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STRATEGIC DIAGNOSIS :
EXTERNAL
& INTERNAL ANALYSIS

CONSULTANTS
CHAHID Nora
GOMEZ Leslie
RICO Marjorie

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ABOUT US...

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 ABOUT US

CORPORATE STRATEGY
OUR HART
TO HART
BUSINESS INTELLIGENCE OUTSOURCING PHYLOSOPHY

INTERNATIONAL DEVELOPMENT OUR DISPONIBILITY

OUR TOOL MASTERY

OUR ADDITIONAL PROFILE

-Nespresso -Pepsi
-Cémoi -Harry’s
-Delacre -Pasquier
-Gerblé -Ben and Jerry’s…

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SOME NUMBERS?

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 SUMMARY
• Company Situation
• Strategic Analysis
• Our recommendations
and and
• Strategic Planning

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ABOUT YOUR BUSINESS

Company overview
Business model (d’où viennent les ventes:
franchise, royalties,donut sales, grocery
sales etc. p. C196)
Revenue stream

 Faire un etat des lieux

de l’entreprise  2222 !

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 STRATEGIC PROFIL
• Sells via word-of-mouth
• A loyal base of customers
• A good business model with vertical
integration.
• Doughnut-making equipment
• Doughnut mixes and coffee
• Good margins in supplying
franchisees.
• Brand equity
• Company growth through Franchises
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ABOUT YOUR BUSINESS : 4 P ’

PRODUCT PRICE

PROMOTION PLACE

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FINANCIAL STATEMENT

MACRO MICRO
ENVIRONMENT ENVIRONMENT

IS A TURNAROUND POSSIBLE ?
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 PROBLEMATIC

What are the internal and external factors



you need to take into consideration in

order to reboost your business?
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STRATEGIC ANALYSIS

MACRO MICRO
ENVIRONMENT ENVIRONMENT

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MACRO ENVIRONMENT
ANALYSIS

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Macro environment TOOLS

• OT of the SWOT matrice

• Porter
• L.C.AG model’s principles
• Product life cycle
•
•
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PROCESS ANALYSIS

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 ENVIRONMENT ANALYSIS
P
cal
oliti
•
•
•
Minimum wage changes and employment law changes
Taxation on unhealthy products
Advertisement Campain on healthy product
 

• The continued economic downturn (non-essential

E
food)
• The Financial crisis limits buying power of costumers
conomical
• The challenge of unbalanced currencies destroys cash
flow
• Fluctuations in commodity prices
•

S •
ocial cultural
• Health oriented society
• Customer needs cultural adaptation
• The behaviour of the consumer ( around 10 billion of
donuts sales)

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 ENVIRONMENT ANALYSIS
T 
Development of the internet
 Introduction of the hot doughnut technology
echnological

•
The Company is subject to a variety of federal, state and

E
local environmental laws and regulations.

nvironmental


Commercial litigation (franchise issues, employment disputes)

L egal
Transactions between KK and other businesses
Property issues concerning building of stores and factories
in countries
The legal aspects of acquisition

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GOVERNEMENT
PORTER
3/5 THREAT OF
SUBSITUTES

 
 3/5

•
SUPPLIERS Power DEGREE OF CUSTOMER POWER
RIVALRY
2/5 4/5 3/5

BARRIERS TO
ENTRY
1/5

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 YOUR OPPORTUNITIES
Worldwide sales
         

Re-brand the product (create a new
communication, new store design, refresh
style)

The development of internet

Rebuild costumer loyalty within the genuine
market

Closing of unprofitable stores which allows
greater control
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 THREATS/ENVIRONEMENT
CHANGE
• Flat doughnut sales
• Competition more and more intense
• Increasing trend in healthy food
• Decreasing brand equity
• Shutting down many stores due to no
respond of customer needs
• Increased prices of agricultural products
and energy impacts sales negatively.
• Financial crisis limits buying power of
costumers
•

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MICRO ENVIRONMENT
ANALYSIS

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 TOOLS
• SW ot the SWOT matrice
• Strategic business (DAS)
• Matrice d’Ansoff
• BGC Matrice
• Mc Kinsey matrice
•
•
•
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 YOUR STRENGTHS
• Signature original A h ig h ca p a city to m a ke
donuts. 1 0 , 0 0 0 d o n u ts d a ily.
• 
• Employees are better O ffe rs a d d itio n a lp ro d u cts
trained. th ro u g h b u sin e sse s
a cq u isitio n s.
•
• A unique brand and

variety of freshly A great desire for growth and
success of people and
made donuts. company.   
• 
• The transparency of Brand equity.   
donuts production 
process - the donut
A good business model with an
theater”. vertical integration.


