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Krispy Kreme Doughnuts

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Krispy Kreme Doughnuts
Krispy Kreme Turnaround Strategy
Strategy Coursework
John Ellis Group
Arif Harbott
Claudio Paleari
Pia Gowland
Ronald Garricks
Tim Joslyn

EMBA EMBA Sep10 Strategy 1 - John Ellis Group v016.pdf
September 2010
Date: 12th January 2011
Word Count (excluding tables and Appendices): 2992

Page 1

Table of Contents
1 Introduction ....................................................................................................................... 3
2 Current strategy ................................................................................................................ 3
3 External Analysis .............................................................................................................. 3
3.1 Industry definition ................................................................................................................... 3
3.2 PEST analysis ........................................................................................................................ 3
3.3 Industry five forces ................................................................................................................. 4
3.4 Competition analysis .............................................................................................................. 6
4 Analysis of internal environment ....................................................................................... 9
4.1 Internal value chain ................................................................................................................ 9
4.2 Financial analysis ................................................................................................................. 10
5 Key themes from analysis............................................................................................... 11
6 Recommendations .......................................................................................................... 11
6.1


Bibliography: Bennett J, Cohen B, Bubb J (2009). Krispy Kreme: The Franchisor That Went Stale http://hbr.org/product/krispy-kreme-the-franchisor-that-went-stale/an/KEL454-PDF-ENG Bird P (2003). Dunkin ' Donuts Inc http://www.kzwp.com/lyons/dunkin.htm http://www.campaignlive.co.uk/news/1030139/Krispy-Kreme-run-first-above-the-line-work/ Hoovers (2009) Hoovers (2010). Specialty Eateries Industry Definition http://www.hoovers.com/industry/specialty-eateries/1445-1.html Krispy Kreme (2010). Annual Report http://investor.krispykreme.com/annuals.cfm Krispy Kreme (2010). Nutritional information http://www.krispykreme.co.uk/doughnuts/nutritional-info/ Krispy Kreme (2010). Fundraising http://www.krispykreme.co.uk/fundraising/raise-dough/ Mastrull P. (2010). Krispy Kreme back in Philly with new business recipe http://www.philly.com/inquirer/business/20101114_Krispy_Kreme_back_in_Philly_with_ne Michelman P. (2007). Is There a Hole in Krispy Kremeʼs Comeback Plan? http://blogs.hbr.org/cs/2007/03/is_there_a_hole_in_krispy_krem.html Peach Report (2009). How Krispy Kreme brought doughnuts to the UK http://www.peachreport.com/Latest/366375/how_krispy_kreme_brought_doughnuts_to_the_uk.html Rusch R. (2001). Krispy Kreme on the rise http://www.brandchannel.com/features_effect.asp?id=70 S&P (2010). Krispy Kreme credit rating http://www.standardandpoors.com/prot/ratings/entityratings/en/us/?entityID=281266&sectorCode=CORP S&P (2010). Starbucks credit rating http://www.standardandpoors.com/prot/ratings/entityratings/en/us/?entityID=271969&sectorCode=CORP Serwer A. (2003). The Hole Story How Krispy Kreme became the hottest brand in America http://money.cnn.com/magazines/fortune/fortune_archive/2003/07/07/345535/index.htm Starbucks (2010). Starbucks http://en.wikipedia.org/wiki/Starbucks Kowalski, R. (2006). Starbucks Wars: How McDonald 's and Starbucks Defined Their Industry Various (2010). Krispy Kreme http://en.wikipedia.org/wiki/Krispy_Kreme
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