. Today the company produces in excess of 3 million doughnuts every
day and over 1.3 billion every year selling the doughnuts through company owned franchise outlets as well as through other retail outlets (Krispy Kreme, 2008). In order to examine the
company, and its potential, a number of tools can be used to highlight the companys performance and progress within its industry. In this paper we will use a SWOT analysis
to look at strengths, weaknesses, opportunities and threats faced by the company in its external environment, look at the financial performance of the company and use a Porters five forces
analysis. 2. SWOT Analysis Strengths * A well-known product brand with long history, high brand recognition and a generally good reputation (Kotler, 2003). * Many stores in excellent locations.
* Effective growth model with the use of franchises. * Excellent cost structure, with low-cost inputs on value created in store. * Differentiated product and loyal customers. Weaknesses * High