Krispy Kreme Doughnuts Inc

Competitive Profile (CPM) Matrix

Key Success Factors Weight Krispy Kreme Dunkin Donuts J.Co Starbucks

Rating Score Rating Score Rating Score Rating Score

Quality/Product Performance 0.15 4 .60 4 .60 4 .60 3 .60
Reputation/image 0.10 4 .40 4 .40 4 .40 4 .40
Manufacturing capability 0.20 2 .40 3 .60 3 .60 3 .60
Technological skills 0.05 4 .20 4 .20 3 .15 4 .20
Dealer network/distribution 0.05 1 .05 2 .10 2 .10 3 .15
capability
New product innovation 0.05 2 .10 4 .20 3 .15 3 .15
capability
Financial Resources 0.05 2 .10 3 .15 2 .10 4 .20
Cost of products/services 0.05 3 .15 3 .15 3 .15 3 .15
Customer Service Capability 0.30 4 1.20 4 1.20 4 1.20 3 .90
Overall Strength rating 1.00 3.20 3.50 3.40 3.35
 Krispy Kreme Doughnuts Inc
Strategy Position and Action Evaluation (SPACE) Matrix

INTERNAL STRATEGIC POSITION EXTERNAL STRATEGIC POSITION

FINANCIAL (FS) RATING ENVIRONMENTAL (ES) RATING
Gross profit margin +1 Technological changes -1
Leverage +3 Rate of inflation -3
Liquidity +2 Demand variability -3
Working capital +2 Price range of competing products -3
Inventory turnover +3 Barriers to entry into market -2
Earnings per share +1 Competitive pressure -4
Risk level of business +3 Price elasticity of demand -3
Average +2.14 -2.71

INTERNAL STRATEGIC POSITION EXTERNAL STRATEGIC POSITION

COMPETITIVE (CA) RATING INDUSTRY (IS) RATING
Market share -3 Stage of industry/alliance evolution +3
Price/quality ratio -2 Growth potential +5
Product Life cycle -3 Profit potential +4
Customer loyalty -3 Financial stability +4
Competition's capacity utilization -2 Productivity +5
Technological know-how -2 Resource utilization +4
Bargaining power -3 Capital intensity +4
Average -2.57 +4.14
 FINANCIAL STRENGTH

CONSERVATIVE AGGRESSIVE

COMPETITIVE INDUSTRY
ADVANTAGE STRENGTH
X

DEFENSIVE COMPETITIVE

ENVIRONMENTAL STABILITY