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    Key External Factors Opportunities: External Factor Evaluation (EFE) Matrix For Krispy Kreme Doughnuts (KKD) - 2009

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    Matsouka Kou
    Krispy Kreme Doughnuts (KKD) conducted an internal and external factor evaluation for 2009. The internal evaluation identified strengths like tremendous overseas growth, high quality products, and brand recognition. Weaknesses included declining sales, low market share, and lack of healthy options. The external evaluation noted opportunities such as international expansion plans and a globally recognized brand. Threats included increased competition from Starbucks and an emphasis on healthier eating. Overall, KKD received weighted scores of 2.52 for internal factors and 2.39 for external factors.

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    Key External Factors Opportunities: External Factor Evaluation (EFE) Matrix For Krispy Kreme Doughnuts (KKD) - 2009

    Uploaded by

    Matsouka Kou
    441 views4 pages
    Krispy Kreme Doughnuts (KKD) conducted an internal and external factor evaluation for 2009. The internal evaluation identified strengths like tremendous overseas growth, high quality products, and brand recognition. Weaknesses included declining sales, low market share, and lack of healthy options. The external evaluation noted opportunities such as international expansion plans and a globally recognized brand. Threats included increased competition from Starbucks and an emphasis on healthier eating. Overall, KKD received weighted scores of 2.52 for internal factors and 2.39 for external factors.

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    EFE_IFE-MATRIX-SXP

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    Krispy Kreme Doughnuts (KKD) conducted an internal and external factor evaluation for 2009. The internal evaluation identified strengths like tremendous overseas growth, high quality products, and brand recognition. Weaknesses included declining sales, low market share, and lack of healthy options. The external evaluation noted opportunities such as international expansion plans and a globally recognized brand. Threats included increased competition from Starbucks and an emphasis on healthier eating. Overall, KKD received weighted scores of 2.52 for internal factors and 2.39 for external factors.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    441 views4 pages

    Key External Factors Opportunities: External Factor Evaluation (EFE) Matrix For Krispy Kreme Doughnuts (KKD) - 2009

    Uploaded by

    Matsouka Kou
    Krispy Kreme Doughnuts (KKD) conducted an internal and external factor evaluation for 2009. The internal evaluation identified strengths like tremendous overseas growth, high quality products, and brand recognition. Weaknesses included declining sales, low market share, and lack of healthy options. The external evaluation noted opportunities such as international expansion plans and a globally recognized brand. Threats included increased competition from Starbucks and an emphasis on healthier eating. Overall, KKD received weighted scores of 2.52 for internal factors and 2.39 for external factors.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Key External Factors Weight Rating Weighted

    Score
    Opportunities
    1. The majority of KKD's growth comes from markets outside
    of the United States. 0.12 2 0.24

    2. Purchases are divided into two main categories: beverages 0.10 3 0.30
    and coffee account for 60% of sales, while baked goods like
    doughnuts, muffins, and bagels account  for 40% of sales.
    3. According to KKD and Keurig Green Mountain Coffee, both
    decaf and regular Krispy Kreme coffee will be available for 0.08 2 0.16
    Keurig coffee makers.
    4. KKD has grown to become a globally recognized brand.
    0.07 3 0.21

    5. By  January 2017, the company wants to have 900 foreign


    locations to  0.08 2 0.16

    6. In addition to Dunkin' Donuts and Tim Hortons, there are 0.07 4 0.28
    other who compete regional and regionally owned doughnut
    businesses and distributors.
    Threats
    1. Starbucks is the world's largest specialty coffee retailer, 0.08 2 0.16
    with over 18,000 outlets in 60 countries.
    2. Starbucks, Caribou Coffee, and Java City, among others, 1
    have recently increased the number of coffeehouses and ice 0.09 0.09
    cream shops that provide doughnuts and other baked
    products.
    3. People are more health-conscious in their nutrition and
    food choices. Dunkin' Brands and Starbucks have already 0.10 3 0.30
    incorporated healthy choices to their menus.

    4. Starbucks is seeking to capitalize on the "Starbucks 0.08 2 0.16


    Experience," which not only provides a calm environment in
    which to enjoy a cup of coffee, but also rewards customers
    for their loyalty through the Starbucks Rewards program.
    5. Approximately two-thirds of all Dunkin' shops in the 0.07 3 0.21
    United States feature a drive-through that serves customers,
    particularly those on their way to work in the morning.
    6. Doughnut producers in the United States and Tim Hortons
    in Canada appear to have a bright future in the worldwide
    market. 0.06 2 0.12
    Total
    1 2.39
    External Factor Evaluation (EFE) Matrix for Krispy Kreme Doughnuts (KKD) — 2009
    Internal Factor Evaluation (IFE) Matrix for Krispy Kreme Doughnuts (KKD) — 2009
    Key Internal Factors  Weight  Rating  Weighted  Score

    Strengths

    1. Krispy Kreme experienced 0.09  4  0.36


    tremendous growth after
    expanding their business overseas
    and worldwide.

    2. The company has boasts its service of 0.07  3  0.21


    creating high quality, hot and fresh
    doughnuts that has a trademark flavor.

    3. At Krispy Kreme, doughnuts are 0.12  4  0.48


    shown how they are made in the
    branches which are also factory shops

    4. Krispy Kreme has branches in 23 0.10  3  0.30


    different countries.

    5. Krispy Kreme donuts are sold in places 0.08  4  0.32


    such as convenience stores and
    supermarkets. The products are
    displayed on custom made cabinets or
    shelves where Krispy Kreme is sold.

    6. KKD sales on company owned stores 0.10  3  0.30


    increased by 2.1 in the first quarter
    compared to branches that are franchised.

    Weaknesses

    1. Krispy Kreme was on the list that was 0.10  1  0.10


    made by yahoo finance which included
    at total of 15 different companies that
    had a high chance of going bankrupt

    2. Krispy Kreme declined by $1.9 0.07  1  0.07


    million dollars in the first quarter of
    2010 compared to the previous year,
    $4 million dating from June 5, 2009.
    This decline was approximately 53%.

    3. In the US doughnut market share, 0.06  2  0.12


    Krispy Kreme has only 5 percent and 2
    percent on the coffee shop market of
    the said country. Totaling both at 2
    percent.
    4. Compared to dunking donuts and 0.07  1  0.07
    Starbucks, the net income ranks the lowest

    5. It ranks the lowest among it’s 0.09  1  0.09


    competitor’s in terms of revenue

    6. Healthy food wasn’t being served 0.05  2  0.10


    in KKD.

    Total  1.00  2.52

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