1. You are required read the case above crispy krepe doughnuts 2015 to propose a new mission statement for the organization based on 9 components of mission statement :(1) customers; (2)products and/or services; (3) markets; (4) technology; (5)survival, growth, and profitability; (6) philosophy; (7) selfconcept; (8) public image; and (9) employees.

Which of the each components and explain;

1.Customers - Who are the firm’s customers?

2.products or services - What are the firm’s major products or services?

3.markets - Geographically, where does the firm compete?

4.technology - Is the firm technologically current?

5.concern for survival/growth/profits - Is the firm committed to growth and financial soundness?

6.philosophy - What are the basic beliefs, values, aspirations, and ethical priorities of the firm?

7.self-concept - What is the firm’s major competitive advantage?

8.concern for public image - Is the firm responsive to social, community, and environmental concerns?

9.concern for employees - Are employees a valuable asset of the firm?

2. Quality of the writing of the proposed mission statement with Mission statement analysis –conclusion- Correct conclusion with reason.
Transcribed Image Text:Krispy Kreme Doughnuts, Inc., 2015 www.krispykreme.com, KKD MyManagementl ab® Headquartered in Winston-Salem, North Carolina, Krispy Kreme Doughnuts (KKD) serves doughnuts and coffee as well as other snack items. The company has locations For additional assurance of in 23 different countries. Many Krispy Kreme shops are factory shops where customers learning questions which prove can watch doughnuts being made and purchase fresh hot doughnuts as well. The factory you understand and are able to stores are responsible for servicing local grocery stores and convenience stores. The KK apply the strategic concepts in Supply Chain provides raw materials for both franchise and company-owned stores in the this case, go to the assignment doughnut-making process. Krispy Kreme storeowners must purchase all materials from KK Supply Chain. Krispy Kreme reported total revenues in fiscal year end February 2015 of $490 million (up from $460 million the prior year) with about 90 percent of revenues section of your MyLab. derived from the United States. For the fiscal first quarter (Q1) of 2015, Krispy Kreme's revenue rose 9 percent year- over-year to $132.5 million, driven almost entirely by a 17.3 percent increase in Krispy Kreme's store count. For that quarter, the company's domestic same-store sales rose 5.2 percent, but its international franchise same-store sales declined 1.7 percent. Overall for Q1 of 2015, the company's adjusted net income was $16.6 million, or $0.24 per share. The company's EPS number was up at least by the KKD buying back 391,300 shares of its stock for $7.4 million. Copyright by Fred David Books LLC. www.strategyclub.com (Written by Forest R. David) History Krispy Kreme traces its roots back to 1933 when Vernon Rudolph bought a doughnut shop in Paducah, Kentucky. After selling doughnuts in Kentucky, Tennessee, and West Virginia, the store known today as Krispy Kreme was moved to Winston-Salem. Krispy Kreme doughnuts were sold to grocery stores at first, but became so popular with customers that they requested the option to buy the doughnuts fresh and hot from the store, thus launching the doughnut factory retail store and selling directly to the public. Krispy Kreme grew quickly over the next four decades before being sold to Beatrice Foods Company in 1976. Shortly after the purchase by Beatrice, in 1982, several Krispy Kreme fran- chisees purchased the company back from Beatrice Foods and quickly established the current Doughnut Theater style of factory stores where by customers can watch doughnuts being made. It was not until 1996 that KKD finally expanded outside the Southeast by opening a store in New York City, followed in 2001 by opening its first store outside the United States, in Canada. The company went public with its IPO launch in April 2000. In the United Kingdom, KKD just concocted a single, gigantic box that holds 2,400 dough- nuts. The box (11.4 feet by 3 feet) was filled with doughnuts and required eight KKD employees to deliver it to 360 Resourcing Solutions. The box was part of a promotion for the new "Krispy Kreme Occasions" division that customizes doughnut offerings for corporate events or special occasions such as weddings and other celebrations. The division sells doughnut “towers" for spe- cial events or even personalized doughnuts with customized, chocolate nameplates or corporate logos. The company has no plans to create another box, but it is happy to sell 100 of the so-called double-dozen bOxes for about $2,600. Krispy Kreme opened its first store in India in 2013 in Bangalore, Karnataka, and now there are seven in that city. Also in 2013, KKD began opening stores in Colombia, with a of 25 planned, as the opened its first store in Taipei, Taiwan. In 2014, KKD opened its first shop in Chennai in southern India. South American country for the company. In late 2013, KKI CASE 1• KRISPY KREME DOUGHNUTS, INC., 2015 39 Internal Issues Vision/Mission Krispy Kreme Doughnuts does not appear to have a published vision statement. The company's mission statement, however, is given as follows: Consumers are our lifeblood, the center of the doughnut There is no substitute for quality in our service to consumers Impeccable presentation is critical wherever Krispy Kreme is sold We must produce a collaborative team effort that is unexcelled We must cast the best possible image in all that we do We must never settle for "second best;" we deliver on our commitments We must coach our team to ever-better results. (Source: Company documents) Distribution Krispy Kreme doughnuts are sold in KKD stores, grocery stores, convenience stores, gas stations, Walmart, and Target stores in the United States. Internationally, the doughnuts are sold in Loblaws supermarkets, Petro-Canada gas stations, and as freestanding stores in Canada, along with BP Service Stations and BP Travel Centers and 7-Eleven stores in Australia. In the United Kingdom, Tesco supermarkets, Tesco Extra, and most Tesco service stations carry KKD products, and service stations Moto, Welcome Break, and Road Chef also carry self-service KKD cabinets. Today, KKD has locations in the United Kingdom, Australia, Turkey, the Dominican Republic, Kuwait, Mexico, Puerto Rico, Taiwan, South Korea, Malaysia, Thailand, Indonesia, the Philippines, Japan, China, the United Arab Emirates, Qatar, Saudi Arabia, Bahrain, Hong Kong, and Ethiopia. Organizational Structure As illustrated in Exhibit 1, KKD basically has two segments: USA and International. Note the company does not have a Chief Operating Officer (COO), Chief Administrative Officer (CAO), or Chief Strategy Officer (CSO). However, KKD reports revenues by geographic region, but is not structured geographically. In fact, the company appears to be structurally functionally, rather than divisionally.

