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Krispy Kreme Doughnuts Executive Summary Copyright © 2011 Pearson Education, Inc

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Krispy Kreme Doughnuts Executive Summary Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall. Krispy Kreme. (www.krispykreme.com) is a comprehensive business policy and strategic management case that includes the company’s fiscal year-end January, 2009 financial statements, competitor information and more. The case time setting is the year 2009. Sufficient internal and external data are provided to enable students to evaluate current strategies and recommend a three-year strategic plan for the company. Headquartered in Winston Salem, North Carolina, Krispy Kreme is traded on the New York Stock Exchange under ticker symbol KKD. Vision Statement To be the global leader in doughnuts and complementary products while creating magic moments worldwide. Mission Statement Our mission is to provide customers (1) with the best tasting doughnuts and coffee (2) possible no matter which Krispy Kreme store they visit in the world (3). We strive to use only the best ingredients in our doughnuts and serve only the best coffee to maintain our reputation as the place for both doughnuts (6) and coffee using technologically advanced equipment (4). Our signature product, the Original Glazed Doughnut (7) is a staple and our most popular offering. We strive to ensure all our franchisees (9) are able to financially back the businesses they operate to help continue our success toward our vision (5). Finally, we at Krispy Kreme strive to be a good corporate citizen and help the communities in which we operate through donations and fundraising for churches, school, and other businesses (8). 1. 2. 3. 4. 5. 6. 7. 8. 9. Customer Products or services Markets Technology Concern for survival, profitability, growth Philosophy Self-concept Concern for public image Concern for employees Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall.