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You are a Consultant in SMR Consulting. You have been commissioned by an important client to evaluate the strategic performance of one company in the global hospitality industry. The client ultimately wants to know whether they should invest in Krispy Kreme Doughnuts or not. Therefore you need to prepare a report, which critically evaluates the strategic performance of the Krispy Kreme Doughnuts.
The client requires a concise; informative professionally produced report, which highlights both positive and negative aspects of the Krispy Kreme Doughnuts’s strategic performance.
In order to undertake this work you will need to access a range of sources on Krispy Kreme Doughnuts, which must include not only internal data provided by the company itself but also external data, where external evaluations and opinions on the company are given. External data may include for example articles in the financial press, analyst’s reports and industry and market reports on Krispy Kreme Doughnuts. However, as with all secondary data you must be aware of its limitations and always question its source and trustworthiness. All sources should be referenced using Harvard convention.
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 ,Krispy Kreme Doughnuts in-depth