Krispy Kreme Case Analysis
Krispy Kreme Case Analysis
Running head: KRISPY KREME DOUGHNUTS, INC.: A CASE ANALYSIS
Krispy Kreme Doughnuts, Inc.: A Case Analysis
Presented to
By
October 09, 2009
Table of Contents
II. Table of Contents 2
III. Executive Summary 3
IV. Situational Analysis 5
A. Environment 5
B. Industry Analysis 5
C. The Organization 7
D. The Marketing Strategy 9
V. Problems Found in Situational Analysis 10
A. Statement of primary problem. 10
B. Statement of secondary problem 12
C. Statement of tertiary problem. 13
VI. Formulate, evaluate, and record alternative course(s) of action 14
A. Strategic Alternative 1 14
1. Benefits 14
2. Costs 15
B. Strategic Alternative 2 16
1. Benefits 16
2. Costs 19
C. Strategic Alternative 3 19
1. Benefits 19
2. Costs 21
VII. Selection of Strategic Alternative and Implementation 22
A. Statement of Selected Strategy 22
B. Justification of Selected Strategy 23
C. Description of the implementation of strategy. 23
VIII. Summary 28
IX. Appendices 29
A. Financial Analysis and Selected Tables 29
B. Reference List 32
Executive Summary
Krispy Kreme Doughnuts, Inc., began as a family-owned business back in 1937, as an expansion of a pre-existing business, when Vernon Rudolph purchased a doughnut shop along with the now-famous secret recipe for making yeast-raised doughnuts. His doughnuts, which he delivered to grocery stores in the Winston-Salem, North Carolina area, quickly became immensely popular with customers. So popular in fact, that he cut a hole in the wall of his shop so that he could sell hot doughnuts to potential customers passing by on the street. (Peter and Donnelly, 2009, Page 690). Who knows, but this may have been one of the first “drive-thru/walk-up” windows in the restaurant business! And that is just one example of Mr. Rudolph’s and his early partner, Mike Harding’s, forward-thinking marketing ideas for that era. The idea of making all of the shops look the same, so that they would
Running head: KRISPY KREME DOUGHNUTS, INC.: A CASE ANALYSIS
Krispy Kreme Doughnuts, Inc.: A Case Analysis
Presented to
By
October 09, 2009
Table of Contents
II. Table of Contents 2
III. Executive Summary 3
IV. Situational Analysis 5
A. Environment 5
B. Industry Analysis 5
C. The Organization 7
D. The Marketing Strategy 9
V. Problems Found in Situational Analysis 10
A. Statement of primary problem. 10
B. Statement of secondary problem 12
C. Statement of tertiary problem. 13
VI. Formulate, evaluate, and record alternative course(s) of action 14
A. Strategic Alternative 1 14
1. Benefits 14
2. Costs 15
B. Strategic Alternative 2 16
1. Benefits 16
2. Costs 19
C. Strategic Alternative 3 19
1. Benefits 19
2. Costs 21
VII. Selection of Strategic Alternative and Implementation 22
A. Statement of Selected Strategy 22
B. Justification of Selected Strategy 23
C. Description of the implementation of strategy. 23
VIII. Summary 28
IX. Appendices 29
A. Financial Analysis and Selected Tables 29
B. Reference List 32
Executive Summary
Krispy Kreme Doughnuts, Inc., began as a family-owned business back in 1937, as an expansion of a pre-existing business, when Vernon Rudolph purchased a doughnut shop along with the now-famous secret recipe for making yeast-raised doughnuts. His doughnuts, which he delivered to grocery stores in the Winston-Salem, North Carolina area, quickly became immensely popular with customers. So popular in fact, that he cut a hole in the wall of his shop so that he could sell hot doughnuts to potential customers passing by on the street. (Peter and Donnelly, 2009, Page 690). Who knows, but this may have been one of the first “drive-thru/walk-up” windows in the restaurant business! And that is just one example of Mr. Rudolph’s and his early partner, Mike Harding’s, forward-thinking marketing ideas for that era. The idea of making all of the shops look the same, so that they would