Krispy Kreme

1. Strategy
Implementation
Benni Andres
Koji Gutierrez
Carlo Hizon
Joyce Magsalin
Job Nacisvalencia
Earl Tongol

2. ACTION PLAN 1
Objective: To increase the number of company stores by 31
and franchisees by 142 by the end of 2010.
Strategy: Market Development

3. ACTION PLAN 1
Strategy: Market Development
Objective: To increase the number of company stores by 31 and franchisees by 142 by the end of 2010
KRA/KPI: Management/Operations
Action Steps Period Department/Perso
n Responsible
Budget
•Open new company/franchise stores :
Asia- 57 (10/47)
ME- 58 (11/47)
China- 58 (10/48)
173 31/142
•Identify, evaluate & select potential & willing existing
personnel who can handle target new locations
•Recruit & train 31 managers(existing personnel/new) to
manage additional company stores
•Recruit & train 31 (existing personnel/new) staff to assist
new managers
•Adopt/formulate uniform set of general policies for all
franchises
•Encourage franchisees to formulate detailed set of policies
effective in each territory
•Recruit 1 staff to handle MIS
Recruit :
1 cashier
1 bookkeeper
1 utility
Q4, 2009
Q1, 2010
Q2
Q4, 2009
Q1 & Q2
Q1 & Q2
Q1 & Q2
Q1 & Q2
Year-long
Q1 & Q2
Q1 & Q2
HR
HR
HR
HR
HR
HR
HR
HR
MGR
MGR
MGR
$150,000
$165,000
$150,000
$1,000
$8000 @ (31)
$5,000 relocation costs
$3,000 training
$4,000@(31)
$3,000 relocation costs
$2,000 training
$500
$500
$6,000(31)(12)
$4,500(31)(12)
$4,000(31)(12)
$2,500(31)(12)

4. ACTION PLAN 1
Strategy: Market Development
Objective: To increase the number of company stores by 31 and franchisees by 142 by the end of 2010
KRA/KPI: Human Resources
•Formulate the same set of general policies, rules &
procedures for all stores
•Encourage franchisees to adopt the same set of general
rules and just formulate details according to their locality
•Prepare & plan for the continuous training of all store
personnel
•Formulate & prepare salary & benefits plan for the
entire organization
•Design & adopt a set of uniforms for all store staff
Q1 & Q2
Q1 & Q2
Q1
Q4, 2009
Q1
HR
HR
HR
HR
HR
$500
$1,000
$1,500(12)
$31,000(12)
$18,600
Action Steps Period Department/Person
Responsible
Budget

5. •Develop/Adopt a single marketing concept for the
product
•Make each new store (owned or franchised) the image
of each other
•Develop & implement different effective promotional
activities
•Sponsor selected community activities (CSR)
Q1 & Q2
Q1 & Q2
Year-long
Year-long
Mngt/operation
s
Mngt/operation
s
Mngt/operation
s
Mngt/operation
s
$5,000
$5,000@(31)
$2,000@(31)(12)
$2,000@(31)(12)
ACTION PLAN 1
Strategy: Market Development
Objective: To increase the number of company stores by 31 and franchisees by 142 by the end of 2010
Action Steps Period Department/Person
Responsible
Budget
KRA/KPI: Marketing

6. •Make certain that the funding
requirements of the company are
provided at the right amount & time
•Be certain that the funding sources
are the least cost possible
•Maintain liquidity level to 20% at
the most of fund requirements at all
times
•Always maintain accurate
bookkeeping functions
Year-long
Year-long
Year-long
Year-long
Mgr.
Mgr
Mgr
Bookkeeper
$24,000
$5,000
$4,800
KRA/KPI: Finance/Accounting
KRA/KPI: MISAlways maintain seamless
connections with the head office Year-long MIS staff $24,000
ACTION PLAN 1
Strategy: Market Development
Objective: To increase the number of company stores by 31 and franchisees by 142 by the end of 2010

7. ACTION PLAN 2
Objective: To develop, produce & offer healthy donuts to
KKD customers by 2010
Strategy: Product Development

8. ACTION PLAN 2
Strategy: Product Development
Objective: To develop, produce & offer healthy donuts to KKD customers by 2010
Key Result Area/Key
Performance Indicator
Action Steps Period Person/department
responsible
Budget
Mgmt/operations •Develop, produce, offer
healthy donuts
•Recruit food
technologist with at least
5-year experience
•Offer the new healthy
donuts
By year- end
January
Q3
Mgr
Mgr./HR
Mgr
$30,000
$7,000(12)
$4,000
R & D •Develop low-calorie,
low-carbo but good
tasting donuts
•Test the product, get
feedback and adjust as
needed
•Turn-over /offer the
final product to
marketing
Q2
Q2
Start of Q3
R & D staff
R & D staff
R & D staff
$15,000
$1,000

9. ACTION PLAN 2
Strategy: Product Development
Objective: To develop, produce & offer healthy donuts to KKD customers by 2010
Marketing •Pilot-test the product and
get market feedback
•Promote the new donuts
by different media ads
Q2
Q3
Mgr
Mgr
$1,000
$3,000
Finance/Acctg. Prepare the needed least-
cost funds as required Q2 Mgr.
Key Result Area/Key
Performance Indicator
Action Steps Period Person/department
responsible
Budget

10. ACTION PLAN 3
Objective: to increase KKD share in the local market from 2.24% to 5% by 2010
Strategy: Market Penetration

11. ACTION PLAN 3
Strategy: Market Penetration
Objective: to increase KKd share in the local market from 2.24% to 5% by 2010
Key Result Area/ Key
Performance Indicator
Action Steps Period Person/Department
Responsible
Budget
Management/Operations •Increase number of
franchise stores by 276
•Recruit 10 new staff to
manage existing &
additional stores
Year-long
Q1 & Q3
Mgt
Mgt
$100,000
$70,000(12)
HR •Train new staff Q1 & Q3 HR $5,000
Marketing •Increase media ads
coverage by 200%
•Increase number of
visits to stores to get/act
on feedbacks
Year-long
Year-long
Mgt
Mgt
$25,000
$30,000
MIS •Give full support to
marketing needs Year-long Mgr
Finance/Acctg •Provide the needed
funding & proper
bookkeeping at the least
cost
Year-long Mgr. $5,000

12. STRATEGY MARKET DEVELOPMENT
* We guarantee that each of premise world wide meet the international
standard in terms of hygiene, design, safety and comfort.
*
*Allocate an amount of money from the profit for charity purpose.
* Company is committed in helping out societies around the world such the
less fortunate, orpahange etc
* Employees be protected by lawPRODUCT DEVELOPMENT
* Provide only the best ingredients in our products
* Top quality flavors, sugar etc. are carefully selected to ensure customer’s
satisfaction.
* Never compromise in producing each of our products Ex. Wearing gloves
* Only get supply for raw material from qualified and reliable suppliers
without any compromise
* Product will be remained fresh and hot with in 30 min of purchaseMARKET PENETRATION
* Each order that is made by our customer will be delivered within 20-30
sec for doughnuts and 40 seconds for beverage.
* Ensure that employees for every franchise around the world can
communicate and interact well with the local customers
* Employees will be equipped with related communication skills through
various courses that are conducted.