Strategic plan for Krispy Kreme Doughnuts Inc - Essay Example

STRATEGIC PLAN FOR KRISPY KREME DOUGHNUTS INC Strategic Plan for Krispy Kreme Doughnuts Inc. [Insert Your First and s] [Insert Name of University] STRATEGIC PLAN FOR KRISPY KREME DOUGHNUTS INC. 2 Abstract This paper develops a 3-year strategic plan for Krispy Kreme Doughnuts Inc. as of 2005. STRATEGIC PLAN FOR KRISPY KREME DOUGHNUTS INC. 3 Strategic Plan for Krispy Kreme Doughnuts Inc. Given current situation, Krispy Kreme Doughnuts Inc. is at crossroads. Global competition in casual dining intensifies as Starbucks and Dunkin' Donuts expand units, provide new offerings, and engage local tastes in an enjoyment of quality products.

True, Krispy has introduced new offerings (e.g. coffee lattes and frozen beverages). However, Krispy's vertical integration activity such as her acquisition of Montana Mills, a bread company, has shown unviable outlooks based on recent turnouts. Plans to acquire Atlanta Bread Company might further weaken Krispy's prospects for global expansion. Hot Original Glazed remains Krispy's signature offering. However, expansion plans into markets whose local preferences and eating habits are shaped differently might deem a local (i.e. U.S.) competitive advantage a sure brand damager in global markets.

Krispy, nevertheless, has a major asset in as well as a long history and corporate culture communal lure compatible to community organization fundraisers which, paradoxically, has made an introduction of online ordering system an extra - only taped into by Dunkin' who has invested massively in online business and has a long history of international presence (Duff, 2006). Krispy's vision over next few years should be based on company's values of quality, built-in capabilities (as opposed to signature products and/or brands), and people's centrality to growth and success.

This can be formulated into a number of goals: 1. Increasing market share and enhancing brand image globally, especially in Middle East, where market's appetite for casual dining and fast food habits and lifestyle remains largely unsatisfied (as opposed to U.S. overstored fast food and casual dining market). Both UAE and Saudi Arabia STRATEGIC PLAN FOR KRISPY KREME DOUGHNUTS INC. 3 are viable entry markets. Both entry markets should act as springboards for GCC countries (e.g. Qatar, where Starbucks and Dunkin' have an increasing presence) during introduction phase (2-3 years as of 2005). 2. Investing in e-commerce in order to capture online retailing opportunities. 3. Engaging local franchisees in extensive training programs.

Benchmarking criteria and standardization of services should be investigated periodically. 4. Extending fundraising support programs into specified areas. 5. Introducing quality, locally-made ingredients into Krispy's products. STRATEGIC PLAN FOR KRISPY KREME DOUGHNUTS INC. 5 References Duff, C. (2006) . Krispy kreme doughnuts. In David, R. F. (Ed.), Strategic management: concepts and cases (10th ed.) (pp. 32-43). China: Pearson. STRATEGIC PLAN FOR NEXTEL COMMUNICATIONS 1 Strategic Plan for Nextel Communications [Insert Your First and Last Names] [Insert Name of University] STRATEGIC PLAN FOR NEXTEL COMMUNICATIONS 2 Abstract This paper develops a 3-year strategic plan for Nextel Communications as of 2004.

STRATEGIC PLAN FOR NEXTEL COMMUNICATIONS 3 Strategic Plan for Nextel Communications Rapid spread of new technologies, neck-to-neck completion (e.g. wide practice of intensive business and market competitive intelligence), tight regulatory mandates, and emergence of bundling services - all characterize an increasingly U.S. saturated wireless telecommunications market. Nextel's major competitive advantage, Nextel direct Connect (a two-way walkie-talkie service), is disputed in courts against Version, Nextel's main competitor.

Nextel's lead in U.S. market finds both an opportunity and a threat in an increasing customer churn rate (i.e. monthly percentage of customer base disconnecting form service) caused by introduction of new bundles (e.g. entertainment options) and/or web-enhanced technologies. Nextel's high-end customers promise a stable customer retention rate. Mergers and acquisitions - spurned by a need to lower costs, focus on core services, and integrate operations - loom large in U.S. telecommunications industry.

NASCAR (National association for Stock Car Auto Racing) - secured by Nextel in a 2003 industry bid - enhances Nextel's brand image and drives home Nextel for loyal customers. Globally, China - compared to Middle East political and economic unrest and stability - promises an opportunity for expansion into largely untapped / intact wireless urban, suburban and rural consumers (Barbour, 2006) Building on Nextel Partners', a company partially owned by Nextel, mission statement to "provide high-quality, integrated wireless services," a set of strategic goals and objectives can be formulated as follows: 1.

Enhancing service quality by means of extensive investments in technology, infrastructure, and expanding affiliation and partner base. STRATEGIC PLAN FOR NEXTEL COMMUNICATIONS 4 2. Catering to a wider youthful, low-rate customer base. Gaming and entertainment services can be introduced in collaboration with major service providers. 3. Expanding on web-enhanced technologies. 4. Engaging global partners in Latin America. STRATEGIC PLAN FOR NEXTEL COMMUNICATIONS 5 References Barbour, B. J. (2006) .

Krispy kreme doughnuts. In David, R. F. (Ed.), Strategic management: concepts and cases (10th ed.) (pp. 12-23). China: Pearson.