anorexia nervosa
Krispy Kreme’s Failed Expansion into Canada and How it Plans to Rise Again: Outline Research Question: What does
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Krispy Kreme need to do in order to make a successful expansion into Canada? Purpose Statement: The purpose of this report is to investigate the causes of Krispy Kreme’s failed expansion into Canada from 2001 to 2005, how the business plans to reenter the Canadian market and achieve success and sustainability, and the threats that Krispy Kreme faces in this business operation. A. Reasons Krispy Kreme’s First expansion into Canada Failed Costs Topic Sentence: Krispy Kreme’s First attempt to expand into Canada failed due to unexpectedly high costs Explanation, proof, or example: – Stores were too expensive to operate → high upkeep and real estate costs – Stores were too big → around 5000 square feet each (Harris, 2016) – Stores were too expensive → cost up to 2-3 million dollars to open (Shaw, 2016). Sales Topic Sentence: Krispy Kreme’s first attempt to expand into Canada failed due to sales peaking early, resulting in overproduction amid rapid expansion. Explanation, proof, or example: – Sales of donuts were high at beginning → not enough to justify costs over time (Wright, 2017). – Sales declined after its first few years in Canada. Understanding of the Market Topic Sentence: Krispy Kreme’s First attempt to expand into Canada failed due to a poor understanding of the Canadian market. Explanation, proof, or example: – Canadians do not eat as many donuts as KK believed – Competition was fierce (Wright, 2017) – The company did not make accurate projections of how its business model would do in Canada. B. Keys to a Successful Canadian Expansion Limiting Factory Outlets Topic Sentence: KK plans to successfully expand into the Canada by limiting its factory outlets to a small percentage of its total stores. Explanation, proof, or example: – Open as few factory outlets as possible and only increase with low real estate costs (Wright, 2017) → this will avoid high start-up and operating costs – Lowering expenses → will help KK respond to unexpectedly high or low sales in other types of stores which will not produce their own donuts (Wright, 2017) Café Model Topic Sentence: Krispy Kreme plans to successfully expand into the Canada by relying primarily on a café-style store model. Explanation, proof, or example: – Noticed that donut companies in Canada succeed under a café type business model → emphasizes selling coffee, providing a meeting place to consumers, more than just selling donuts (Wright, 2017). – Believes this new format has a lot of potential (CBC, 2016). Exploit Brand Power Topic Sentence: Krispy Kreme plans to successfully expand into the Canada by exploiting its brand power. Explanation, proof, or example: – Massive growth in recent years → defying expectations and tripling price of shares – Developed a cult following → company believes it has retained its brand recognition in Canada (Wright, 2017). C. Challenges Facing Krispy Kreme’s Expansion into Canada Core Competency Topic Sentence: Krispy Kreme has little experience running café-style shops on a large scale, so the company will be operating outside of its core competency. Explanation, proof, or example: – Always relied on its ability to sell donuts to its customers right off the production line → maximum freshness – Planned model for Canada scraps that model, introduces a new one – Krispy Kreme has not yet proven it can run on a large scale – New model comes with new challenges → logistics of shipping donuts from store-to-store and selling large quantities of coffee Crowded Market Topic Sentence: Canada has the most donut shops in the world per capita, making the country’s donut market extremely fierce and competitive (CBC, 1994). Explanation, proof, or example: – Canada’s donut market does not have much room left to grow – high demand is already met with high supply – features companies aggressively guarding their market share → Tim Hortons – Tim Hortons → Canada’s most influential brand and a cultural icon (Martin, 2016) – More than just a competing business → essential aspect of Canada’s national identity. – KK will have to overcome Canadian patriotism → Tim Hortons uses this is a business tool E. Conclusion – KK made mistakes in first attempt to expand into Canada – Can learn from its past failures and implement → can replicate some of its American success in America – Must overcome major challenges → operating outside