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| Topic: |
Business
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| Number of pages / Number of words: |
3 / 656 |
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KK may wish to relax their competitive scope to the broader ?baked goods' industry, which is over 20 times the size of the doughnut industry (appendix B). This builds on Krispy Kreme's experience to a certain degree ? they have been in the baked goods industry for 70+ years, but have not necessarily developed capabilities to diversify their product range...
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It would also allow for the creative us of some of their existing technology, meaning potential cost reduction. This strategy is, however, potentially problematic, since KK would have to make substantial capital and resource investments to begin developing new product lines. Such spending may be a necessary evil, since it appears that the health trend observed in the US over the past decade is gaining momentum (Appendix E)...
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General points of the essay
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Kripsy Kreme Strategic Options
Krispy Kreme Appendix
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Kripsy Kreme
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