Krispy Kreme marketing plan

Docs en anglais | 17 pages | 30-09-2008 | Format : | Note : Non noté

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Résumé

Every organization exists within a complex network of environmental forces. The choice of strategies and the means by which they are implemented are, in part, determined by the type and character of the external environments which can exercise an influence on the affairs of the enterprise and on its markets. In fact, the external environment of an organization is defined by the set of forces with which it interacts: what an enterprise can and cannot do is always constrained by what is legal, by what complies with government policies and regulatory requirements, by what is considered ethical, and by what is in accord with societal expectations and the standards of good community citizenship.

Together, these elements comprise the macro environment of business firms. It is therefore important for enterprise management to understand the variety and characteristics of the external environments and forces relevant to policy formulation and decision making. The organization needs to be aware of the extent to which it must be prepared to adapt to influences and pressures that come from these external forces. Strategic managers must identify and analyze these forces to enable the firm to operate effectively within environmental threats and constraints and to capitalize on the opportunities provided by the environment.

Table of contents:

FIRST PART: GLOBAL ENVIRONMENT

- Factors of change
- Change agents: actors of change

SECOND PART: DIRECT ENVIRONMENT

- Demand
- Price
- Competitors
- Place
- Promotion

THIRD PART: THE FIRM

- Global Policy issues
- Strategic segmentation
- Strengths and weaknesses
- Competitive advantage and core competencies

FOURTH PART: CHALLENGE AND RECOMMENDATIONS

- First step: in a short-term basis
- Second step: in a mid-term basis
- Third step: in a long-term basis

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