Anorexia nervosa post

Anorexia nervosa post

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OUTLINE FOR (insert title)

INTRODUCTION:

  1. Thesis statement:

 

BODY:

  • Topic sentence:
  • Topic sentence:
    • Explanation, proof, or example
    • Secondary research source(s) to support the point (quotation or paraphrase), with in-text citation(s)
  • Topic sentence:
  • Explanation, proof, or example
  • Secondary research source(s) to support the point (quotation or paraphrase), with in-text citation(s)

 

CONCLUSION:

  1. Revisit the thesis idea.
  2. Summarize and highlight the supporting evidence.
  3. End with a strong closing point that reinforces your central idea or purpose. Anorexia nervosa post

The samples research (krispy kreme) and my research topic (anorexia nervosa) is below.

Krispy Kreme’s Failed Expansion into Canada and How it Plans to Rise Again: Outline

Research Question: What does 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 re-enter the Canadian market and achieve success and sustainability, and the threats that Krispy Kreme faces in this business operation.

  1. 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 à high upkeep and real estate costs
  • Stores were too big à around 5000 square feet each (Harris, 2016)
  • Stores were too expensive à 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 à 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.
  1. 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) à this will avoid high start-up and operating costs
  • Lowering expenses à 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. Anorexia nervosa post

Explanation, proof, or example:

  • Noticed that donut companies in Canada succeed under a café type business model à 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 à defying expectations and tripling price of shares

– Developed a cult following à company believes it has retained its brand recognition in Canada (Wright, 2017).

  1. 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 à 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 à 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 à Tim Hortons
  • Tim Hortons à Canada’s most influential brand and a cultural icon (Martin, 2016)
  • More than just a competing business à essential aspect of Canada’s national identity.
  • KK will have to overcome Canadian patriotism à Tim Hortons uses this is a business tool
  1. Conclusion

– KK made mistakes in first attempt to expand into Canada

– Can learn from its past failures and implement  à can replicate some of its American  success in America

– Must overcome major challenges à operating outside of their core competencies and competing against significant opposition. Anorexia nervosa post

 

 

References

CBC. (1994). The Doughnut: Canada’s Unofficial National Sugary Snack. Retrieved March 24, 2017, from http://www.cbc.ca/archives/entry/the-doughnut-unofficial-national-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&currentPosition=1&docId=GALE%7CA457875031&docType=Broadcast+transcript&sort=Relevance&contentSegment=&prodId=GRGM&contentSet=GALE%7CA457875031&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-canadian-expansion-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-canada-ipsos-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-a-canadian-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-a310-4b9d8a2b2d88556669c3%40sessionmgr103&vid=0&hid=108&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#AN=6FPTS2016060138290455&db=p3h

Anorexia nervosa post

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