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Krispy kreme doughnuts. 2006, is a turnaround possible?
 

Krispy kreme doughnuts. 2006, is a turnaround possible?

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Krispy kreme doughnuts

Krispy kreme doughnuts

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    Krispy kreme doughnuts. 2006, is a turnaround possible? Krispy kreme doughnuts. 2006, is a turnaround possible? Presentation Transcript

    • Krispy kreme Doughnuts Antoine Marion Bayou Julie Hazet Charles Héberlé Camille Helson Yohann
    • Summary1. Krispy kreme Doughnuts presentation1. Internal and external analysis1. Decline2. 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 2001 Digital java acquisition (coffee/beverages) 2000-2004 Growth 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
    • Pest Opportunities Threats • Health campaign Politic • Foreign politic • Consumer’s will to save • CrisisEconomic money • purchasing power • Competition • Leisure time • Loyalty decrease Social • Change in consumption habits • Innovation in theTechnologi production c • New ways of sellingMain factor of change: consumption habit
    • Porter Analysis Threaten new entrants : High + Customers :Suppliers : Competitors High Low High ++ --- +++ Substitutable Product: High ++ High Competitive market
    • Mapping Quality + Diversification + Focus on the brand key product
    • SWOT Analysis Strengths Weaknesses • Quality • Communication • Loyalty • Monitoring & Control Opportunities Social network Event• New ways of selling• Leisure time Threats Comsumption• Health campaign Bad results• Competition Experience• Change in consumer’s habits
    • Key Success Factors • Historical basic product with many variations + coffee • Vertical Integration principle • Customer’s experience• Diversify the sales locations• Franchise
    • Strategy (until 2005)BUSINESS STRATEGY 1 Market 1 Product DIFFERENTIATION A unique experience • 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)WHY? • Lack of control in the accounting results • Unqualified managers • Campaign against obesity • Inappropriate products
    • 4. RecommendationsA new strategy RECOVERY STRATEGY • corrective measures (Financial monitoring) • long term vision (repositioning)
    • 4. RecommendationsStrategy Implementation• Establish a regular BP to control accounting• Hire qualified people• Focus on the successful stores• Communication campaign
    • 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!