of their core competencies and competing against significant opposition. References CBC. (1994). The Doughnut: Canada’s Unofficial National Sugary Snack. Retrieved March 24, 2017, from http://www.cbc.ca/archives/entry/the-doughnut-unofficialnational-sugary-snack CBC. (2016). Let the Doughnut Wars Begin: Krispy Kreme Cooks Up Canadian Comeback. Retrieved March 24, 2017, from http://go.galegroup.com.eztest.ocls.ca/ps/retrieve.do?tabID=T004&resultListType =RESULT_LIST&searchResultsType=SingleTab&searchType=BasicSearchForm ¤tPosition=1&docId=GALE%7CA457875031&docType=Broadcast+transcr ipt&sort=Relevance&contentSegment=&prodId=GRGM&contentSet=GALE%7CA 457875031&searchId=R1&userGroupName=conestoga&inPS=true Harris, R. (2016, June 7). Krispy Kreme Readies for Major Canadian Expansion. Marketing. Retrieved March 26, 2017, from http://www.marketingmag.ca/brands/krispy-kreme-readies-for-major-canadianexpansion-176157 Martin, R. (2016, Jan 26). The 10 Most Influential Brands in Canada: Ipsos. Marketing Magazine. Retrieved March 25, 2017, from: http://www.marketingmag.ca/brands/the-10-most-influential-brands-in-canadaipsos-165968 Shaw, H. (2016, May 29). Krispy Kreme Rolling Out a Canadian Comeback. Financial Post. Retrieved March 24, 2017, from http://business.financialpost.com/news/retail-marketing/krispy-kreme-stages-acanadian-comeback Wright, L. (2017, June 1). Krispy Kreme Back to Wreak Sweet Revenge. Toronto Star. Retrieved March 24, 2017, from http://eds.b.ebscohost.com.eztest.ocls.ca/eds/detail/detail?sid=77d685cf-a3104b9d8a2b2d88556669c3%40sessionmgr103&vid=0&hid=108&bdata=JnNpdGU9 ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#AN=6FPTS2016060138290455& db=p3h To: M. Bean , Communication Professor From: Chundy Toraja Date: November 5, 2018 Subject: Proposal for Research Report of the Effects of Anorexia to a Person’s Health Good morning Professor Bean , The purpose am writing this email is to propose to you my thoughts and ideas for researching on the effects of anorexia nervosa to the health of a person. I therefore request you to kindly review my ideas and thoughts and if they are of satisfaction, please allow me to pursue my topic. In conducting the research I would like to get full knowledge and understand the health consequences of anorexia nervosa, the long-term and psychological effects and the negative complications of anorexia to a person’s health. I will also take a look at the causes, signs, and symptoms of anorexia nervosa. Therefore to pursue this interest, I hereby propose to answer the following research question: what are the effects of anorexia nervosa on the health of a person. I hereby plan to come up with answers to this question by writing an analytical report in which I will analyze the various effects of anorexia nervosa to individuals health and how patients can survive this. I have obtained some useful articles from sources such as the National Eating Disorders Association. One article that will be useful is the Endocrine results of anorexia nervosa Misra, M., & Klibanski, A. (2014). Endocrine concerns of anorexia nervosa. The Lancet Diabetes & Endocrinology, 2(7), 581-592. From the article ‘Endocrine concerns of anorexia nervosa’ the authors talk about how the bodies of persons with anorexia nervosa are often denied the essential nutrients that are needed for the body to function in a normal way. The authors explain to us what happens due to the lack of the nutrients in an individuals body in which turn results to the slow down of most of the body’s processes so that it can conserve energy which therefore results to its effect on the health of an individual. The author of the article also talks about what happens to individuals once they have anorexia nervosa. For me to complete this proposal on time, I have come up with a schedule in which I will manage my project Task Start Finish Choose Topic Complete Complete Initial Research Complete Complete Proposal Complete November 5, 2018 In-Depth Research November 8, 2018 November 12, 2018 Outline November 14, 2018 November 16, 2018 First Draft November 20, 2018 November 24, 2018 Editing/TURNITIN November 27, 2017 November 29, 2018 Final Draft November 30, 2018 December 2, 2018 I am eager to pursue this proposal and I hope you will commend . People must be aware about the effects of this eating disorder the Anorexia Nervosa . Here is my email address : ctoraja8962 @conestogac.on.ca for further questions. Regards, Chundy Toraja Thank you
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