BUSINESS MANAGEMENT AND ORGANISATION

Business Management

Business Management

Krispy Kreme Overview

Krispy Kreme is a chain of doughnut stores. Its parent company is Krispy Kreme Doughnuts, Inc. (NYSE: KKD), based in Winston-Salem, North Carolina, United States.

Krispy Kreme sells doughnuts, among them glazed doughnuts, served warm. Krispy Kreme doughnuts are sold in supermarkets, grocery stores, convenience stores, gas stations, Wal-Mart and Target stores in the US; Loblaws supermarkets and Petro-Canada gas stations in Canada; and Tesco supermarkets and Tesco Extra in the UK.

The company's growth was steady prior to its initial public offering but profits have decreased in recent quarters.[2]

Most dedicated Krispy Kreme stores are constructed with a short window between the customer area and the kitchen allowing patrons to watch the doughnut making machines. The machines produce rings of dough, raise yeast, bake, deep-fry, flip, and glaze the doughnuts. These stores have a neon sign that, when lit (usually morning and evening), tells customers that hot doughnuts are coming off the line. Some smaller locations bring doughnuts from other locations. Krispy Kreme's competitors within the US include Dunkin' Donuts,

Mission Statement

They want to cater the mass need of teenager, young and middle age adults who are fond of eating fast food and the drinks like black coffee because of exposure to the increasing trend dining out. Their main focus is to serve the middle and upper middle-income group with high quality food products and create brand awareness among them.

Vision

The commitment of the business is to provide retail outlets and customers, superior product performance with a high brand value in the market and to have a standardized quality in material, packaging, advertising and to make effort to increase the sales. Before launching the product the management will have to answer such questions,

Is the product truly useful for our customers and society?

Is it good for our company?

Does it mesh well with company's objectives and strategies?

Do we have resources, finance, people and skills to make it succeed?

Are there any direct or indirect competitors?

Does it deliver more value to customers than the competing products?

Is it easy to advertise and distribute?

What sort of response should we expect from our potential customers and competitors?

What sort of return on investment do we expect in short-run and in long run, which is very important?

How are we going to price the product?

When will we achieve our break-even?

What would be the total cost of project if we go ahead?

How to increase profits?

How to lower cost and increase sales?

The vision of Krispy Kreme is to become leader in the field of skin care products by establish an unfailing relationship with the consumers, based on superior product performance and value. (Haidee 24 2002)

Competitive Advantages

Taste- peculiar and unique delicious taste in all the doughnuts. They will not provide many types of doughnuts because the typical and distinctive taste of Krispy Kreme will give us a competitive advantage and will be a symbol of good quality.

Quality- Krispy Kreme has no compromise on quality. High quality products for healthy ...