Test Mode

In: Business and Management

Submitted By ajay05
Words 2709
Pages 11
Team Andres

KKD Case Analysis

Business 6200: Strategy and Competition

KKD Case Analysis
Prepared By Team Andrews:
Tim Fish
Brad White
Christina Vance
Stephanie Bogan
Anthony Vatterott
Submitted To:
Professor Mazen Badra
October 15, 2009

BUSN 6200

Fall I 2009

Team Andrews

KKD Case Analysis

TABLE OF CONTENTS
I.

Introduction .................................................................... 1

II.

SWOT Analysis ................................................................ 2

III.

Industry Analysis ............................................................. 5

IV.

Recommended Strategy ................................................. 10

List of Figures
A. Figure 1: Porters Five Forces Model...................................... 6
B. Figure 2: Business Strategies ............................................... 9

BUSN 6200

i

Fall I 2009

Team Andrews

KKD Case Analysis

I. INTRODUCTION
Krispy Kreme Doughnuts, Inc. (KKD) is a unique brand offering doughnuts, beverages, collectibles, and franchise opportunities. Pioneered as a small bakery in Winston Salem, North Carolina on July 13, 1937; KKD has evolved into a publicly traded firm boasting 395 retail stores and over four million dollars in sales (second quarter fiscal year 2008). So, why did the firm’s president and chief executive officer
Daryl Brewster (pictured right) say “After several quarters of progress on our turnaround, second quarter results [fiscal year 2008] did not meet our expectations.”? His statement is largely due to the significant losses the firm has experienced since fiscal year 2005.
KKD’s total revenues sunk from the five million dollar range at the close of fiscal year 2006 to the four million dollar range at the close of fiscal year 2007. The sharp decline in sales is accompanied by a system wide decrease…...

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