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Essay / Research Paper Abstract
A 7 page paper discussing the decline that Krispy Kreme has been suffering for several years. In danger of being delisted in mid-2005, the company's stock trades at about $6 in early 2006; franchisees are declaring bankruptcy; and the man who strove to clean up Enron, Stephen Cooper, has been installed as CEO. The company refuses to update its menu or offer more dieter-friendly choices, however. Noting growing trends can assist Krispy Kreme in reclaiming its former success, but only if it will act on those trends. Bibliography lists 4 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSmgmtKKremFail.rtf
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Unformatted sample text from the term paper:
Environment 4 Customer Environment 5 External Environment 5 SWOT Analysis 6 Strengths 6 Weaknesses 6 Opportunities 6 Threats 6 Marketing Goals and Objectives 6 Marketing Strategies 7 Conclusion 7 Introduction
Krispy Kreme, formerly one of the Souths best-known brands, has become national and even international in its scope during the past several years. It expanded
too quickly, however, and apparently expected every other market to respond in the same ways as those holding intensely loyal customers. Company Overview
Founded in the 1930s and based on a secret recipe developed in Kentucky, Vernon Rudolph took his recipe for yeast-risen, glazed doughnuts first to Nashville and then to Winston-Salem, North
Carolina. It was there that he found an appropriate venue for his sweet treats. First intending to sell only to grocers and other retailers, Rudolph soon began selling
to retail customers as well, eventually cutting a hole in his buildings wall to serve passersby more efficiently and quickly. Krispy Kreme focused
on the southeast and was a regional company until the latter part of the 20th century. It financed expansion with long-term debt until going public in 1999. Proceeds
from the IPO retired outstanding debt and provided the capital that the company needed to expand nationally. Ownership has changed twice over the years. The first sought to
alter a successful approach to product, the second sought to return to the original successful methods. Today, the company runs a distant second to leading competitor Dunkin Donuts, but
enjoys a cult-like following in the Southeast where it has been ensconced from the beginning. Krispy Kreme runs a distant second to Dunkin
...