Question

1. You are required read the case above crispy krepe doughnuts 2015 to propose a new mission statement for the organization based on 9 components of mission statement :(1) customers; (2)products and/or services; (3) markets; (4) technology; (5)survival, growth, and profitability; (6) philosophy; (7) selfconcept; (8) public image; and (9) employees.

Which of the each components and explain;

1.Customers - Who are the firm’s customers?

2.products or services - What are the firm’s major products or services?

3.markets - Geographically, where does the firm compete?

4.technology - Is the firm technologically current?

5.concern for survival/growth/profits - Is the firm committed to growth and financial soundness?

6.philosophy - What are the basic beliefs, values, aspirations, and ethical priorities of the firm?

7.self-concept - What is the firm’s major competitive advantage?

8.concern for public image - Is the firm responsive to social, community, and environmental concerns?

9.concern for employees - Are employees a valuable asset of the firm?

2. Quality of the writing of the proposed mission statement with Mission statement analysis –conclusion- Correct conclusion with reason.

Krispy Kreme Doughnuts, Inc., 2015
www.krispykreme.com, KKD
MyManagementl ab® Headquartered in Winston-Salem, North Carolina, Krispy Kreme Doughnuts (KKD)
serves doughnuts and coffee as well as other snack items. The company has locations
For additional assurance of in 23 different countries. Many Krispy Kreme shops are factory shops where customers
learning questions which prove can watch doughnuts being made and purchase fresh hot doughnuts as well. The factory
you understand and are able to stores are responsible for servicing local grocery stores and convenience stores. The KK
apply the strategic concepts in Supply Chain provides raw materials for both franchise and company-owned stores in the
this case, go to the assignment doughnut-making process. Krispy Kreme storeowners must purchase all materials from
KK Supply Chain. Krispy Kreme reported total revenues in fiscal year end February 2015
of $490 million (up from $460 million the prior year) with about 90 percent of revenues
section of your MyLab.
derived from the United States.
For the fiscal first quarter (Q1) of 2015, Krispy Kreme's revenue rose 9 percent year-
over-year to $132.5 million, driven almost entirely by a 17.3 percent increase in Krispy
Kreme's store count. For that quarter, the company's domestic same-store sales rose
5.2 percent, but its international franchise same-store sales declined 1.7 percent. Overall for
Q1 of 2015, the company's adjusted net income was $16.6 million, or $0.24 per share. The
company's EPS number was up at least by the KKD buying back 391,300 shares of its stock
for $7.4 million.
Copyright by Fred David Books LLC. www.strategyclub.com (Written by Forest R. David)
History
Krispy Kreme traces its roots back to 1933 when Vernon Rudolph bought a doughnut shop in
Paducah, Kentucky. After selling doughnuts in Kentucky, Tennessee, and West Virginia, the store
known today as Krispy Kreme was moved to Winston-Salem. Krispy Kreme doughnuts were
sold to grocery stores at first, but became so popular with customers that they requested the
option to buy the doughnuts fresh and hot from the store, thus launching the doughnut factory
retail store and selling directly to the public.
Krispy Kreme grew quickly over the next four decades before being sold to Beatrice Foods
Company in 1976. Shortly after the purchase by Beatrice, in 1982, several Krispy Kreme fran-
