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Krispy Kreme SWOT Analysis

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by

Mikaela Fleisher

on 17 February 2014

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Transcript of Krispy Kreme SWOT Analysis

Well known brand
Signature hot donuts
Nationwide expansion
Strengths
Unhealthy
Falling sales
Expanded too fast
Market shares are low
Weaknesses
Build a healthier menu
Expand to new markets
Improve franchises
Opportunities
Competition from Wal-Mart
Competition from other chains
Rising gasoline prices
Threats
Krispy Kreme SWOT Analysis
Examining the strengths, weaknesses, opportunities and threats of the Krispy Kreme donut company
Krispy Kreme SWOT Analysis
LS 534
Mikaela Fleisher
Use brand name to promote a healthier image
Promote brand in other countries
Strengths/Opportunities
Create and promote a healthier menu
Do not expand until sales have increased
Weaknesses/Opportunities
Introduce new products such as a low-carb donut
Partner with Wal-Mart to sell donuts
Allow franchises to purchase local ingredients to reduce fuel costs
Strengths/Threats
Close unprofitable stores
Find cost efficient alternatives to save fuel
Weaknesses/Threats
Strategy and Conclusion
Krispy Kreme donuts is a nationally recognized brand. The first step in making the company more successful would be to close unprofitable stores. From there, turn to creating a menu with healthier options, such a low-carb donut to remain current with market trends. Using the Krispy Kreme brand to promote a healthier menu will increase sales. Since the brand is popular in America, the company should expand its market to include other countries. Allowing franchises to use local ingredients will cut fuel and delivery costs and improve profits.
Following the above strategy will cut expenses and increase profits, ultimately making Krispy Kreme Donuts a more successful company.
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