Krispy Kreme甜甜圈

发布时间：2016-04-11 15:31

Industry Analysis产业分析

Life cycle analysis生命周期分析
在1937年，北卡罗来纳州的温斯顿塞勒姆炸圈饼公司成立于。在早年，公司主要集中在北卡罗来纳州和美国的业务上。基于其成功的战略，它的发展风险，这是所谓的“区域开发商”的股权投资。年平均增长率不到2家，到1996年，公司有95家单位。然后在上世纪90年代末，公司制定了一个快速增长的计划。（持有人韦布。L和科尔贝克。M，2006）
为了获得更多的资本和扩大业务，公司通过首次公开发行（首次公开发行）在2000，上市公司上市，其中有6570万的价值340万。由于公司的这一举动，，在纳斯达克交易的股票在纳斯达克挂牌交易，并将股票在2001。到2004年底，首次公开发行计划以越来越多的渠道支付，并达到了400。在IPO以来，公司有一个非常好看的业务有一个约百分之19每年，公司受到美国炸圈饼市场百分之10。由于不良的经济状况和它的影响，该公司的销售额下降了200。（持有人韦布。L和科尔贝克。M，2006）
At the year of 1937, the North Carolina doughnut company was founded in Winston-Salem. In the early years, the company concentrated on the business in North Carolina and near states. Based on its successful strategy, it held its equity stakes with its developing venture which is called “Area Developers”. With the growth rate of average less than 2 stores a year, by the year of 1996, the company had 95 units. Then in the late 1990s, the company developed a rapid increasing plan for its business. (Holder-Webb.L & Kohlbeck.M, 2006)
In order to gain more capital and expand their business, the company went public by offering an initial public offering (IPO) in 2000, which has the value of 65.7 million with 3.4 million in total. Because of this move of the company, the shared were traded in NASDAQ and shifted their stock listing to NYSE in 2001. By the end of 2004, the IPO plan paid off with the increasing numbers of outlets and reached over 400. After the years of IPO, company has a great looking business with a approximately 19 percent every year and the company caught the 10 percent of the U.S. doughnut market. Because of the bad economic situation and its influence, the company slowed down their sales since 200. (Holder-Webb.L & Kohlbeck.M, 2006)

Store operation, franchise operations, KKM&D and Montana Hills are the two major complementary units of the company. Both of the units are marketed to customers and to make sure of its quality of business. With the capacity of 400 dozen to over 10000 dozen doughnuts daily for each store, each of the store relies heavily on the production of the sales of doughnuts in order to make enough profits to cover its significant fixed cost. Based on the market strategy and the company’s goal, they sale the product directly for it stores, also they delivery their product to the local grocery stores, convenience stores, also grocery outlets such as Kroger, Food Lion, Giant Food, Acme Markets and some other co-branding customers. (Business Source Complete database, 2005).

Intensity of Rivalry among Incumbent Firms
Threat of New Entrants
Threat of Substitute Products
Bargaining Power of Buyers
Bargaining Power of Suppliers
PEST Analysis
Political-Legal Forces
Economic Forces
Social Forces
Corporate Strategy
Corporate-Level Strategies
Business Level Strategy
Generic Strategy
Functional Level Strategies
Marketing Strategy
Finance Strategy
SWOT analysis
Internal strengths
Internal weaknesses
External opportunities
External threats
Strategy Formulation and Selection
Formulate a SWOT Matrix with Strategy Alternatives

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