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15 p a g e 30 competitive profile matrix cpm krispy

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15 |P a g e
3.0Competitive Profile Matrix (CPM)KrispyKremeDunkin’DonutsStarbucksCritical SuccessFactorsWeightRatingScoreRatingScoreRatingScoreAdvertising0.1030.3040.4030.30Product Quality0.1540.6030.4530.45ProductDiversity0.1210.1230.3620.24PriceCompetitive0.0830.2430.2420.16Managementexperience0.1120.2230.3330.33FinancialPosition0.0720.1430.2130.21Customerservice0.1040.4030.3030.30MarketExpansion0.1210.1230.3640.52Market Share0.1020.2030.3030.30SalesDistribution0.0540.2020.1030.15Total1.002.543.052.96Table 3.1: Competitive matrix profile of Krispy Kreme DoughnutsAnalysis:16 |P a g e
Acompetitive profile matrixis a useful tools tocompares a company and itsrivals. Thematrixreveals strengths and weaknesses for each company, andcritical success factors show areas of success or areas for improvement.According to the scores of the critical success factors in the competitive profilematrix (CPM) on the above, the overall score is obtain by the Dunkin’s Donuts isthe highest (3.05), follow by the Starbucks (2.96) and Krispy Kreme Donuts(2.54). It rivals that KKD need to have some improvement on their criticalsuccessful factor.We can conclude that Krispy Kreme Donuts providing a competitively betterproduct quality and provide good customer service for its customers. It meansthat Krispy Kreme Donuts has to gain competitive advantage compare with itscompetitors. However, the company requires a global expansion plan apart fromthe CPM matrix in order to increase its effectiveness with more strength. Inaddition, the company also needs to diversify its product line to becomecompetitively stronger.As shown at CPM table, the main competitors of the Krispy Kreme are Dunkin'Donuts and Starbucks. Hence, Krispy Kreme need to have an improvement onthe aspect their lack in order to gain early advantage to become the number onein the industry.17 |P a g e
4.0 External Factor Evaluation (EFE)Key External FactorsWeightRatingWeightedScoreOpportunities1. Customers can purchase the productsat both Keurig and KKD websites.0.0820.162. The company is also expanding itsfootprint internationally.0.1030.303. United States, Asia or Pacific andMiddle East and Europe are market toconquer.0.0730.214KKD and Keurig Green MountainCoffee agreed to create both decaf andregular Krispy Kreme coffee for Keurigcoffee makers.0.1220.245. The company has plans to growinternational stores to 900 by January2017.0.0820.166. KKD has expanded and become aglobal brand.0.0740.28Threats1. People are becoming more health-conscious, in their diet and food choices.Dunkin Brands and Starbucks havealready diversified their menu withhealthier choices.0.0730.212. Starbucks is the world’s largestspecialty coffee retailer with over 18,000stores in 60 different countries.0.0820.163. Dunkin’ Brands accounts for much ofthese sales with their popular coffeeofferings as well at doughnuts market0.1030.304. The global market looks promising forAmerican donut firms and Canadian-bases Tim Hortons.

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Term
Spring
Professor
nadhirah
Tags
Strategic Management, Business Policy, Krispy Kreme Doughnuts, Krispy Kreme Doughnuts Inc

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