chisees purchased the company back from Beatrice Foods and quickly established the current
Doughnut Theater style of factory stores where by customers can watch doughnuts being made.
It was not until 1996 that KKD finally expanded outside the Southeast by opening a store in New
York City, followed in 2001 by opening its first store outside the United States, in Canada. The
company went public with its IPO launch in April 2000.
In the United Kingdom, KKD just concocted a single, gigantic box that holds 2,400 dough-
nuts. The box (11.4 feet by 3 feet) was filled with doughnuts and required eight KKD employees
to deliver it to 360 Resourcing Solutions. The box was part of a promotion for the new "Krispy
Kreme Occasions" division that customizes doughnut offerings for corporate events or special
occasions such as weddings and other celebrations. The division sells doughnut “towers" for spe-
cial events or even personalized doughnuts with customized, chocolate nameplates or corporate
logos. The company has no plans to create another box, but it is happy to sell 100 of the so-called
double-dozen bOxes for about $2,600.
Krispy Kreme opened its first store in India in 2013 in Bangalore, Karnataka, and now
there are seven in that city. Also in 2013, KKD began opening stores in Colombia, with a
of 25 planned, as the
opened its first store in Taipei, Taiwan. In 2014, KKD opened its first shop in Chennai in
southern India.
South American country for the company. In late 2013, KKI
CASE 1• KRISPY KREME DOUGHNUTS, INC., 2015
39
Internal Issues
Vision/Mission
Krispy Kreme Doughnuts does not appear to have a published vision statement. The company's
mission statement, however, is given as follows:
Consumers are our lifeblood, the center of the doughnut
There is no substitute for quality in our service to consumers
Impeccable presentation is critical wherever Krispy Kreme is sold
We must produce a collaborative team effort that is unexcelled
We must cast the best possible image in all that we do
We must never settle for "second best;" we deliver on our commitments
We must coach our team to ever-better results. (Source: Company documents)
Distribution
Krispy Kreme doughnuts are sold in KKD stores, grocery stores, convenience stores, gas stations,
Walmart, and Target stores in the United States. Internationally, the doughnuts are sold in Loblaws
supermarkets, Petro-Canada gas stations, and as freestanding stores in Canada, along with BP
Service Stations and BP Travel Centers and 7-Eleven stores in Australia. In the United Kingdom,
Tesco supermarkets, Tesco Extra, and most Tesco service stations carry KKD products, and service
stations Moto, Welcome Break, and Road Chef also carry self-service KKD cabinets. Today, KKD
has locations in the United Kingdom, Australia, Turkey, the Dominican Republic, Kuwait, Mexico,
Puerto Rico, Taiwan, South Korea, Malaysia, Thailand, Indonesia, the Philippines, Japan, China,
the United Arab Emirates, Qatar, Saudi Arabia, Bahrain, Hong Kong, and Ethiopia.
Organizational Structure
As illustrated in Exhibit 1, KKD basically has two segments: USA and International. Note the
company does not have a Chief Operating Officer (COO), Chief Administrative Officer (CAO),
or Chief Strategy Officer (CSO). However, KKD reports revenues by geographic region, but is
not structured geographically. In fact, the company appears to be structurally functionally, rather
than divisionally.

Accepted Answer

The contextual analysis spins around Krispy Kreme Doughnuts, Inc., a famous brand based in…