목차
1. Introduction
2.Industry Analysis
3. KKD’s Broad
Differentiation Strategy
4. SWOT Analysis
5.Successful Marketing
Strategy
6. Competitive Strength Assessment
7.Recommendations for
KKD
본문
- The founder, Vernon Rudolph began selling the yeast
doughnuts.
- The operation was moved to Nashville, TN.
- Rudolph sold his
interest in the Nashville store and in 1937 opened a
doughnut shop in
Winston-Salem, NC
- The first Krispy Kreme store was located in a rented
building on South Main
Street in Winston-Salem(Old Salem).
- By the
1960s, Krispy Kreme was well-known throughout the southeastern
United
States, and it began to expand into other areas of the country.
- In 1976,
Krispy Kreme Doughnut Corporation became a wholly owned
subsidiary of
Beatrice Foods Company of Chicago, Illinois.
- A group of franchisees
purchased the corporation back from Beatrice
Foods in 1982.
Means of
expanding nationally and internationally
:Reliance on franchising
“associate” stores and opening a few new company-owned stores
Franchise
licenses were granted only to candidates who have experience in multi-unit food
establishments and who possess adequate capital to finance the opening of
new stores in
their assigned territory
- Building a vertically-integrated
value chain that supplies both company-owned and franchised stores proprietary
doughnut-making equipment as well as doughnut mixes.
- Acquisition of Digital
Coffee as another vertical integration step that not only provides additional
source of revenue, but also improves the caliber and appeal of the company’s
on-premise coffee and beverage product.
본문내용
lysis
KKD’s Broad
Differentiation Strategy
SWOT Analysis
Successful Marketing
Strategy
Competitive Strength Assessment
Recommendations for KKD
I.
Introduction
KKD Case Study`` Page 2
- The founder, Vernon Rudolph began
selling the yeast doughnuts.
- The operation was moved to Nashville,
TN.
- Rudolph sold his interest in the Nashville store and in 1937 opened a
doughnut shop in Winston-Salem, N |
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