SWOT ANALYSIS AND STRATEGIC PLAN

SWOT analysis results focus on the period of expansion and loss

from the company’s public offering in 2000 into 2003 when domestic losses were steepest.

An environmental scan is conducted via thorough examination of 10-K and 10-Q reports

and polls of public perception.

STRENGTHS

Internal Analysis

Krispy Kreme

WEAKNESSES

OPPORTUNITIES

External Analysis

THREATS

PRIORITY AND STRATEGY

Recommendations

~ ~

at a reasonable pace

~ ~ Slowly, but resolutely into dense markets

where transportation is not an issue, like New York City.

Competition is heavy, but so is consumption.

without straying far from “baked good” concept. Dunkin’ Donuts has already hooked a breakfast market.

KKD can stick with high quality limited menu.

of franchise market

Focus marketing on holidays and special occasions, Especially in the off season.

Healthy eating is not just about eating the right foods,

but eating all foods, including treats, in appropriate quantity,

Increase recognition of brand history and use retro theme to also help counteract the

“healthy eating” threat and appeal to the love for Americana.

SWOT ANALYSIS AND STRATEGIC PLAN