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Problem: What strategic plan should Krispy Kreme Doughnuts (KKD) undertake to recover from its weak
performance and attain stability of operations?
Areas of Consideration:
Strengths:
1. The KKD operates globally with its company stores and franchise stores.
2. Both company stores and franchise stores are required to buy supplies and ingredients from the KK
Supply Chain. Through this the company avoids buying of costly supplies from other supplies. KK
Supply Chain is part of KKD that is why supplies and ingredients are offered at lower prices.
Moreover, it contributes to the total revenue of KKD.
3. Each KKD factory has the capacity to produce 4,000 dozens to 10,000 dozens of doughnuts daily.
4. KKD offers variety of flavours to its customers.
5. The company offers not only doughnuts but also espresso and frozen beverages, which adds to its
competitiveness in the industry.
6. Revenue from franchise stores is increasing.
7. The processes in its bakery are entirely automatic.
8. KKD is involved with fundraising projects in which products are offered at discounted price, which
may attract customers to buy.
9. Products are also distributed in grocery and convenience stores though off premise sales.
10. KKD entices customers with their doughnut making “theatres”.
11. The company has loyal customers.
Weaknesses:
1. KKD’s total sales decreased to approximately .5% in the 2 nd quarter fiscal year 2007. Also, revenues
in 2nd quarter fiscal year 2008 decreased compared to the last year’s revenue. There is also a
significant decrease in the KK Supply Chain’s revenue of 16.8%. As a result, the company has been
incurring losses for 4 years already. This is definitely a weakness and it questions the going concern
of the company.
2. The company may not have the ability to pay its short term debts with its available current assets due
to the low current ratio which is .9 in both 2008 and 2007. The ideal current ratio is 2 and the
company is far from this. Thus, the company is not solvent.
3. The company does not have an updated registered Uniform Franchise Offering Circular which
prevents it from offering franchises to new domestic franchisees.
4. The company’s marketing strategy is not an effective way to attract customers.
Opportunities:
3. The company will offer healthy doughnuts and snacks to its customers.
One of the major concerns of KKD is its decreasing sales and revenue and in order to recover from this
negative trend, the company will improve and modify its doughnuts. This can be done through incorporating
healthy ingredients in the doughnuts or by offering healthier snacks. Since some of the customers are
becoming health conscious, offering something new and promoting a healthy lifestyle will entice new
customers to purchase. KKD products will also be attractive to the international market, since it is not only
the Americans who are health conscious, while keeping the existing customers. However, costs will be
incurred for the research and development, hiring experts on nutritious cooking and introducing it to the
market with a better marketing strategy will also be costly. But of course, cost and benefit analysis should be
done. The selling price must be enough to recover the costs incurred. But introducing it in a high price might
make customers hesitant to buy. Moreover, Changes in the menu may not click with some customers and
there is also a tendency that it wil not sell if not created to the preferences of a customer.
Action Plan:
In order for KKD to revive itself from the net losses, which originated from the accounting irregularities,
the company will face the competition with their strengths. KKD will open some more franchise stores both
factory stores and satellites in countries where demand for its products are high.
Objectives:
• To be able to raise revenue for the company
• To introduce Krispy Kreme doughnuts to the other side of the world
According to these objectives, the company should be able to find competent and confident to-be
franchisees that will manage the franchise according to the operational system of the franchisor (KKD).
KKD as the franchisor will provide training to the franchisees to ensure efficiency in its business operations.
Also, the research and development will continue to create additional flavours to the KKD menu.
Moreover, it will also be a challenge for the department to make healthy doughnuts because of the rising
consciousness to health particularly the issue on obesity. KKD will continue to purchase equipments and
supplies from its KK Supply Chain. The production for these new franchisees should be at the minimum
production capacity of 4,000 doughnuts for its initial operations since customer awareness for the products
are not yet establish in those areas. In addition, for its marketing strategy the company will reach out to its
customers through print ads and television advertisements. With this approach the company will be able to
raise more product awareness. The on premise and off premise sales will still be employed. The target
market should be kept in mind to be able to create the right advertising concepts. KKD’s customers are from
the middle and more from the high end market; it will be wise to open franchises where these people hang
out and those near offices. The manner that the franchisee will operate will depend on the franchise
agreement and this includes incorporating the marketing strategy of the franchisor. With these new
developments and marketing approach, the company is in deeply in need of funds. In financing this
expansion, it will be difficult to borrow money from the banks especially with the result of its financial
ratios. In addition, the accounting irregularities from the past may also have an effect on the external users of
the company’s financial statements. The finance department has to borrow from those banks that still have
faith in the company. Like the ones to whom the company has an established relationship. The costs incurred
by KKD for facilities of the franchisee will be recovered from once the franchisee invested or buys his or her
franchise. Franchising will allow more financing opportunities for the future which will be helpful to the
company in reviving the losses. When it comes to the human resources, it is up to the franchisee which
employee or staff should he or she hire in the business.
In evaluating the strategy, the organizational performance must be monitored especially looking into
the trend of the bottom line figure for the income statement. Variances reports should be done examining the
progress of the operations of the franchisees. Looking into the different financial ratios will be helpful in
evaluating such as ROI, return on equity, profit margin, market share, earnings per sahre, debt to equity, to
name a few.