• Retail to non profit

organization.
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 YOUR WEAKNESSES
• Intense competition: K K sn a cks a re n o t h e a lth y ( need
Starbucks coffee and to co n sid e r lo w -ca lo rie d o n u t)
Dunkin Donuts 
beverages Lo o sin g b ra n d im a g e
• 
• No others standard Non-interactive website and No
products online ordering capability
• 
Bad relations with franchisees
• Manufactures all

equipment internally
in its Manufacturing Corporate Structure (CEO retired)
and Distribution dept. Excessive will of expansion and
growth
•
• Weak presence on
International markets
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 CRITICAL ANALYSIS
• instense competition
• Dunkin Donuts: 4400 stores VS 450
stores for you
• No Globalizing Krispy Kreme
• Loss of brand name
• Less attractive:
– Accounting irregularities
– Closing of Franchises


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 Nouvelles tendances du
marché du donuts/nourritre en
générale
• VOIR PARTIE THREATS
• Some of the reasons consumers are
seeking their comfort in doughnuts
is new products have been
developed without trans fats, in
smaller portion sizes and new
flavors.
 Nouvelles tendances du
marché du donuts/nourritre en
générale
• Quantitatif
• Chiffres du Marché du donuts
• Valeur des actions
• Vers quoi tend le marché
• Quelle direction serait judicieuse?
•
 R E L IA T E D T O T H E
P R O B L E M A T IC

 HOW WILL KRISPY KREME

DOUGHNUTS RETURN
PROFITABILITY ?

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 OURS
R E C O M M A N D A T IO N S
• New marketing strategy Pe rfo rm a b e tte r fe a sib ility
• stu d y b e fo re e n te rin g a
m a rke t
• Introducing loyalty programs

A ttra ct n e w fra n ch ise e s b y


• Better adaptation to foreign lo w e rin g th e ro ya lty fe e s

cultures R e -b ra n d th e p ro d u ct
• D e ve lo p in g a n d Te stin g S m a ll
S h o p Fo rm a ts To D rive S a le s
• Creating and introducing new a n d Pro fita b ility
trends In cre a se re se a rch a n d
• d e ve lo p m e n t ( co ffe e , te a )
• Introduction of new products 
Fo cu s o n co m m e rcia ls e ve n ts
•

• Move back to the first E xp a n d in g in to D u n kin D o n u ts
concept of selling the te rrito ry
experience, not just the
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 OURS
R E C O M M A N D A T IO N S
• Developing and Testing Small Shop Formats To
Drive Sales and Profitability
• Enhancing your Focus on Shop Operations
• Developing, Testing and Deploying New Products
• Improving your Off-Premises Business
• Building On Your Success Internationally
• Enhancing Franchisee Support

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PH A SES
 PHASE 1
• Reduce cost by delocalising doughnut
mix production in low cost countries.
•
• Reduce the size of coffee shop in order
to focus on sales, not on production
•
• Customize stores, refresh style to
create new atmosphere

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 A D V A N TA G E S &
D IS A D V A N T A G E S


• Increase capital Lo se d o m e stic lo ca tio n s

from sold Lo se fo o th o ld in ce rta in
locations and re g io n s
properties R isk fo r in te rn a tio n a l
• Decrease loss lo ca tio n s
• Develop new In cre a se co st fo r n e w
market lo ca tio n s

•

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 PHASE 2
• Diversify and expand product mix
• Develop culturally oriented products
• Redesign current product names and
descriptions
• Redesign packaging (cups, wrappers,
bags, etc.)
• New communication ( events,
internet…)
•
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 A D V A N TA G E S &
D IS A D V A N T A G E S
• Attracts new N e w d e ve lo p m e n t a n d
customers p a cka g in g co sts
• Attractive to the 
international N e w id e a s m a y
market d isco m fo rt o ld
cu sto m e rs
• More Competitive
with the market 
R isk o f n o t se llin g
• May keep existing
customers 
• May increase items
sold per
purchase
• More efficient
• More cost effective
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 SCENARIO 3

• Intensify internationalisation and

distribution channels
•

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 ADVANTAGES &
DISADVANTAGES
• Attractive R e m o d e lth e
young ages p ro d u ctio n lin e
• Increase the In cre a se th e
holidays' sale w e b site se tu p
• Loyal customers co st
will increase
N e e d to fin d m o re
• Increase the
w o rkfo rce to
customers'
database su p p o rt n e w
a ctivitie s
•
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 C H A IN V A L U E
RECOMMANDATION

MANAGEMENT

MANUFACTURING MARKETIN MARGIN

LOGISTI & G &
C PRODUCTION SALES

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Ar
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QUESTIONS

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 Ar
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Any questions ?

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